Professional Certificate in Public Sector and Non-Profit Marketing | Professional Program Development

There is a rising need for highly-skilled marketing professionals in the public and non-profit sectors to effectively bring their organization’s products, services and messages to the marketplace.

The Professional Certificate in Public Sector and Non-Profit Marketing is uniquely designed to equip participants with the information, tools and solutions necessary to skillfully and mindfully navigate their way through the fascinating and complex world of marketing. This program engages participants in a rich learning environment that reinforces theory with practical, real-life examples based upon the extensive experience of the instructors.

7 Course Modules – 8 days over 4 months

Module 1:	Fundamentals of Public Sector and Non-Profit Marketing	Jan. 19, 2011
Module 2:	Marketing Research and Evaluation	Jan. 20, 2011
Module 3:	Creative Marketing Techniques	Mar. 1, 2011
Module 4:	Social Marketing	Mar. 2, 2011
Module 5:	Partnerships, Strategic Alliances and Collaborative Arrangements	Apr. 8, 2011
Module 6:	Strategic Social Media Engagement	Apr. 20-21, 2011
Module 7:	How to Create and Sustain a Marketing Culture / Presentations Day	May 13, 2011
	Final Exam - Online (no class attendance)	May 23, 2011

Read module descriptions

Why You Should Attend

Develop an action-oriented, strategic marketing plan for your organization.
Become skilled at setting realistic, practical marketing objectives and goals.
Learn how to communicate messages effectively to key stakeholders and the public.
Share experiences with marketers in your sectors and expand your network.

Who Should Attend

Managers working for government, crown corporations/agencies, non-profit organization and associations who are responsible for:

Marketing programs, products and services targeted to the public, business and government.
Sponsorship and partnership development.
Membership development and revenue generation.
Exhibit and event marketing.
Social marketing, community outreach and public education programs.
Strategic communications, media relations and media advocacy.
Online and web marketing, social media and digital marketing.

Tuition

$3,995 + HST
Deposit of $800 required to reserve a place in the program

Course fee includes:

Refreshments
Breakfasts & Lunches
All text books and course materials
Framed certificate of completion from the Sprott School of Business

Professional Certificate in Public Sector & Non-Profit Marketing – Faculty

Jim Mintz (Program Director)
Formerly Director of Marketing and Corporate Communications Division at Health Canada, Jim is the Director of the Centre of Excellence for Public Sector Marketing. In addition to being the Program Director of the Professional Certificate in Public Sector and Non-Profit Marketing, he also teaches this subject at the University of South Florida, College of Public Health in Tampa. Jim is Past President of the American Marketing Association (AMA) Ottawa Chapter and served at AMA International in Chicago. He is a recipient of the AMA Ottawa "Marketer of the Year" award. Jim has also served on the Federal Government Communications Policy Committee. A frequent speaker at conferences and workshops in North America and around the world, Jim has also published articles on social marketing, public/private strategic alliances and other related topics. Prior to joining the federal government, he held senior marketing positions in the private sector.

Bernie Colterman (Program Director)
Bernie is Co-Founder and Director of the Centre of Excellence for Public Sector Marketing and President of the Colterman Marketing Group Canada, an Ottawa-based marketing solutions provider whose clients include federal, provincial and municipal governments, national associations and non-profit organizations. Bernie has facilitated numerous marketing campaigns for the government and the non-profit sectors. A master at brokering strategic alliances and partnerships, he has facilitated hundreds of collaborative arrangements for both industry and government – raising over $25 million in sponsorships and spearheading high profile partnership initiatives for Industry Canada, Canadian Heritage, Citizenship and Immigration Canada, Public Safety Canada, Province of Ontario and National Capital Commission. Bernie is Executive Producer of MARCOM, an annual marketing symposium dedicated to the specialized needs of the public and non-profit sectors. He is a regular contributor to publications and speaks at conferences aimed at government and non-profit audiences.

Judith Madill, PhD
Judith Madill is the Paul Desmerais Professor at the Telfer School of Management at the University of Ottawa. She was previously Professor and Coordinator of the Marketing Area at the Sprott School of Business, Carleton University. She has taught in Europe and other parts of the world. She has authored over 40 papers and reports, including From Public Education to Social Marketing: The Evolution of the Heritage Canada Anti-Racism Social Marketing Program. Judith is a frequent speaker on marketing and consults in the areas of public sector/social/relationship marketing and partnerships.

Mike Kujawski
Mike is a passionate marketing & social media strategist, who works solely with public sector and non-profit organizations. He now leads all of the Centre of Excellence for Public Sector Marketing digital marketing projects. Mike’s most recent tasks include the development of strategic digital marketing and social media engagement plans for the Public Safety Canada, National Gallery of Canada, Canadian Air Transport Security Authority and the Foreign Credential Recognition Program at HRSDC. He also worked on the development of comprehensive marketing and communications plans for the Department of National Defence, the Public Service Commission and the City of Burlington. Mike is a distinguished speaker, engaging blogger, and highly praised workshop facilitator in his field. He created Canada’s first national workshop and comprehensive workbook on how to develop a social media marketing strategy in a public sector setting. Mike also created the Government 2.0 Best Practices Wiki, which has garnered international attention as the first collaborative central archive of government social media initiatives in Canada and abroad.

Professional Certificate in Public Sector & Non-Profit Marketing – Modules

Module 1: Fundamentals of Public Sector & Non-Profit Marketing

An overview of marketing in the public and non-profit sectors.
Understand how marketing differs in the private, public and non-profit sectors.
The processes to develop and implement an action-oriented, strategic marketing plan.
How to develop a client-based mindset in a public sector and non-profit organization.
Review the format and guidelines for developing a marketing plan for your organization (See Module 7, Course Project Components, below).

Module 2: Marketing Research and Evaluation

Understand how to use market research to support decision-making framework.
Key concepts in consumer behaviour.
The most effective methods for acquiring and using market intelligence.
Develop a system for measuring progress and monitoring performance.

Module 3: Creative Marketing Techniques

The latest trends in marketing and how the shift from “transactions” to “relationships” is changing the way organizations are communicating with its stakeholders.
The role of various marketing mediums and their impact on moving target audiences along the causal chain of changed behaviour.
How other public sector organizations are using innovative approaches to reach and engage their constituents.

Module 4: Social Marketing

A step-by-step structured approach to preparing a social marketing plan that is actionable and will have maximum impact.
Implement a social marketing program on a very limited budget.
How social marketing is different from public education, outreach and other communication strategies.
How to use social marketing to give you a single approach for mobilizing communities, influencing the media, lobbying/advocacy, building strategic alliances with business.

Module 5: Partnerships, Strategic Alliances and Collaborative Arrangements

Knowledge of process for establishing strategic alliances and partnerships, assessing challenges and risks, prioritizing and selecting partners, developing “value propositions” and proposals to private sector and other organizations, implementation and managing collaborative arrangements.
Knowledge of measuring the impact of strategic alliances, e.g. impact indicators that alliances are working, including objective setting, assessment methods, defining and measuring success, establishing baselines and measuring and assessing value-for-dollar.

Module 6: Strategic Social Media/Web 2.0 Marketing

Explore how to use relevant social media channels to reach your objectives more efficiently and effectively.
Incorporate automated social media monitoring activities into your daily schedule.
Move away from one-way communication and enter the world of two-way conversation.
Mitigate risks in both public sector and non-profit organizational environments.
Measure your return on effort.

Module 7: How to Create and Sustain a Marketing Culture / Presentations Day

Best practices in creating a marketing culture in public and non-profit organization.
Examples of organizations that have created a marketing culture in the public and nonprofit sectors.

Student Presentations

During this session all course participants will present their course project for approximately 15 minutes and submit an executive summary report as a supporting document to the presentation.

Course Project Components

Final Presentation: 15 minutes, highlight key elements and sell your marketing strategy.
Executive Summary Report: supporting document for the participant’s presentation.

Final Exam - Online (no class attendance)

Testimonials

"A supportive, targeted, learning and sharing experience that combines realistic tools and strategies in the classroom with a hands-on project to bring social marketing success to your organization."

Wilma Bodnar, National Outreach and Volunteerism Coordinator, Client Relationship Strategies Branch, Environment Canada

"Course content is practical and applied - I was immediately able to take concepts back to my work and implement. I learned to appreciate the marketing orientation. As a program person, I am able now to talk the language with my marketing and communication colleagues."

Patti Murphy, Program Consultant, HIV/AIDS Policy, Coordination and Program Division, Public Health Agency of Canada

"This course will change the way you approach membership marketing and the development of strategic partnerships in your association. This course is a pre-requisite for effective Not-for-profit sector marketing. Finally - a comprehensive marketing course that speaks to the needs and realities of not-for-profit associations."

Monica Helgoth, Director, Strategic Partnerships, Canadian Dental Hygienists Association

"A ‘must have’ learning experience for any serious marketer. Up-to-date and purposeful marketing concepts delivered by true professionals in the field make for a unique program designed for managers and executives. Positive interaction and the sharing of ideas and real life experiences by course participants was a true added benefit."

Mark Lalonde, Chief, Marketing Programs, Canadian Dairy Commission

"This course gives you the tools and tips necessary to go from theory to application. It’s not about what is marketing but more about how you can attain success using the approach properly."

Jean Ouellet, Communications Manager, Outreach, Indian and Northern Affairs Canada

"This course has been an excellent investment. Much of my knowledge about marketing has been learned on the job and as such I have missed some key pieces of information. I wish I had taken the course years ago."

Stephen Faul, Vice President, Marketing and Strategic Alliances, Operation Eyesight

"A solid course from beginning to end! Six complete modules dedicated to strategic marketing, excellent presenters, a valuable term project for your organization, and a fantastic opportunity to network with other marketing professionals participating in the course. Full marks for an excellent program!"

Glen Ashworth, Association of Universities and Colleges of Canada

"For anyone who works in policy analysis or communications in the public sector, this course is invaluable. It demystifies marketing, explaining both the theory and the practice behind market research techniques, the role of evolution and the value of strategic alliances. It shows the clear differences between marketing and communications and how the two can be combined most effectively to sell policy. The course should be a must for decision-makers and senior managers who want to market policy more effectively to their target audiences."

Phoebe Munro, Senior Advisor, Canada Revenue Agency

"A truly engaging certificate program both from the professional and academic point of view; the structure and the variety of lecturers greatly contribute to the overall objectives of the course. A must for senior managers whether they are in communications or other fields. Theory and practice in the course and laid out logically and coherently."

Enrico W. del Castello, M.A., Special Policy and Research Advisor Citizenship and Immigration Canada, METROPOLIS PROJECT

"The Public Sector and Non-Profit Marketing course is more than a course on marketing. The course showcases the marketing discipline and methodology as a great strategic planning tool. A must for professionals in marketing, communications and programs alike. Bravo to the presenters…experts and leaders in their fields."

Diane Duford, Director, Marketing and Advertising Services, Department of National Defence

"This certificate program has provided me with exactly the marketing fundamentals that I needed. I cannot think of a single aspect of my work that has not been changed (improved) as a result of this training. Additionally, the program is very well designed to accommodate busy professionals."

Jennifer Trower, Marketing and Training Librarian, Agriculture and Agri-Food Canada

"I found the course excellent and know it will be useful in my current capacity at Industry Canada and in future positions. I was especially impressed with the quality and variety of instructors and felt that their differing backgrounds and experience brought a lot to the course. I have recommended it to my colleagues on a number of occasions and will continue to do so."

Linda Diaz, Senior Project Officer, Strategic Communications and Planning, Industry Canada

"The Professional Certificate in Public Sector and Non-Profit Marketing was of great use to me in understanding the important role marketing plays within an organization. Coming from a communications background, this course strengthened my knowledge of the link between communications and marketing, and also furthered my understanding of the fundamental differences between the two."

Laurie Chatigny, Manager of Marketing and Communication, Mining Industry Human Resources Council