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 provides the information, tools and solutions that are critical for marketers in these sectors to excel in their positions. 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 – 10 days over 6 months
| Module 1: | Fundamentals of Public Sector and Non-Profit Marketing | Jan. 20, 2010 |
| Module 2: | Marketing Research and Evaluation | Jan. 21, 2010 |
| Module 3: | Integrated Marketing Communications | Feb. 17-18, 2010 |
| Module 4: | Social Marketing | March 10-11, 2010 |
| Module 5: | Partnerships & Creative Marketing Tactics | April 8-9, 2010 |
| Module 6: | Strategic Social Media/Web 2.0 Marketing | May 3, 2010 |
| Module 7: | How to Sell Your Marketing Program | June 1, 2010 |
| Final Exam - Online (no class attendance) |
June 8, 2010 | |
| Course Project Due (no class attendance) |
June 18, 2010 |
Expert Faculty
Instructors in the Professional Certificate in Public Sector and Non-Profit Marketing program have specialized marketing experience and expertise in these sectors.
Who Should Attend
Managers working for government, crown corporations/agencies, non-profit organization and associates who are responsible for:
- Programs, products and services targeted to the public
- Partnership and/or revenue-generating initiatives
- Social marketing, community outreach and public education programs
- Strategic communications, media relations, online marketing
Why You Should Attend
- Develop an action-oriented, strategic marketing plan for your organization
- Gain the skills and expertise to assume more senior positions and responsibilities
- Share experiences with marketers in your sectors and expand your network
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.
David Roy
David Roy is the former Director of Marketing at Statistics Canada and has also worked in operational and corporate planning, communications and publishing at Statistics Canada. As Director of Marketing, he focused on developing a clinet-oriented organizations culture and managing transition from traditional to new media and custom services. David was also involved in the federal government’s Government Online Initiative.
Mark Sarner
Mark Sarner is an Association of the University of Toronto Centre for Health Promotion, member of the Canadian Journalism Foundation Board and member of the Editorial Board of Canadian Fundraiser magazine. Mark co-authored Social Marketing for Business: What to know, What to do? He has worked for companies including Bell, Ericsson, Hewlett-Packard, Labatt, Kraft, Sears and Sunoco to help them design and implement their philanthropy and community relations program. He is recognized as one of the foremost authorities on the principles and practice of social marketing. Mark was selected by Canadian Business Magazine in 1986 as one of Canada’s emerging business leaders for success in harnessing the power of marketing to the process of social change.
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
Start the program with an overview of marketing in the public and non-profit sectors. What you will learn:
- Understand how marketing differs in the private, public and non-profit sectors.
- The processes to develop and implement an action-oriented, strategic marketing plan.
- Review the format and guidelines for developing a marketing plan for your organization. (Term project)
Module 2
Marketing Research and Evaluation
Explore how to conduct research on a limited budget for effective short and long-term marketing campaigns. What you will learn:
- 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
Integrated Marketing Communications
Through case studies, learn how to use integrated marketing communications to deliver key messages to target markets, with limited resources, for successful marketing campaigns. What you will learn:
- Prepare an integrated marketing communications plan for maximum impact.
- The strength of various IMC components and how to select the right mix for your goals and budget.
- Develop a segmentation and positioning strategy.
Module 4: Social Marketing
Examine social marketing and create a powerful strategy to influence opinion and change behaviour. What you will learn:
- Develop a strategic social marketing plan based on solid research.
- Explore the latest social marketing approaches.
Module 5
Partnerships & Creative Marketing Tactics
Build partnerships and other proven marketing tactics into your strategies to leverage resources and increase impact. What you will learn:
- Explore the latest trends and best practices in partnership marketing, corporate engagement techniques and cause marketing.
- Key elements of face-to-face and event marketing programs.
- Learn how to measure the value and impact of partnerships and sponsorships.
Module 6
Strategic Social Media/Web 2.0 Marketing
Learn how to leverage social media to reach and engage your target audience. What you will learn:
- 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 communication.
- Save money using free, open-source applications.
Module 7
How to Sell Your Marketing Program
One of the biggest challenges faced by non-profit and public sector marketers is selling their marketing programs to senior management.
What you will learn:
- Key factors in selling your marketing program internally and externally.
- Tools and strategies to build support for your marketing program.
Testimonials
Testimonials