实施营销计划:更高层次的参与如何为学生和他们的非营利合作伙伴创造价值

IF 0.2 Q4 SOCIAL SCIENCES, INTERDISCIPLINARY Journal of Nonprofit Education and Leadership Pub Date : 2022-03-01 DOI:10.18666/jnel-10547
Abigail B. Schneider
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引用次数: 0

摘要

市场营销和软技能对于非营利部门的成功越来越重要。因此,营销和筹款计划是非营利教育项目中分配最广泛的体验项目;然而,他们往往在互动水平较低的情况下进行,最终在学生向非营利组织领导人提交计划时达到高潮。学生很少有更高层次的互动,比如与非营利组织合作筹集资金。当前研究的目的是比较两种不同的教学方法所带来的好处——一种是让学生简单地写一份营销计划,另一种是让学生也实施营销计划——并探索与低层次的互动相比,高层次的互动如何影响学生的感知学习、学生的实际学习以及为非营利合作伙伴创造的有形价值。重要的是,这些项目适合没有或很少有市场经验的学生。
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Implementing the Marketing Plan: How Higher-Level Engagement Can Create Value for Students and Their Nonprofit Partners
Marketing and soft skills are increasingly important for success in the nonprofit sector. As such, marketing and fundraising plans are among the most widely assigned experiential projects in nonprofit education programs; yet they often occur with a low level of interaction, culminating in students’ presenting the plan to nonprofit leaders. Rarely do students interact at higher levels such as by working with the nonprofit to raise funds. The purpose of the current study is to compare the benefits afforded by two different pedagogical approaches—one that involves a project where students simply write a marketing plan and one that involves a project where students also implement the marketing plan—and to explore how higher-level interaction, compared with lower-level interaction, impacts perceived student learning, actual student learning, and the tangible value created for the nonprofit partner. Importantly, the projects are suitable for students with little or no prior marketing experience.
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来源期刊
Journal of Nonprofit Education and Leadership
Journal of Nonprofit Education and Leadership SOCIAL SCIENCES, INTERDISCIPLINARY-
自引率
20.00%
发文量
17
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