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  DOI Prefix   10.20431


 

International Journal of Media, Journalism and Mass Communications
Volume 3, Issue 2, 2017, Page No: 11-17
doi:dx.doi.org/10.20431/2454-9479.0302002

Nonprofit Course Offerings in U.S. Integrated Marketing Communications Programs

Evangeline W. Robinson

Assistant Professor, Integrated Marketing Communications, Meek School of Journalism and New Media, University of Mississippi,MS, USA.

Citation :Evangeline W. Robinson ,Nonprofit Course Offerings in U.S. Integrated Marketing Communications Programs International Journal of Media, Journalism and Mass Communications ,2017;3(2):11-17.

Abstract

Integrated marketing communications programs at colleges and universities offer students opportunities to learn strategic methods of promotion. In the nonprofit field, students can utilize their knowledge and skills to impact society, but there are differences between promoting products and promoting causes. This study examines the extent of course offerings with a focus on or inclusion of nonprofit marketing communications content within integrated marketing communications programs in the United States. Findings reveal the potential for institutions to do more to expose students to strategies specific to promoting nonprofit organizations.


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