Cascade Courses

Strategic Marketing in the Public Sector

Nancy Lee

Though we may not call it marketing, most of us working in public-sector agencies make decisions and manage programs and people on a daily basis that impact revenue, funding, customer satisfaction, constituent perceptions, and public behavior. This two-day course will present a comprehensive overview of the major applications of marketing principles and techniques in the public sector, as well as the benefits of thinking and acting like a strategic marketer. We will begin by exploring the nature and components of the traditional marketing model, then move quickly to explore and understand the relevance and benefits of applying this model to the following: developing and enhancing agency programs and services, influencing public behavior change, forming private sector partnerships, managing public information and internal communications, creating and maintaining a desired brand identity, and improving customer satisfaction.

Learning Objectives

This course has been carefully designed to assist managers in public-sector and nonprofit agencies in applying traditional marketing principles and techniques to challenges faced by their agencies on a daily basis; challenges that include program development, agency reputation, private-sector partnerships, and customer satisfaction. At the conclusion of this course, participants will:

• Understand the major ways that marketing can support each of the following public-agency goals and objectives:
  • Developing and enhancing programs and services
  • Influencing positive public behavior
  • Forming private sector partnerships
  • Communicating effectively
  • Having a positive image with key publics
  • Satisfying customers
• Present marketing recommendations on how they could contribute to each of these agency goals and objectives.
• Know the key elements of strategic marketing planning.
• Believe that a customer-centered mindset is critical to success.
• Recognize the keys for success and some of the reasons for failure when developing and implementing marketing programs.

This course will use a variety of teaching methods including case studies, panel discussions, and study groups.

Instructors

Nancy Lee

President of Social Marketing Services Inc., MBA, University of Puget Sound, 1980: Social Marketing, Marketing in the Public Sector, Marketing Research, and Marketing Communications

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