Award in Fundamentals of Campaigning and Marketing

This module identifies the core concepts of modern marketing and the use of marketing techniques and practices in the challenging campaigning process. The module provides a framework for the development of an effective research plan and it’s successful implementation. It provides details on the traditional Marketing Mix and the more sophisticated extended marketing mix used for marketing of services. It addresses the challenges of new digital channels and social media. It concludes with hands-on perspectives to best practices in marketing and campaigning for NGOs.

The 6 sessions included in the module are as follows:

1. Basic Principles of Marketing
2. Needs Assessment, Research and Data
3. Implementing Effective Marketing Research
4. Marketing Mix and Marketing/Comm Plan
5. Digital Marketing and Social Media
6. NGO Perspectives to Campaigning and Marketing

Hours of Total Learning for this module:

• Contact Hours: 15
• Self-Study Hours: 27
• Assessment Hours: 8
• Total Learning Hours: 50

Learning Outcomes:

At the end of the module/unit the learner will have acquired the following skills:

1. Apply the basic principles of marketing particularly customer centricity in an NGO to maintain a focus on the core customer group – the main beneficiaries of the NGO.
2. Plan effective marketing research process to maintain ongoing research related to the needs and requirements of the core customer group – the main beneficiaries of the NGO.
3. Apply best practices of Digital Marketing to design social media marketing campaigns for the NGO.
4. Effective implementation of  the marketing mix (product, price, place and promotion) for the NGO to add value to its customers – the beneficiary/ies.

Each module will be assessed based on the following components:

1. Quality of Contributions in Forums: 30%
   • Evaluation of participation and the quality of insights shared in online discussion forums.
2. Quality of Contributions in Tutorials: 20%
   • Assessment of engagement and contributions during tutorial sessions.
3. Assignment/Case Study: 50%
   • Completion and quality of assignments that demonstrate understanding and application of the course material.

Passing Criteria:

• Students must achieve an aggregate of 50% or higher across the two components to pass the module.

Scholarship Schemes for Maltese residents:

• MySkills Scheme: Malta residents are eligible for up to 80% reimbursement, capped at €5,000, subject to eligibility criteria. International students would be able to apply for the MySkills Scheme once they obtain their Student Temporary Residence Card (TRC). (For individual modules only)
• Get Qualified Scheme ( Scheme available for Maltese residents ) – 70% refund of course fee as a tax rebate