Marketing strategies for a non-profit organisation
Lindfors, Iida (2018)
Lindfors, Iida
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201804034056
https://urn.fi/URN:NBN:fi:amk-201804034056
Tiivistelmä
The marketing scene is ever-changing, and especially for small organisations it can be rather overwhelming. With the ceaseless influx of new marketing tools, choosing which ones to use is important, thus instead of trying everything and wasting valuable resources, a detailed marketing plan is needed.
That being said, the purpose of this bachelor’s thesis was to provide the commissioning organisation with a marketing plan. The commissioner, the Finnish Institute in London, organises Finnish language courses in London for small groups on four different levels. The institute is a non-profit organisation, and the language courses are a new addition to its services, hence there was a need for marketing strategies in order to pave the path to success. They will help the institute define and outline its goals, and how to reach them, and most importantly increase visibility and brand awareness.
The research was primarily conducted in a qualitative manner. Due to its analytical and descriptive nature, qualitative research was deemed as the most suitable option for the case. The theoretical framework of the thesis on the other hand focuses on relevant topics such as services marketing and digital marketing. This secondary data formed the basis and platform for the following marketing strategy together with the primary data gathered through a survey.
The study resulted in suggestions for the marketing strategies for the Finnish Institute in London. Due to confidentiality reasons, the marketing strategies have not been published in the thesis report, but they can be found in appendices to this thesis report.
That being said, the purpose of this bachelor’s thesis was to provide the commissioning organisation with a marketing plan. The commissioner, the Finnish Institute in London, organises Finnish language courses in London for small groups on four different levels. The institute is a non-profit organisation, and the language courses are a new addition to its services, hence there was a need for marketing strategies in order to pave the path to success. They will help the institute define and outline its goals, and how to reach them, and most importantly increase visibility and brand awareness.
The research was primarily conducted in a qualitative manner. Due to its analytical and descriptive nature, qualitative research was deemed as the most suitable option for the case. The theoretical framework of the thesis on the other hand focuses on relevant topics such as services marketing and digital marketing. This secondary data formed the basis and platform for the following marketing strategy together with the primary data gathered through a survey.
The study resulted in suggestions for the marketing strategies for the Finnish Institute in London. Due to confidentiality reasons, the marketing strategies have not been published in the thesis report, but they can be found in appendices to this thesis report.