A large and growing segment of social sector organisations is those who work under a market mechanism to deliver goods and services to the communities. Micro-finance institutions, social
enterprises, producer organisations, and other for-profit social organisations fall into this category. Marketing is a key function in these organisations. While Marketing management is a key course
in all management education programmes, this course is designed based on a social and developmental interpretation of marketing that involves dignity, ethics, fairness, choice, transparency and other values. The usual marketing principles will be taught in this new framework (such as market research, segmentation, targeting, differentiation and positioning). The participants will be introduced to the ideas of service marketing, service excellence, service quality and marketing communication. Additionally, the course will cover how different communication channels can be leveraged effectively in reaching out to the target audience.