The course develops three main topics: first, presents the central concepts of marketing; second, explains the applicability of these concepts in the public sector, and third, elaborates on modern concepts of public marketing.
The contents of the program are divided in the following parts: First, distinguish between marketing for profit and nonprofit organizations, focusing on the marketing for the public sector. Second, develops the main marketing topics as exchange, consumer behavior and the citizen, market research, segmentation and positioning. Third, applies the marketing-mix concepts (product, price, distribution and communication) to public administration as well as strategic planning. Finally, presents the stakeholder value approach, internal marketing in public administrations and internet use tools.