Public Relations, Fundraising & Eventmanagement

Department

Bachelor's program Social, Health & Public Management

Course unit code

NPGBA55

Number of ECTS credits allocated

5.0

Name of lecturer(s)

Mag. Lamp Christian, Mag. Windbichler Renate, MIM

Recommended optional program components

none

Recommended or required reading

Sargeant, A. & Shang, J. (2017): Fundraising Principles and Practice (2. ed.). Wiley. https://onlinelibrary.wiley.com/doi/book/10.1002/9781119228974
Kitchen Ph. (2022) Integrated Marketing Communications, Chapter 12, Case Study Macmillan Cancer Support; https://link.springer.com/content/pdf/10.1007/978-3-030-76416-6_12?pdf=chapter%20toc
'Beger, R.; Present-Day Corporate Communication (2018); Springer Nature Singapore
https://doi.org/10.1007/978-981-13-0402-6_11
'Schlegelmilch, B. (2023): Global Marketing Strategy (2nd ed.). Springer Cham. https://link.springer.com/book/10.1007/978-3-030-90665-8
'Gies, L. (2021) Charity Fundraising and the Ethics of Voice: Cancer
Survivors' Perspectives on Macmillan Cancer Support's "Brave the Shave" Campaign, Journal of
Media Ethics, 36:2, 85-96, DOI: 10.1080/23736992.2021.1898963
'Quinn, B. (2013): Key concepts in event management, SAGE Los Angeles, Calif. [u.a.]; https://books.google.at/books?id=irH9KJLgxdoC&printsec=frontcover&hl=de&source=gbs_ViewAPI&redir_esc=y#v=onepage&q&f=false

Additional information about examination modalities

The course evalutation is based on group work, as well individual tasks.

Level of course unit

Bachelor

Year of study

Fall 2025

Semester when the course unit is delivered

5

Language of instruction

English

Learning outcomes of the course unit

Students understand fundraising's importance within the non-profit, health & social sector.
Students know standard tools, methods, and models to raise money.
Students are familiar with the basic concepts of event management.
Students know how to organize Charity-Events and Green Events.
Students are familiar with the objectives and relevant concepts of PR. They are able to identify, plan and implement PR goals.

Course contents

• Charity-Events, Green Events, Eventmarketing
• Fundraising
• Sponsor relationships
• Sponsor loyalty. Credibility and ethics in fundraising.
• Planning of market segments, products and communication channels
• Techniques and strategies using practical examples in times of social media; PR in non-profit organizations
• Presentation of a PR campaign using the example for a non-profit organization and handing out of the press release

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.
Practical best practice examples will make the theoretical input more tangible.
An excursion highlights event management from the perspective of a company.

Work placement(s)

none