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)

Recommended optional program components

none

Recommended or required reading

Fundraising Akademie (Hrsg.): Fundraising. Handbuch für Grundlagen, Strategien und Methoden, 3.Auflage, Wiesbaden; Barbara Crole (2016): Profi-Handbuch Fundraising. Direct Mail: Spenden erfolgreich akquirierenwalhalla, 3. Auflage, Walhalla, Regensburg; Markus Harteman (2012): Sozialsponsoring: Kooperationenerfolgreich gestalten. Grundlagen für soziale Organisationenund Unternehmen, AV Akademikerverlag, Saarbrücken; Avenarius Horst (2008): Public Relations, Die Grundformen der gesellschaftli-chen Kommunikation, WBG: Darmstadt- Bonfadelli; Jarren, Siegert (2005): Einführung in die Publizistikwissenschaft, 2. Auflage, UTB: Stuttgart; Michael Kunczik (2010): Public Relations. Konzepte und Theorien, 5. Auflage, Böhlau Verlag:Köln; Ronald D. Smith (2012): Strategic Planning for Public Relations, 4th edition, Routledge: London; Zerfaß, Pleil (2012): Handbuch Online-PR. Strategische Kommunikation im Internet und Social Web, UVK Verlagsgesellschaft: Konstanz; Chaffey, Ellis-Chadwick et al. (2015): Digital Marketing. Strategy, Implementation and practic, 6th edition, Pearson: Essex; René Mannhold (2009): Schnelleinstieg PR. So platzieren Sie Ihr Unternehmen und Ihre Produkte in den Medien, Haufe Lexware;

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.

Work placement(s)

none