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Marketing for organisations that do good

A free, adult self-study course in making defensible marketing decisions for charities, social enterprises and community organisations. Twelve taught modules and a capstone allocate 160 hours. Plan for 16 weeks at about 10 hours a week, or study at your own pace; an optional foundation adds 10 hours. Build a strategy, examine evidence, evaluate AI safely and defend a feasible plan. These are design allocations, not measured study times. This manuscript has not received independent academic review and does not confer accreditation or an assessed qualification. No paid tools, advertising, AI subscription or Charitas customer account is required.

Adults working or volunteering in charities, social enterprises and community organisations, including founders and people new to marketing. Use your own authorised, non-sensitive organisational material or complete every activity with the supplied fictional cases. No live research, fundraising, spending or publishing is required.

Read every lesson and use every exercise without an account, AI subscription or product purchase. This first authored edition is not accredited; designed study hours have not been validated with learners.

What you will learn

• L1 Diagnose a marketing problem using organisational and stakeholder evidence.
• L2 Design proportionate research, appraise sources and explain limitations.
• L3 Compare marketing theories and defend choices for a particular mission.
• L4 Evaluate an AI workflow for accuracy, quality, time, cost and oversight.
• L5 Design a feasible experiment and distinguish activity from mission outcomes.
• L6 Produce and defend a coherent strategy, resource plan and learning process.

The whole course

Twelve taught modules and a 40-hour capstone: 160 designed study hours, with an optional 10-hour foundation. These are activity allocations, not measured learner durations.

1. Optional foundation: vocabulary, numbers and evidence10 hours · optional
2. 1. Mission and marketing10 hours
3. 2. Evidence and research10 hours
4. 3. People and behaviour10 hours
5. 4. Strategy and focus10 hours
6. 5. Services and value10 hours
7. 6. Brand and trust10 hours
8. 7. Support and income10 hours
9. 8. Communications and discovery10 hours
10. 9. AI and marketing work10 hours
11. 10. Responsible practice10 hours
12. 11. Measurement and learning10 hours
13. 12. Leadership and delivery10 hours
14. Capstone: an evidence-based strategy and defence40 hours

Use the method in your organisation

Learning does not require becoming a Charitas customer. If you want to discuss using Charitas for your organisation, contact us separately.