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Topic: The Basics of Non-Profit Marketing
9:00am - 5:00pm
Registration Fee:
Service: Lunch & 2 Coffee Breaks
Registration Deadline:


The Basics of Non-Profit Marketing
Outline & Program

This workshop focuses on the key elements of the non-profit marketing. It describes the major similarities and differences vis-a-vis the traditional or commercial marketing. It provides as well a general overview about the essential marketing tools and techniques and their effect on the social behaviors with a professional approach.

Who should attend:
• Activists who want to create a social change
• Professionals working on health or social issues
• Practitioners who want to apply new skills in the field

Learning objectives:
• Usage of commercial marketing tools to create social and behavior change
• Better understanding of the Marketing Mix approach
• Development of effective programs and campaigns

9:00: Welcome Coffee

9:30 - 11:00 Session I: Fundamentals
A- Background
B- Developmental Stages
C- Evolution
D- Identification & Marketing Mix
     a. Comparative Approach
     b. Strategic Differentiation
     c. Influence of Product Demand

11:00 - 11:30: Break 1

11:30 - 13:00 Session II: Product Planning & Development
A- Product Planning
     a. Definition
     b. Innovation & Life Cycle
          i. Ansoff Matrix
          ii. Stages
B- Product Development
     a. New Products
     b. Product Life Cycle
     c. Adoption & Diffusion Process

13:00 - 14:00: Lunch Break

14:00 - 15:15 Session III: Key Concepts & Consumer Behavior
A- Elements
B- Features
C- Stages
D- Consumer Behavior

15:15 - 15:45: Break 2

15:45 - 17:00 Session IV: Major Attributes
A- Characteristics
B- Principles

Cancellation Fee:

Trainer: Amin Nehme
Mr. Nehme has successfully combined his business knowledge and his interest in the social service field and made of this marriage a profitable consultancy. Owner of ServiLine Ltd., a marketing management agency established in 1997, recognized in offering business development programs to small and middle enterprises (SMEs), he is founder and president of The Lebanese Development Network (LDN), which provides capacity building strategies to the non-profit sector. He graduated from the American University of Beirut (AUB) with a BA in political science, later joined the Lebanese American University (LAU) in order to acquire a BS in marketing, and received his MBA in international affairs and diplomacy from Notre Dame University (NDU). He started his career as a sales manager at the Middle East Cement Factory, then as a marketing manager with the Middle East Dental Corporation, a 3M-Unitek dealer.
In 2006, he successfully completed a professional development program in leadership, "The Strategic Leadership Simulation - Mobilizing People and Organizations," which adopts the leadership paradigms developed by Harvard and Princeton Universities and was offered by Cambridge Institute for Global Leadership (CIGL).
Between 2001 and 2006, Mr. Nehme served as the International Coordinator for the outreach program of Auxilia in USA and Canada. He has been the Program Developer for the Lebanese Emigration Research Center (LERC) at Notre Dame University, as well as the Middle East Regional Coordinator for the Coalition for the Defense of Human Rights (CDHR), a Washington, DC based organization. In 2007, Mr. Nehme was selected to be the Program Developer of the Lebanon Education Aid Fund (LEAF) - the development organization of the General Secretariat of the Catholic Schools in Lebanon. In 2009, he joined MEPI Program through LDN as grant manager for the Lebanese Alumni Association. Moreover, he has been contracted as Consultant for The International Research and Exchange Board – IREX Europe.
In January 2010, Mr. Nehme joined Notre Dame University as a Program Developer at the Office for Sponsored Research and Development as well as a Consultant for Beyond Beirut, the USAID Lebanese Business Linkages Initiative Project.

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