Graduates of the NPM program develop specialized non-profit management knowledge and skills upon completing the program and typically seek a management career in the non-profit sector in Canada. It is a graduate certificate program that seeks to attract individuals with a passion for giving back to society who wish to do so in a management capacity.

The college is interested in attracting more qualified applicants, particularly recent graduates from Canadian universities and colleges, to the program. As a marketing consultant and graduate of the program you have been asked to provide advice on how this can be done.

 

What are some of the questions that come to mind when faced with this situation? (2 marks)
 

If the desired target audience are recent university /college graduates:
Describe how you would segment this part of the market further (5 marks)
‎Assuming that this target audience is aware of the program but does not appear to be attracted to it:
Describe how you would position the program to the segment you have chosen to target (4 marks), and
What are your top three suggestions from a branding perspective, given your in-depth knowledge of what the program covers, for increasing the attractiveness of the program to the segment you have targeted. Explain your reasoning. (6 marks)
‎Explain which segment you would you target and provide the reasons why. (3 marks)