Public Sector Marketing Management At University Of Ghana
The public sector in most developing countries is bedevilled by an acute lack of a service
marketing orientation and this has led to inefficiencies in several developing economy public
institutions, Ghana, not excluded. Public Sector Marketing Management examines the role of
marketing in public organizations, from planning through execution and evaluation. It looks at
marketing from the perspective of creating value for different organisational stakeholders. This
course examines specific applications for public sector organisations such as local government in
the context of leisure, culture and the arts, regeneration, education and social services. The main
theme of the course is creating value for stakeholders through a philosophy based on setting a
vision, creating and communicating the values and establishing a culture. This course on
marketing the public sector focuses on how a more market oriented approach can be adopted by
public sector institutions. Key topics that will be covered include service marketing challenges
faced by the public sector, public sector marketing tools, creating and measuring stakeholder
value, corporate brand building and delivering services, marketing process management and
moment of truth encounters.