A marketing approach in a nonprofit microcredit organization

: case study about ANDC - Associação Nacional de Direito ao Crédito

Abstract

The main objective of this master’s thesis, in the form of a Case Study, is to ascertain whether ANDC – Associação Nacional de Direito ao Crédito, a nonprofit Portuguese microcredit association, can potentiate its performance by introducing a marketing approach in the organization. In other words, the study intends to understand marketing’s importance in ANDC, the ways of introducing it and thus be a reference to all nonprofit organizations that, similarly, believe that can improve their work through well coordinated and planned marketing initiatives. The thesis is divided into 5 major chapters: (1) Introduction, where a more detailed description of the entire study is provided; (2) Literature Review, which gives some theoretical background about microcredit and marketing concepts in the social sector; (3) Case Study, that tells ANDC’s history and progress throughout the years; (4) Teaching Notes, that develop 3 main questions for Professors’ Case Study’s discussion with students and (5) Conclusion, Limitations and Future Research, which conclude that marketing’s implementation in ANDC can indeed play an important role in organization’s overall performance and point out some limitations that can lead to possible future research.

Date of Award	2012
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Frazão Ferreira Fernandes Pinheiro (Supervisor)