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Health Policy and Management
3rd term
3 credits
Academic Year:
2014 - 2015
East Baltimore
Class Times:
  • Monday,  5:30 - 8:30pm

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Auditors Allowed:
Grading Restriction:
Letter Grade or Pass/Fail
Blakely Goldsmith
Course Instructor:

Introduces students to marketing concepts in health care through readings, guest speakers, small group exercises and individual study. Students learn how to conduct a situational analysis, understanding the market and consumer behavior as well as assessing the capabilities of the organization. Explores primary and secondary market research techniques. Discusses marketing strategy, including positioning and branding, program/service development, pricing, distribution, and promotion. Evaluation and measurement methods are explained.

Learning Objectives:

Upon successfully completing this course, students will be able to:

  1. Explain the purpose and value of the marketing function within a healthcare organization
  2. Analyze trends within the industry and society and how to take best advantage of them
  3. Apply modern marketing tools to analyze markets and to attract or influence people within them
  4. Create an effective marketing plan
  5. Employ group decision-making dynamics in class setting
  6. Create an effective mission for an organization or a person
  7. Explain the role and responsibilities of a marketing professional in the health sector
  8. Describe the differences between sales, public relations and marketing and appreciate the essential role of each in a comprehensive marketing strategy
  9. Develop a marketing plan for a specific product, service or program
  10. Demonstrate basic sales techniques like questioning, listening, needs assessment, objection resolution, and positioning
  11. Create an effective sales presentation
Methods of Assessment:

written and group assignments; homework; class participation; final presentation

Enrollment Restriction:

undergraduates are not permitted in this course

Instructor Consent:

No consent required