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Course Catalog

312.660.01 MARKETING IN HEALTH CARE ORGANIZATIONS

Term: 4th term
Credits: (3 credits)
Contact: Jamila Savage
Academic Year: 2012 - 2013
Course Instructor:
  • Greg Conderacci
Description:

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.
Student Evaluation: written and group assignments; homework; class participation; final presentation
Learning Objective:

At the conclusion of the course students will be able to: • Develop a critical eye for identifying effective marketing strategies and how they may translate to the healthcare field. • Evaluate the need for marketing for an individual product line in your organization • Understand the need and importance for an organizational brand • Execute a crisis communication plan • Utilize free media to advance or manage your message • Plan a marketing campaign for a single product line or service

Location: Baltimore
Class Times:
  • Monday 5:30 - 8:30
Enrollment Minimum: 10
Enrollment Maximum: 35
Enrollment Restriction: undergraduates are not permitted in this course
Instructor Consent: Consent required for all students

due to enrollment maximum, students who are required to take this course for their degree program receive priority
For consent, contact: jsavage@jhsph.edu
Auditors Allowed: No
Grading Restriction: Letter Grade or Pass/Fail
Catalog Subcommittee Actions: Course Modified, Keywords and/or Method of Student Evaluation only, Approved Date: || Course Modified, Keywords and/or Method of Student Evaluation only, Approved Date: || Required, RequiredNote, StudentEval, ExpectedEnrollNumber, ContactPerson, ContactEmail, StartingOfferYear, ScheduleTypeId, CourseLearningObj, .12/11/2012; Required, RequiredNote, StudentEval, CourseLearningObj, .12/11/2012; ContactPerson, ContactEmail, StartingOfferYear, CPInstructor, PrimaryInstructor2, .11/08/2012; CourseOfferRationaleNote, CPInstructor, .11/08/2012; CourseLearningObj, CourseOfferRationaleNote, CPInstructor, .03/21/2012;