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Course Catalog

312.660.01 MARKETING IN HEALTH CARE ORGANIZATIONS

Department:
Health Policy and Management
Term:
3rd term
Credits:
3 credits
Academic Year:
2013 - 2014
Location:
East Baltimore
Class Times:
  • Monday,  5:30 - 8:30pm
Auditors Allowed:
No
Grading Restriction:
Letter Grade or Pass/Fail
Contact:
Jamila Savage
Course Instructor:

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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.

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:

Consent required for all students

Consent Note:

due to enrollment maximum, students who are required to take this course for their degree program or certificate requirements will receive priority

For consent, contact:

jsavage@jhsph.edu