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312.660.01 MARKETING IN HEALTH CARE ORGANIZATIONS

Term: 4th term
Credits: 3 credits
Contact: Jamila Savage
Academic Year: 2014 - 2015
Course Instructor:
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 Objective(s):
Upon successfully completing this course, students will be able to:
Explain the purpose and value of the marketing function within a healthcare organization
Analyze trends within the industry and society and how to take best advantage of them
Apply modern marketing tools to analyze markets and to attract or influence people within them
Create an effective marketing plan
Employ group decision-making dynamics in class setting
Create an effective mission for an organization or a person
Explain the role and responsibilities of a marketing professional in the health sector
Describe the differences between sales, public relations and marketing and appreciate the essential role of each in a comprehensive marketing strategy
Develop a marketing plan for a specific product, service or program
Demonstrate basic sales techniques like questioning, listening, needs assessment, objection resolution, and positioning
Create an effective sales presentation

Methods of Assessment: written and group assignments; homework; class participation; final presentation
Location: East 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