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Course Catalog

312.660.11 MARKETING IN HEALTH CARE ORGANIZATIONS

Term: Summer Inst. term
Credits: 3 credits
Contact: Pamela Davis
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:
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 their organization
Understand the need and importance for an organizational brand
Execute a crisis communication plan
Utilize free media to advance or manage their message
Plan a marketing campaign for a single product line or service

Methods of Assessment: final paper, class participation
Location: East Baltimore
Class Times:
  • Mon 06/02/2014 - Wed 06/04/2014
  • Monday 8:30 - 5:00
  • Tuesday 8:30 - 5:00
  • Wednesday 8:30 - 5:00
Enrollment Minimum: 8
Enrollment Maximum: 35
Instructor Consent: No consent required
Auditors Allowed: No
Grading Restriction: Letter Grade or Pass/Fail
Frequency Schedule: One Year Only
Next Offered: 2015-2016