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Course Catalog

312.660.11 Marketing in Health Care Organizations


Health Policy and Management
Summer Inst. term
3 credits
Academic Year:
2013 - 2014
East Baltimore
Auditors Allowed:
Grading Restriction:
Letter Grade or Pass/Fail
Pamela Davis
Course Instructor:
  • Rudy Miller
Frequency Schedule:
One Year Only

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. Develop a critical eye for identifying effective marketing strategies and how they may translate to the healthcare field
  2. Evaluate the need for marketing for an individual product line in your organization
  3. Understand the need and importance for an organizational brand • Execute a crisis communication plan
  4. Utilize free media to advance or manage your message
  5. Plan a marketing campaign for a single product line or service
Methods of Assessment:

final paper, class participation

Instructor Consent:

No consent required