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Course Catalog

312.660.93 Marketing in Health Care Organizations


Health Policy and Management
Summer term
3 credits
Academic Year:
2019 - 2020
Beijing, China
Auditors Allowed:
Grading Restriction:
Letter Grade or Pass/Fail
Judith Holzer

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 and create an effective sales presentation
  10. Demonstrate basic sales techniques like questioning, listening, needs assessment, objection resolution, and positioning
Methods of Assessment:

group assignment (30%); final group presentation (15%); class participation (15%); individual reflection final paper (40%)

Enrollment Restriction:

restricted to those in the Tsinghua cohort(s) only

Instructor Consent:

Consent required for all students

Consent Note:

restricted to Tsinghua DrPH cohort students only

For consent, contact:

Special Comments:

This course will be offered over a 3-day period in Beijing China. Students complete readings prior to the first class session