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Course Catalog

312.660.20 Marketing in Health Care Organizations

Department:
Health Policy and Management
Term:
1st term
Credits:
3 credits
Academic Year:
2019 - 2020
Location:
East Baltimore
Dates:
Sat 10/05/2019 - Mon 10/07/2019
Class Times:
  • M Sa Su,  8:30am - 5:20pm
Auditors Allowed:
No
Grading Restriction:
Letter Grade or Pass/Fail
Contact:
Judith Holzer
Course Instructor:
  • Greg Conderacci
Resources:
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:

final paper, class participation

Enrollment Restriction:

restricted to Tsinghua DrPH cohort students only

Instructor Consent:

Consent required for all students

For consent, contact:

jholzer1@jhu.edu

Special Comments:

This course will be offered over 3 days in Baltimore. Students will complete readings and assignments prior to the first class session