312.660.11
Marketing in Health Care Organizations

Location
East Baltimore
Term
Summer Institute
Department
Health Policy and Management
Credit(s)
3
Academic Year
2020 - 2021
Instruction Method
TBD
Start Date
Wednesday, June 10, 2020
End Date
Friday, June 12, 2020
Class Time(s)
W, Th, F, 9:00am - 5:20pm
Auditors Allowed
No
Available to Undergraduate
No
Grading Restriction
Letter Grade or Pass/Fail
Course Instructor(s)
Greg Conderacci
Contact Name
Pamela Davis
Frequency Schedule
One Year Only
Next Offered
Only offered in 2020
Description
Introduces students to marketing concepts in health care through readings, guest speakers, small group exercises and individual study. Prepares students 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
This course is evaluated as follows:
  • 40% Participation
  • 60% Final Paper
Instructor Consent
No consent required
Special Comments

This course will be offered for 3 days in the HPM Summer Institute. Students are required to complete readings prior to the start of the course. The final assignments will be due no later than August 3, 2020.