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Course Directory

Marketing in Health Care Organizations


Summer Inst. term
Health Policy and Management
3 credits
Academic Year:
2021 - 2022
Instruction Method:
Synchronous Online
Tue 06/22/2021 - Thu 06/24/2021
Class Times:
  • Tu W Th,  9:00am - 5:00pm
Auditors Allowed:
Grading Restriction:
Letter Grade or Pass/Fail
Course Instructor:
  • Greg Conderacci
Pamela Davis
Frequency Schedule:
One Year Only

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:

Consent required for all students

Consent Note:

Please contact course coordinator for permission to register.

For consent, contact:

Special Comments:

This course will be offered synchronously, via Zoom. The final assignments will be due no later than August 6, 2021.