Health Care Marketing

459E

Course Description:
Health Care Marketing is designed to demonstrate the strategic uses of marketing for health care enterprises, to outline the key practices and tools available for marketing and to apply those marketing concepts and tools to solving strategic problems for health care service and product management teams. It is an advanced marketing seminar that builds on the material covered in the core marketing course (MGT 361) and the Health Care Landscape course (MGT 503). The course will explore the unusual constraints, regulations, market forces and industry environment that make marketing in health care a unique and idiosyncratic discipline. The course will examine marketing in the industry in three key aspects: 1) how purchasing decisions are made in healthcare; 2) how those decisions can be influenced through use of marketing technologies and; 3) how to design, budget for and execute marketing plans that meet strategic objectives. The course will develop competencies in recognizing marketing problems in business strategy, in asking the correct questions to understand marketing problems, in formulating effective value propositions for end-users and channel controllers and designing efficient solutions to solving those marketing problems. The course will have utility both for learners who expect to practice marketing in a health care setting and for learners who will practice other disciplines in health care management, finance, information technology and strategy. Marketing strategies that are clearly articulated, supported by data, and insightful can lead to profitable results, competitive advantage and business success. Health care marketing theory and models will be presented and discussed and set the stage for case exploration, individual and team assignments and exercises. A hallmark of the course is active student engagement and participation. The course is most valuable for students who will work for a health care organization, will consult with health care organizations, or are with a company that offers health care-related products or services. Others interested in understanding the dynamics of the market-driven forces in health care will also benefit. Prerequisite: MGT 361 or permission of instructor. [2]

2 Credit(s)

Please Note: Not all courses are scheduled each semester. Complete class schedules are available upon enrollment.