Healthcare Marketing

Catalog description

Marketing is now recognized as a functional discipline that plays a key role in the management of healthcare organizations. This course examines the principles of marketing and their application in the healthcare industry, and focuses on how the application of marketing principles must shift, in terms of strategic application, to respond to the changing environmental forces of the healthcare marketplace. Students in this course will examine marketing case studies from a wide array of healthcare providers, healthcare systems, HMOs, physician-hospital organizations, and more. Textbook chapters cover healthcare market research, strategy, and the strategic marketing process.