Healthcare Marketing and Strategic Planning

Catalog description

This course provides a survey of marketing concepts as applied to health services organizations. An examination of marketing strategies useful in the delivery of healthcare services is provided to students. Special attention will be given to market research, pricing, targeting a market, branding, new product development, innovation and the development of a complete marketing plan. The course will also examine strategic planning processes and issues with an emphasis on environmental scanning, competitive analysis, strategic decision-making, and implementation in healthcare settings. Additional topics include ethical concerns in development and implementation of marketing and strategic plan.