Health Care Marketing

Catalog description

Healthcare marketing is designed to introduce students to the theory, concepts, skills, and principles of marketing applied to health-related organizations. Key marketing concepts, including assessing the external environment, identifying opportunities and gaps between strategy and capabilities, product or service development and management, and communication channels and strategies. Participants must have a basic knowledge of the US healthcare system, including key stakeholders, national trends in health delivery, financing and health policy. Students will employ marketing tools in solving problems using case studies. The course employs active learning through projects and cases to achieve learning objectives. Students will demonstrate mastery of skills through written assignments and oral presentations. Analytical skills will be employed to assess market indicators as well as for monitoring internal metrics.