Health Care Strategic Marketing & Communications

Catalog description

This course will support student’s understanding of concepts, impacts and applications of marketing in the health care industry. The goal of the course is to equip future leaders with the capacity and discipline to make informed decisions to advance the strategic goals of an organization. Using a course long project with a health care product or service chosen by the student, concepts are introduced and applied against actual scenarios. The course introduces fundamental marketing concepts including differential analysis, the four P’s, segmenting with the role of ethics woven throughout the course. Students will put concepts to work, learning how to conduct and apply internal and external analysis, the impact of customer satisfaction and how to build tactics and measure outcomes consistent with a chosen strategic direction. Throughout the course, students will be challenged to fine tune their presentation skills in exercises meant to simulate today’s business world.