Marketing for Health Care Service OrganizationsModule Details

Course/Module Description:

This course introduces the key concepts of marketing, their interrelationships and their role and application in health care contexts. The course/module focuses on aligning health service offerings with the demands of markets in order to maximize customer/client value and organizational competitive advantage.

Course/Module Objectives:

The main objectives of the course are:

1. To introduce key concepts of marketing, their interrelationships and their role and application in health care contexts
2. To focus on aligning health service offerings with the demands of markets in order to maximize customer/client value and organizational competitive advantage
3. To explore the nature of the marketing function in depth; differences in services and product markets and marketing; market analysis; fundamentals of individual and organizational buying behavior; elements of the tactical marketing mix (service offering design, price, promotion and customer acquisition channels); and marketing plans applied to the health care market.

Course/Module Learning Outcomes:

After completion of the course students are expected to be able:

1. To understand and critically and effectively apply a number of tools available to marketing managers in health care organizations
2. To appreciate and exercise critical judgment in implementing the concepts that are involved in producing an effective marketing effort in the health care sector
3. To synthesize the forces affecting the environment and their impact and implications on marketing in the health care sector
4. To systematically assess factors affecting marketing decisions in health care industry.