ProgrammesModule: Marketing for Health Care Service Organizations
Course Title: Marketing for Health Care Service Organizations
Course Code: UU-HCM-1020-UG
Programme: Bachelor of Arts in Healthcare Management - BL
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.
The main objectives of the course are:
- To introduce key concepts of marketing, their interrelationships and their role and application in health care contexts
- To focus on aligning health service offerings with the demands of markets in order to maximize customer/client value and organizational competitive advantage
- 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:
- To understand and critically and effectively apply a number of tools available to marketing managers in health care organizations
- To appreciate and exercise critical judgment in implementing the concepts that are involved in producing an effective marketing effort in the health care sector
- To synthesize the forces affecting the environment and their impact and implications on marketing in the health care sector
- To systematically assess factors affecting marketing decisions in health care industry.
Prerequisites Categories: Year 1
Typical Module duration: 4.0