Health Care Marketing
Health Care Marketing is designed to teach students how to apply marketing concepts and tools to health care service and product management. It is an advanced marketing course that builds on the material covered in MBA 741, the core marketing course. There are two primary course goals:
Goal #1: To help students recognize and solve health care marketing problems. Health care marketing problem-solving skills will improve decision-making for marketing managers as well as for managers in other functional areas.
Goal #2: To develop the skills needed to structure, create, gain support, and execute strategic health care marketing plans. A marketing plan that is clearly written, supported by data, and insightful can lead to profitable results for services, products, and organizations.
One of the key objectives of the Health Care Marketing course is to understand how value is defined and delivered in health care markets. Another objective is to explore how the marketing mix (product, price, place, and promotion) is effectively managed in different types of health care organizations. Health care marketing theory and models will be reviewed; but our priority will be on case studies, best practices, and applications. A hallmark of the course is active student engagement and participation.
The course is most valuable for students who will work for a health care organization, consult with health care organizations, or who are with a company that offers health care products or services. Others interested in understanding the dynamics of the market-driven forces in health care will also benefit.