PADM 5436

Health Care and Services Marketing

Course Description

Course information provided by the Courses of Study 2015-2016.

Introduces students to the substantive and procedural aspects of marketing strategy and management. The course is designed to convey the key concepts of marketing and how they fit into the larger context of overall management strategy and decisions. Both the practical "how" and the fundamental "why" of marketing activities are explored. Course examples rely heavily on actual situations and experiences in the health care industry. Students apply their knowledge of marketing and health care management to the development of a marketing plan.

• To develop and reinforce the notion that long-term organizational success can only be achieved through the dedication of organizational energy to the selection and application of appropriate marketing concepts.
• To familiarize students with the elements of the marketing mix and to enhance their problem-solving and decision-making skills in these operational areas of marketing.
• To present ways in which firms organize their marketing efforts and integrate the various elements of their marketing programs including examples from healthcare.
• To familiarize students with marketing plans, the planning process, and situational analyses, focusing primarily on industry, competitive, and consumer analyses with applications to healthcare and other industries.
• To encourage and support the continuing development of professional-level skills and sensitivities working in groups involving planning, developing, analyzing, writing, and delivering marketing material.

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