Healthcare Strategy and Marketing
This course presents an overview of healthcare strategy and marketing. Students examine the unique features of healthcare as a product. Emphasis is given to strategic processes, including competitive analysis, strategic decision-making, and marketing fundamentals. Students are provided a foundation of marketing principles and tools in the context of strategic management.
Prerequisites: HSM 110, HSM 230, and HSM 310.
Outcomes: 1) Discuss the principles of strategic management in the context of a healthcare organization; 2) Apply principles of marketing to healthcare organizations; 3) Utilize basic market research techniques, approaches, and tools; 4) Identify ethical and legal issues related to strategy and marketing in healthcare organizations; 5) Construct a high level strategic marketing campaign for a healthcare product, program or service; 6) Demonstrate effective teamwork skills in the development and communication of a multi-media based strategic marketing plan; and 7) Demonstrate skill and comfort in presenting strategy and marketing materials to peers and clients.
Prerequisites: HSM 110, HSM 230, and HSM 310.
Outcomes: 1) Discuss the principles of strategic management in the context of a healthcare organization; 2) Apply principles of marketing to healthcare organizations; 3) Utilize basic market research techniques, approaches, and tools; 4) Identify ethical and legal issues related to strategy and marketing in healthcare organizations; 5) Construct a high level strategic marketing campaign for a healthcare product, program or service; 6) Demonstrate effective teamwork skills in the development and communication of a multi-media based strategic marketing plan; and 7) Demonstrate skill and comfort in presenting strategy and marketing materials to peers and clients.