MARKETING IN HEALTH CARE ORGANIZATIONS Syllabus

312.660.11 | AY 2013-2014 - Summer Inst. Term | 3 Credit(s)
  • Contact Information
  • Course Learning Objectives

    Upon successfully completing this course, students will be able to:

    • Develop a critical eye for identifying effective marketing strategies and how they may translate to the healthcare field
    • Evaluate the need for marketing for an individual product line in your organization
    • Understand the need and importance for an organizational brand • Execute a crisis communication plan
    • Utilize free media to advance or manage your message
    • Plan a marketing campaign for a single product line or service
  • Course Description

    Introduces students to marketing concepts in health care through readings, guest speakers, small group exercises and individual study. Students learn how to conduct a situational analysis, understanding the market and consumer behavior as well as assessing the capabilities of the organization. Explores primary and secondary market research techniques. Discusses marketing strategy, including positioning and branding, program/service development, pricing, distribution, and promotion. Evaluation and measurement methods are explained.

  • Intended Audience

    iMPH and interested graduate students

  • Methods of Assessment

    Grading Policy: final paper, class participation

    Grading Restrictions: Letter grade

  • Academic Ethics Code

    The code, discussed in the Policy and Procedure Memorandum for Students, March 31, 2002, will be adhered to in this class:

    Students enrolled in the Bloomberg School of Public Health of The Johns Hopkins University assume an obligation to conduct themselves in a manner appropriate to the University's mission as an institution of higher education. A student is obligated to refrain from acts which he or she knows, or under the circumstances has reason to know, impair the academic integrity of the University. Violations of academic integrity include, but are not limited to: cheating; plagiarism; knowingly furnishing false information to any agent of the University for inclusion in the academic record; violation of the rights and welfare of animal or human subjects in research; and misconduct as a member of either School or University committees or recognized groups or organizations.

  • Disability Support Services

    If you are a student with a documented disability who requires an academic accommodation, please contact Betty H. Addison in the Office of Student Life Services: baddison@jhsph.edu, 410-955-3034, or 2017 E. Monument Street.