MARKETING IN HEALTH CARE ORGANIZATIONS Syllabus
Course Learning Objectives
Upon successfully completing this course, students will be able to:
- Explain the purpose and value of the marketing function within a healthcare organization
- Analyze trends within the industry and society and how to take best advantage of them
- Apply modern marketing tools to analyze markets and to attract or influence people within them
- Create an effective marketing plan
- Employ group decision-making dynamics in class setting
- Create an effective mission for an organization or a person
- Explain the role and responsibilities of a marketing professional in the health sector
- Describe the differences between sales, public relations and marketing and appreciate the essential role of each in a comprehensive marketing strategy
- Develop a marketing plan for a specific product, service or program
- Demonstrate basic sales techniques like questioning, listening, needs assessment, objection resolution, and positioning
- Create an effective sales presentation
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.
MHA and DrPH students and others interested in the marketing of health care organizations
Methods of Assessment
Grading Policy: written and group assignments; homework; class participation; final presentation
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: email@example.com, 410-955-3034, or 2017 E. Monument Street.