MBA533: Marketing Health Services

Credit Hours:
3
Estimated Hours Per Week:
15

Overview

This course examines the basics of healthcare marketing with an emphasis on how marketing informs, helps to develop, and contributes to the business growth goals of a healthcare organization. Emphasis is placed on balancing the needs of a diverse range of buyers, sellers, and stakeholders; developing and critiquing healthcare marketing communications; and incorporating new communications media and technologies into the healthcare marketing mix. Students will explore a wide variety of topics including:

  • Healthcare marketing strategy and branding
  • Market analysis and market research
  • Marketing channels and communications
  • Customer relationship management

The course project is a Marketing Plan: Launching a Healthcare Product or Service. Students will develop a complete marketing plan, create a marketing communication product, critique a healthcare advertisement, and investigate how healthcare organizations are using social media for marketing and customer/stakeholder relationship management. 

Course Learning Objectives

Upon successful completion of this course, students will be able to:

  • Apply the fundamental principles of marketing to healthcare organizations.
  • Conduct a competitive market analysis.
  • Formulate a marketing plan for a new or enhanced healthcare product service.
  • Develop marketing objectives, strategies, and tactics.
  • Create a healthcare marketing communication product.
  • Evaluate the effectiveness of a healthcare marketing communications product.
  • Discuss the use of various types of social media in healthcare.
ENROLLMENT
To enroll in this course, please complete the online application.

Required Texts
MBA533 texts are available from the JIU/Follett Bookstore