Maketing and Strategic Planning in Health Care

This course focuses on the strategic planning and marketing processes of health care institutions.  Students learn to apply a market-oriented perspective to the analysis of environmental factors and organizational resources, to formulate collective business goals, and design customer driven marketing that achieves a sustainable competitive advantage.  The course emphasizes critical thinking skills by concentrating on the use of marketing case studies.  Topics include health consumer behavior, clinical staff needs, environmental analysis, product pricing, advertising, and new product development.

Credits

3