This course provides an in-depth understanding of the essential concepts of marketing and their application to health care. Students gain a working knowledge of marketing tools (such as pricing, promotion, channels, consumer behavior, brand equity, and segmentation) and how to use them. Students build practical applied skills in analyzing marketing problems and developing marketing programs and strategies, with particular attention to health care and its organizational structures, financing, technologies, market demands, laws, and regulations. Students also expand their understanding of the differences and similarities between marketing in for- profit and not-for-profit health care organizations, and they increase their appreciation of the role of data collection, analysis, interpretation, and management in marketing decisions.
Please note: This 4-credit course meets over a 7-week period. Students should expect about twice the weekly workload of a 14-week course.

Note that this information may change at any time. Please visit the Student Link for the most up-to-date course information.