PUBPOL 5770

Health Care and Services Marketing

Course Description

Course information provided by the Courses of Study 2024-2025.

This course provides an introduction to health care services marketing and the role of essential tools and functions of marketing for creating, communicating and delivering value for patients, the community, the organization, and stakeholders. The course explores the history, perspectives, concepts, processes, and roles of marketing within the healthcare industry. The growing importance of social media for communicating the organization's brand, mission, values and vision is covered as is the emergence of value-based reimbursement, population health management, telehealth, community benefit, health equity, transparency, rise of consumerism, and data security. The course will focus on selected marketing themes including services versus product marketing, segmentation, pricing, target marketing, customer experience, branding, and more.

When Offered Spring.

Permission Note Enrollment limited to: Sloan Master of Health Administration (MHA) students or other professional students with permission of instructor.

• Understand and apply fundamental marketing principles, tools and techniques in health care.
• Identify needs, trends, developments and opportunities and how health care organizations should respond to them.
• Conduct and defend a market research and analysis within marketing frameworks such as the 4Ps.
• Describe, employ and critically analyze healthcare marketing concepts, tools, and methods.
• Critically analyze marketing cases and present recommendations competently, including articulating, advocating for, and supporting one's position.

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