HCM 327 - Marketing for Health Care Managers

Credits: 5
Variable Credit Course: No

Lecture Hours: 55
Lab Hours: 0
Worksite/Clinical Hours: 0
Other Hours (LIA/Internships): 0

Course Description: Develop the marketing knowledge and skills necessary for successful marketing in healthcare settings including aspects of business-to-business, business-to-customer, and appropriate use of digital platforms. Topics include marketing concepts and strategies, cost benefit analysis, and assessment of success of marketing initiatives.

Prerequisite: BASM Dept. Chair permission.
Meets FQE Requirement: No
Integrative Experience Requirement: No

Student Learning Outcomes

Integrate key marketing concepts by formulating a comprehensive marketing plan for a healthcare entity.
Assess the impact of technology and digital media on the democratization of marketing in the health care sector by comparing and contrasting historic and contemporary marketing activity.
Analyze the purpose of marketing in student’s chosen field in the healthcare sector by critiquing its application in their field of interest.
Express the relevance of measuring marketing effectiveness by determining measures applicable to student’s healthcare field of interest.
Evaluate the correlations between managerial bias and marketing effectiveness by researching its impact in student’s chosen healthcare field of interest.

Course Contents

Marketing concepts.
Comprehensive marketing plan for a healthcare entity.
Technology and digital media on the democratization of marketing in the health care sector.
Historic and contemporary marketing activity.
Purpose of marketing in their chosen field in the healthcare sector.
Relevance of measuring marketing effectiveness by determining measures applicable to the healthcare field.
Correlations between managerial bias and marketing effectiveness by researching its impact in the healthcare field.

Instructional Units: 5