May 22, 2019  
2018-2019 Undergraduate and Graduate Catalog 
    
2018-2019 Undergraduate and Graduate Catalog

MGMT 315 - Healthcare Marketing

(3 credits)
This course is designed to study the use of marketing concepts, principles, functions, and policies within health service organizations. This course examines the health industry environments, buyer behaviors, product development, pricing, distribution, promotion, and advertising of healthcare services. There is a clear focus on the role of marketing in the healthcare industry; market development of health-related services, tools of healthcare marketing, such as differentiation and competitive positioning and market segmentation, market research and access to healthcare, the role of insurance in healthcare marketing, the use of the internet and social media to promote healthcare organizations, confronting ethical marketing dilemmas, and the process and planning of strategic marketing for healthcare organizations.   is recommended, but is not required.