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Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
J.HUPPERTZ
Stakeholder(s)
John HUPPERTZ
Présentation
Prerequisite
Principles of marketing, the marketing concept, principles of strategic management.
Goal
At the end of the course, the student should be able to:
1. Understand the role that marketing plays in health care organizations in terms of contribution to strategic planning, building business, strengthening relationships between the organization and its constituents, and achieving competitive advantage.
2. Utilize health data in marketing planning and implementation.
3. Define the challenges of evaluating the effectiveness of marketing investments made by healthcare organizations.
4. Realize the importance of patient/customer satisfaction and service quality in health organizations.
5. Demonstrate effective communications skills through in-class participation, writing assignments, and class presentations.
1. Understand the role that marketing plays in health care organizations in terms of contribution to strategic planning, building business, strengthening relationships between the organization and its constituents, and achieving competitive advantage.
2. Utilize health data in marketing planning and implementation.
3. Define the challenges of evaluating the effectiveness of marketing investments made by healthcare organizations.
4. Realize the importance of patient/customer satisfaction and service quality in health organizations.
5. Demonstrate effective communications skills through in-class participation, writing assignments, and class presentations.
Presentation
Class 1: Application of Marketing Principles to Healthcare Organizations
- Marketing planning using health data. Market analysis and sizing
Class 2: Marketing Research in Healthcare
- Survey questions, service quality and patient satisfaction measurement.
Class 3: Product strategy and management
- New product development in healthcare
Class 4: Integrated Marketing Communications in Healthcare
- Advertising healthcare products and services, social media, branding
Class 5: The Marketing Plan
- Evaluating effectiveness of marketing strategies
- Marketing planning using health data. Market analysis and sizing
Class 2: Marketing Research in Healthcare
- Survey questions, service quality and patient satisfaction measurement.
Class 3: Product strategy and management
- New product development in healthcare
Class 4: Integrated Marketing Communications in Healthcare
- Advertising healthcare products and services, social media, branding
Class 5: The Marketing Plan
- Evaluating effectiveness of marketing strategies
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| E-Learning | 6,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 12,00 | ||
| Overall student workload | 34,00 | ||
Evaluation
Students will be graded on the quality of their written assignments, their participation in class discussions, and their final exam.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Présentation orale | 0,10 | 1 | 5,00 |
| Participation | 0,00 | 0 | 15,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 40,00 |
| Autres | |||
| Rapport écrit | 12,00 | 3 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Articles will be assigned. - -
-
Internet resources