RAIM 401 Marketing in Healthcare Environment • 5 Cr.
Covers marketing in healthcare including aspects of business-to-business and business-to-customer. Topics include marketing strategies, cost benefit analysis, and assessment of success of marketing campaigns. Case studies are used to bring a contextual focus on radiation and diagnostic imaging departments and the global healthcare industry. Prerequisite: Acceptance to the program or permission of instructor.
New description starting Summer 2013
Covers marketing in healthcare including aspects of business-to-business and business-to-customer. Topics include marketing strategies, cost benefit analysis, and assessment of success of marketing campaigns. Case studies are used to bring a contextual focus on specific departments and organizations in the global healthcare industry. Prerequisite: Acceptance to the program or permission of instructor.
After completing this class, students should be able to:1. Discuss the general elements and principles of marketing as they relate to various health delivery systems 2. Present the basic principles and elements of market research and market analysis 3. Evaluate the advantages and limitations of hiring outside consulting market research organizations 4. Examine the principles of consumer behavior and market segmentation 5. Assess the strategies and tools supporting environmental scanning and market surveys as they apply to healthcare organizations 6. Explain the steps and strategies to identify and evaluate new market opportunities for healthcare organizations 7. Discuss the basic functions of information systems in assessing market strategies 8. Examine the elements and principles of positioning, pricing and competitive analysis in the context of healthcare organizations within the constraints of managed health care 9. Develop and evaluate marketing and business plans for healthcare organizations and departments 10. Examine the role and elements of a promotion and public relations campaign 11. Debate ethical, legal, health outcomes issues relating to marketing and advertising in healthcare organizations and departments 12. Develop marketing communication for a variety of audiences and purposes, and for a range of dissemination formats (newspaper, flyer, electronic…) for healthcare organizations 13. Analyze the issues and strategies in repositioning a healthcare service or product to address different market segments 14. Debate how economic, psychological, and socio-cultural factors affect consumer behavior and the consumer decision process as they relate to healthcare organizations