Marketing For Health Care –

hcs539

(3 credits)

This course examines marketing principles as they are applied within various health delivery systems. Special attention is focused on consumer behavior, market segmentation, environmental scanning, and identification of new market opportunities. The role of social marketing, data base research, and evaluation design and interpretation are addressed.

This graduate-level course is 6 weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

Overview of Health Care Marketing
- Identify differences among marketing types.
- Explain the basic components of marketing.
- Describe the environment of marketing strategy as it applies to health care.
- Discuss the relationship between health care marketing partnerships.
Marketing Research and SWOT Analysis
- Identify the correlation between marketing strategy and target audience characteristics.
- Examine the role of market research in health care.
- Develop market segmentation strategies.
- Prepare a comprehensive SWOT analysis.
Positioning, Pricing, Product, Services, and Competitive Analysis
- Summarize strategies and tactics for positioning and differentiation used in health care marketing.
- Examine the role of pricing in health care marketing.
- Describe the role of competitive analysis in determining current and future place in the market.
- Differentiate between products and services in the health care marketplace.
Promotion and Public Relations
- Analyze key factors influencing the selection of promotional alternatives.
- Identify useful marketing communications tools in the promotion of products or services in the health care field.
- Examine the role and need for public relations in health care.
Personal Sales Process, Ethics, and Distribution
- Explain the sales process and how it is utilized.
- Analyze the role of ethics and patient privacy in health care marketing.
- Evaluate distribution strategies.
Marketing Plan and Evaluation
- Design a comprehensive health care marketing plan.
- Propose methods to monitor marketing performance.

The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.

Marketing For Health Care –

hcs539

Overview of Health Care Marketing

Marketing Research and SWOT Analysis

Positioning, Pricing, Product, Services, and Competitive Analysis

Promotion and Public Relations

Personal Sales Process, Ethics, and Distribution

Marketing Plan and Evaluation

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