This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Principles of marketing, the marketing concept, principles of strategic management.

Learning outcomes

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.

Course description

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

Class type

Class structure

Teaching methods

• E-learning
• Interactive class
• Presentation
• Project work
• Research

Assessment

Students will be graded on the quality of their written assignments, their participation in class discussions, and their final exam.

Recommended reading

• Articles will be assigned. - -

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Internet resources

• We will use websites, and links will be provided during the course.

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