HSM - 559 Health Care Planning and Marketing

This course develops students’ understanding and appreciation of the health care planning and marketing processes. Through cases, business plan development, guest lecturers and in-class discussions, topics are covered around all aspects of planning and marketing. These includes frameworks for strategic thinking and planning; consumer research; market segmentation; price, distribution and product strategies; advertising and promotion; mass communications/public relations; social media; and evaluation of planning and marketing efforts. The development of persuasive marketing communication is studied from theoretical and practical perspectives. As a result of this course, students are able to discuss, assess and critically evaluate a health care organization’s strategic planning and marketing initiatives. Prerequisites: HSM 502, HSM 523, or concurrently. Credit Hours: (4)