Health Care Marketing

2 credits · Owen Graduate School of Management

This course seeks to leverage and deepen knowledge from the marketing core (and related courses) by addressing how standard marketing techniques do, and do not, apply within the health sector. Within the health sector specifically, the environment poses several important constraints and challenges. This course will focus on the environmental factors, and the managerial implications of these factors, that are shared across the health sector context. We will explore the implications of the above for marketing analysis, tactics, and strategy. We will do so by reviewing existing applied work within the topic area of healthcare marketing but also by leveraging students' experiences in this sector. Student familiarity with the health sector will generally be assumed. However, students without a health sector background are welcome to enroll. Prerequisite: MGT 6361 or permission of instructor. [2]