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Health Marketing and Marketing for Healthcare Organisation

Study Course Description

Course Description Statuss:Approved
Course Description Version:7.00
Study Course Accepted:02.02.2024 12:25:34
Study Course Information
Course Code:KSK_224LQF level:Level 7
Credit Points:2.00ECTS:3.00
Branch of Science:Communication Sciences; Library ScienceTarget Audience:Information and Communication Science
Study Course Supervisor
Course Supervisor:Vita Savicka
Study Course Implementer
Structural Unit:Faculty of Social Sciences
The Head of Structural Unit:
Contacts:Dzirciema street 16, Rīga, szfatrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)6Lecture Length (academic hours)2Total Contact Hours of Lectures12
Classes (count)6Class Length (academic hours)2Total Contact Hours of Classes12
Total Contact Hours24
Study course description
Preliminary Knowledge:
Mastered course in health communication.
Objective:
The aim of the course is to develop the graduate students’ understanding of health marketing as a sub-sector of health communication, as well as to introduce the specific marketing principles of a health institution for the development, distribution and promotion of products and aspects of price.
Topic Layout (Full-Time)
No.TopicType of ImplementationNumberVenue
1Definitions, objectives and tasks of health marketing.Lectures1.00auditorium
2Specific character of 4P in health marketing and the role of 4P in the marketing for a healthcare institution.Lectures1.00auditorium
3Modern trends in marketing for a healthcare organisation. Determining the „value” of the medical institution.Lectures1.00auditorium
4Specific character of the product development and pricing, legal and ethical aspects of promotional activities.Lectures1.00auditorium
5The role of the image and reputation in healthcare institution marketing.Lectures2.00auditorium
6Practical aspects in 4P application in health marketing and healthcare institution marketing.Classes2.00auditorium
7Development and analysis of health marketing campaigns.Classes2.00auditorium
8Development and analysis of marketing campaigns for a healthcare institution.Classes2.00auditorium
Assessment
Unaided Work:
Prepare a marketing plan for the chosen healthcare institution.
Assessment Criteria:
1. lecture and seminar attendance – 20%; 2. participation in seminar discussions – 30%; 3. group or individual presentation – 50%.
Final Examination (Full-Time):Exam (Written)
Final Examination (Part-Time):
Learning Outcomes
Knowledge:­Knowledge of goals, tasks and principles of health marketing as a sub-sector of health communication. ­Knowledge of modern trends in healthcare marketing, legal and ethical aspects and the role of the image and reputation. ­In-depth knowledge and understanding of the „4P” model and its use in healthcare institution marketing.
Skills:­Obtain the necessary information for assessment of a health institution, evaluate and define the goals and tasks for healthcare institution marketing. ­Develop a marketing strategy for a healthcare institution in order to achieve its goal, taking into consideration legal and ethical aspects of a healthcare institution, the image and the reputation of the institution. ­Develop a marketing plan for achieving the goal of a healthcare institution, using a „4P” approach. ­Analyse and evaluate the marketing plan for a healthcare institution.
Competencies:Development and evaluation of the marketing plan for a healthcare institution in order to reach the goal of the institution, taking into consideration legal and ethical aspects of the healthcare institution, as well as considering its impact on the image and reputation of the institution.
Bibliography
No.Reference
Required Reading
1G. Krishna Mohan, Health Care Marketing, 2006
2John L. Fortenberry, Health Care Marketing: Tools and Techniques, 2010
3Michael Siegel, M.D, Lynne Doner Lotenberg, Marketing Public Health: Strategies to Promote Social Change, 2007
4Philip D. Cooper, Health Care Marketing: A Foundation for Managed Quality, 1994
5Philip Kotler, Joel Shalowitz, Robert J. Stevens, Strategic Marketing For Health Care Organizations: Building A Customer Driven Health System, 2010