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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_224 | LQF level: | Level 7 | ||||||
Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
Branch of Science: | Communication Sciences; Library Science | Target 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, szfrsu[pnkts]lv | ||||||||
Study Course Planning | |||||||||
Full-Time - Semester No.1 | |||||||||
Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
Classes (count) | 6 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 12 | ||||
Total Contact Hours | 24 | ||||||||
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. | Topic | Type of Implementation | Number | Venue | |||||
1 | Definitions, objectives and tasks of health marketing. | Lectures | 1.00 | auditorium | |||||
2 | Specific character of 4P in health marketing and the role of 4P in the marketing for a healthcare institution. | Lectures | 1.00 | auditorium | |||||
3 | Modern trends in marketing for a healthcare organisation. Determining the „value” of the medical institution. | Lectures | 1.00 | auditorium | |||||
4 | Specific character of the product development and pricing, legal and ethical aspects of promotional activities. | Lectures | 1.00 | auditorium | |||||
5 | The role of the image and reputation in healthcare institution marketing. | Lectures | 2.00 | auditorium | |||||
6 | Practical aspects in 4P application in health marketing and healthcare institution marketing. | Classes | 2.00 | auditorium | |||||
7 | Development and analysis of health marketing campaigns. | Classes | 2.00 | auditorium | |||||
8 | Development and analysis of marketing campaigns for a healthcare institution. | Classes | 2.00 | auditorium | |||||
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 | |||||||||
1 | G. Krishna Mohan, Health Care Marketing, 2006 | ||||||||
2 | John L. Fortenberry, Health Care Marketing: Tools and Techniques, 2010 | ||||||||
3 | Michael Siegel, M.D, Lynne Doner Lotenberg, Marketing Public Health: Strategies to Promote Social Change, 2007 | ||||||||
4 | Philip D. Cooper, Health Care Marketing: A Foundation for Managed Quality, 1994 | ||||||||
5 | Philip Kotler, Joel Shalowitz, Robert J. Stevens, Strategic Marketing For Health Care Organizations: Building A Customer Driven Health System, 2010 |