Health Marketing and Marketing for Healthcare Organisation (KSK_224)
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.
Mastered course in health communication.
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.
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.
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.