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HU Credits:
2
Degree/Cycle:
2nd degree (Master)
Responsible Department:
Public Health
Semester:
2nd Semester
Teaching Languages:
Hebrew
Campus:
Ein Karem
Course/Module Coordinator:
Dr. Moty Amar
Coordinator Office Hours:
Wednesdays 13:30-15:00
Teaching Staff:
Dr. Moty Amar
Course/Module description:
The basic purpose of the course is to present a comprehensive framework for analysis, strategy formulation, and tactical marketing decision making for any health care professions. The course takes a "value" approach to marketing. That is, creating value for customers, strategic partners, and for the organization itself is considered the ultimate goal of the marketing process. The creation of this "Optimal Value Proposition" for health care professions is the center of the course.
Course/Module aims:
(1) To apply marketing theory and concepts to what health care marketers do in "the real world"
(2) To use marketing concepts to make healthcare organization decisions
(3) To improve familiarity with current challenges and issues in marketing for health care professions
Learning outcomes - On successful completion of this module, students should be able to:
(1) Providing basic marketing Knowledge and tools that can help health practitioners in their work
(2) Developing the ability to build a marketing plan for dealing with the problems in marketing the health professions
Attendance requirements(%):
None
Teaching arrangement and method of instruction:
Frontal teaching
Course/Module Content:
(1) Introduction to Marketing and basic concepts
(2) Marketing in healthcare organizations
(3) Analyzing marketing opportunities
(4) Marketing strategic planning
(5) Segmentation, Targeting and positioning
(6) Planning the marketing mix
(7) Understanding health care buyers
Required Reading:
(1) Kotler, Philip, Joel Shalowitz, and Robert J. Stevens. Strategic marketing for health care organizations: building a customer-driven health system. John Wiley & Sons, 2011.
(2) Kotler, Philip and Kevin lane keller. Marketing management (14th Edition), Pearson.
Additional Reading Material:
(1) Sargeant, Adrian. Marketing management for nonprofit organizations. Oxford: Oxford University Press, 1999.
(2) Scott, W. Richard, ed. Institutional change and healthcare organizations: From professional dominance to managed care. University of Chicago Press, 2000.
(3) Corbin, Christopher L., Scott W. Kelley, and Richard W. Schwartz. "Concepts in service marketing for healthcare professionals." The American Journal of Surgery 181.1 (2001): 1-7.
(4) Wind, Yoram, and Lawrence K. Spitz. "Analytical approach to marketing decisions in health-care organizations." Operations Research 24.5 (1976): 973-990.
Course/Module evaluation:
End of year written/oral examination 0 %
Presentation 0 %
Participation in Tutorials 0 %
Project work 100 %
Assignments 0 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 0 %
Additional information:
None
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