Syllabus
Semester:
Course Number and Title:
Organizations (3)
Course Day and Time:
Course Instructor and Contact Information:
Course Assistant and Contact Information:
Office Hours and Location:
Required Text:
Additional Materials:
Fall 2014
10:501:354 Marketing for Health Care
3 credits
Tuesdays, 9:50 am – 12:50 pm
Ann Marie Hill, MBA
annmhill@rutgers.edu
848 932-2390
NA
Tuesdays, 1:30- 3:00 pm or By
Arrangement
Essentials of Health Care Marketing
Eric N. Berkowitz
Handouts/videos
Course Description (catalog): Overview of the marketing process, strategic planning,
consumerism, the competitive environment and the marketing mix as they relate to modern
health organizations. Open to 501 and 832 majors only or by special permission. Credit not
given for this course and 832:354
Course Overview: In recent time, marketing has become more and more important to the
healthcare industry. Modern technologies, changes in consumer behavior, new laws and
policies as well as emerging global opportunities are all contributing to a new dynamic in health
care that has moved strategic marketing to the forefront for a wide array of organizations. This
course provides a framework for understanding basic marketing theories and practices for
students interested in health care administration, government/non-profit health agencies and
health-related business.
Key elements of the marketing process, strategy and mix including competition, market
research, consumer behavior and market segmentation, environmental trending, organizational
planning, branding and print/social media will be examined and analyzed. Guest speakers from
different areas of the health care sector will share personal insights and perspectives. Students
will explore different marketing tools, tactics and techniques using a case study approach;
perform an environmental scan and finally, apply theory to practice by developing a
comprehensive market driven strategic plan for an organization of their choice.
Syllabus
Course Objectives: The learning objectives for this course are:
 Understand the fundamental processes in marketing and marketing research
 Explain the principle of consumerism at the patient and corporate levels and how it affects
health care organizations.
 Understand the role of marketing in various health care delivery models
 Understand and analyze the marketing mix within the health delivery setting using
common tools, techniques and tactics
 Prepare a market driven strategic plan for a health care organization
Core Competencies Addressed: After completing this course, you will demonstrate an
understanding of the following Association of University Programs in Health Administration
(AUPHA) core competencies:


Basic marketing principles and their application to the health care field.
Diversity of the healthcare consumer's definition of care, along with the need to
distinguish between individual patients versus corporate America as a customer.
 Various healthcare delivery models as changers of healthcare marketing
 Basic skills encompassing knowledge and comprehension, written verbal and
interpersonal communication skills, professional and leadership skills development,
inter-professional collaboration, and information seeking.
Syllabus
Class Outline by Week:
Units
Topic
9/2
9/9
Class Overview; Introduction to Successful
Marketing
Marketing in Health Care Organizations
9/16
Strategic Planning
9/23
Market Driven Planning
9/30
Consumerism in Health Care
10/7
Marketing Research
10/14 Marketing Segmentation/Customer Loyalty
10/21 Social Marketing Changing the Face of Health
Care Delivery
10/28 Marketing Mix: The 4 Ps – Product/Price
11/4
Marketing Mix: The 4 Ps –Place/Promotion
11/11 Controlling, Monitoring & Evaluation
Organizational Marketing
11/18 Writing a Health Care Marketing Plan
11/25 No Class
12/2
12/9
Marketing Plan Presentations
Marketing Plan Presentations
Assignments
Read Chapter 1
Case Study
Read Chapters 2
Case Study
Read Chapter 3
Case Study
Read Chapter 4
Case Study
Chapter 5
Group Exercise
Chapters 6 & 7
Case Study
Social Marketing & the Tobacco
Industry
Exam 1 (C 1-7)
Chapters 8 & 9
Case Study
Chapters 10 & 11
Case Study
Chapter 13
Case Study
See Business Plan in Appendix
Exam 2 (C8-14)
Enjoy Turkey, Football and Pumpkin
Pie
Student Presentations
Student Presentations
Guest Speakers will be presenting on a variety of marketing topics throughout the term.
Syllabus
Course Assessment and Grading: This course requires that students demonstrate both
conceptual and technical proficiency in basic health care marketing (exams and class
participation) and the application of this knowledge through an integrative experience (case
studies and market driven strategic planning document.)
Successful completion of exams, case studies, a market driven strategic plan and class
participation assesses the AUPHA core competency described above. Final grades will be
calculated according to the following criteria:
25%
25%
10%
Exam 1 (Chapters 1 – 7)
Exam 2 (Chapters 8-14)
Case Study Presentation
50%
Examinations: Two exams (25% each) will demonstrate the student’s ability to:
 Describe the basic concepts of marketing and the marketing mix as they relate to
health care organizations.
 Discuss corporate and individual consumerism, market research and market.
segmentation in the context of health care delivery.
 Explain the 4 Ps of marketing and understand their roles in a market driven plan.
 Appreciate the value of control, monitoring and evaluation in the marketing
process.
 Understand the importance of marketing to organizational strategic planning.
10%
Case Studies: Each student will introduce a real life case study and lead the class in an
interactive class discussion. This assignment demonstrates the student’s ability to:
 Assess real life scenarios and offer rational and evidence based solutions.
 Distinguish between a range of health care delivery models that influence
marketing trends.
 Understand how evidence based practices can be applied to health care
organizations.
Marketing Plan: Each student will be responsible for the development of a
comprehensive market driven strategic plan for a health care organization of their
choice. This assignment demonstrates the student’s ability to:
 Analyze and apply the core competencies learned in class to a real life situation.
 Apply innovative problem solving to complex marketing challenges.
 Construct a market driven strategic plan including SWOT analysis, environmental
scans, market research and marketing mix analysis to a health care organization.
Class Participation: All students are expected to attend class and participate fully in
discussions, case studies and interactive exercises.
30%
10%
30%
10%
Market Driven Strategic Plan
Class Participation
Syllabus
Academic Integrity: Academic Integrity is vital to the mission of Rutgers, to education at
Rutgers and membership in the Rutgers community. It is a core value that supports trust among
students, and between students and teachers. It is also a shared value; administration, faculty
and students each play a vital part in promoting, securing and nurturing it.
Academic dishonesty is not an individual act that affects only the students involved. It violates
communal trust, impacts other members of the community, and is an offense against
scholarship. For this reason, any instance of cheating or plagiarism will be dealt with harshly.
Honesty matters. As a shared value, administration, faculty and students each play a vital part
in promoting, securing and nurturing it. See the Rutgers Academic Code and Academic Oath at:
http://academicintegrity.rutgers.edu/