Marketing in Healthcare
The course is oriented on the practical understanding of marketing in healthcare in a publicly financed healthcare system. The first focus of the course is to understand marketing in the context of the healthcare needs of the population. The second focus is to present and actively discuss practical case studies from publicly financed systems using the 7P marketing mix: product, price, promotion, place, people, processes, physical environment. As a key result, students are expected to prepare, as a group, a 7P marketing mix on a healthcare entity of their own choice.
Key Learning Outcomes
After successfully completing the course, students will be able to:
- understand the marketing mix (7P) in the publicly financed healthcare system,
- apply a marketing mix (7P) to a healthcare entity of the students’ own choice.
Assessment Methods and Criteria
Requirement type | Weight |
Active participation | 50 % |
Group project / presentation | 50 % |
Total | 100 % |