MBAH 5402 Marketing Management for Value Creation in Healthcare
This course examines the principles of marketing management and strategic marketing decision-making in a healthcare setting. Instruction focuses on the marketing environment, the competitive challenges of changing market structures, business ethics, sustainability, and the tools that today’s marketing manager needs to manage and mitigate risk in both for-profit and non-profit organizations. Students will examine the components of the strategic marketing mix as it applies to the healthcare sector and adapt it to various business functions including value creation, market segmentation, consumer behavior, product development, marketing infrastructure, and marketing research.