Veidlapa Nr. M-3 (8)
Study Course Description
Health Marketing and Marketing for Healthcare Organisation
Course Code
KSK_224
Branch of Science
Library Science; Media and communications
ECTS
3.00
Target Audience
Information and Communication Science
LQF
Level 7
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Vita Savicka
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
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.
Preliminary Knowledge
Mastered course in health communication.
Learning Outcomes
Knowledge
1.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.
Skills
1.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.
Competences
1.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.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Prepare a marketing plan for the chosen healthcare institution.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
1. lecture and seminar attendance – 20%;
2. participation in seminar discussions – 30%;
3. group or individual presentation – 50%.
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Definitions, objectives and tasks of health marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Specific character of 4P in health marketing and the role of 4P in the marketing for a healthcare institution.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Modern trends in marketing for a healthcare organisation. Determining the „value” of the medical institution.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Specific character of the product development and pricing, legal and ethical aspects of promotional activities.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The role of the image and reputation in healthcare institution marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The role of the image and reputation in healthcare institution marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Practical aspects in 4P application in health marketing and healthcare institution marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Practical aspects in 4P application in health marketing and healthcare institution marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development and analysis of health marketing campaigns.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development and analysis of health marketing campaigns.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development and analysis of marketing campaigns for a healthcare institution.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development and analysis of marketing campaigns for a healthcare institution.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
G. Krishna Mohan, Health Care Marketing, 2006
2.
John L. Fortenberry, Health Care Marketing: Tools and Techniques, 2010
3.
Michael Siegel, M.D, Lynne Doner Lotenberg, Marketing Public Health: Strategies to Promote Social Change, 2007
4.
Philip D. Cooper, Health Care Marketing: A Foundation for Managed Quality, 1994
5.
Philip Kotler, Joel Shalowitz, Robert J. Stevens, Strategic Marketing For Health Care Organizations: Building A Customer Driven Health System, 2010