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HEALTHCARE MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S2-MKT-MA-EI38UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)J.HUPPERTZ
Intervenant(s)John HUPPERTZ


Pré requis

Principles of marketing, the marketing concept, principles of strategic management.

Objectifs du cours

At the end of the course, the student should be able to:
1. Understand the role that marketing plays in health care organizations in terms of contribution to strategic planning, building business, strengthening relationships between the organization and its constituents, and achieving competitive advantage.
2. Utilize health data in marketing planning and implementation.
3. Define the challenges of evaluating the effectiveness of marketing investments made by healthcare organizations.
4. Realize the importance of patient/customer satisfaction and service quality in health organizations.
5. Demonstrate effective communications skills through in-class participation, writing assignments, and class presentations.

Contenu du cours

Class 1: Application of Marketing Principles to Healthcare Organizations
- Marketing planning using health data. Market analysis and sizing
Class 2: Marketing Research in Healthcare
- Survey questions, service quality and patient satisfaction measurement.
Class 3: Product strategy and management
- New product development in healthcare
Class 4: Integrated Marketing Communications in Healthcare
- Advertising healthcare products and services, social media, branding
Class 5: The Marketing Plan
- Evaluating effectiveness of marketing strategies


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
E-Learning6,00  
Independent study
Estimated personal workload12,00  
Charge de travail globale de l'étudiant34,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Project work
  • Interactive class


Évaluation

Students will be graded on the quality of their written assignments, their participation in class discussions, and their final exam.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,1015,00
Participation0,00015,00
Final Exam
Written exam2,00140,00
Others
Written Report12,00340,00
TOTAL     100,00

Bibliographie

  • Articles will be assigned. - -

    -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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