MKT 342 Healthcare Marketing & Management
This course explores the principles of healthcare marketing and the organizational settings that prevail in primary, secondary, and long-term healthcare environments. It begins with an overview of the evolution of healthcare delivery organizations in the United States and analyzes the management settings that shape healthcare marketing. Case studies draw on marketing and management strategies used in for profit and nonprofit settings, including health maintenance organizations (HMOs), hospitals, long-term care institutions, and free-standing ambulatory care centers. Attention is also given to the business challenges that the healthcare industry faces when working with third-party insurers, Medicare, Medicaid and diagnosis-related groups.