MKT 342 Hlth Care Mkt & Management
This course explores the principles of health-care marketing and the organizational settings that prevail in primary, secondary, and long-term health care environments. It begins with an overview of the evolution of health-care delivery organizations in the United States, and analyzes the management settings that shape health-care marketing. Case studies draw on marketing and management strategies used in for-profit and non-profit 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 health care industry faces when working with third-party insurers, Medicare, Medicaid and diagnosis-related groups. Prerequisites: MKT 331 and MGT 350