BUSINESS C741 / Health Care Marketing

3 unit(s)

Prerequisite(s): Registration in the Global Health Program, or Health Services Management Specialization of the MBA, or permission of the instructor.

Antirequisite(s): BUSINESS M722

This course builds on students’ previous course and work experiences and seeks to deepen their understanding of various business and social science theories, principles and models and how they do, or do not, apply within the health sector. Through case studies, readings, lectures, discussions, guest speakers and web-based sources, students become aware of the complexity of decision making in health care, and the development of the value proposition. We explore the development and delivery of services, tangible goods and ideas (social marketing) in the health sector by for-profit and non-profit organizations in developed and developing countries. To put knowledge to practice, student teams undertake consulting projects in local health care organizations.