Markkinointiprosessit ja -ratkaisut terveysalalla (5 op)

Tavoitteet

Opiskelija
• ymmärtää asiakassuhteiden roolin kilpailuedun saavuttamisessa
• tuntee organisaatioiden markkinointiprosesseja
• on tiedot ja taidot kehittää, suunnitella ja toteuttaa tapoja, joilla yritykset voivat hankkia ja palvella asiakkaita
• tuntee erilaiset markkinointijärjestelmät
• osaa mitata ja seurata markkinointitoimien vaikutuksia monikanavaisessa ympäristössä
• osaa soveltaa asiakassuhdelähestymistapaa työelämässä.

Sisältö

• Markkinointiprosessit
• Markkinointikanavat
• Markkinointijärjestelmät, -ratkaisut ja -työkalut
• Markkinointitoimien mittaaminen ja seuranta
• Markkinointiprosessien kehittäminen organisaatioissa

Aika ja paikka

Tue 2.09 18:00 - 19:00 (Week 36)
Tue 23.09 18:00 - 20:00 (Week 39)
Tue 28.10 18:00 - 20:00 (Week 44)
Tue 02.12 18:00 - 21:00 (Week 49)

Zoom: https://metropolia.zoom.us/j/65627030933

Moodle: https://moodle.metropolia.fi/course/view.php?id=6779 Enroll Key: (Provided in OMA before course starts)

Oppimateriaalit

All the materials will be available on the moodle page

Literature used in the course:

Aaker, J. L. (1997). Dimensions of brand personality.

Berkowitz, E. and Hillestad, S. Health Care Market Strategy: From Planning to Action.

Chaffey D. and F. Ellis-Chadwick. 2022. Digital Marketing: Strategy, Implementation and Practice 8th Edition, Pearson Education Ltd.

John, D. R., Loken, B., Kim, K., & Monga, A. B. (2006). Brand concept maps: A methodology for identifying brand association networks.

Kotler, P. and Armstrong, A., 2023. Principles of Marketing 19th ed. Harlow: Pearson Education Ltd.

Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing.

Shalowitz, J., Kotler, P, and Stevens, R.J.(2020). Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System.

Opetusmenetelmät

This course provides a holistic understanding of marketing processes and solutions tailored specifically for the dynamic and complex environment of health business. Students will delve into the fundamental principles of marketing, explore its applications within the healthcare sector, and develop proficiency in digital marketing strategies and tools. Through a combination of theoretical self-study and practical group workshops, learners will gain the necessary knowledge and skills to effectively navigate marketing challenges in health business environments.

Opiskelijan ajankäyttö ja kuormitus

5 op
130 tuntia

Course Structure:

This course is divided into two main sections:

Introduction to Marketing/Marketing & Health Care: Students will explore foundational concepts of marketing, with tailored content addressing the specific nuances of marketing within the healthcare industry.

Digital Marketing: Learners will delve into the realm of digital marketing, examining strategies and techniques relevant to promoting products and services in the digital landscape.

Delivery Format:

Self-study supplemented by workshops for group.
Final group pitch presentation involving the design of a website, showcasing digital marketing skills

Assessment and Tasks:

Completion of pre-readings and quizzes on marketing in health business
Successful completion of introduction to marketing modules and associated quizzes
Participation in digital marketing workshops and Moodle activities
Delivery of pitches demonstrating understanding and application of digital marketing concepts

Sisällön jaksotus

katso aika ja paikka -osio
Tarjotaan oppimisympäristössä

Arviointiasteikko

0-5

Arviointikriteerit, tyydyttävä (1)

The student has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Arviointikriteerit, hyvä (3)

The student can apply and articulate concepts and information well both verbally and in writing, certain areas of individual or team output require further attention; shows appropriate level of interest and motivation in individual and team activities. Good presentation delivery and analysis.

Arviointikriteerit, kiitettävä (5)

The student demonstrates interest and motivation in individual and team activities and assignments, fully applies and clearly articulates concepts and information both verbally and in writing. The student is able to support their arguments with references to the recommended reading and lecture content. Excellent presentation delivery and analysis.

Arviointikriteeri, hyväksytty/hylätty

The student has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Arviointimenetelmät ja arvioinnin perusteet

Tarjotaan oppimisympäristössä

Completion of pre-readings and quizzes on marketing in health business
Successful completion of introduction to marketing modules and associated quizzes
Participation in digital marketing workshops and moodle activities
Delivery of pitches demonstrating understanding and application of digital marketing concepts

Lisätiedot

Opetuskieli on englanti
Opintojakso arvioidaan asteikolla 0 (hylätty) - 5 (erinomainen)

Osaamistavoitteet

Opiskelija
• ymmärtää asiakassuhteiden roolin kilpailuedun saavuttamisessa
• tuntee organisaatioiden markkinointiprosesseja
• on tiedot ja taidot kehittää, suunnitella ja toteuttaa tapoja, joilla yritykset voivat hankkia ja palvella asiakkaita
• tuntee erilaiset markkinointijärjestelmät
• osaa mitata ja seurata markkinointitoimien vaikutuksia monikanavaisessa ympäristössä
• osaa soveltaa asiakassuhdelähestymistapaa työelämässä.

Sisältö

• Markkinointiprosessit
• Markkinointikanavat
• Markkinointijärjestelmät, -ratkaisut ja -työkalut
• Markkinointitoimien mittaaminen ja seuranta
• Markkinointiprosessien kehittäminen organisaatioissa

Lisätiedot

Opetuskieli on englanti
Opintojakso arvioidaan asteikolla 0 (hylätty) - 5 (erinomainen)