Marketing Processes and Solutions in Health BusinessLaajuus (5 cr)
Code: S000DR77
Credits
5 op
Teaching language
- English
Objective
The student understands the role of customer relationships for competitive advantage; is familiar with the marketing processes in business organizations; has the knowledge and the skills to develop, plan and implement the ways companies can aquire, sell and serve customers; is familiar with various marketing systems; able to measure and follow-up the impact of marketing actions within a multichannel environment; can apply the customer relationship approach in the working life.
Content
Marketing processes
Marketing channels
Marketing systems, solutions and tools
Measurement and follow-up of marketing actions
Developing marketing processes within organizations.
Assessment criteria, satisfactory (1)
Sufficient performance: 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.
Assessment criteria, good (3)
Good overall performance: 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.
Assessment criteria, excellent (5)
Excellent performance in all elements of the course: shows 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 his/her argument with references to the
recommended reading and lecture content. Excellent presentation delivery and analysis.
Assessment criteria, approved/failed
Sufficient performance: 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.
Further information
The language of tuition is English.
The course is assessed on the 0 (failed) – 5 (excellent) grading scale.
Enrollment
06.05.2024 - 19.05.2024
Timing
01.08.2024 - 31.12.2024
Number of ECTS credits allocated
5 op
Virtual portion
5 op
Mode of delivery
Distance learning
Unit
School of Rehabilitation and Examination
Campus
Myllypurontie 1
Teaching languages
- English
Seats
0 - 40
Degree programmes
- Master's Degree Programme in Health Business Management
- Master's Degree Programme in Health Business Management
- Master's Degree Programme in Health Business Management
Teachers
- Tricia Cleland Silva
- John Greene
Teacher in charge
Tricia Cleland Silva
Groups
-
L0523S6Master's Degree Programme in Health Business Management ylempi, liiketalous
-
S1123S6Master's Degree Programme in Health Business Management ylempi, sote
-
T1423S6Master's Degree Programme in Health Business Management ylempi, tekniikka
Objective
-
Content
-
Location and time
1.8.2024-31.12.2024
Location is Zoom
Materials
All the materials will be available on the moodle page
Completion alternatives
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.
Student workload
Course Structure:
This course is divided into two main sections:
Introduction to Marketing with a Focus on 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 health-related products and services in the digital landscape.
Delivery Format:
Self-study supplemented by three 1-hour workshops for group work
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
Content scheduling
Schedule:
Moodle open August 4th
Self- study of marketing in health business and quiz: September 1st at 23.59 EEST
Moodle is open with second section September 1st
Self-study of introduction to marketing modules and associated quizzes: September 27th at 23.59
Moodle opens third section September 30th until December 31st
Digital marketing workshop # 1: September 30th at 16-18.00
Digital marketing workshop # 2: October 28th at 16-18.00
Digital marketing workshop # 3: November 18th at 16-18.00
Pitch of digital marketing: December 2nd from 15-18
Evaluation scale
0-5
Assessment methods and criteria
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
Enrollment
02.05.2023 - 14.05.2023
Timing
16.11.2023 - 31.12.2023
Number of ECTS credits allocated
5 op
Virtual portion
5 op
Mode of delivery
Distance learning
Unit
School of Rehabilitation and Examination
Campus
Myllypurontie 1
Teaching languages
- English
Seats
0 - 30
Degree programmes
- Master's Degree Programme in Health Business Management
- Master's Degree Programme in Health Business Management
Teachers
- Tricia Cleland Silva
- HBM YAMK1 Virtuaali
Teacher in charge
Eija Metsälä
Groups
-
S1122S6Master's Degree Programme in Health Business Management ylempi, sote
-
L0522S6Master's Degree Programme in Health Business Management ylempi, liiketalous
Objective
-
Content
-
Location and time
16.11 18-20.30
23.11 18-20.30
30.11 18-20.30
8.12 15-18
15.12 final assignment due
Evaluation scale
0-5
Assessment methods and criteria
Final assignment
Enrollment
02.05.2022 - 15.05.2022
Timing
08.11.2022 - 31.12.2022
Number of ECTS credits allocated
5 op
Virtual portion
5 op
Mode of delivery
Distance learning
Unit
School of Rehabilitation and Examination
Campus
Myllypurontie 1
Teaching languages
- English
Seats
20 - 35
Degree programmes
- Master's Degree Programme in Health Business Management
- Master's Degree Programme in Health Business Management
Teachers
- Eija Metsälä
- Tricia Cleland Silva
- Alex Atanasova
Teacher in charge
Eija Metsälä
Groups
-
S1121S6Master's Degree Programme in Health Business Management ylempi, sote
-
L0521S6Master's Degree Programme in Health Business Management ylempi, liiketalous
Objective
-
Content
-
Location and time
Link to join: https://metropolia.zoom.us/j/66245766692
Tuesday 8.11 at 15-18.00
Wednesday 9.11 at 15-18.00
Thurs 10.11 at 15-18.00
Thurs 17.11 at 15-18.00
Thurs 30.11 at 10-13
Friday 1.12 Final assignment submissions
Materials
Required readings:
Berkowitz, E. N. (2016). Essentials of healthcare marketing. Jones & Bartlett Publishers.
Other material recommended by the lecturers.
Teaching methods
Interactive lecturers
Workshops
Presentations
Autonomous studying
Employer connections
Oppimistehtävät ovat kytköksissa työelämään
Exam schedules
n/a
International connections
The lecturer's main affiliation is a British university
Completion alternatives
n/a
Student workload
Lectures and workshops, 10 hrs
Autonomous studies, 125 hrs
Further information
Lecturer: Alex Atanasova
Evaluation scale
0-5
Assessment methods and criteria
Video pitch, business plan