Marketing Processes and Solutions in Health Business (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

5.8.2024-31.12.2024
Location is Zoom

Oppimateriaalit

All the materials will be available on the moodle page

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.

Toteutuksen valinnaiset suoritustavat

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.

Opiskelijan ajankäyttö ja kuormitus

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

Sisällön jaksotus

Schedule:
Moodle open September 1st
Self- study of marketing in health business and quiz: September 13th at 23.59 EEST
Moodle is open with second section September 13th
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

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

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

Lisätiedot

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