Marketing Processes and Solutions in Health Business (5 ECTS)

Objective

The student
• understands the role of customer relationships for competitive advantage
• is familiar with the marketing processes in business organisations
• has the knowledge and skills to develop, plan and implement the ways companies can acquire, sell and serve customers
• is familiar with various marketing systems
• is able to measure and follow-up the impact of marketing actions within a multichannel environment
• can apply the customer relationship approach in working life.

Content

• Marketing processes
• Marketing channels
• Marketing systems, solutions and tools
• Measurement and follow-up of marketing actions
• Developing marketing processes within organisations

Location and time

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)

Materials

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.

Teaching methods

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.

Employer connections

Provided in the learning environment

Exam schedules

Provided in the learning environment

International connections

Provided in the learning environment

Completion alternatives

Provided in the learning environment

Student workload

5 ECTS
130 Hours

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

Content scheduling

See time and location section
More detail provided in the learning environment

Further information

Provided in the learning environment

Evaluation scale

0-5

Assessment criteria, satisfactory (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.

Assessment criteria, good (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.

Assessment criteria, excellent (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.

Assessment criteria, approved/failed

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.

Assessment methods and criteria

Provided in the learning environment

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

Further information

The language of tuition is English.
The course is assessed on a scale from 0 (failed) to 5 (excellent).

Further information

The language of tuition is English.
The course is assessed on a scale from 0 (failed) to 5 (excellent).