Brief Course Description
1. Course Title:
Marketing Management for Healthcare Services
2. Language of Instruction:
Vietnamese
3. Course Code:
MAR602037
4. Credits:
3
5. Course Objectives:
The course provides students with basic knowledge on issues related to marketing of health services. The knowledge of the course is divided into four contents. The first content presents the development of marketing in the health care sector, with special emphasis on the impact of social context issues on health service marketing. The second content delves into the analysis of the health care service market in terms of the nature of the market, the behavior of health service users, types of care and treatment products and services, and factors affecting the decision to use health services. The third content deals with the tools and techniques used in marketing. This module begins with an introduction to marketing strategies, traditional and contemporary marketing techniques. The final content focuses on marketing management activities such as managing and evaluating the marketing process, conducting market research, developing marketing plans, and exploiting market databases.
6. Brief Description of Course Content:
The course on Healthcare Marketing and Communication provides students with a foundation of knowledge and basic skills in marketing in the healthcare sector, thereby understanding the development of marketing theories in the specific context of the healthcare sector. Students will learn about the nature of the healthcare service market, the behavior of deciding on healthcare treatment and care services, the factors affecting this behavior, and be introduced to traditional and modern marketing tools and techniques.
In addition to analyzing specific marketing strategies for the healthcare sector, the course also guides students on how to effectively manage and evaluate marketing programs, conduct market research and exploit market databases. Through 10 chapters, the course will help students understand the process of building a marketing plan, designing and organizing healthcare communication activities, thereby improving service quality as well as increasing value for stakeholders (patients, healthcare organizations, communities).
In terms of position and role, the course is an important preparation step for specialized subjects in healthcare administration, hospital administration or public health management. Students will practice analytical skills, strategic thinking and practical marketing and communication skills, contributing to supporting other subjects in the training program on administration, business and health service management. The course helps learners develop overall marketing thinking, improve the capacity to build and deploy effective healthcare communication solutions, contributing to serving the community health care work in a professional and sustainable manner.