MKT 380 HEALTHCARE MARKETING
Health care is a dynamic industry and continues to undergo dramatic reform and transformation. Within this fast-changing environment, there are several trends that demand organizations to be effective marketers and to provide value to stakeholders, including patients. This course looks at contemporary trends in health care services including the increasing involvement of consumers in the health care process and the access to e-information, the impact of interactive technology and the emphasis on the need for transparency within the medical professional but also privacy of medical records, as well as increasing competition and the shifting and reshaping of the health care landscape. Collectively and independently, these factors reinforce the relevance of marketing theory, practice and research in the context of health care services.