HC 305 - Public Relations and Marketing in Healthcare

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Introduces students to public relations and marketing concepts in healthcare. Students learn how to conduct a situational analysis, understanding the market and consumer behavior and preference as well as assessing the market differential of the service or organization. Explores primary and secondary market research techniques as well as media relations and crisis communications. Discusses marketing strategy, including positioning and branding, program/service development, and promotion. Evaluation, measurement and ROI methods are explained. Prerequisite(s): MK 315