Module Title
Health Marketing
Keywords
Health marketing, general marketing, social marketing, B2B, B2C, consumer behaviour, marketing strategy |
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Prerequisites for Module
None in addition to course entry requirements or equivalent.
Corequisite Modules
None.
Precluded Modules
None.
Aims of Module
To equip students with a depth of understanding of the principles of generic as well as social marketing along with the ability to analyse, appraise and undertake effective marketing decisions within a health context.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
| 1. |
Discuss the key concept, principles, theories and models which apply in modern health and social marketing.
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| 2. |
Critically explain consumer and organisational purchasing behaviour.
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| 3. |
Explain and evaluate the importance of effective integrated marketing communications, including digital media, their design, implementation and control.
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| 4. |
Analyse the key concepts of the marketing mix, its component parts, along with market segmentation, targeting and positioning within a health context.
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Indicative Module Content
Development of the marketing concept, including the concept of social marketing and its emergence as a discipline and an in-depth study of the development of social marketing; Components of the marketing mix; Buying behaviour of both individuals and organisations; Market Research; Market segmentation, targeting and positioning; Product planning and Branding; Distribution. Pricing; Integrated marketing communications; Marketing of Services; Planning, implementation and control of marketing programmes; Ethical and social marketing; Campaign planning incl. Sponsorship and fundraising projects, corporate design guidelines, advertorials, presentations, digital and corporate communications.
| Indicative Student Workload
Contact Hours
| Part Time | Exam
| 2 | Lectures
| 32 | Tutorials
| 6 |
Directed Study
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| 12 |
Private Study
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| 98 |
Mode of Delivery
This module will be delivered in the 1st semester. The module is a lecture-based unit, supplemented by interactive tutorials and directed study, including case studies.
Assessment Plan
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Learning Outcomes Assessed
| | Component 1 | 1,2,3,4
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Component 1: a closed book examination (100%).
Indicative Bibliography
| 1. | HOFFMANN, S., SCHWARZ, U. & MAI, R. 2012. Angewandtes Gesundheitsmarketing. Gabler. ISBN: 978-3-8349-4034-6 (Print) 978-3-8349-4035-3 (Online)
| | 2. | KOTLER, P, KELLER LANE, K., & BLIEMEL, F. 2007. Marketing-Management 12th ed. Pearson Studium ISBN: 978-3-8273-7229-1
| | 3. | ROSKI, R. 2009. Zielgruppengerechte Gesundheitskommunikation. Akteure - Audience Segmentation - Anwendungsfelder. VS Verlag für Sozialwissenschaften. ISBN 978-3-531-15907-2
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