Prof.

Sami Alsmadi Fall 2010/2011 HSM 611 Healthcare Marketing

YARMOUK UNIVERSITY
&
ROYAL COLLEGE SURGEONS IN IRELAND

MA in Health Services Management

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HSM 611: Customer Relations and Marketing in Health Services

Prof. Sami Alsmadi

Course Syllabus
I. Course Description
This course presents an overview of the nature and scope of the marketing function and its
applications in Healthcare organizations, highlighting the environment affecting marketing
managers. Topics covered include: The marketing environment, social responsibility and
marketing ethics, challenges in Healthcare marketing, consumer behavior, market segmentation,
and marketing mix strategies.

II. Course Learning Objectives

This course addresses the following learning objectives:
1. Define marketing concepts and terminology.
2. Explain the relationships of the marketing functions to other functional areas.
3. Highlight challenges in Healthcare marketing and its special environment
4. Explain how consumers make their buying decisions under various conditions.
5. Show the significance of marketing ethics in the conduct of business.

III. Methods of Course Delivery

A number of teaching methods will be used to achieve the above learning course outcomes. This
includes lecturing, interactive class discussions, student presentations, term project, and exams.

IV Course Educational Resources

Main textbook: Pride and Ferrell (2008), Marketing, 14th edn, Houghton Mifflin Co., New York,
(ISBN 13:978-0-618-79963-3) Website: www.prideferrell.com
 Supporting References:-
o Richard K. Thomas (2005), Marketing Health Services, AUPHA-HAP
o Roger Kerin, Steven Hartley, and William Rudelius, Marketing: The Core, Second Edition,
McGraw-Hill Intl. Edition, 2007 ISBN #13:978-0-07-110686-3.
o Phillip Kotler and Gary Armsrong, Principles of Marketing. Ninth Edition, (Prentice Hall,
2001).
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Prof. Sami Alsmadi Fall 2010/2011 HSM 611 Healthcare Marketing

o E. Jerome McCarthy and William D. Perrault, Basic Marketing; Thirteenth Edition

(Homewood: Illinois: Irwin/McGraw, 2001).
o Louis E. Boone and David L. Kurtz, Contemporary Marketing, Ninth Edition (New York:
The Dry Den Press, 1999).
o Kinnear, Brenhasdt, and Krentler, Principles of Marketing, Fifth Edition (New York: Harper
Collins College Publisher, 2000).
o Eric Berkouitz, Roger Kerin, Steven Hartley and William Rydelius, Marketing, Fifth Edition
(Boston: Mass, Irwin/McGraw-Hill, 1997)
o Charles Lamb, Joseph Hair, and Carl Daniel, Essentials of Marketing, Fifth Edition
(Thomson South-Western, 2006) ISBN 0-324-31664-X)

V. Basis for Student Assessment

Each student’s performance will be assessed on the basis of the following grading scheme:-
Assessment activity Percent of Final Mark
1. Midterm Exam 30%
2. Student presentation 15%
3. Group Project 15%
4. Final Exam 40%
Total 100%
VI. Important Rules:
Class Attendance
Students must attend classes regularly. Attendance, commitment and discipline are major
elements in class participation, and highly valued. Coming to class late or leaving early (without
genuine excuse) is not acceptable behavior. For more information, see University bylaws.

Proper Referencing and Plagiarism : All submitted assignments are expected to be properly
referenced. Plagiarised assignments will be penalised. Plagiarism is the copying of another
person’s ideas or expressions without appropriate acknowledgment and presenting these ideas or
forms of expression as your own. Plagiarism includes copying any material from books, journals
study notes or tapes, the web, the work of other students, or any other source without indicating
this by acknowledging that source by footnote or citation. Plagiarism also includes the use of the
work of other students as your own without acknowledgment. The University regards plagiarism
as an extremely serious academic offence and will impose penalties.

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 Prof. Sami Alsmadi Fall 2010/2011 HSM 611 Healthcare Marketing

VII. Course Planner (guided by main textbook)

Wee Date Topical Coverage Text

k
1 An overview of strategic marketing Ch 1

2 The marketing environment Ch 3

3 Social responsibility and ethics in marketing Ch 4

4 Consumer buying behaviour Ch 5

5 The challenges of Healthcare Marketing Ch 2 MHS

6 Healthcare consumers and consumer behavior Ch 7 MHS

Midterm exam
7 Product concepts Ch 11

8 Developing and managing products Ch 12

9 Marketing channels and supply chain management Ch 15

10 Integrated marketing communication Ch 18

11 Pricing concepts Ch 21

12 Setting pricing Ch 22

13 Healthcare marketing in the twenty-first century Ch17 MHS

14, Student projects
15,
16
16 University Final Exam
Schedule