Marketing Science and Patient Engagement

This course introduces the principles, processes, and tools necessary to analyze markets, including customers, competitors, and companies (the 3 Cs), and to design optimal marketing programs via strategies for pricing, promotion, place, and product (the 4 Ps). This course will apply these frameworks to the specific context of health care markets. This course will then extend these frameworks to the complex arena of patient engagement using insights from core marketing science and behavioral economics. Prerequisites: Must have active enrollment within the Master of Clinical Informatics Management program.