STRATEGIC MARKETING FOR HEALTH AND SOCIAL CARE

Unit Aims

This unit aims to introduce the key concepts and tools of strategic marketing within a health and social care context. The unit will support learners to develop their knowledge and understanding of the principles of strategic marketing and to apply these in the context of management within health and social care organisations.

Learning Outcomes

1. Understand the application of marketing strategy to health and social care

1.1 Analyse the ways in which marketing is applied in different health and social care contexts

1.2 Analyse how marketing can be organised in health and social care organisations

1.3 Evaluate the role of marketing in decision making in health and social care organisations

2. Understand the management techniques of strategic marketing

3.1. Critically analyse the internal and external environment of health and social care organisations

3.2. Evaluate methods used to collect market research information in health and social care

3.3. Evaluate the importance of marketing planning in health and social care organisations

3. Understand branding and marketing communications in health and social care

4.1 Analyse the role of brands in health and social care

4.2 Analyse the main components of marketing communications in health and social care

4.3 Evaluate the implementation of marketing communications campaigns in health and social care