This course provides in-depth coverage of strategic planning concepts related to the budgeting process, and explains how marketing strategies and tactics emerge from the planning process and provide competitive opportunities for healthcare organizations. The course will focus on basic marketing concepts such as pricing, placement, product, and promotion which are essential to constructing and implementing an effective marketing strategy. Other topics include market research, product strategy, branding, multi-cultural marketing, promotional decision making, and crisis communications. Analysis of concepts central to the creation of competitive planning and marketing strategies will be discussed with special emphasis on the effective measurement of service area needs and social marketing concepts. 3 credits.