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Self-Study Guides
Introduction to Marketing

Introduction

In today's complex and changing health care environment, marketing is playing an increasingly important role. It is important, therefore, for development professionals to understand the purpose of marketing and how marketing activities are carried out in a health care organization. That is why this topic is one of the fundamental educational programs offered by the Association for Healthcare Philanthropy Foundation and the Association for Healthcare Philanthropy (AHP).

This course discusses the health care organization's marketing plan and explains how marketing activities are integrated with strategic planning, public relations, and development goals. It explains the basic tools used in marketing and discusses the unique aspects of health care marketing.

The guide recapitulates material covered in the AHP course "Introduction to Marketing" and points you to additional resources to help you gain yet more detailed knowledge of this subject.

Learning objectives

When you have finished studying this guide, you should be better prepared to:

• define the term "marketing" and explain how it relates to the health care environment;
• apply basic marketing tools to the health care environment; and
• identify the steps involved in developing a marketing plan.

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