Marketing and Research for Public Health
PubH 6572, 3 credits
This course focuses on the use of marketing research techniques to better understand customers of public health programs, and thereby to improve program design, implementation, and effectiveness. A range of qualitative and quantitative techniques will be studied for their relevance to program planning, development, continuous improvement, and outcome evaluation.
In the commercial sector, the purpose of marketing research is to help managers and marketers know their (prospective or current) customers, so that they can develop products and services that will provide value to – and be valued by – their customers. In public health we must always keep in mind that, for the most part, public health programs are voluntary in nature. That is to say, our prospective customers are free to accept or reject the products or services that we offer them. Our success therefore typically hinges on our ability to design products and services that benefit populations and are valued by beneficiaries in our intended target audience. This course is intended to teach you how to use marketing research techniques to do just that.
Meet the faculty of PubH 6572: Marketing and Research for Public Health in the below course introduction video: