Dr. Prof. Iryna Kovshova
The “Healthcare Marketing” course will expose you to marketing concepts in strategy, tactics and execution. The goal is to identify, create, deliver and communicate value for customers. The term “customers” refers to any potential or actual healthcare service user (prospects or patients), their engaged significant others (family/friends) or collaborative customers (physicians, employees, payers or local agencies). By the end of the course, you will be able to evaluate marketing opportunities and challenges, identify customer needs, assess competitors, develop a differentiated value proposition for a target customer group and recommend marketing tactics to achieve target results.
Upon completion of this course, you will be able to:
- Gain solid understanding of key marketing concepts and skills
- Perform situation analysis to assess market opportunities
- Gather, analyze, and draw conclusions from market and environmental data
- Develop marketing strategies (Segmentation, targeting, and positioning) to achieve company's objectives.
- Use the 4 P's frame (Product, Price, Place and Promotion) which help to define the marketing elements required for a successful product offering.
- Build an effective marketing plan to promote a healthcare company's product and/or service.
- Make strategic recommendations and persuasively communicate your recommendations and rationale.
The purpose of the course "Introduction to the master's program" to acquaint master students with the peculiarities of studying at the National University of Kyiv-Mohyla Academy in accordance with modern requirements of higher education.
This course belongs to the public health block of courses. The aim of the course is to put future public health professionals in touch with “western epidemiology” -- a study of distribution, trends, and preventive/risk factors for diseases and other health-related states, and ways to control them. The main emphasis of the course is on acquiring a methodology for studying all abovementioned things, in order to be able properly and independently search for, critically read and use the base of evidence in public health.
We expect that after completing a course, students will reach three learning outcomes: (1) intellectual - understand basic terms and concepts of epidemiology; (2) cognitive - critically assess study results in the area of public health; and (3) emotional - be guided in decision-making as public health professionals by available evidence.