Health care marketing and planning involves the analysis, evaluation, implementation and control of carefully formulated programs designed to bring about voluntary exchanges with a target audience for the purpose of achieving organizational objectives. The purpose of this course is to provide the students with a general understanding of the contribution of marketing and strategic planning to the effective management of health care institutions and public health programs. The course facilitates this objective by providing a foundation for the acquisition of marketing concepts, terms, and skills relevant for understanding the role that marketing and planning play in health care institutions and health systems, the design of health care programs, and as a vehicle for social change. Note: Credit may not be obtained for both PHS 680 and SPH 680.