During this course we are examining and evaluating the theory and the concepts of marketing and advertising
in the health care industry, including elements of competition, business-to-business marketing, stakeholder
relationships, customer behavior, retention and satisfaction, with applications to the healthcare environment of
the United Arab Emirates and the Emirate of Abu Dhabi, in particular.
This assignment will enable you to:
(1) Define the function of marketing in a competitive healthcare environment. And quality
(2) Explain the fundamentals of competition and business to business marketing. And Quality
(3) Describe marketing issues of customer behaviour, retention and satisfaction. And Quality
The assignment provides you with the opportunity to demonstrate knowledge of key concepts of marketing in
the healthcare industry and to provide practical examples from the U.A.E. healthcare community of ways these
concepts are being applied to improve patient care access, quality and financing across the continuum of
healthcare services and settings and the lifespan of U.A.E. nationals and residents.
In your own words, explain health care marketing theory and practice giving examples and their
relevance to healthcare management in the UAE.
In your own words, explain the elements of competition and business-to-business marketing in the
Discuss the relationships between customer behavior, retention of customers, and customer
satisfaction with applications to healthcare management and operations in the UAE.
Follow these guidelines regarding scholarly writing, formatting, referencing, and literature review
Turn in your assignment with a signed and completed HCT ethics-attestation cover sheet.
Include in the body of your paper approximately 250-300 words (two to three typewritten, double-
spaced pages written in English).
Include an introduction paragraph and a conclusion paragraph.
Source at least two references (journals, books, web sites) and cite each reference actually used
according to APA Sixth Edition formatting in a separate “References” page
Assignment Due Date: Thursday, February 9, 2017
HIM 4403 Healthcare Marketing in the UAE Practical Lab Assignment
CLO 2 – Understand the function and process of marketing in health care.
This assignment enables you to achieve stated aspects of the course learning objectives:
(1) Define the function of marketing in a competitive healthcare environment.
(2) Explain the fundamentals of competition and business to business marketing.
(3) Describe marketing issues of customer behaviour, retention and satisfaction.
Assignment Marking Criteria
Introduction Paragraph 15
Clearly defined the function of marketing in a
competitive healthcare environment with
applications to the UAE
Clearly explained the fundamentals of
competition and business to business marketing
with applications to the UAE
Clearly described marketing issues of customer
behaviour, retention and satisfaction with
applications to the UAE
Conclusion Paragraph 15
Used appropriate language: Spelling, Vocabulary,
Grammar, Punctuation, Referencing 10
Total Marks 100
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