ATE 4319 - Veterinary Hospital Marketing

School of Veterinary Technology

Credit(s): 3
Contact Hours: 47
Effective Term Spring 2024 (630)

Requisites

Admission to Veterinary Practice Management (Certificate with Financial Aid Eligibility) (VETTC-CT) or
Admission to Veterinary Technology (Bachelor of Applied Science) (VETTC-BAS)

Course Description

This course will give the student an overview of pricing, advertising, product and service positioning, and marketing research methods for the veterinary hospital.

Learning Outcomes and Objectives

  1. The student will apply marketing concepts that would support the development of a veterinary business environment by:
    1. describing the elements of marketing, the marketing plan, and the marketing audit
    2. explaining the four P’s of marketing.
    3. describing the concept of marketing to demographics.
    4. writing a situation analysis and Strength, Weakness, Opportunities, Threat (SWOT) analysis.
  2. The student will examine how market research helps forecast future demand by:
    1. outlining a market research plan.
    2. forecasting market potential and future demand.
  3. The student will assess new products/services by:
    1. evaluating emerging markets from a marketing perspective.
    2. evaluating the product/service and market development processes.
    3. evaluating alternative approaches (homogeneous, product/service differentiation, and target marketing) for market development.
  4. The student will assess effective pricing strategies by:
    1. evaluating the outcomes of various pricing strategies.
    2. evaluating the key factors influencing the choice of marketing communication alternatives.
  5. The student will evaluate marketing effectiveness by:
    1. using metrics used to measure the effectiveness of marketing management.
    2. integrating the role of marketing across functions.

Criteria Performance Standard

Upon successful completion of the course the student will, with a minimum of 70% accuracy, demonstrate mastery of each of the above stated objectives through classroom measures developed by individual course instructors.

History of Changes

C&I 9/14/04, BOT 10/19/04, Effective 20042(0345). Flexible access approved 4-2006. 3 Year Review 2008. C&I Approval: 11/30/2012, BOT Approval: 01/15/2013, Effective Term: Fall 2013 (475).
C&I Approval: 07/21/2023, BOT Approval: 09/19/2023, Effective Term: Spring 2024 (630)

Related Programs

  1. Veterinary Practice Management (VETTC-CT) (580) (Active)
  2. Veterinary Technology (VETTC-BAS) (640) (Active)