BU5544 MARKETING HEALTH: CONSUMERS' PURSUIT OF WELLNESS

The health, beauty, and wellness industry is predicted to have a strong growth in the coming years. Healthy lifestyle has become a global trend with many health-conscious followers. With the disposable income and life expectancy increasing, many consumers are willing to spend a considerable amount of income on seeking and keeping health and beauty. This course aims to provide an overview on how to conduct marketing in the growing health and beauty industry. Non-business students interested in learning how to develop marketing strategy, business students interested in understanding more about the business landscapes of the health and beauty industry, and any students as consumers interested in gaining insights into their own pursuit of wellness should take this course. Fundamental marketing concepts, principles, and frameworks will be introduced. Cases in health and beauty industry will be discussed. You will practice your critical thinking, creative thinking, and ethical reasoning when working on the course assignments. After taking this course, you will be able to develop a comprehensive marketing strategy for product/service related to health. You will also become a more discerning consumer when making purchase decisions for health and beauty product/service.