Professional Certificate in Marketing (Health Services)

(PCMHS)

Practical marketing capability for health and human services organisations.

The Certificate in Marketing (Health Services) develops the practical knowledge and skills required to plan, deliver and evaluate effective marketing within Australia’s health, community and human services sectors.

Designed for managers, business owners, marketing professionals and other staff responsible for organisational growth, the course examines how marketing works in the distinctive environment of disability, aged care, mental health, allied health, community services and related organisations.

Learners develop capability across marketing strategy, market and competitor analysis, positioning, brand management, customer and service-user insights, digital marketing, communications, referral and stakeholder networks, campaign planning and marketing performance.

Unlike general marketing courses, the Certificate considers the realities of marketing services that are high-trust, relationship-driven and often highly regulated. Learners explore how to grow awareness and demand while communicating responsibly, protecting organisational reputation and maintaining appropriate ethical and regulatory standards.

Through practical activities and sector-relevant examples, learners develop the capability to make better marketing decisions, differentiate their organisation in competitive markets and build sustainable approaches to attracting, engaging and retaining the people and stakeholders their organisation serves.

Professional Certificate in Marketing (Health Services)

  • 8 weeks.

  • You do not need to purchase any additional learning materials - everything including readings are provided.

    4 comprehensive learning modules designed specifically for healthcare and health services founders, managers and leaders who aren’t expert marketers.

    Structured, easy-to-follow case-based assessments that you’ll complete independently.

    Multiple opportunities to receive detailed feedback on progress.

    Weekly virtual ‘open door’ with a Teaching Fellow where you can ask any questions about the program materials or your assessments.

    All leadners receive 12 months’ access to any CHI webinars at no cost (expires 12 months after date of enrolment).

  • Delivered 100% online.

    Language: English.

  • Anytime, year round.

  • Minimum 16 years of age (parent/guardian consent required if under 18 years).

    Competent English speaking and writing communication skills.

  • This program is fully inclusive. In 2026, the total fee is $660 (GST inclusive).

    Fees must be paid prior to commencement.

 

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In this short course, you may learn about:

Marketing Strategy and Planning
Understand how to develop practical marketing strategies aligned with organisational objectives, service capabilities, target markets and growth priorities.

Market, Customer and Competitor Insights
Learn how to analyse markets, understand service-user and customer needs, identify opportunities and evaluate competitors to support better marketing decisions.

Brand, Positioning and Reputation
Explore how health and human services organisations can build distinctive brands, communicate their value and strengthen trust and reputation within their communities.

Digital Marketing and Communications
Develop practical knowledge of websites, search, social media, content, advertising and other communication channels used to reach and engage target audiences.

Referral, Relationship and Stakeholder Marketing
Understand the importance of professional networks, referral pathways, partnerships and stakeholder relationships in generating sustainable growth across health and human services.

Marketing Performance, Ethics and Compliance
Learn how to establish marketing objectives, measure performance and return on investment, improve marketing activity using evidence, and operate within relevant ethical, professional and regulatory expectations.

Learning Outcomes

Upon successful completion of the course, learners should be able to:

  • Develop practical marketing strategies aligned with organisational and growth objectives.

  • Analyse markets, competitors and customer or service-user needs to identify marketing opportunities.

  • Develop clear market positioning and communicate an organisation’s value proposition effectively.

  • Select and use appropriate digital and traditional marketing channels for different audiences and objectives.

  • Strengthen referral pathways, stakeholder relationships and professional networks that support organisational growth.

  • Plan and evaluate marketing campaigns using appropriate objectives, measures and performance data.

  • Apply ethical, professional and regulatory considerations to health and human services marketing.

  • Make evidence-informed marketing decisions that support sustainable organisational growth.

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Why study Health Services Marketing?

Effective marketing is increasingly important to the growth, sustainability and reputation of health and human services organisations.

Across disability, aged care, mental health, allied health and community services, organisations need to understand their markets, communicate their value clearly, build trusted referral relationships and reach the people who need their services.

The Certificate in Marketing (Health Services) provides practical, sector-specific marketing capability that can be applied directly in the workplace, helping you make better marketing decisions, strengthen organisational visibility and support sustainable growth.

Professional Recognition

Graduates who successfully complete all certification requirements may use the post-nominal:

PCMHS