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Individual Syllabus Cover Sheet 1. Course # & Course title: MHSA 7885 Strategic Management & Marketing of Health Care Organizations I 2. Taught in First/Second Year by Bruce Barragan 3. Normally offered: X Fall ___ Winter X Spring __ Summer 4. Requirement status: X Required since Fall 2004 ____ Elective 5. Prerequisites: None 6. Position in typical course sequence: 2nd/3rd semester 7. Enrollment for 3 most recent offerings (indicated number of students and year): Year # Program Students # Non-Program Students Total # 2013 2014 14 0 14 2015 10 0 10 8. (CHECKLIST) SYLLABUS CONTAINS: XX Learning Objectives X Course Requirements XX Competencies X Performance Expectations XX Session by Session Topics with Reading Assignments X Course Description 9. Learning objective links to competencies COURSE OBJECTIVE An analysis of healthcare processes & strategies & the influence of social, financial, legal & workforce environments. An ability to conduct & analyze marketing research & to identify & analyze customers and their needs & expectations. An ability to develop a detailed marketing plan as a team member. An ability to integrate the marketing plan into an organization’s overall strategic plan. An ability to communicate ideas, analyses, & recommendations in the marketing plan clearly & effectively to senior management. PROGRAM COMPETENCY Strategic Management & Marketing Solid-Cultural Environment Financial & Economic Environment Healthcare Workforce Environment Legal & Regulatory Environment Professional Ethics Critical Thinking/Decision Making Systems-Based Thinking Strategic Management & Marketing Cultural Thinking/Decision Making Team Participation & Leadership Interpersonal Communication Systems-Based Thinking Critical Thinking/Decision Making Strategic Management & Marketing Financial Management & Analysis Presentation Skills Team Participation & Leadership [1] 10. Teaching and Learning methods used (see Criterion III.B.1) TEACHING / LEARNING METHODS Higher Level (e.g. In class presentations, Cases, Team Activities, Simulations, External Field Experiences, Strategic/Consulting Projects, Reflective Learning) Lower Level (e.g. Readings, Lectures, Guest Speakers, Online/Class Discussions, Web Modules) 11. Assessment methods used (see Criterion III.C.1) ASSESSMENT METHODS Higher Level Observation checklists; Case/Project review and feedback; Team effectiveness assessment. Class participation. Lower Level Exams; Papers/Reports [2] % OF TIME 60% 40% % OF GRADE 60% 40% ARMSTRONG STATE UNIVERSITY COLLEGE OF HEALTH PROFESSIONS MHSA 7885 – Strategic Management and Marketing of Health Care Organizations I 3 graduate credit hours Fall 2016 Updated 07/21/2016 INSTRUCTOR & FACILITATOR: COURSE MEETING TIME & LOCATION Bruce Barragan, MHA, LFACHE OFFICE HOURS: By appointment. Office Location: University Hall 155 A CONTACT NUMBERS: e-mail: [email protected] Telephone: 803-238-7315 Cell: 803-238-7315 Tech Support, Help Desk: 312-344-2518 [email protected] Thursdays, 5:30 to 8:00 PM University Hall 154 Conference Room COURSE DESCRIPTION Marketing is an essential activity for today’s health care organizations, which operate in increasing competitive markets. Marketing allows organizations to understand its customers’ needs in order to build and maintain a loyal customer base. Students will learn about and apply the fundamental marketing principles and practices in various health care settings, such as hospitals, physician practices, public health organizations, and managed care organizations. The course will also focus heavily on the development of strategic thinking and the integration of marketing strategies across various functional areas. Content will include the tools, concepts, analytical frameworks, and skills necessary to understand and analyze an organization’s competitive environment, create profitable customer relationships, use and apply marketing information to segment and target specific customers and markets, design marketing programs and make marketing decisions to create competitive advantage. To facilitate learning, the course will include class discussions, a case analysis, a mid-term exam, and a team-based project in which students develop a comprehensive marketing plan for a health care product or service. REQUIRED COURSE MATERIALS Berkowitz, E.N. (2010). 3rd Edition, Essentials of Health Care Marketing. Sudsbury, MA: Jones & Bartlett Publishers. ISBN: 9780763783334 [3] Additional readings will be required on marketing topics and will be assigned by the instructor. Learning Objectives: Competencies: Assessment Methods: _______________________________________________________________________________________________ 1. To analyze and discuss the importance, developing trends, opportunities, and challenges of marketing in the modern healthcare environment. 2. To evaluate the process and be able to conduct a comprehensive market assessment for a given product or service. 3. To be able to analyze & formulate marketing strategies based on the market assessment and the organization’s objectives. 4. To identify potential customers and be able to analyze their needs and expectations. 5. To evaluate and be able to discuss the advantages and disadvantages of various marketing strategies for a product or service. 6. To evaluate and be able to discuss the importance of marketing research. 7. To be able to develop a Marketing Research Plan, including research objectives, data collection methods, and data analysis. 8. To analyze the process of, and be able to develop, a detailed Marketing Plan for a health care product or service. 9. To develop and be able to apply strategic thinking skills in order to integrate the Marking Plan into the organization’s more comprehensive Strategic Plan. 10. To be able to communicate his or her ideas, analyses, and recommendations contained in the Marketing Plan clearly and effectively to the senior management of the organization. Strategic Management & Marketing Financial & Economic Environment Socio-cultural Environment Strategic Management & Marketing Systems-based Thinking Class Discussions Exam (2/3) Final Marketing Plan -Presentation -Written Case Analysis Final Marketing Plan Systems-based Thinking Critical Thinking/Decision Making Professional Ethics (Case) Case Analysis Class Discussions Socio-cultural Environment Critical Thinking/Decision Making Healthcare Workforce Development Strategic Management & Marketing Critical Thinking/Decision Making Financial Management & Analysis Financial & Economic Environment Class Discussions Final Marketing Plan Critical Thinking/Decision Making Strategic Management & Marketing Presentation Skills Critical Thinking/Decision Making Financial & Economic Environment Socio-cultural Environment Case Analysis Exam Class Discussion Final Marketing Plan Class Discussions Case Analysis Strategic Management & Marketing Financial Management & Analysis Socio-cultural Environment Team Participation & Leadership Systems-based Thinking Interpersonal Communication Strategic Management & Marketing Critical Thinking/Decision Making Final Marketing Plan Presentation of Plan Presentation Skills Technical Communication Interpersonal Communication Team Participation & Leadership Presentation of Plan Class Discussions Team Participation [4] Class Discussions Case Analysis Final Marketing Plan Participation Final Marketing Plan Class Discussions Presentation of Plan COURSE EVALUATION AND GRADING The grading scale to evaluate student performance will be similar to that used by other courses: 90-100(A), 80-89(B), 70-79(C), 60-70(D), <60(F). Any deviations from this standard scheme will be a result of the distribution of class scores on the various course assignments as well as the final course grade. Each student’s grade in the course will be based on the following criteria (with the relative weight for each): Activity Leading Class Discussion Case Analysis Exam Strategic Marketing Plan Participation Date Ongoing September 15 October 13 Presentations December 1 Written Plans December 8 Ongoing Percent of Total Grade 20% 20% 20% 30% 10% My approach to grading is that grades are earned through overall effort, creativity, a display of the course knowledge, and an demonstrated enthusiasm for learning about healthcare marketing. Your written work will be evaluated based on the content of your work, including the depth and comprehensiveness of your analyses, the extent to which you support your statements and recommendations (with facts, logic and concepts from the textbook and readings), and the quality and professionalism of your writing and formatting (including grammar, spelling, appropriate use of headings and fonts, appearance of tables, charts, and graphics). [5] Course Schedule (instructor reserves the right to amend the schedule as needed) Date Aug. 18 Topic Introduction Reading ___ Aug. 25 Meaning of Marketing Chapter 1 Sep. 1 Marketing Strategy Chapter 2 Sep. 8 Environment of Marketing Strategy Buyer Behavior & Case Discussion Marketing Research & Segmentation Guest Speaker Chapter 3 Sep. 15 Sep. 22 Sep. 29 Oct. 6 Oct. 20 Class Cancelled Class Cancelled Exam I Oct. 27 Guest Speaker Nov. 3 Nov. 17 Loyalty, Product Strategy, & Price Distribution, Promotion & Advertising Guest Speaker Nov. 24 No Class Dec. 1 Sales & Customer Satisfaction Exam 2 Oct. 13 Nov. 10 Dec. 8 Chapter 4 Assignment Case Analysis Due Chapters 5 & 6 Allison Hersh Armstrong Hurricane Hurricane GAHE Event Becky Keightley Memorial Health Chapters 7-8-9 Chapters 10-11-12 Melissa A. Foster St Joseph’s/Candler Thanksgiving Break Chapters 13 & 14 ___ [6] End of Course Assignments 1. Case Study Analysis Each student will prepare a written analysis of an assigned marketing case. The cases must be completed individually. The case analysis should be typewritten and turned in on the evening it is discussed. If the case analysis is late there will be a 10% reduction in the grade. The framework for the case analysis is provided below: CASE ANALYSIS FRAMEWORK Introduction: include situation and challenges; (include the location, company and year) Stakeholder Analysis (names and positions): include all significant stakeholders and their relationship with the organization Internal Forces: identify the strengths and weaknesses of the organization External Forces: identify some industry forces, as well as community forces, that present both opportunities and threats to the organization Competitors: identify current and potential competitors of the organization, as well as their competitive advantages and disadvantages Distinctive Competencies of organization: in reflection of external and internal forces, as well as the organization’s competitors, identify organization’s competitive advantages and disadvantages Primary Issues: – determine truly critical issues which are central to the achievement of the organization’s vision and primary challenges; rate each issue by urgency (1 – 3, 3 = highest) and importance (1 – 3, 3 = highest) Selected Solution and Discussion: –organization which should be implemented suggest changes or additions to the marketing plan of the [7] 2. Group Strategic Marketing Plan Each student will be assigned to a team (2-3 person teams) for the purposes of developing a strategic marketing plan for a hypothetical health care service or product. Your first task will be to select a health-related service or product for a specific market. This may be an existing service/product or a new service/product, and it can be hypothetically situated in a stand-alone organization or an actual organization, but it must be realistic and viable as a business (as opposed to a public health program). Please notify the instructor of service/product by September 8th. You MAY NOT select a product, service, or organization with which any of the group members have a current affiliation. You also may not select a currently operating product, service, or organization and simply develop a marketing plan to expand that product, service, or organization to a new market. The reason for this is that you need to develop your own marketing and branding strategies rather than rely on strategies already developed by marketing professionals. Once you have identified the service/product, you must develop a strategic marketing plan for that service/product, including the following components and format: Executive summary Organization’s Mission Statement Analysis of Organization’s Competitive Environment Marketing Plan: Proposed product/service to be marketed Market research and results Specific market segment to be targeted SWOT analysis for product/service to be marketed Goals and objectives to be achieved Marketing strategies for success Marketing plan budget Actions needed to implement marketing plan Method of marketing plan controls/evaluation Appendices References Each team should ensure that the plan is formatted and presented in a professional manner, as though you were submitting it to a venture capitalist or board of directors for funding consideration. Supporting evidence in the form of tables, graphs, maps, and other forms of information should be included and referenced appropriately. The marketing plans will be presented at the class meeting on December 1st. Each presentation should last 20-30 minutes. The written plans are due at 5 pm on December 8th. 3. Leading Class Discussion It is imperative that you complete all of the reading assignments for each class meeting. At each class meeting, one student will be responsible for presenting the assigned topics and leading the classroom discussion. The assigned chapters and problems can [8] be used as a basis for discussion, but should be supplemented by additional research on the topic(s). I will serve as a facilitator and contributor. In addition to your presentation and leading the discussion, students will be responsible for finding one academic article related to the topic being presented and for providing each other student in the class with a copy. The academic articles should be emailed to the other students and the instructor by 5 pm on the Tuesday before the class meeting. Topics will be assigned at the first class meeting on August 18th. Students not assigned to lead the discussion will be expected to actively participate in discussions and propose questions on the topic to the presenter. If students are not proactive in this, I will call on individuals. Your participation grade will be based on how well you are able to ask questions and participate in discussions. Note that quality, including your ability to articulate your thoughts and ideas, provide persuasive arguments in support of your thoughts and ideas, and interact professionally with your classmates, counts more than quantity. STUDENT PERFORMANCE / CONDUCT EXPECTATIONS Students are expected to attend all classes as scheduled. If you have prior obligations that will keep you from doing so, you should not enroll in the course. Specifically, if you can't be here for the entire term drop the course. Similarly, if you can't be here for the entire class period every day that class is scheduled to meet (except for rare, excused absences), drop the course. As a condition of enrolling in courses at AASU, you agree to abide by the rules of the Honor Code and the Code of Conduct. The Honor Code and Code of Conduct are printed in the AASU Graduate Catalog and on the University website. Any student desiring assistance with any matter related to these Codes should seek assistance in the Division of Student Affairs. Commensurate with their obligations associated with adherence to these defined codes of conduct, all students in this course are expected to abide by the following (excerpted from the AASU Graduate Catalog; see the catalog for additional information about the honor code, honor offenses, reporting of honor offenses, and adjudication of honor offenses): 1. 2. 3. 4. 5. 6. Exercise honesty in all matters, both academic and personal in nature. Be fair and courteous with others, treat them fairly and with respect, showing sensitivity to cultural, ethnic, and religious diversity and personal dignity. Accept personal responsibility for appropriate behavior as defined by the Codes. Know the offenses under each Code and the penalties for violating them. Understand that they are responsible for knowing and following any additional written or verbal requirements given by the professor, which relate to honor or conduct and which are inherent to the classroom or University functions. Know what plagiarism is, as defined under the Honor Code; recognize that it undermines individual and academic integrity and ensure that it is avoided in both spirit and deed. [9] 7. 8. Understand that the Codes apply at all University activities whether on the main campus or at other locations. Remember that they are representatives of Armstrong Atlantic State University and that they must always conduct themselves in a manner that brings credit upon themselves and the University. Any student determined to be in violation of one or more of the provisions of these codes will be subject to all proscribed academic and/or disciplinary penalties as outlined in the Code of Student Conduct. Lastly, it should be noted that student ignorance of the specific provisions within the Code of Student Conduct is not an acceptable defense in any such proceedings. Students should thus exercise particular care to refrain from any activity or behavior that has the appearance of constituting a violation of the Code. PROVISIONS FOR STUDENTS WITH DISABILITIES All students that have a documented disability, whether permanent or temporary, that will impact significantly on their ability to be successful in this course, are encouraged to discuss the disability with me to allow for appropriate assistance through the Office of Disability Services. All inquiries will be strictly confidential. [10] [11]