Download MHSA 7885 Strategic Marketing for Health Care Organizations

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
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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
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% 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
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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
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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).
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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
___
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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
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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
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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.
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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.
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