MHSA 6880
Strategic Management and Marketing of Health Care Organizations I
Spring 2014
When:
Thursday, 5:30 – 8:00 PM
Where:
Solms 203
Facilitator:
Bruce Barragan, MHA, FACHE
Phone:
(803)238-7315 (Cell)
E-Mail:
bruce.barragan@armstrong.edu
Office Hours:
As arranged between student and instructor
________________________________________________________________________
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, case analyses, and a team-based project in which students
develop a comprehensive marketing plan for a health care product or service.
COURSE OBJECTIVES
Learning Objective
Understand and discuss the importance, developing trends, opportunities and challenges
of marketing in the modern health care environment
Understand the process of and be able to conduct a comprehensive market assessment for
a given product or service
Identify organizational stakeholders and analyze their needs and expectations
Identify and be able to discuss the relative advantages and disadvantages of marketing
strategies at all levels of the organization
Understand the process of and be able to formulate marketing strategies that are based on
the market assessment and organizational objectives and that are appropriately integrated
across all areas of the organization
Understand and discuss the importance of market research
Be able to develop a marketing research plan, including research objectives, data
collection methods, and data analysis
Understand the process of and be able to develop a comprehensive marketing plan for a
health care product or service
Develop and apply strategic thinking skills in order to integrate marketing efforts into the
larger strategic framework of the organization
[1]
Learning Objective
Effectively communicate his or her ideas, analyses, recommendations, and conclusions
through class discussions, written homework assignments, cases analyses, and
presentations
REQUIRED COURSE MATERIALS
Berkowitz, E.N. (2010). 3rd Edition, Essentials of Health Care Marketing. Sudsbury, MA: Jones &
Bartlett Publishers. ISBN: 9780763783334
Additional readings will be required and made available by the instructor and students who are
assigned the particular topics.
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 I
Case Analysis II
Case Analysis III
Group Strategic Marketing
Plan
Participation
Date
Ongoing
February 20
March 27
April 17
Presentation April 24
Written Plan May 1
Ongoing
Percent of Total Grade
18%
18%
18%
18%
28%
A factor
Note that my philosophy of grading is that the points are yours to earn, not mine to give. In
this approach, you start the semester with 0 points and earn points along the way based on your
performance in class and on written assignments. You should not expect to earn 100% of the
points for any assignment or activity unless you are prepared to deliver a consistently
outstanding performance. 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).
[2]
Assignments
1. Case Study Analyses, Which Will Be Specified By The Instructor At Later Dates.
Each student will prepare a written analysis of three cases. The cases must be completed
individually. You will be provided with a grading rubric for each case.
Case analyses should be typewritten and turned in on the evening they are discussed. If the
case analysis is late there will be a 10% reduction in the grade.
The framework for the first case analysis is provided below:
CASE ANALYSIS FRAMEWORK (for 1st case)
Introduction: include situation and challenges; (include the location, company and year)
Stakeholder Analysis (name and position): include all significant stakeholders and their relationships
Internal Forces: provide departments, services, structure, culture, staff characteristics, financial status,
etc. with quantitative and qualitative data. Then identify strengths and weaknesses
External Forces: provide some industry forces, as well as community forces; identify opportunities and
threats.
Competitors: identify current and potential competitors; as well as their competitive advantages and
disadvantages
Distinctive Competencies of case organization: In reflection of external and internal forces, as well as
competitors, identify case organization competitive advantages and disadvantages
Primary Issues: – determine truly critical issues which are central to the achievement of the case’s vision
and resolving the primary challenges; rate each issue by urgency (1 – 3, 3 = highest) and importance (1 – 3,
3 = highest)
Outcome Criteria – measurable outcomes with dates.. The combination of criteria should meet most
urgent and important issues
At least two Alternative Solutions – all solution sets should meet the outcome criteria to a significant
degree Each solution should have several components in order to meet the outcome criteria. Some
components within solutions can overlap. The alternative solutions provided should be very competitive
with each other. Note that hiring an outside consultant or hiring new CEO are not appropriate
alternative solutions.
Selected Solution and Discussion: – the decision should be difficult; reasons for ruling out alternative
solutions need to be provided
Any Missing Information and Assumptions for Case should be noted
[3]
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 instructors of service/product by
March 27th.
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 elements:
 Executive summary (key elements of the market and plan, no more than 5 pages,
double-spaced)
 Environmental analysis (opportunities/threat, market characteristics, critical success
factors, competition and service/product comparisons)
 Marketing objectives (service/product profile, target market profile, projected volume)
 Marketing strategy (market focus, positioning strategy, branding strategy)
 Appendices
 References
There is no single correct format for a marketing plan, though you 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 April 24th. Each
presentation should last 15 - 20 minutes. The written plans are due at 5 pm on May 1st. A
sample outline for the marketing plans is included as Appendix B at the end of this syllabus.
3. Leading Class Discussion
It is imperative that you complete all of the reading assignments for each class meeting. At
each class meeting, 2-3 students will be responsible for presenting the assigned topics and
leading the classroom discussion. The assigned chapters and problems can 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 each of the topics. If there
is only one topic, students should locate two academic articles for that topic. 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 January 23rd. A
[4]
grading rubric for the class leadership/discussion is included as Appendix C at the end of the
syllabus.
Students not assigned to lead the discussion will be expected to actively participate in
discussions and answer questions; 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.
7.
8.
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.
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.
[5]
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.
[6]
COURSE SCHEDULE (instructor reserves the right to amend the schedule as needed)
Date
January 16
January 23
January 30
February 6
February 13
February 20
February 27
March 6
March 13
March 20
March 27
April 3
April 10
April 17
April 24
May 1
Topic
Introduction
Meaning of Marketing
Marketing Strategy
Environment of
Marketing Strategy
Buyer Behavior &
Marketing Research
Discussion of Case I
Marketing
Segmentation
Developing Customer
Loyalty
Product Strategy
Spring Break
No Class
Discussion of Case II
Price & Distribution
Promotion &
Advertising
Discussion of Case III
Marketing &
Presentations
Written Marketing
Plans Due
Reading
--Chapters 1
Chapter 2
Chapters 3
Assignment
Chapters 4 & 5
--Chapters 6
Case I Analysis Due
Chapters 7
Chapter 8
---
[7]
Chapter 9
Chapters 9 & 10
Chapters 11 & 12
Case II Analysis Due
-----
Case III Analysis Due
---
Written Marketing
Plans
Appendix A
Grading Rubric for Case Analyses
Objective/Criteria
Introduction,
Major Players
Internal & External
Forces.
Competitors &
Distinctive
Competencies
Primary Issues
Outcome Criteria
Alternative
Solutions
Analysis
Selected Solution,
Discussion &
Assessment
Missing Info and
Assumptions
Professional
Presentation (e.g.
grammar, typos,
charts, etc.)
Performance Indicators
Significant
Improvements
Needed
O 7 points
Minor
Improvements
Needed
O 8 points
Meets
Expectations
Significant
Improvements
Needed
O 7 points
Minor
Improvements
Needed
O 8 points
Meets
Expectations
Significant
Improvements
Needed
O 7 points
Minor
Improvements
Needed
O 8 points
Meets
Expectations
Significant
Improvements
Needed
O 7 points
Minor
Improvements
Needed
O 8 points
Meets
Expectations
Significant
Improvements
Needed
O 7 points
Minor
Improvements
Needed
O 8 points
Meets
Expectations
Significant
Improvements
Needed
O 14 points
Minor
Improvements
Needed
O 16 points
O 9 Points
O 9 Points
O 9 Points
O 9 Points
O 9 Points
Meets
Expectations
O 18 Points
Significant
Improvements
Needed
O 7 points
Minor
Improvements
Needed
O 8 points
Meets
Expectations
Significant
Improvements
Needed
O 3.5 points
Minor
Improvements
Needed
O 4 points
Meets
Expectations
Significant
Improvements
Needed
O 7 points
Minor
Improvements
Needed
O 8 points
Meets
Expectations
[8]
O 9 Points
O 4.5 Points
O 9 Points
Exceptional,
above &
beyond
requirements
O 10 Points
Exceptional,
above &
beyond
requirements
O 10 Points
Exceptional,
above &
beyond
requirements
O 10 Points
Exceptional,
above &
beyond
requirements
O 10 Points
Exceptional,
above &
beyond
requirements
O 10 Points
Exceptional,
above &
beyond
requirements
O 20 Points
Exceptional,
above &
beyond
requirements
O 10 Points
Exceptional,
above &
beyond
requirements
O 5 Points
Exceptional,
above &
beyond
requirements
O 10 Points
Missing
O 0 points
Missing
O 0 points
Missing
O 0 points
Missing
O 0 points
Missing
O 0 points
Missing
O 0 points
Missing
O 0 points
Missing
O 0 points
Missing
O 0 points
Appendix B
Sample outline for a marketing plan ((Kotler and Armstrong, 2009)
Section
Purpose
Executive
summary
Presents a brief summary of the main goals and recommendations of the plan for
management review, helping top management to find the plan’s major points
quickly. A table of contents should follow the executive summary.
Current
Describes the target market and the company’s position in it, including
marketing
information about the market product performance, competition and
situation
distribution. This section includes:
 A market description that defines the market and major segments, then
reviews customer needs and factors in the marketing environment that
may affect customer purchasing
 A product/service review that shows sales, prices and gross margins of the
major products/services in the product line.
 A review of distribution that evaluates recent sales trends and other
developments in major distribution channels.
 For a new product/service this may involve analysis of potential
competitors.
Threats and
Assesses major threats and opportunities that the product/service might face,
opportunities helping management to anticipate important positive or negative developments
analysis
that might have an impact on the firm and its strategies.
Objectives
States the marketing objectives that the company would like to attain during the
and issues
plan’s term and discusses key issues that will affect their attainment. For
example, if the goal is to achieve a 15 percent market share, this section looks at
how this goal might be achieved.
Marketing
Outlines the broad market logic by which the business unit hopes to achieve its
strategy
marketing objectives and the specifics of target markets, positioning, and
marketing expenditure levels. How will the company create value for customers
in order to capture value from customers in return? This section also outlines
specific strategies for each marketing mix element and explains how each
responds to threats, opportunities and critical issues spelled out earlier in the
plan.
Action
Spells out how marketing strategies will be turned into specific action programs
programs
that answer the following questions: What will be done? When will it be done?
Who will do it? How much will it cost?
Budget
Details a supporting marketing budget that is essentially a projected profit and
loss statement. It shows the expected revenues (forecasted number of unit sold
or services provided and the average net price) and expected costs (of
production, distribution and marketing). The difference in revenue and cost is
the projected profit.
Controls
Outlines the control that will be used to monitor progress and allow higher
management to review implementation results and spot products/services that
are not meeting their goals.
[9]
Appendix C
MHSA 6680
Class Leadership Grading Rubric (40 points)
Item





Introduction
Were the topics appropriately introduced?
Did presenters state what they would cover
in the presentation?
Content
Provides a fresh and balanced perspective
on the topics.
Provides comprehensive insight,
understanding and reflective thought about
the topics.
Explains all ideas clearly and concisely in a
logical progression with effective supportive
evidence.
Organization of Presentation
Uses a consistent organizational structure
that includes grouping related information,
defines specialized vocabulary, slides are
organized and not read. Did presentation
flow in a logical, easy-to-follow manner?
Presentation Skills
Were the presenters engaging, clear and
audible? Did presenters sufficiently answer
questions?
Data and References
Were data and analyses applicable and
sufficient? Were references appropriately
documented?
Points
50
60
70
80
90
100
x
1.25
1.5
1.75
2.0
2.25
2.5
x2
=
5.0
1.25
1.5
1.75
2.0
2.25
2.5
x5
=
12.5
1.25
1.5
1.75
2.0
2.25
2.5
x5
=
12.5
1.25
1.5
1.75
2.0
2.25
2.5
x2
=
5.0
1.25
1.5
1.75
2.0
2.25
2.5
x2
=
5.0
TOTAL SCORE (OUT OF 40)
Comments:
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