CALIFORNIA STATE UNIVERSITY, LONG BEACH
COLLEGE OF HEALTH AND HUMAN SERVICES
HEALTH CARE ADMINISTRATION DEPARTMENT
HCA 353 – Marketing for Health Services Organizations Spring 2012 Syllabus
Instructor: Karen Wright, MPA
On Campus: karen.wright@csulb.edu
562.985.5694
Office Hours: By appointment only
Office Location: HHS2-118
Cell: 626.353.7811
Course #: 2056
Class Meets: Tu, 7:00-9:45 pm, HSD-111
January 24-May 15, 2012
Additional Contact Information:
HCA Dept. Administrative Coordinator:
Deby McGill, dmcgill@csulb.edu
Tel. 562/985-5694; fax 562/985-5886
HCA Dept. Office: HHS2-118
Course Description: Prerequisite: ECON 101 or 300. Pre- or co-requisite: HCA 402. Development of
marketing strategies and analyses in a health care setting. Design of services to include pricing,
communication, distribution channels, and client motivation and services. Letter grade only (A-F).
Course Outcomes, Competencies, and Assessments. The Health Care Administration Department
has adopted a competency-based curriculum, based on the American College of Health Care
Executives (ACHE) Competencies Assessment Tool and the Healthcare Leadership Alliance (HLA)
Competency Directory. This course is designed to develop competencies in the business skills and
knowledge (BSK-/SPM) domain – specifically, strategic planning and marketing (5D). The chart
below describes course outcomes and how they will be met and measured.
Learning Objective
Domain
Competency
Demonstrate an understanding of the
fundamental principles of strategic
planning and marketing applied to
service industries generally and
healthcare organizations in particular.
Investigate customer characteristics,
distribution channels, and competitors
in a healthcare market service area
Create a marketing communication
piece promoting a healthcare product
or service
Identify and appreciate the role of key
stakeholders for healthcare marketing
activities
5D
BSKSPM
Strategic planning
processes
development and
implementation
5D
BSKSPM
5D
BSKSPM
5D
BSKSPM
Marketing plan
development
Activity (A1),
Assignment (A2) or
Assessment (A3)
A1- In-class exercises;
A2 - Strategic
marketing plan &
presentation; A3exams
A2-Strategic marketing
plan
Marketing principles
and tools
A2-marketing
communication product
Marketing principles
and tools
A2-Strategic marketing
plan, A3-exams
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Texts1
Required: Berkowitz, E.N. (2010). Essentials of health care marketing, 3rd Ed. Sudbury, MA: Jones
& Bartlett.
Recommended:
American Psychological Association. (2010). Publication Manual of the American Psychological
Association, 6th Ed. Washington, DC: Author:
Thielst, C.B. (2010). Social media in health care: Connect, communicate, collaborate. Chicago: Health
Administration Press. Companion site:
http://www.ache.org/pubs/hap_companion/book.cfm?pc=WWW1-2152
Zuckerman, A.M. (2012). Healthcare strategic planning: Approaches for the 21st century (3rd Ed.).
Chicago: Health Administration Press.
Lecture notes and supplemental course readings will be posted on BeachBoard.
Other Requirements: E-mail address and Internet access to use the online Desire2Learn (new
BeachBoard) course software. For questions or problem, contact the CSULB Technology Help Desk by
phone at 562-985-4959, via e-mail at helpdesk@csulb.edu or go in-person to Horne Center.
Student Assignments and Grading
1. Class Attendance, Preparation and Participation: You are expected to have read the assigned
readings for the week, be prepared to comment on them, and to actively participate in class
discussions. Lectures will cover highlights of the reading and include supplementary information.
If you have trouble understanding what you read or hear, please ask for clarification in class or
make an appointment with me to discuss the problem area(s). Attendance policy conforms to:
http://www.csulb.edu/divisions/aa/grad_undergrad/senate/documents/policy/2001/01/. Disabled
students requiring special accommodations, please advise instructor early in the course.
Attendance is important in this class because 25% of your course grade is for a group project and
time is allowed in most class sessions for working with your group. You will receive 2 points for
each class attended. Attendance may be taken at the beginning or end of class. Excused absences
require third party documentation. For scheduled guest speakers, turn in a written question as proof
of attendance, and ask the question in class.
2. Marketing Plan Group Project & Presentation: Groups of 4-5 students will prepare and present a
marketing plan for a new or enhanced healthcare product or service. A generic outline is posted on
BeachBoard. The library session is an opportunity to begin the research necessary for Part 1.
Document with appropriate bibliographic and electronic citation protocols in APA style; see
1
Course text is on reserve in the library under instructor and course name; APA manual is in general reference.
2
style manual and (for website citations) http://www.apa.org/journals/webref.html;
http://www.csulb.edu/library/eref/vref/style.html.
3. You will submit your marketing plan in two parts: (1) Sections I-IV; (2) Sections V-IX. You will
receive a preliminary grade of up to 40 points for Part 1. The entire marketing plan is worth 100
points. You will first submit each part as a draft. I will assign a preliminary grade, and offer
suggestions for improvement. Submitting a draft offers you an opportunity to revise and resubmit
your work and earn a better grade, but there is no guarantee. Please submit electronically through
the BeachBoard Drop Box.
4. Group presentations (up to 30 minutes, including time for questions) will be scheduled for the last
2 class sessions. You will have time in class most weeks for group work sessions and consultations
with the instructor. All participants in the group will receive the same grade for the written plan and
group presentation. Each student will also receive an individual grade for teamwork based on
confidential peer review evaluations by other members of the group. One member of your group
should submit your slides to Beachboard Drop Box by the due date.
5. Marketing Communications (MarCom) Piece - Individual Assignment: Prepare a short
promotional piece for your marketing plan's product or service. It can be an announcement, an
advertisement, a television or radio script or public service announcement, a flyer, a brochure, a
letter, an invitation to an open house or other event, a press release, a web page, video, blog posting
or any other type of promotional communication. Each member of the group must prepare a
different type of marketing communication piece. You may submit a draft but it’s not required.
6. Exams and quizzes: There will be a mid-term and a final exam (multiple choice and true-false
format; open book). The exam questions will come from the readings, class lectures and guest
lecture/student presentations. The mid-term will cover weeks 1-6. The final will be cumulative,
with more emphasis on material from sessions since the midterm. Disabled students who qualify
for alternative testing arrangements, please advise the instructor well in advance of the exams.
Written documentation of unforeseen and unavoidable circumstances required to take a makeup
exam, to be scheduled during professor’s office hours within 6 days following midterm or 3 days
after final.
7. Networking: You may earn networking points by preparing some information about yourself,
joining and participating in a healthcare professional organization, and attending networking
meetings. 5 points for a complete BeachBoard profile (with your photo); 5 points for joining an
organization; 5 points for off-campus meetings; 3 points for on-campus events. Bring proof of
membership and attendance. See HCA Dept. website for professional organizations.
8. Assignment submissions. Turn in written student assignments through the BeachBoard drop box,
using Microsoft Word or Rich Text Format (RTF) for papers. Include your last name, first initial,
the assignment and the date of submission in the file name, e.g. “JonesM_studentinfosheet_1-2411.”
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9. Peer review evaluation: Rate the contribution of each member of your team to the group effort. All
responses confidential. Your grade will be the average (mean) of the other member’s scores for
you.
10. Course Assignments, Due Dates and Grade Weights
Item
Description
Due Date
Points
Strategic
Marketing Plan
Midterm
MarCom Piece
Group project – written plan with
documented research
50 multiple choice/true-false questions
Message about the product or service of
your group’s marketing plan
Group oral presentations
Peer evaluations of team contributions
80 multiple choice/true-false questions
Informed contributions to class
discussions & MP group work
Participation in professional or campus
organizations
I-IV: Week 6
V-IX: Wk. 13
Week 7
Week 11
100
% of
Grade
25
50
60
12.5
15
Weeks 14, 152
Week 15
Week 16
Ongoing
32
30
80
30
8
7.5
20
7.5
Week 15
18
4.5
MP Presentation
MP Peer Review
Final exam
Attendance &
Participation
Networking
Total
400
100
Grade weights and thresholds. A = 360+ points; B = 320-359; C = 280-319; D = 240-279; F = <239
.
11. Performance Expectations and Deadlines: Assignments are due on the date specified. Late
assignments lose 10% of points for each day past the deadline. If you submit a draft assignment
and are satisfied with your grade, you do not need to resubmit. NO ASSIGNMENTS
ACCEPTED AFTER THE LAST DAY OF CLASS.
12. Cheating And Plagiarism. Please be aware of and ensure that your behavior conforms to University
Policy. See: http://www.csulb.edu/divisions/aa/grad_undergrad/senate/documents/policy/2008/02/. .
13. Withdrawal policy. Per University policy; see:
Withdrawal after 2nd
week and before final 3 weeks “permissible for serious and compelling reasons;” instructor will
evaluate student withdrawal requests on a case by case basis.
http://www.csulb.edu/divisions/aa/grad_undergrad/senate/documents/policy/2002/02/.
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Submit slides to BeachBoard 24 hours before Week 15 class - all groups.
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Week # - Date
1 Jan. 24
2 Jan. 31
3 Feb. 7
4 Feb. 14
5 Feb. 21
COURSE SCHEDULE AND ASSIGNMENTS
B = BERKOWITZ TEXT; T = THIELST TEXT
May vary depending on class size & guest speaker availability
Topic
Assignments
Introduction & course overview
Roll check, introductions
Submit Student Information Sheets
Form Groups for Marketing Plan
Marketing overview and strategy; B Chapters 1, 2
strategic & marketing planning
process
In-Class Exercise: Mission &
Vision Statement
Meet in MAIN LIBRARY, Spidell Electronic
Library Resources
Classroom (1st Floor)
Guest lecturers: Eileen Wakiji &
Submit MP topic, group work plan and
Susan Jackson
group code of conduct
Marketing Environment &
B Chapters 3, 4; Z Chapter 3
Buyer Behavior
Market Research
B Chapter 5
March 27
10 April 3
11 April 10
Market Segmentation
Developing Customer Loyalty
Midterm review
MIDTERM
Material from weeks 1-6
Advertising
Product Strategy
In-class Exercise: Objectives,
Strategies and Tactics
SPRING BREAK
Pricing
Distribution Channels
12 April 17
Promotion & Sales
13 April 24
Controlling & Monitoring
6 Feb. 28
7 March 6
8 March 13
9 March 20
14 May 1
15 May 8
Tuesday,
May 15
B Chapter 6 & 7
Marketing Plan Part Sections I-IV due
Open book, open notes – no electronic
devices
B Chapter 12, T Chapters 1-5
B Chapter 8
ENJOY!
B Chapter 9
B Chapter 10, T Chapters 6-13
Complete MP draft, MarCom Piece due
B Chapters 11, 13
B Chapter 14
Complete final Marketing Plan due
Post slides 24 hours before class – all
MP Presentations
groups
Marketing Plan Peer Review due
MP Presentations
Networking documentation due
Final exam review
LAST DAY TO SUBMIT ASSIGNMENTS
FINAL EXAM (2 hours)
Open book, open notes – no electronic
Cumulative, emphasis wks. 8-15 devices
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7:15p-9:15 pm
FREEDOM
Bibliography (Updated 2012)
Books
Cafferky, M.E. Managing word of mouth for leadership success: Connecting healthcare strategy and
reputation. (2004). Chicago: Health Administration Press.
Fortenberry, J L., Jr. (2010). Health care marketing: Tools and techniques Sudbury, MA: Jones &
Bartlett.
Goodgold, L. (2009). Red fire branding: How to create a hot personal brand so that customers and
clients choose you! El Monte, CA: New Win Publishing, Inc.
Harrison, J.P. (2010). Essentials of strategic planning in healthcare. Chicago: Health Administration
Press
Hicks, N.J. & Nicols, C.M. (2012). Health industry communication: New media, new methods, new
message. Sudbury, MA: Jones & Bartlett.
Johnson, R.L. & Brown, R.E. (2006). Crisis communication: Case studies in healthcare image
resolution. Marblehead, MA: Health Leaders Media.
Korzenny, F. & Korzenny, B.A. (2005). Hispanic marketing: A cultural perspective. Oxford, UK:
Elsevier Butterworth-Heinemann.
Marlowe, D. (2007). A marketer’s guide to measuring ROI: Tools to track the returns from healthcare
marketing efforts. Marblehead, MA: Health Leaders Media.
Ries, A. & Trout, J. (1993). Positioning : The battle for your mind. Boston: Warner Books. Classic
Zuckerman, A.M. (2002). Improve your competitive strategy: A guide for the healthcare executive.
Chicago: Health Administration Press, 2002. Classic
Journals
Business: Advertising Age, Business Week, Fortune, Forbes
Academic/Healthcare: Journal of Advertising Research, Marketing Health Services, Health
Marketing Quarterly, Modern Healthcare3, Hospitals and Health Networks
Web Sites
Healthcare Marketing Matters: http://healthcaremarketingmatters.blogspot.com/
Healthcare Success Strategies: www.healthcaresuccess.com
Red Fire Branding: www.redfirebranding.com
Society for Healthcare Strategy & Market Development: http://www.shsmd.org/
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Free student subscription available at: http://www.aupha.org/i4a/forms/form.cfm?id=51&pageid=3829&showTitle=1
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HCA 353 – SPRING 2012
CONFIDENTIAL INDIVIDUAL PEER EVALUATION OF LEARNING TEAM
(To be filled out by each team member)
Group name/topic:__________________________________________________
Your name:________________________________________________________
Please list your team members and describe/rate their work in rank order of their
contribution, from highest to lowest. Do not include yourself. All responses and
comments are confidential. Award each member up to 30 points.
Rank
1
Name
Comment
# Points
2
3
4
5
6
7
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What did you learn from participating in this group project?
How useful was this project in expanding your knowledge of health care management?
How do you feel your group worked together as a team?
What will you do differently on your next team project?
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STUDENT INFORMATION SHEET
(Turn in to Instructor)
HCA 353 – SPRING 2012
Name_____________________________________________________________________________
Name you prefer to use______________________________________________________________
Phone(s):__________________________________________________________________________
Best time/place to reach you:__________________________________________________________
E-mail address:_____________________________________________________________________
Please describe briefly:
a.
Your educational background and work experience:
b.
Future educational and work plans:
c.
Your reasons for taking this course and what you hope to learn from it
d.
Languages you speak, read and write
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