CALIFORNIA STATE UNIVERSITY, LONG BEACH
COLLEGE OF HEALTH AND HUMAN SERVICES
HEALTH CARE ADMINISTRATION DEPARTMENT
HCA 353 – Marketing for Health Services Organizations Spring 2015 Syllabus
Instructor: Ron Byrum MS
Campus: ron.byrum@csulb.edu
Course #: 5408 (Section 02)
Class Meets: TTh 12:30-1:45 Room VEC 401
January 20– May 08, 2015
Additional Contact Information:
HCA Dept. Administrative Coordinator:
Deby McGill, Deby.McGill@csulb.edu
Tel. 562/985-5694; fax 562/985-5886
HCA Dept. Office: HHS2-118
Office Hours: Tuesday 6-7 PM
Office Location: HHS02-04
Cell: 562 221-1240
Course Description: Prerequisite: ECON 101 or 300. Pre- or co-requisite: HCA 300. 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 domain – specifically, strategic planning and marketing (5D: BSK-/SPM).
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.
5D
BSKSPM
Strategic planning
processes
development and
implementation
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
5D
BSKSPM
5D
BSKSPM
Marketing plan
development
Marketing principles
and tools
Marketing principles
and tools
Activity (A1),
Assignment (A2) or
Assessment (A3)
A1- In-class exercises;
A2 - Strategic
marketing plan &
presentation; job
research/report
A3- exams
A1- In-class exercises;
A2-Strategic marketing
plan
A2-marketing
communication
product; blog post
A1- In-class exercises,
A2-Strategic marketing
plan, A3-exams
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Commitment to Inclusion
California State University, Long Beach is committed to maintaining an inclusive learning community
that values diversity and fosters mutual respect. All students have the right to participate fully in
university programs and activities free from discrimination, harassment, sexual violence, and
retaliation. Students who believe they have been subjected to discrimination, harassment, sexual
violence, or retaliation on the basis of a protected status such as age, disability, gender, gender
identity/expression, sexual orientation, race, color, ethnicity, religion, national origin, veteran/veteran
status or any other status protected by law, should contact the Office of Equity and Diversity at (562)
985-8256, University Student Union (USU) Suite 301, http://www.csulb.edu/depts/oed.
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. (2013). Social media in health care: Connect, communicate, collaborate (2nd Ed.).
Chicago: Health Administration Press. Companion site:
http://www.ache.org/pubs/hap_companion/book.cfm?pc=2235
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
(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 AS-120.
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 needs will be me met per University Policy. Turn off
and put away cell phones, computers and tablets during lecture and discussion.
.
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Attendance is important in this class because 5% 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 (26 total), or discussion board posting (100 words minimum, due when class
starts) for online classes. You will receive up to 4 points for a complete BeachBoard profile (with
your photo) by the end of Week 2. A sign in sheet will be circulated at the beginning of each
class session. Attendance may be taken at the beginning or end of class. Excused absences
require third party documentation, per University policy. For scheduled guest speakers, turn in a
Guest Speaker Reflection Form, posted on BeachBoard. For some sessions, you must complete
an in-class exercise to receive the attendance points. Assignments are due by 12 PM on the
Thursday of the week the assignment is due.
2. Marketing Plan Group Project & Presentation: Pre-assigned groups of 4-5 students will prepare
and present a marketing plan for a new or existing healthcare product or service. A generic outline
is posted on BeachBoard. The library research guide for the course will help you to begin the
research necessary for Part 1: http://csulb.libguides.com/content.php?pid=145606&sid=1252223.
Document with appropriate bibliographic and electronic citation protocols in APA style; see
style manual and (for website citations) http://www.apa.org/journals/webref.html;
http://www.csulb.edu/library/eref/vref/style.html.
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.
3. Group presentations (up to 20 minutes, including time for questions) will be scheduled for the last
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.
Your individual grade for the group presentation will be based on peer feedback and instructor's
evaluation of your material and presentation. Your group grade will be based on the quality of the
group presentation. See rubrics for more detailed information. 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 24
hours before the last class session.
4. Marketing Communications (MarCom) Piece - Individual Assignment: Prepare a short
promotional piece for your marketing plan's product or service, linked to your objectives,
strategies and tactics. It can be an advertisement, a television or radio commercial 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, Facebook professional page, 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.
5. Blog post – Individual Assignment. Write a blog post on a timely health care topic of interest. If
you do a blog for your MarCom piece, this one has to be on a different topic. Minimum/maximum
250/500 words. See rubric for guidelines.
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6. Marketing job research and report – Individual assignment. See rubric for guidelines. Two
options:
a. Find and analyze a job description for a healthcare marketing position.
b. Interview a healthcare marketing professional.
7. Exams and quizzes: There will be a mid-term and a final exam (multiple choice and true-false
format; open book). Exam questions may derive from readings, class lectures, guest lectures and
student presentations. The midterm 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 at least 2 weeks prior to exams.
Written documentation of unforeseen and unavoidable circumstances is required to take a
makeup exam, to be scheduled within 3 days after the scheduled exam date, preferably during
professor’s office hours.
8. Networking: You may earn up to 20 points by
a. Completing a LinkedIn profile (5 points).
b. Joining and participating in healthcare professional organizations, and attending
networking meetings, including HCA Student Forum events and CSULB Career
Development Center workshops. 5 points for joining an organization; 5 points for meetings.
Submit proof of membership and attendance for organizations/events other than HCASF.
See HCA Dept. website for healthcare administration professional organizations; contact
instructor about others.
9. Assignment submissions. Turn in written student assignments through the BeachBoard drop box,
using Microsoft Word Format (.doc, .docx) for papers. Include your last name, first initial, the
assignment and the date of submission in the file name, e.g. “JonesM_MarCom_mm-dd-yyyy.”
10. Peer review evaluation: Rate the contribution of each member of your team to the group effort
using the form posted on BeachBoard. All responses confidential. Your grade will be the average
(mean) of the other team members’ scores for you.
11. Course Assignments, Due Dates and Grade Weights (I=Individual; G=Group Assignment)
Item
Description
Due Date
Points
Attendance &
Participation2-I
Informed contributions to class
discussions & MP group work, BB
profile post
Group project – written plan with
documented research
Ongoing
30
% of
Grade
5
I-IV: Week 6
Complete draft:
Week 11
Complete final
report: Week 13
Week 4
Week 8
100
25
20
20
7.5
5
Week 7
Draft (optional):
Week 8
50
50
12.5
12.5
Strategic
Marketing Plan-G
Blog post – I
Marketing job
research report-I
Midterm
MarCom Piece-I
2
250/500 word min/max essay
Analyze a job description, or interview a
healthcare marketing professional
50 multiple choice/true-false questions
Message about the product or service
of your group’s marketing plan
13 class sessions (not including midterm and final) @ 2 points/week= 26 points+ 4 points for BB profile post
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Item
Description
MP Presentation-G Group oral presentation – group grade
MP Presentation-I Group oral presentation – individual
grade
MP Peer Review-I Peer evaluations of team contributions
Networking-I
Participation in professional or campus
organizations
Final exam
50 multiple choice/true-false questions
Total
Due Date
Points
% of
Grade
Final: Week 11
Week 15
Week 15
20
20
5
5
Week 15
Week 15
20
20
5
5
Week 16
50
400
12.5
100
Grade weights and thresholds. A = 360+ points; B = 320-359; C = 280-319; D = 240-279; F = <239
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COURSE SCHEDULE AND ASSIGNMENTS
B = BERKOWITZ TEXT; T = THIELST TEXT
May change depending on class size & guest speaker availability
Week # - Date
Topic
Assignments3
1 Jan 20
Introduction(s) & course overview
2 Jan 27
Marketing overview & strategy
Library Resources
Health care needs exercise; brainstorm & share
marketing plan ideas with team members
Complete BB Chapter 1, Review HCA 353
library course guide:
http://csulb.libguides.com/HCA353.
3 Feb 3
4 Feb 10
5 Feb 17
6 Feb 24
7 Mar 3
8 Mar 10
Strategic & marketing planning
process
Marketing Environment
Buyer Behavior
Market Research
Market Segmentation
Customer Loyalty
Guest speaker: Gisselle Amini, Esq.*
MIDTERM: Open book, open notes
– no electronic devices
Product Strategy, Pricing
Presentations
9 Mar 24
Distribution Channels, Promotion
10 Apr 7
Social Media
11 Apr 14
Advertising
Guest speaker TBD
12 Apr 21
Sales
Sales pitch for MP product/service
Controlling & Monitoring; ROI
13 Apr 28
14 May 2
MP Presentations (All Groups)
15 May 5
MP Presentations (All Groups)
16 Dec 11
5-7 pm
FINAL EXAM (2 hours)
TBD
Group in-class exercise - Prepare & submit
MP topic, group skill inventory, work plan and
code of conduct
B Chapter 2
OST in-class group exercise
B Chapter 3;
Blog post due
B Chapters 4, 5
BB/MR exercise (group)
B Chapters 6, 7
MP Sections I-IV due
Guest Speaker Reflection Form
Material from weeks 1-6
Bring Parscore Form 1712
B Chapters 8, 9; In-class pricing exercise
Complete presentation survey by 11:30 pm
Sunday October 12
Marketing job analysis/interview report due
B Chapters 10, 11
MarCom draft due (optional)
Thielst monograph (all)
Social media demographics exercise (group)
B Chapter 12;Guest Speaker Reflection Form
Complete MP draft due
MarCom Piece due
B Chapter 13
Sales Pitch Feedback Form
B Chapter 14
ROI exercise
Complete final Marketing Plan due
Post MP slides by 4 pm Tuesday, Dec. 2
Marketing Plan Peer Review due
Networking documentation due
LAST DAY TO SUBMIT ALL ASSIGNMENTS
LAST DAY TO SUBMIT ALL ASSIGNMENTS.
Final Review
Bring ParScore Form 1712
1. Performance Expectations and Deadlines: Unless otherwise specified, assignments are due by
11:30 pm 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
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In-class exercise worksheets posted on BeachBoard – please print out and bring to class
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resubmit. NO ASSIGNMENTS ACCEPTED AFTER THE LAST DAY OF CLASS (1 week before
final exam date).
2. 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/. .
3. Withdrawal policy. Per University policy; see:
http://www.csulb.edu/divisions/aa/grad_undergrad/senate/documents/policy/2002/02/.
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.
Bibliography (Updated 2014)
Books
Cafferky, M.E. Managing word of mouth for leadership success: Connecting healthcare strategy and
reputation. (2004). Chicago: Health Administration Press.
Ehlers, J. (2010). Marketing senior housing. Bloomington, IN: AuthorHouse.
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. Available on library reserve.
Mayo Clinic Center for Social Media. (2012) Bringing the social media revolution to health care.
Rochester, MN: Mayo Clinic Foundation for Education and Research.
Ries, A. & Trout, J. (1993). Positioning : The battle for your mind. Boston: Warner Books. Classic
Topol, E. (2013). The creative destruction of medicine: How the digital revolution will create better
health care. New York: Basic Books.
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Journals
Business: Advertising Age, Business Week, Fortune, Forbes
Academic/Healthcare: Journal of Advertising Research, Marketing Health Services, Health
Marketing Quarterly, Modern Healthcare4, Hospitals and Health Networks
Web Sites
California HealthCare Foundation: Grant Information: http://www.chcf.org/grants.
Healthcare Marketing Matters: http://healthcaremarketingmatters.blogspot.com/
Healthcare Success Strategies: www.healthcaresuccess.com
Pew Research Internet Project: http://www.pewinternet.org/
Red Fire Branding: www.redfirebranding.com
Society for Healthcare Strategy & Market Development: http://www.shsmd.org/
Blogs
The Health Care Blog: http://thehealthcareblog.com/
Top 25 Health Care Blogs: http://www.cision.com/us/2013/10/top-25-healthcare-blogs/
Lott on Health Care: http://www.copehealthsolutions.org/blog/jim-lott-on-health-care
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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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