CALIFORNIA STATE UNIVERSITY, LONG BEACH
COLLEGE OF HEALTH AND HUMAN SERVICES
HEALTH CARE ADMINISTRATION DEPARTMENT
HCA 353 – Marketing for Health Services Organizations Fall 2011 Syllabus
Instructor: Karen Wright, MPAOn Campus:
562/985-5694
Office Hours: Available by appointment[1]
Office Location: ETec-101
Cell: 626/353-7811
(OK to call 9 am – 8 pm 7 days/week) / Course #: 2154
Class Meets: Thursdays, 4:00-6:45 pm, ET 107
September 1st- December 15, 2011
Additional Contact Information:
HCA Dept. Administrative Coordinator:
Deby McGill,
Tel. 562/985-5694; fax 562/985-5886
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 / Activity (A1), Assignment (A2) or Assessment (A3) /Demonstrate an understanding of the fundamental principles of strategic planning and marketing applied to service industries generally and healthcare organizations in particular. / 5D
BSK-SPM / Strategic planning processes development and implementation / A1- In-class exercises; A2 - Strategic marketing plan & presentation; A3- exams
Investigate the characteristics of the customers, distribution channels, and competitors in a healthcare market service area / 5D
BSK-SPM / Marketing plan development / A2-Strategic marketing plan
Create a marketing communication piece promoting a healthcare product or service / 5D
BSK-SPM / Marketing principles and tools / A2-marketing communication product
Appraise marketing strategies and tactics employed by health care organizations / 5D
BSK-SPM / Marketing principles and tools / A2-Social media presentation, A3-exams
Identify and appreciate the role of key stakeholders for healthcare marketing activities / 5D
BSK-SPM / Marketing principles and tools / A2-Strategic marketing plan, A3-exams
Texts[2]
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. (2005). Healthcare strategic planning: Approaches for the 21st century (2nd 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 or go in-person to Horne Center.
Student Assignments and Grading
- 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 demographic and demand analysis research necessary for Sections II and III. 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.
3. You will submit your marketing plan in two parts: (1) Sections I-III; (2) Sections IV-IX. 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. You will receive a preliminary grade of up to 35 points for Part 1. The entire marketing plan is worth 100 points. Please submit electronically through the Assignments section of BeachBoard.
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 (Assignments section) 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, or any other type of promotional communication. Each member of the group should prepare a different type of marketing communication piece.
- Social media critique and presentation. Find an example of how a healthcare organization uses social media. Critique (see posted questions) and briefly present it to the class (5 minutes).
- 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.
- Networking: You may earn networking points by joining and participating in a healthcare professional organization, and attending networking meetings. 5 points for joining the 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.
9. Assignment submissions. Turn in written student assignments through the “assignment” section on BeachBoard, using Microsoft Office software or Rich Text Format (RTF). Include your last name, first initial, the assignment and the date of submission in the file name, e.g. “JonesM_studentinfosheet_1-24-11.”
10. Course Assignments, Due Dates and Grade Weights
Item / Description / Due Date / Points / % of Grade /Strategic Marketing Plan / Group project – written plan with documented research / I-III: Week 6
IV-IX: Wk. 12 / 100 / 25
Midterm / 50 multiple choice/true-false questions / Week 7 / 50 / 12.5
MarCom Piece / Message about the product or service of your group’s marketing plan / Week 10 / 50 / 12.5
MP Presentation / Group oral presentations / Weeks 14, 15[3] / 32 / 8
MP Peer Review / Peer evaluations of team contributions / Week 15 / 20 / 5
Social media critique & presentation (SMP) / Oral presentations / Weeks 4-12 / 28 / 7
Final exam / 80 multiple choice/true-false questions / Week 16 / 80 / 20
Attendance / Informed participation in class discussions / Ongoing / 30 / 7.5
Networking / Participation in professional or campus organizations / Week 16 / 10 / 2.5
Total / 400 / 100
Grade weights and thresholds. A = 360+ points; B = 320-359; C = 280-319; D = 240-279; F = <239
.
- 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: 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.
COURSE SCHEDULE AND ASSIGNMENTS
B = BERKOWITZ TEXT
May vary depending on class size & guest speaker availability
Week # - Date
/ Topic / Assignments1 Sept.1 / Introduction & course overview / Roll check, introductions
Submit Student Information Sheets Form Groups for Marketing Plan
2 Sept 8 / Library Resources
Guest Lecturers: Eileen Wakiji & Susan Jackson /
Meet in MAIN LIBRARY, Spidell Electronic Classroom (1st Floor)
T Chapters 1-53 Sept 15 / Marketing overview and strategy; strategic and marketing planning process
GS: Kathleen O’Guin, Molina HealthCare
In-Class Exercise: Mission & Vision Statement /
B Chapters 1, 2
Submit MP topic, group work plan and group code of conduct
4 Sept 22 / Marketing Environment &Buyer Behavior / B Chapters 3, 4
Social Media Presentations (SMPs)
5 Sept 29 / Market Research / B Chapter 5
SMPs
6 Oct 6 / Market Segmentation
Developing Customer Loyalty
Midterm review / B Chapter 6 & 7
Marketing Plan Part Sections I-III due
SMPs
7 Oct 13 /
MIDTERM
Material from weeks 1-7
/ Open book, open notes – no electronic devices8 Oct 20 / Advertising
In-class Exercise: Objectives, Strategies and Tactics /
B Chapter 12; SMPs
9 Oct 27 / Product Strategy, Pricing /B Chapter 8, 9
Complete MP draft due; SMPs
10 Nov 3 / Distribution ChannelsGS: Joel Riegsecker, Benefits Consultant, StoneTapert / B Chapter 10
MarCom Piece due; SMPs
11 Nov 10 / Promotion & Sales / B Chapters 11, 13
SMPs
12 Nov 17 / Controlling & Monitoring /
B Chapter 14; SMPs
Complete final Marketing Plan due
13 Nov 24 / THANKSGIVING BREAK /ENJOY!
14 Dec 1 / MP Presentations / Post slides 24 hours before class – all groups15 Dec 8 / MP Presentations
Final exam review / Marketing Plan Peer Review due
Networking documentation due
LAST DAY TO SUBMIT ASSIGNMENTS
16 Dec 15
7:15-9:15 PM / FINAL EXAM (2 hours)
Cumulative, emphasis wks. 8-15 / FREEDOM
Bibliography (Updated January 2011)
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. (2002). Marketing tools for healthcare executives. Oxford, MS: Oxford Crest.
Goodgold, L. (2006). Duh! Marketing: 99 monstrous mistakes you can use to learn, laugh and grow your business. San Diego, CA: Nuancing Group.
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
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.
Parsons, P.J. (2001). Beyond persuasion: The healthcare manager’s guide to strategic communication. Chicago: Health Administration Press. Classic
Ries, A. & Trout, J. (1993). Positioning : The battle for your mind. Boston: Warner Books. Classic
Thomas, R.K. & Calhoun, M. (2007). Marketing matters: A guide for healthcare executives. Chicago: Health Administration Press.
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 Healthcare[4], Hospitals and Health Networks
Web Sites: See BeachBoard Websites section for links
HCA 353 – SPRING 2011
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 20 points.
Rank / Name / Comment / # Points1
2
3
4
5
6
7
8
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?
STUDENT INFORMATION SHEET
(Turn in to Instructor)
HCA 353 – SPRING 2011
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
1
[1] Available for appointments after class as needed.
[2] Course text is on reserve in the library under instructor and course name; APA manual is in general reference.
[3] Submit slides to BeachBoard 24 hours before Week 14 class - all groups.
[4] Free student subscription available at: http://www.aupha.org/i4a/forms/form.cfm?id=51&pageid=3829&showTitle=1