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Department ofHealth Care Administration
College of Health and Human Services
California State University, Long Beach
Spring 2017
HCA 353 01- Marketing For Health Services Organizations
E-mail:
Office Hours: Wednesdays 5:30 pm to 7:00 pm; - By phone anytime and by appointment – Mondays, Tuesdays, and Wednesdays
Office Location SPA 027 (basement)
Cell Phone: 254-493-8666 / Course: 4541
Class Hours: Tuesday/Thursday 8:00 to 9:15 a.m.
Class Room: SPA 210
Additional Contact Information:
HCA Program Administrative Coordinator: Deby McGill,
Tel. 562/985-5694; fax 562/985-5886
/ Required: Berkowitz, E. N. (2017). Essentials of health care marketing
(4th ed.). Sudbury, MA: Jones & Bartlett.
Bookstore has a package including the book and LearnScapes. This is a new book, so is not available used. If you rent the book, the LearnScapes is almost as much as purchasing the package.
/ Required: LearnScapes for health care marketing. (2014). Available
online. Sudbury, MA: Jones & Bartlett.
(Must purchase code from CSULB bookstore,)
Other Requirements: E-mail address and Internet access to use the online BeachBoard course software system the LearnScapes. If you have trouble with registration, contact the CSULB Technology Help Desk by phone at 562-985-4959 via e-mail at or in-person at the North Campus Center.
Recommended:
American Psychological Association. (2010). Publication manual of the American Psychological
Association (6th ed.). Washington, DC: Author.
Tuten, T. L. & Solomon, M. R. (2015). Social media marketing (2nd ed.). Thousand Oaks, CA: Sage.
Thielst, C. B. (2013). Social media in health care: Connect, communicate, collaborate (2nd ed.). Chicago:
Health Administration Press.
Course Description: Prerequisites: Open to Health Care Administration majors only and a grade of "C" or better in ECON 101 or ECON 300. Prerequisite/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 - strategic planning and marketing (BSK-SPM). 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 customer characteristics, 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
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
METHODS OF INSTRUCTION:
· Class lecture
· Small group problem-solving activities
· Informal peer content critique/feedback
· Informal and formal critique/feedback by the instructor
· Readings from class texts, class notes/material, and from additional sources
· Individual field and research activities/case report
ATTENDANCE: Regular preparation, attendance, and participation are necessary to maximize your benefits from this class. In-class exercises, some of which will be done in groups, will be completed during the class meetings. All students are expected to be prepared for class by having read the assigned material, completed the homework assignments, and to participate in class discussions. Poor attendance will decrease your class grade.
Evaluation
Your grade will be based on the following criteria:
Profile with Picture / 15 / 1.6%Linked-In / 20 / 2.1%
Kelly McDonald Video / 24 / 2.6%
Attendance/Ice Activity 18 @ 2 Points each / 36 / 3.9%
Quizzes over Weekly Readings 14 @ 10 points each / 140 / 14.9%
LearnScapes Activities
LearnScapes Evaluation Activities 4 @ 30 points each – 120 points
Quizzes over LearnScapes 4 @ 10 points each – 40 points / 160 / 17.0%
Healthcare Advertisement Paper / 65 / 6.9%
Group Activity – Social Media
Presentation – 50 points
Handout to class – 30 points / 80 / 8.5%
Group Project
Proposal – 100 points
Develop an advertising plan for a hospital/clinic (PowerPoint Presentation) – 50 points
Sketch (Computer sketch) for a BillBoard/Magazine ad – 26 points
Individual retrospect of group – 10 points
Peer Feedback - 14 points / 200 / 21.3%
Midterm / 100 / 10.6%
Final Examination / 100 / 10.6%
Total Points / 940 / 100%
Grading Scale
A / 100% to 89.5% / 940 to 841B / 89.4% to 79.5% / 840 to 747
C / 79.4.5% to 69.5% / 746 to 653
D / 69.4% to 59.5% / 652 to 559
F / 59.4% to 0% / 558 to 0
CLASS SCHEDULE AND ASSIGNMENTS
HCA 353 01 Schedule
WK / Session # - Date / Topic / Reading Assignments / Assignment, Deliverable & Activities1. / Week of 1/23
DUE:
Online Profile
1/25
Linked-In Invitation
1/26 / Syllabus and APA / Review syllabus, ask questions.
Review APA / In Class Exercise (ICE)
Online Profile Due (Follow directions in the syllabus)
Linked-In Invitation Due
Online assignment for
Watch the Kelly McDonald video and answer question under the content.
Submit the questions to the dropbox – due by 11:55 pm - 1/29
2. / Week of 1/30 / The Meaning of Marketing;
Marketing Strategy / Chapter 1 (Pages 3-46)
Chapter 2 (Pages 47-96) / In Class Exercise (ICE)
Quiz over reading assignment Chapter 1
Quiz over reading assignment Chapter 2
(Quizzes are on BeachBoard)
3. / Week of 2/6
LearnScapes Representative / The Environment of Marketing strategy / Chapter 3 (Pages 97-154) / In Class Exercise (ICE)
Quiz over reading assignment Chapter 3
4. / Week of 2/13
Meet at Library on
2/16
Due:
Healthcare Advertisement Paper 2/15 / Buyer Behavior
Library Orientation / Chapter 4 (Pages 155-194) / In Class Exercise (ICE)
Quiz over reading assignment Chapter 4
Meet at Library Room 305– Bring Laptops
DUE – Healthcare Advertisement Paper
5. / Week of 2/20
No Face to Face In-Class Thursday this week (2/23)
(Online Assignment and work on group proposal)
Due: LearnScapes Assessment 2/23 by 11:55 pm / Marketing Research
Staying Relevant / Chapter 5 (Pages 195-234)
LearnScapes Scenario 1 / In Class Exercise (ICE)
Quiz over reading assignment Chapter 5
Quiz over LearnScapes Scenario 1
Watch LearnScapes and complete assessment (save document and upload to the dropbox)
Work on Group Projects
6. / Week of 2/27 / Market segmentation;
Developing customer loyalty / Chapter 6 (Pages 235-272)
Chapter 7 (Pages 273-304) / In Class Exercise (ICE)
Quiz over reading assignment Chapter 6
Quiz over reading assignment Chapter 7
7. / Week of 3/6
No Face to Face in class this week
(3/7 or 3/9)
(Complete Midterm Online) / Complete Midterm / Complete Midterm
Work on Group Projects
MIDTERM EXAM / Part 1 - Chapters 1 - 4
Part 2 – Chapters 5 - 7 / Online –
8. / Week of 3/13
No Face to Face Class on Thursday 3/16 (Online Assignment)
Due: LearnScapes Assessment 3/16 by 11:55 pm
Due:
Social Media Group Activity
3/19 / Product Strategy;
Price
Patient Engagement / Chapter 8 (Pages 307-340)
Chapter 9 (Pages 341-376)
LearnScapes Scenario 2 / In Class Exercise (ICE)
Quiz over reading assignment Chapter 8
Quiz over reading assignment Chapter 9
Quiz over LearnScapes Scenario 2
Watch LearnScapes and complete assessment (save document and upload to the dropbox)
Social Media Group Activity Due
9. / Week of 3/20
Social Media Presentation 3/21 / Distribution / Chapter 10 (Pages 377-412) / In Class Exercise (ICE)
Quiz over reading assignment Chapter 10
Social Media Group Activity Presentation
10 / Week of 3/27
Spring Break / No Classes
3/27 – 4/2
11. / Week of 4/3
Due Group Project Proposal
Due Friday 4/7
by 11:55 pm / Promotion / Chapter 11 (Pages 413-450) / In Class Exercise (ICE)
Quiz over reading assignment Chapter 11
Quiz over LearnScapes Scenario 3
Group Project Proposal due to dropbox
12. / Week of 4/10
No Face to Face Class this week (4/11 or 4/13)
Due: LearnScapes 4/13 by 11:55 pm / Advertising
Recovery and Retention / Chapter 12 (Page 451-486)
LearnScapes Scenario 3 / In Class Exercise (ICE)
Quiz over reading assignment Chapter 12
Work on Group Projects
Watch LearnScapes and complete assessment (save document and upload to the dropbox)
13. / Week of 4/17
No Face to Face Class on Thursday (4/20)
(Online assignment and work on group projects)
Due: LearnScapes Assessment Due 4/20 by
11:55 pm
Due:
Presentation Components to the Dropbox
Due 4/21 by 11:55 pm / Sales and Sales Management
How are we doing? / Chapter 13 (Pages 487-514)
Learning Scenario 4 / In Class Exercise (ICE)
Quiz over reading assignment Chapter 13
Quiz over LearnScapes Scenario 4
Work on Group Projects
Watch LearnScapes and complete assessment (save document and upload to the dropbox)
Due to dropbox
PowerPoint Presentation
Sketch of advertisement
14. / Week of 4/24 / Controlling and Monitoring;
Appendix / Chapter 14 (Pages 515-546)
Appendix (Pages 547-568) / In Class Exercise (ICE)
Quiz over reading assignment Chapter 14
15. / Week of 5/1
Group Presentations / Group Presentation and Review
16. / Week of 5/8
Due:
Introspect of your group
5/12 / Group Presentation and Review
Due to dropbox Introspect form of group activity
Final / Final online (Tentative 8:00 am to 10:00 am) / Thursday, May 18 / Part 1 Chapters 8 – 11
Part 2 Chapters 12 - 14 / Covers material since Midterm
*Instructor reserves the right to alter or change assignments. Changes in the syllabus will be announced in class, via email and on the BeachBoard. It is a student’s responsibility to remain updated on course changes.
ASSIGNMENTS AND PROJECTS: Each student is required to complete several projects. A student should utilize library resources, the Internet, and other resources to complete these projects.
Attendance/ICE Activities (36 points)
You will receive 2 points for attending class. Attendance will be taken at the beginning of class. If you miss the roll call and come in late, it is your responsibility to see me after class and inform me you arrived after I called roll and why.
BeachBoard Profile (15 points)
Profile Page – this is the page on your BeachBoard (BB) home page – complete it there and I will check it there.
The requirements for each section of the profile page are listed below:
Must have picture of yourself for full credit
Interests/Hobbies: / At least 3Favorite Music: / Favorite type of music and favorite song
Favorite TV Shows: / At least 3
Favorite Movies: / At least 3
Favorite Books: / At least 3
Favorite Quotations: / At least 1
Favorite Websites: / At least 3 with description – describe even if it is a common site –and explain why you like it - be creative on the sites - include the URL – example – www.google.com
Future Goals: / At least 3
Most Memorable Learning Experience: / At least 1 of your most memorable experiences and why it was memorable
“I don’t have one is not an acceptable answer for any of the above.”
Linked-In Assignment (20 points)
You must join in linked (free version), complete the profile (with picture) and invite me to link with you. When I receive the invitation, I will respond and check the profile. Remember, to complete the profile as though it is a resume. Do not put anything that you would not want a potential employer to see.
Kelly McDonald Video (24 points)
Watch the Kelly McDonald Video on You Tube and answer the questions. You can download the worksheet and complete the answers on the worksheet, save it and upload it to the dropbox.
https://www.youtube.com/watch?v=OvzruPH__Ls&feature=em-share_video_user
Healthcare Advertisement Resources Paper (65 points)
Select two healthcare advertisements. Write a minimum of 200 words for each advertisement explaining the effectiveness of each advertisement regarding healthcare marketing. Typed, using correct English grammar punctuation and spelling. Take screen shot of the advertisements and add to the file. If you refer to any information you found in some resource, you must cite it both in the text and in a reference list – APA formatted. You must cite where the advertisement was found. You will have a reference list that has the source for the advertisement and any resources you used. At the very least it will have the two advertisement sources cited for each advertisement. Remember, if is cited in the reference list, it must be cited in the text.
Save in one file and upload to the BeachBoard dropbox.
LearnScapes Evaluation Activities (120 points)
This is a virtual environment program that you must buy the code key from the bookstore. There will be 4 scenarios during the semester covering various areas of marketing. It simulates an internship. At the end of each scenario, you will have an evaluation exercise. You will complete the exercise, save it and upload it to the dropbox. You will be graded on knowledge of the content that you learned during the exercise, ability to assimilate the information and use it as a basis for the activity, correct grammar and APA formatting.
Social Media Group Handout/Presentation (80 points)
Each group will select one of the social media vehicles and define it, describe it and explain how it could be used in a hospital, clinic, or urgent care setting. The social media possibilities include but are not limited to: Facebook, Twitter, YouTube, Foursquare, LinkedIn, Groupon/LivingSocial, Blogs, Pinterest, etc… Your group needs to decide and let me know ASAP, there can be no duplication. The group will present to the class a summary of 7 to 10 minutes and provide a one-page summary for each member of the class. The summary should be creative and interesting and contain a step by step guide on how to set up and use the social media site. Everyone in the group must participate. You need to dress up for the presentation. Upload the handout to the BeachBoard Dropbox. Be sure you complete the presentation form and bring it to class.