Strategic Management and Marketing in Healthcare – BUSI 428

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 05/26/2022

Course Description

Focused on increasing organizational effectiveness and efficiency through strategic planning, students will develop an understanding of the strategic planning process and marketing from a healthcare perspective. Topics explored include but not limited to: importance of strategic planning in healthcare, internal and external environmental assessment, marketing healthcare services, strategy formulation, implementation, and long-term control.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


As financial pressures on healthcare delivery organizations continue to tighten, every dollar devoted to marketing comes under scrutiny. The marketing department is part of discretionary expenditures in the budget, so cutting funding to this department is often appealing. People inside and outside the organization wonder what the marketing department does and why they should receive funding. This course will review the 4 Ps of marketing (price, promotion, place, and product) as they relate to healthcare, as well as the input of various stakeholders as related to both an internal and external environmental assessments. Finally, the student will be asked to evaluate strategic plans for application of best practices.

Course Assignment

Textbook readings and lecture presentations/notes

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions (8)

Discussions are collaborative learning experiences. Therefore, the student is required to create a thread in response to the provided prompt for each discussion. Each thread must be at least 300 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be at least 250 words. 

Case Study Assignments (5)

The student will examine various aspects of healthcare marketing and management, writing brief and concise responses to the topics provided. Each assignment must be at least 300 words.

Strategic Action Video Assignment

The student will create a video analysis of a healthcare marketing product or service that is currently on the market. The completed video must be 5–7 minutes and must exhibit professionalism and extensive knowledge.

SWOT Analysis Assignment

The student will choose a healthcare organization, pharmaceutical company, or physician practice and create a SWOT analysis for that organization. This assignment must be 1,000–1,200 words and include a SWOT table with narrative.