Strategic Management and Marketing for Health Professionals – BUSI 528

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

Course Description

Focused on creating strategies and exploring models for gaining a competitive edge in the healthcare marketplace. Students will explore the importance of strategic planning in healthcare; internal and external environmental assessment; marketing healthcare services; strategy formulation, implementation, evaluation, and long term control.

Prerequisites

None

Rationale

Administrators are challenged by health services marketing for a variety of reasons, due in part to the differences between marketing services versus tangible goods. Healthcare organizations must be marketed to numerous internal and external stakeholders, including: patients, physicians, and the community. Therefore, issues of patient satisfaction, patient retention, and physician satisfaction are all germane to organizational marketing efforts. Finally, the complexity of healthcare organizations makes the integration of a marketing plan with an organization’s overall strategic and operational plan difficult to accomplish.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Integrate a biblical worldview within the context of the healthcare manager’s role in strategic planning and marketing.
  2. Analyze the steps (environmental assessment, formulation, implementation, and control) associated with strategic planning in healthcare, observing industry specific challenges.
  3. Evaluate the strategic marketing healthcare products and services, observing industry specific challenges.
  4. Assess strategic planning and marketing in healthcare based upon knowledge of current literature and industry best practices.

Course Assignment

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion boards are collaborative learning experiences. Therefore, the student is required to create a thread in response to the provided prompt for each forum. Each thread must be at least 500 words, demonstrate course-related knowledge, and include at least 2 peer-reviewed sources in 6th edition APA format (and in addition to the course textbook) and 1 instance of biblical integration. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be at least 450 words and include at least 2 peer-reviewed sources in 6th edition APA format (and in addition to the course textbook) and 1 instance of biblical integration.

The student will write a paper of at least 500 words and in 6th edition APA format that provides a brief overview of strategic marketing based on a provided scenario. The paper must include at least 2 peer-reviewed references in addition to 1 instance of biblical integration.

The student will write a paper of at least 500 words and in 6th edition APA format that focuses on the 4 P’s of Marketing. The paper must include at least 2 peer-reviewed references in addition to 1 instance of biblical integration.

The student will write a paper of at least 500 words and in 6th edition APA format that focuses on segmenting a customer base for a service based on a provided scenario. The paper must include at least 2 peer-reviewed references in addition to 1 instance of biblical integration.

The student will write a paper of at least 500 words and in 6th edition APA format that focuses on the components needed to change a marketing strategy. The paper must include at least 2 peer-reviewed references in addition to 1 instance of biblical integration.

Topic and Reference Page

The student will submit a topic and reference page of at least 5 scholarly references in 6th edition APA format.

Final Submission

The student will create a 7–10-minute sales team presentation that focuses on a chemical dependency program. The student must include a reference slide with at least 5 scholarly references in 6th edition APA format.

The student will write a paper of at least 500 words and in 6th edition APA format that focuses on the vertical integration options and directions for specified providers. The paper must include at least 2 peer-reviewed references in addition to 1 instance of biblical integration.

The student will write a paper of at least 500 words and in 6th edition APA format that addresses the provided questions concerning a case study on the banning of advertising. The paper must include at least 2 peer-reviewed references in addition to 1 instance of biblical integration.

The student will be placed in a group to develop a brief analysis of a provided case study. The student, within his/her group, will develop a 1,500–2,000-word paper in 6th edition APA format that uses at least 4 peer-reviewed scholarly references in addition to 1 instance of biblical integration.