Calumet College of St. Joseph

Syllabus for Healthcare Management 408

 

Term:  Winter 2002

Course Number:  HCM 408, Marketing and Management

Instructor:  David Vrbanich

E-mail:   DaveVrb@msn.com

Home Phone: (219) 934-9688

 

Course Dates:  January 7, 14, 21, 28, February 4

Course Time:  6:00 p.m. to 10 p.m.

Location:  2400 New York Ave., Whiting, IN

 

Course Description:  An introduction to the process of marketing products, services and organizations in the healthcare industry which meets the needs and wants of domestic and global customers.  Segmentation, product, service, price, distribution, and marketing communication strategies are explored.  Factors affecting purchase behavior, new product/service development, marketing research and customer satisfaction will also be discussed.

 

Prerequisities:  None

 

Textbooks:  Marketing, An Introduction, 5th edition, 1999,  Armstrong & Kotler

 

Statement of Plagiarism:

If an instructor or other Calumet College of St. Joseph personnel find that a student has plagiarized or been involved in another form of academic dishonesty, the instructor or other personnel may elect to bring the matter up for judicial review.  The maximum penalty for any form of academic dishonesty is dismissal from the College.  The procedures for judicial review re listed under the section of CCSH handbook that addresses student grievances.

 

Calumet College of St. Joseph adheres to citation guidelines as prescribed by the particular discipline (i.e., MLA, APA, Chicago Manual of Style or Turabian).  All of these guidelines are available in the Calumet College of St. Joseph library or bookstore.  These texts outline how to cite references from a variety of sources, including electronic media.

 

Withdrawal from Classes Policy:

Degree Completion Division (DCD) students should consult the DCD Student Handbook for information on DCD withdrawals.

 

An official withdrawal is recorded as a “W” on the student’s transcript.  Dropping a course without written permission automatically incurs an “F” grade for the course (see Refund Schedule).

 

Class Policy for Assignments:  Students will be given ample time to work on their assignments.  All assignments are to be turned in at the beginning of the class period they are due.  NO LATE ASSIGNMENTS WILL BE ACCEPTED.

 

Class Policy on Attendance:  Students are expected to attend all class sessions.  If a student must miss a class session they are expected to contact the instructor prior to the class session.  If a student misses more than one four-hour class session they will be administratively withdrawn from that class.

 

Course Objectives/Learning Outcomes:

 

  1. Students will have an understanding of basic marketing concepts and will be able to relate them to the healthcare industry.
  2. Students will know the four components of the marketing mix:  product, price, promotion and place or distribution.
  3. Students will understand the importance of market research and have a basic understanding of research techniques and the use of primary and secondary data sources.
  4. Students will understand the move toward relationship marketing and the emphasis on customer satisfaction and value.
  5. Students will understand the role of the marketing function in an organization.

 

Skill Outcomes:

 

  1. Students will know how to conduct basic market research.
  2. Students will know how to conduct SWOT analysis.
  3. Students will be able to develop a basic marketing plan.
  4. Students  will be able to critically assess marketing programs

      in their own and other healthcare organizations.

 

Assessment:

 

Exam #1……………….…..…            200 points

Final Exam……………….…...           200 points

Group Project………………...           320 points

Homework Assignments (4)…...           240 points

Attendance/Class Participation…..        40 points

                        Total:                       1,000 points

 

Grading Scale:

A = 900 –1,000 points

B = 800-899 points

C = 700-799 points

D = 600-699 points

F =  less than 600 points

 

It is expected that all students will take each exam, only an exceptional circumstance (as determined by the instructor) will excuse the student from an exam and allow the student to take a make-up exam.

 

Format for Written Assignments:

Students will adhere to the American Psychological Association Guidelines (APA) style for all papers.

 

Class Assignments:

 

Please read all chapters before they are discussed in class.  Assignments 1 through 4 are individual assignments.  Assignment 5 can be either a group project or an individual project (depending on the preferences of each student.)

 

Session              Topic-Assignment

 

Week #1             Chapters 1,2,3

                            Be prepared to turn in first homework assignment

                            1st assignment, mission statement

                            Group projects will be described and assigned

 

Week #2              Chapters 4,5,6

                             2nd assignment, a marketing article review and presentation

 

Week # 3             Chapters 7,8,9

                             3rd assignment, a marketing article review and presentation

                             Midterm Exam # 1—chapters 1-6

 

Week #4               Chapters 12-16

                             4th assignment, healthcare corporation or health system report

                             and presentation

 

Week #5                5th assignment, presentation of group projects and written report

                               Final Exam:  Chapters 7-9 and 12-16

 

Assignment #1—due first night of class….Mission Statements

Please read chapters 1,2, & 3 from your marketing textbook.  The following assignment utilizes concepts you will read about in these chapters.  Type responses to the five questions.  On a cover sheet include the following:  your name, HCM 408, Assignment #1, instructor’s name.)  Maximum number of double-spaced pages will be 3 (i.e., cover sheet plus 2 pages).  This assignment will be worth 60 points.

 

    1. Chapter 2 discusses organizational mission statements.  Bring a copy of the mission statement for the organization where you are employed.  Be prepared to discuss how well you think the statement describes and reflects the organization today and how it currently conducts its business.  If your organization does not have a written mission statement, prepare a draft of what you thin the mission statement should be.  Be prepared to discuss why you believe your draft reflects the organization’s current mission.
    2. Describe the primary product or service your department within your organization delivers.
    3. Who is the primary target audience for the product or service your department provides (could be an external audience, an internal audience, or both)?
    4. Develop two marketing objectives for your department.  Try to be specific and make them measurable.
    5. Are there any external environment factors (legal or governmental regulation, economic trends, political, social considerations, etc) that impact or affect what services your department delivers and how they are delivered?

 

Assignments #2 & #3…Marketing Article Reviews

There will be two marketing article reviews due during this module. Each article will be worth 60 points toward your final grade.

  1. Select a healthcare related article that has appeared within the last 6 months (April 2001 to the present.)  The article should be from a newspaper, magazine, journal or on the Internet.
  2. Make a photocopy of the article to be attached to the back of your review paper.  The paper should include a typed cover sheet with the course title, instructor’s name, the assignment due date and your name.  Indicate “article review #1”, “article review #2”, etc.  Leave several lines of space and type the source of the article using the correct APA citation format.
  3. Use a different source for each of your article assignments.  For example, the first one might be from Modern Healthcare magazine.  The second might be from the Wall Street Journal or a news site on the Internet.
  4. Your article review should be a double-spaced typed paper, 1 ½  to 2 pages in length, which discusses the important points covered in the article and your opinion on these points.  When possible, try to relate some of your comments to concepts or materials covered in the course to date.  You may also relate it to something you have experienced in your work in the healthcare field.
  5. The articles will be presented in class.  Please limit your presentations to approximately 10 minutes.

 

Assignment #4…Healthcare Corporation or Health System Report

This report will be related to:  1) a Fortune 500 healthcare corporation, or 2) a large health system (composed of several large hospitals or nursing homes.)  The report will be worth 60 points toward your final grade.  The health system can be a local system within northwest Indiana or a large “multi-state” system.  The report should be double-spaced and 2 to 3 pages in length.  The report should have a typed cover sheet followed by the actual report which should offer an overview of the corporation or health system, how long the system or corporation has been in existence, major services or products offered and (if possible) a copy of their mission statement.  Many large health systems offer “Centers of Excellence” in certain services, such as ophthalmology, orthopedics, or invasive cardiovascular surgery.  They typically develop a complex marketing plan for those services.  Research the health system to determine what areas are marketed as their “Centers of Excellence.”  Sometimes, these centers are called “Institutes”, such as, “The Central California Heart Institute”, etc.  Large health systems usually maintain web-sites on the Internet.  Another reference option may be the “AHA Guide to the Healthcare Field.”  Hospitals are listed by state and city.  This large reference book is updated and published annually by the American Hospital Association in Chicago.  Physician and staff reference libraries located in hospitals may also have this book available.

 

Suggested Corporations which may be used for Assignment #4

(other corporations can also be used provided they are listed in the Fortune 500 or listed in one of the stock exchanges, such as, NYSE, AMEX, NASDAQ, OTC….)

 

Medical Services Industry

Aetna, Apria Healthcare, Beverly Enterprises, Caremark Rx, Inc., CareMed Chicago, Cigna, Columbia Health System, Correctional Healthcare Solutions, Excel Consultants, Express Scripts, First Health Group, Genentech, Genesis Eldercare National Centers, HCA—Healthcare Company, HCR-Manor Care, Health Management Associates, HealthSouth corporation, Home Health Corporation of America, IDX Systems, IMS Health, Integrated Health Services, Kuala Healthcare, Lilly Industries, Smithkline Beecham, Health Management Systems, Humana, Impath, Lincare Holdings, Manor Care, Medstar Health, Myriad Genetics, Omnicare, Orthodontic Centers, Oxford Health, Pacificare Health, Pediatric Services of America, Quest Diagnostics, Sunrise Assisted Living, Tenet Healthcare, total Care, Trigon Health, Trinity Health Care Services, United Health Group, Universal Health, US Oncology, Vitas Healthcare Corporation, Walgreens Health Initiatives, Wellpoint Health Network.

 

Medical & Dental Equipment and Supplies

Acuson, AmeriSource Health, Apogent Technologies, Bard (C.R.), Baxter International, Beckman Coulter, Boston Scientific, Cooper Companies, Diagnostic Products, Guidant, Johnson & Johnson, Medtronic, Resmed, St. Jude Medical, Strykker.

 

Health Systems

A Handout from the “AHA Guide to the Healthcare Field” will be distributed.

 

 

 

Assignment #5….Marketing Project

This assignment is worth 320 points.  Students have the option of working in groups of two or individually.  See the handouts on five scenarios or create your own healthcare entrepreneurial venture.  This assignment will be presented during the last class session.  You never know….perhaps your entrepreneurial venture could lead to fame and fortune.

Consider this bit of trivia……

                                          “The concept is interesting and well-formed, but in order

                                             to earn better than a  ‘C’, the idea must be feasible.”

                                              ----A Yale University management professor’s written

                                                    response to Fred Smith’s paper proposing reliable

                                                    overnight delivery services.  Smith went on to

                                                    found………..Federal Express.