Syllabus for Healthcare Management HCMN 408

 

Term:  Summer 2006

Course Number:  HCMN 408, Marketing and Management

Instructor:  David Vrbanich

E-mail:   DaveVrb@msn.com

Home Phone: (219) 934-9688

 

Course Dates:  June 12, 19, 26, July 10, 17

Course Time:  Mondays, 6:00 PM to 10:00 PM

Location:  Merrillville, Geminus Center, Lower Level

 

Instructor Background:  During the past thirty years, the instructor has served as a senior administrator and healthcare management consultant for regional medical centers throughout the United States.  His academic preparation includes a B.A. in Economics from Indiana University and a Master’s Degree from The Krannert Graduate School of Management (Purdue University).

 

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.

 

Prerequisites:  None

 

Textbooks:  Marketing Health Services, Richard K. Thomas, 2005.

 

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.  All papers more than five pages in length will be submitted to turnitin.com.  This is the service that the college uses to screen for plagiarism.  Submit the printed copy along with the computer disk.  Be sure to print your name on the disk.

 

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 (week 3)……………….…..200 points

Final Exam……………….…...     200 points

Group Project………………...     320 points

Homework Assignments (3)…... 240 points

Attendance/Class Participation… 40 points

                        Total:                1,000 points

 

Grading Scale:

Grade

Points

A

1000-920

A-

919-900

B+

899-880

B

879-820

B-

819-800

C+

799-780

C

779-720

C-

719-700

D+

699-680

D

679-620

D-

619-600

F

599 and below

 

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 4 can be either a group project or an individual project (depending on the preferences of each student.)

 

Session              Topic-Assignment

 

Week #1             Chapters 1,2,3,4,5

                            Be prepared to turn in first homework assignment

                            1st assignment, mission statement

                            Group projects will be described and assigned

 

Week #2              Chapters 6,7,8,9

                             2nd assignment, a marketing article review and presentation

 

Week # 3             Chapters 10,11,12

                             3rd assignment, a marketing article review and presentation

                             Midterm Exam # 1—chapters 1-9

 

Week #4               Chapters 13,14,15,16,17

                              Be prepared for a marketing project progress report.

                              (At this point, the week 5 document should be about 75% complete.)

 

Week #5                4th assignment, presentation of group projects and written report

                               Final Exam:  chapters 10 -17

 

 

 

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

Please read chapters 1 through 5 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 80 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 80 points toward your final grade.

  1. Select a healthcare related article that has appeared within the last 6 months.  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 15 minutes.

 

Assignment #4….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.