George Mason University – Graduate Council                                                      Graduate Course Approval F...
Graduate Council Approval Date:____________ Provost Office Signature:_________________________________


George Mason Univ...
HAP 705
                         Strategic Management & Marketing in Healthcare

Instructor:

Andrew Carle, MHSA, Assistan...
7. Utilize techniques for effective case study analysis;
   8. Create a strategic management/marketing plan.

Instructor E...
Read: Chapter 6
            Read: Case Study #20 – Sisters of Charity (Religious Hospital)

                          ASSI...
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HAP 705

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HAP 705

  1. 1. George Mason University – Graduate Council Graduate Course Approval Form All courses numbered 500 or above must be submitted to the Graduate Council for final approval after approval by the sponsoring College, School or Institute. Graduate Council requires submission of this form for a new course or any change to existing courses. For a new course, please attach a copy of the syllabus and catalog description (with catalog credit format, e.g. 3:2:1). The designated representative of the College, School or Institute should forward the form along with the syllabus and catalog description, if required, as an email attachment (in one file) to the secretary of the Graduate Council. A printed copy of the form with signatures and the attachments should be brought to the Graduate Council meeting. Please complete the Graduate Course Coordinator Form if the proposed changes will affect other units. Note: Colleges, Schools or Institutes are responsible for submitting new or modified catalog descriptions (35 words or less, using catalog format) to Creative Services by deadlines outlined in the yearly Catalog production calendar. Please indicate: New_X______ Modify_______ Delete ______ Department/Unit: CHHS/ Health Administration Policy Course Subject/Number: HAP 705 (3:3:0) Submitted by: Jim Vail Ext: 3-1913 Email: jvail@gmu.edu Course Title: Strategic Management and Marketing in Healthcare Effective Term (New/Modified Courses only): Fall 2007 Final Term (deleted courses only): Credit Hours: (Fixed) 3 (Var.) ______ to ______ Grade Type (check one): X____ Regular graduate (A, B, C, etc.) _____ Satisfactory/No Credit only _____ Special graduate (A, B, C, etc. +IP) Repeat Status*(check one): ___ NR-Not repeatable ____ RD-Repeatable within degree ____ RT-Repeatable within term *Note: Used only for special topics, independent study, or internships courses Total Number of Hours Allowed: _______ Schedule Type Code(s): 1.____ LEC=Lecture SEM=Seminar STU=Studio INT=Internship IND=Independent Study 2.____ LAB=Lab RCT=Recitation (second code used only for courses with Lab or Rct component) Prereq ___ Coreq ___ (Check one):_______________________________________________________________ _________________________________________________________________________________________ _ Note: Modified courses - review prereq or coreq for necessary changes; Deleted courses - review other courses to correct prereqs that list the deleted course. Description of Modification (for modified courses):____________________________________________________________________ Special Instructions (major/college/class code restrictions, if needed) :__________________________________________ Department/Unit Approval Signature:_________________________________________ Date: _____________ College/School Committee Approval Signature:__________________________________ Date:_____________
  2. 2. Graduate Council Approval Date:____________ Provost Office Signature:_________________________________ George Mason University Graduate Course Coordination Form Approval from other units: Please list those units outside of your own who may be affected by this new, modified, or deleted course. Each of these units must approve this change prior to its being submitted to the Graduate Council for approval. Unit: Head of Unit’s Signature: Date: Unit: Head of Unit’s Signature: Date: Unit: Head of Unit’s Signature: Date: Unit: Head of Unit’s Signature: Date: Unit: Head of Units Signature: Date: Graduate Council approval: ______________________________________________ Date: ____________ Graduate Council representative: __________________________________________ Date: ____________ Provost Office representative: ____________________________________________ Date: ____________
  3. 3. HAP 705 Strategic Management & Marketing in Healthcare Instructor: Andrew Carle, MHSA, Assistant Professor College of Health and Human Services Robinson Hall A359 Office: 703-993-1902 Office Hours: Mon. 10 a.m.–Noon, Thur. 1–3 p.m. Email: acarle@gmu.edu Text: Required: Strategic Management of Healthcare Organizations, 4th Edition. Ginter, Swayne, and Duncan. Blackwell Publishers, 2002 Recommended: Managing Corporate Lifecycles Ichak Adizes, Prenctice Hall Press, 1999 Course Description: This course provides an understanding how healthcare organizations identify, create, and market their services within the context of a long-term strategic plan. The course will analyze the evolution and role of strategic management within the healthcare industry, and how it has responded to individuals in need of healthcare services. The class will also examine core components of the strategic management process, including situation analysis, strategy formulation/implementation (including product life cycle analysis; adaptive, market entry, and positioning strategies; and value chain analysis), and strategy control relative to the mission and vision of the healthcare organization. As an adjunct to these concepts, the class will analyze local business and healthcare organizations, and cases studies from throughout the healthcare industry in both group and individual formats. Course Objectives: As healthcare administrators, managers, and/or practitioners, a key objective of this course is to provide you with the ability to not only understand strategic management and marketing, but to effectively participate in and/or lead the development of a strategic management plan. This objective recognizes that successful organizations routinely include their employees in the development of such plans. This is particularly important in healthcare organizations, where the service(s) provided effect the very health and well being of the individuals served. Upon completion of this course, students will be able to: 1. Analyze factors that influence the overall supply and demand for health services; 2. Evaluate the roles of regulatory, business, religious and other institutions and their effect on the strategic management process; 3. Evaluate the ongoing influence of providers and suppliers within the healthcare system; 4. Analyze the competitive environment in which healthcare organizations operate. 5. Evaluate the role of culture and leadership in creating overall mission and vision; 6. Utilize the Value Chain approach to managing both service delivery and service support functions in support of the strategic management/marketing plan;
  4. 4. 7. Utilize techniques for effective case study analysis; 8. Create a strategic management/marketing plan. Instructor Expectations: As indicated above, in the real world the development and implementation of a strategic management plan involves the participation of all an organization’s employees. In the same way, your involvement (through class participation, discussion, and team exercises) will be an integral part of the class, with 20% of the course grade held for this purpose. Each class will include a review and discussion of the assigned chapter(s), followed by more elaborate review and discussion of case studies from a variety of healthcare organizations. Class attendance and completion of the readings and assignments will be necessary to complete this process. You will additionally be asked to complete an analysis/paper of both the Mission Statement and Strengths, Weaknesses, Opportunities, and Threats (SWOT) for an identified healthcare organization, each of which will comprise 25% of the total grade. Finally, a Healthcare Related Case Study will be assigned to represent the Final Paper/Exam for the course, representing 30% of the grade. All paper assignments are due at the beginning of class on the date due. I will be happy to discuss drafts of papers if received 5 days in advance of the due date. Grading Criteria: Class Participation 20% Mission Statement Analysis 25% SWOT Analysis 25% Final Paper – Case Study 30% Total: 100% COURSE OUTLINE: Class #1: Topic: OVERVIEW/SITUATION ANALYSIS • Course Overview - Why Study Strategic Management? - Introductions/expectations • The External Environment & Competition Read: Chapters 1, 2 & 3 Class #2: Topic: SITUATION ANALYSIS o The Internal Environment o Mission/Vision Read: Chapters 4 and 5 Read: Appendix-A “Analyzing Strategic Health Care Cases” ASSIGN: Mission Statement Analysis Class #3: Topic: STRATEGY FORMULATION • Adaptive, Market Entry, and Competitive Strategies
  5. 5. Read: Chapter 6 Read: Case Study #20 – Sisters of Charity (Religious Hospital) ASSIGN: SWOT Analysis Class #4: Topic: STRATEGY FORMULATION • Product Lifecycle and Positioning Strategy Read: Chapter 7 Read: Appendix-B “Oral Presentations for Health Care Professionals” Read: Case Study #13 - Life Images: 3-D Ultrasound (Bio Tech) DUE: Mission Statement Analysis Class #5: Topics: STRATEGY IMPLEMENTATION • Service Delivery/Value Chain (“The 5 P’s”) • Service Support (Culture, Structure, and Resources) Read: Chapters 8 and 9 Read: Case Study #9 – Helicopter Emergency Medical Services (Trauma Care) DUE: SWOT Analysis ASSIGN: Final Paper/Case Study Class #6: Topics: STRATEGIC CONTROL o Organizational Strategies o Managing the Strategy Read: Chapters 10 and 11 Read: Case Study #10 – Rosemont Behavioral Health (Specialty Hospital) Class #7: Topic: Course Wrap-up/Review DUE: FINAL PAPER - CASE STUDY

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