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Syllabus Document Transcript

  • 1. Department of Health Care Administration Trinity University HCAI 5456: Health Care Strategic Planning and Marketing Spring Semester 2006 Course Instructor: Amer Kaissi, Ph.D. Assistant Professor Contact Information: Department of Health Care Administration, Trinity University One Trinity Place - #58, San Antonio, Texas 78212-7200 Office Phone: 210-999-8132, Home Phone: 210-764-8326 Fax: 210-999-8108 E-mail: Amer.Kaissi@Trinity.edu Website: http://www.trinity.edu/akaissi/ Course Description: This course is designed to provide knowledge and skills pertaining to the functions of strategic planning and marketing in the health care setting. These will be applied to the health care manager whose responsibilities center upon management functions other than an assignment as a planning or marketing specialist. Areas to be covered include an analysis of strategic planning and marketing theory emphasizing strategic planning concepts in an era of regulation and competition and a marketing orientation to designing the services offered by the health care organization. Primary emphasis is upon the initial on-campus seminar, readings, application paper assignments, discussion questions, and teleconferencing meetings. Class notes will be included with the course material. Course Materials: Required: - Textbook: “Healthcare Strategic Planning,” 2nd edition, by Alan Zuckerman, ACHE Management Series, Health Administration Press, 2005. - Additional readings: A file including all additional readings will be made available on the first day of class. Recommended: - “Service Line Success: Eight Essential Rules,” by E. Preston Gee, ACHE Management Series, Health Administration Press, 2004. - “Strategic Management of Health Care Organizations,” 4th edition, by Peter M. Ginter, Linda E. Swayne, and W. Jack Duncan, Blackwell Publishing, 2002. - “Essentials of Health Care Marketing,” by Eric N. Berkowitz, Jones and Bartlett Publishers, 2004. 1
  • 2. Course objectives: Students effectively completing this course will have demonstrated the ability to apply strategic planning and marketing tools in health care organizations. More specifically, students should be able to: • Understand the processes involved in initiating the strategic planning process • Be able to conduct a competitor analysis. • Be able to define an organization’s distinctive competencies and competitive advantages, and identify strategies that build on these strengths. • Be able to design, manage, and support strategic planning processes in health care organizations. Be able to conduct the information-gathering and analytic tasks that inform strategy formulation. • Master conceptual and analytic tools for assessing environmental, market, and internal factors that should be considered in strategy formulation. Be able to identify strategies that “fit” different situations. • Think strategically about the decisions health care organizations must make to be successful. • Develop and evaluate strategic alternatives for health care organizations. • Critically analyze the marketing process and how it is related to strategic planning. • Understand the role and the purpose of marketing activities within health care organizations. Grading: Assignments (5 at 15% each) 75 % Teleconferencing 25% Total 100 % Submitting Assignments: You are strongly encouraged to transmit you assignments to the course instructor via e- mail. Please include your name, the course name and number (HCAI 5456: Health Care Strategic Planning and Marketing), assignment title, and page number on each page of the assignments. Due Dates are: Topic description Assignment due date Teleconference date & time 1) Introduction to Strategic Management 01/25/06 02/04/06 11:00 a.m. 2) Initiating the Strategic Management Process 02/15/06 02/25/06 7:00 a.m. 3) Strategy Formulation 03/08/06 03/18/06 9:00 a.m. 4) Strategy Implementation 03/29/06 04/08/06 11:00 a.m. 5) Marketing 04/19/06 04/29/06 7:00 a.m. 2
  • 3. Late Work Policy: All assignments are due on the day assigned. Exceptions will be made only for reasons that are beyond your control. Academic Integrity: Trinity University’s policy on academic integrity and the penalties for violations will be followed with no exception. Please refer to the Student Handbook. 3
  • 4. Assignments 1) Introduction to Strategic Management • Readings: Chapter 1: Is Strategic Planning Still Relevant?, pp. 1-14 Chapter 2: Organizing for Successful Strategic Planning: 12 Critical Steps, pp. 15-26 • Assignment # 1 due 01/25/06: Please answer the following questions as they relate to your health care organization: 1) Please provide a short description of your health care organization and of your role in the organization. 2) Please describe how the strategic planning function is carried out in your organization in terms of structure (include an organizational chart), planning staff, involvement of board members, physicians, other clinicians, and external consultants in the process. Please limit this assignment to a maximum of three double-spaced pages, Font 12, exclusive of any appendices. 2) Initiating the Strategic Management Process • Readings: 1) Chapter 3: Activity I: Analyzing the Environment, pp. 27-44. • Assignment # 2 due 02/15/06: Please answer the following questions as they relate to your health care organization: 1) Please identify components of the health care environment that currently affect or are likely to affect your health care organization in the near future. 2) Please conduct a service area competitor analysis for a service offered by your organization: a) Define the service category. b) Define the service area. c) Conduct a service area structure analysis using Porter’s framework. d) Identity major competitors’ strengths and weaknesses. e) Assess likely competitors’ actions or responses. Please limit this assignment to a maximum of eight double-spaced pages, Font 12, exclusive of any appendices. 4
  • 5. 3) Strategy Formulation • Readings: 1) Chapter 4: Activity II: Identifying Organizational Direction, pp. 45-59. 2) Chapter 5: Activity III: Formulating Strategy, pp. 61-77. • Assignment # 3 due 03/08/06: Please answer the following questions as they relate to your health care organization: 1) Please conduct an internal environmental analysis for your health care organization: a) Identify and discuss major strengths and weaknesses and classify them into resources, competencies and capabilities. b) Evaluate these strengths and weaknesses’ competitive relevance based on value, rareness, imitability and sustainability. 2) What are your organization’s mission, vision and strategic goals? In your opinion, which of these is most important for the organization? 3) Please select and discuss two major strategies that were used by your organization in the last 2-3 years and classify them as adaptive (expansion, contraction, or maintenance of scope), or market-entry (purchase, cooperation or development) strategies. Please limit this assignment to a maximum of eight double-spaced pages, Font 12, exclusive of any appendices. 4) Strategy Implementation • Readings: 1) Chapter 6: Activity IV: Transitioning to Implementation, pp. 79-95. • Assignment # 4 due 03/29/06: Please answer the following questions as they relate to your health care organization: 1) Please classify your organization according to Miles & Snow’s strategic posture types (defender, analyzer, prospector or reactor). Please provide reasons for your classification. 2) Based on the strategic planning analyses that you have conducted so far, please propose and describe two new major strategies that your organization should adopt over the next 2-3 years. 3) Please develop an implementation plan for each of the strategies discussed in Q#2 above (See Fig 6.2 and Fig 6.3 pages 82-85 in the book for sample and example of an implementation plan). Please limit this assignment to a maximum of eight double-spaced pages, Font 12, exclusive of any appendices. 5
  • 6. 5) Marketing • Readings: 1) “Essentials of Health Care Marketing,” Chapter 1: The Meaning of Marketing, pp. 3-38. 2) “Essentials of Health Care Marketing,” Chapter 5: Marketing Research, pp. 135-166. 3) “Health Care Market Strategy: From Planning to Action,” Chapter 7: Determining Market Actions, pp. 159-213 • Assignment # 5 due 04/19/06: For this assignment, you will submit a PowerPoint presentation rather than a Microsoft Word document. The slides should be developed as a presentation to the upper management team in your organization: Based on the strategic planning analyses that you have conducted so far, please decide on a new service that your health care organization should offer: 1) Please conduct a marketing research for that service including: a) Problem recognition b) Objectives c) Research design: possible sources of data d) Data collection method(s) and sampling design (assuming that primary data sources are needed). e) Please design a short (10 questions) survey that can be used in your research. 2) Please describe some of the tactics that you would use in relation to this new service (Marketing mix: Product/service; Price, Place and Promotion). 3) Please design an advertisement for this new service (billboard, newspaper, magazine, or radio), including the rationale for your choice. Please send a copy of your slides to me and to your classmates ahead of the conference call. PS: If this question does not apply to your health care organization, chose a different health care organization and suggest a new service that it can offer. Please limit this assignment to a maximum of 15 PowerPoint Slides. 6