Strategic Planning and Marketing for Health Services

Catalog description

The history, principles, techniques, and methodologies of health services planning and marketing are studied and students learn how to plan for new or changed health services, programs, or facilities. Students will examine the various stakeholders and explore community and healthcare program specific needs assessments, planning and marketing design. They will apply concepts learned and analyze real-life situations found in the market today. This course will build students' competencies in management, with a focus on application of these concepts to healthcare organizations. By the end of the semester students will have a deepened appreciation for the complex balancing of priorities and responsibilities necessary to effectively manage the strategic priorities within healthcare organizations. They will develop this awareness by both examining their own patterns of behavior and learning about common behavioral and structural dynamics within organizations. By the end of the course students will be able to: 1) identify critical features on an organization's environment and examine the implications of each feature on organizational goals and objectives; 2) Recognize and analyze regulatory, demographic, and policy trends to inform planning and assess potential impact on long-range goals; 3) Differentiate service/product specific markets and identify competitors within each market; 4) Propose comprehensive approaches for distribution network development and marketing/communication plan implementation; 5) Design metrics for evaluating goal attainment; 6) Formulate and defend strategic plans, marketing plans, goals and action steps; 7) Demonstrate the conceptual mastery of team dynamics through effective service as team members.