CALIFORNIA STATE UNIVERSITY, LONG BEACH
COLLEGE OF HEALTH AND HUMAN SERVICES
HEALTH CARE ADMINISTRATION DEPARTMENT
Course Syllabus: HCA 530 – Strategic Planning & Marketing in Health Care--Spring 2011
Instructor: Janice Frates, Ph.D.
On Campus: [email protected]
562/985-5394
Office Hours: M, T 2:30-3:45; W 2:30-5, 6-7
Office Location: ET-101
Home: 949/515-0181 (fax) 949/515-0191
(OK to call 9 am – 9 pm 7 days/week)
Course Number: 2158
Class Meets – 1/26/1 – 5/11/11
Wednesdays, 7-9:45 p.m., ET-105
Additional Contact Information:
HCA Program Administrative Coordinator:
Deby McGill, [email protected]
Tel. 562/985-5694; fax 562/985-5886
Course Description. Prerequisite/Corequisite: HCA 502. Strategic planning based on analysis of
analyses of secondary quantitative and qualitative data to study changes in technological, social,
political, regulatory, and competitive aspects of the health care market. Letter grade only (A-F).
Course Goals, Competencies and Assessments. The Health Care Administration Department has
adopted a competency-based curriculum, based on the American College of Health Care Executives
(ACHE) Competencies Assessment Tool and the Healthcare Leadership Alliance (HLA) Competency
Directory. For this course, the focus is on acquiring competencies in HLA Domain 5.D, Business
knowledge and skills: strategic planning and marketing. Alignment of the expected outcomes and
the ACHE and HLA competencies provides clear expectations and standards for students and
instructors alike. Students will demonstrate a level of proficiency in each of the expected outcomes
through the course assignments as indicated in the following table.
Learning Objective
Domain
Competency – Knowledge
of
Activity (A1),
Assignment (A2) or
Assessment (A3)
Compare and contrast strategic,
marketing and business plans
 Locate or formulate a business
case statement and exit
strategy
 Distinguish core and peripheral
lines of business
 Illustrate the use of decision
support and
competitive/market research
methodology
 Discover opportunities in
5.D.

BSMP Assignment:
Business-strategicmarketing plan literature
search and organizational
contact paper &
presentation

Business plan development
and implementation
processes
Business planning
including business case and
exit strategy development
5.D.
Characteristics of strategic
Decision support tool
decision support (e.g., planning; research & demonstration
marketing; modeling;
assignment
forecasting)
5.D.
Crisis and disaster planning
5.D.
Marketing principles and tools
(e.g., competitive and market
trends
Apply the principles of crisis and
disaster planning
Assess business growth and career
opportunities in a defined sector of
“Worst case scenario” inclass exercise
Demand estimate/sales
forecast exercise; case
1
Learning Objective
Domain
the health care industry
Competency – Knowledge
of
Activity (A1),
Assignment (A2) or
Assessment (A3)
research and data analysis;
sales; advertising)
study exercise
Personal strategic and
marketing plan
Objectives, strategies,
tactics exercise
Worst case scenario
exercise
Personal strategic and
marketing plan
Personal strategic and
marketing plan
Translate strategies into action
plans
5.D.
Implementation planning (e.g.,
operation plan; management
plan)
Integrate marketing, business,
operational, personnel and finance
plans
5.D.

Formulate mission, vision, values,
objectives, priorities
5.D.
Marketing plan
development
 Strategic planning
processes development and
implementation (scenario
planning, forecasting, etc.)
Organizational mission, vision,
objectives and priorities
Personal strategic &
marketing plan
Course Assignments
1. BSMP Assignment: Business-strategic-marketing plan literature search and organizational contact
paper & presentation. Each learning team will:
a. Find at least three articles in the health administration professional literature discussing how
to prepare a business plan, a strategic plan and a marketing plan.
b. Obtain an example of each type of plan from a health care or human service organization
(preferable) or from the health administration professional literature.
c. Interview a health care industry practitioner who is involved in strategic, business or
marketing plan development in his or her organization.
d. Research software packages for each type of plan
e. Identify the key elements of each type of plan. Prepare a chart to compare and contrast
these elements
i. Identify the principal product or service line
ii. Define the core and secondary businesses
iii. Identify or develop the business case statement for the product or service
iv. Identify or develop an exit strategy
f. Present your findings to the class
g. Communicate with other learning teams so that your presentations are not duplicative.
h. You must use different sources and materials from those in the sample student work
product posted on BeachBoard.
2. Decision Support Tool Research and Demonstration: Each learning team will select a different
decision support or set of tools to research and demonstrate to the class. Your presentation should
include a discussion of the purpose of the tool, target audience, typical users, and an example of
how it is or could be used. Link the data to a key trend/ opportunity in the health care industry (for
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example, the growth in the Hispanic population, the aging baby boomer generation, transparency,
green technology, etc.).
a. California hospital market share and patient origin data: Office of Statewide Health
Planning and Development (OSHPD) hospital market share pivot tables:
http://www.oshpd.ca.gov/HID/Products/PatDischargeData/PivotTables/PatOrginMkt/defaul
t.asp. Also see OSHPD Geographic Information System Interactive Query:
http://www.oshpd.ca.gov/General_Info/Healthcare_Atlas.html.
b. Demographic data: Use California Health Interview Survey (Ask CHIS –
http://www.chis.ucla.edu/main/default.asp) for county-level poverty level composition,
racial composition, health insurance status, eligibility and participation for public programs.
Additional demographic data are available from the California Department of Finance
(http://www.dof.ca.gov/). Uninsured and insured rates by county are available from the
Census website at http://www.census.gov/hhes/www/sahie/data/2005/tables.html
c. Hospital quality ratings:
-California Hospital Financial Performance Dashboard:
http://www.chcf.org/topics/almanac/index.cfm?itemID=131619.
-CMS Hospital Compare: http://www.hospitalcompare.hhs.gov/
-Commonwealth Fund “Why Not the Best” national hospital safety and quality
comparative ratings: http://www.whynotthebest.org/.
d. Nursing home quality ratings:
-California Nursing Home Compare: http://www.calnhs.org/
-California Long Term Care Quality ratings: http://www.calqualitycare.org/.
e. Health plan report cards:
-California Department of Managed Health Care health plan utilization and financial
reports: http://www.dmhc.ca.gov/healthplans/rep/rep_financial.aspx.
-National Commission on Quality Assurance Quality Report Cards:
http://www.ncqa.org/tabid/60/Default.aspx.
-California Office of the Patient Advocate: HMO and Medical Group report cards:
http://www.opa.ca.gov/.
-California Cooperative Healthcare Reporting Initiative (HMO, PPO, Medicare report
cards): http://www.cchri.org/.
3. Final Exam - Personal strategic and marketing plan. Prepare a strategic and marketing plan for
yourself, applying concepts and learnings from this and other courses when applicable. The
following outline can be a starting point.
 Mission/vision statement (long term, big picture)
 Objectives (short term, measurable, time-specific: where do you want to be in 3-5 years,
within 1 year post-graduation?)
 Target market (industry sector[s], location, type of organizations) – see “Industry Sector
Research” below
 SWOT analysis
 Differentiation strategy
 Competitive advantage: Current, potential
 Promotional strategies and tactics
a. Strategies—general approach to achieve objectives
b. Tactics—specific activities
 Budget
3




Time Line
Your paper should include at least 5 reference citations on career development, preferably
related to health administration.
Maximum length—2,500 words (about 10 pages); outline or bullet point form preferred.
Document all sources using APA style.
Industry Sector Research. Your paper should also include research on at least one
healthcare industry sector (e.g. hospitals and health systems, health plans, long-term care,
etc.) where you would like to work in the future. Prepare an industry overview, including
but not limited to the following:
a. No. of firms, degree of concentration, market leaders
b. Market size, growth trends and potential
c. Key industry leaders, observers and experts (academic, professional)
d. Professional association; criteria for membership
e. Work force profile, preferred executive characteristics
f. Identify at least 5 companies within the industry sector(s) of interest as potential
employers. Prepare a chart summarizing relevant information pertaining to your
future employment search. Approach it as “due diligence,” in the same manner an
employer would conduct a background check on you as a potential future employee.
Document your sources per APA style.
Required Texts and Reading Materials:
1. Swayne, L.E., Duncan, W. J., & Ginter, P.M. (2006). Strategic Management of Health Care
Organizations, 6th ed. Oxford: Wiley.
2. Kotler, P., Shalowitz, J., & Stevens, R.J. (2008). Strategic Marketing for Health Care
Organizations. San Francisco: Jossey-Bass.
3. Other articles/readings assigned by the instructor and posted on BeachBoard.
Recommended Texts and Readings:
1. American Psychological Association. (2010). Publication Manual of the American
Psychological Association, 6th ed. Washington, DC: Author.
2. Society for Healthcare Strategy & Market Development. (2009). Futurescan 2010: Healthcare
trends and implications 2010-2015.
Other Requirements: E-mail address and Internet access to use the online BeachBoard course
software system. If you have problems, contact the CSULB Technology Help Desk by phone at 562985-4959 via e-mail at [email protected] or in-person at the Horne Center.
Access to the CSULB Library: You will need to visit the COAST web site and Create a Library PIN
so that you can access the University’s online databases and full-text journal articles. COAST
http://coast.csulb.edu/. CSULB Library http://www.csulb.edu/library/.
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Assignment
Decision Support
Tool Demonstration
BSMP Paper &
presentation
Team peer
evaluation
Final exam
Engagement
Total
Course Assignments, Deadlines, and Grade Weights
Description
Deadline
Points
Team presentation
Weeks 78
Week 10
60
% of
Grade
15
80
20
Week 15
40
10
Week 16
Varies
100
120
25
30
380
100
Team project: Literature search & field
contact, report, presentation
Confidential evaluation of each learning
team member’s contributions
Take home final (individual) paper
In-class exercises (5 @ 20 points each );
participation in class discussions (20 points)
Final course grade weights: 360+ = A; 320-359 = B; 280-319 = C; 240-279 = D; <239 = F
Student Assignments and Grading
 Assignments are due by 6 p.m. in the BeachBoard “Assignment” section on the assigned date. Late
assignments will be penalized 10% for each day past the deadline. Students with a disability
requiring special accommodations or who cannot attend a class session for religious reasons, please
advise the instructor.
 Learning teams: All team members will receive the same grade for papers and presentations.
 Participation. Based on contributions to class discussions and completion of in-class exercises.
 Document all written work with appropriate bibliographic and electronic citation protocols
in APA style; see style manual and (for website citations)
http://www.apa.org/journals/webref.html; http://www.csulb.edu/library/eref/vref/style.html.
Relevant University Policies
 Cheating and Plagiarism. Please be aware of and ensure that your behavior conforms to University
Policy. See: http://www.csulb.edu/divisions/aa/catalog/20092010/academic_information/cheating_plagiarism.html.
 Withdrawal Policy. Per University policy; see: http://www.csulb.edu/divisions/aa/catalog/20092010/academic_information/withdrawal_policy.html. Withdrawal after 2nd week and before final 3
weeks “permissible for serious and compelling reasons;” instructor will evaluate student
withdrawal requests on a case by case basis.
 Attendance and Participation. Attendance policy conforms to:
http://www.csulb.edu/divisions/aa/catalog/20092010/academic_information/registration_holds.html. Disabled students requiring special
accommodations, please advise instructor early in the course.
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Course Schedule and Assignments (may change depending on class size, guest speaker schedules)
“SDG” = Swayne, Duncan & Ginter text; “KSS” = Kotler, Shalowitz & Stevens text
Week #, Date
Topic
Assignments
1 January 26 Welcome & Introductions;
Submit student information sheets
Marketing Fundamentals
Read/discuss “Grade Expectations” article
3 February 2 Service area & competitor analysis SDG, Chapter 3
GIS data sources and demo
Guest lecturer: Cindy Gotz, MPH
2 February 9 Marketing in HC organizations
KSS, Chapter 1 and Chapter 5
Trends and opportunities
In-class exercise #1: Objectives, strategies,
tactics
4 February 16 Marketing research
KSS, Chapter 7; In-class exercise #2: demand
estimate & sales forecast
5 February 23 Market segmentation; product /
KSS, Chapters 8, 9
service line management
DST Demos
6 March 2
Positioning & branding
KSS, Chapter 10
Guest speaker: Greg Vogel
In-class exercise #3 – positioning & branding
(www.gregvogel.com)
development & presentations
7 March 9
Internal Environmental Assessment SDG, Chapter 4
& Organizational Value Chain
DST Demos
8 March 16
Directional and Adaptive Strategies SDG, Chapters 5 & 6
DST Demos
9 March 23
Knowledge application
SDG, Appendix A and Case study #19
In-class exercise #4: CS #19 analysis
March 30
Spring Break – no class
ENJOY
10 April 6
Strategic Decision Making
SDG Chapter 7: Evaluation of Alternatives and
Strategic Choice
BSMP Paper due; BSMP Presentations
11 April 13
QI Strategy I: The Service Value
SDG Chapter 8: Value Adding Service Delivery
Chain
Strategies; BSMP Presentations
12 April 20
QI Strategy II: The Service Value
SDG Chapter 9: Value Adding Service Support
Chain
Strategies; BSMP Presentations
13 April 21
Strategy in Action & Control
SDG Chapter 10: Communicating the Strategy &
Guest speaker: Rhoda Weiss, Ph.D. Developing Action Plans.
PR consultant
Draft final exam due (optional/recommended)
14 May 4
Crisis management 1
Selected articles from
www.bernsteincrisismanagement.com1
In-class exercise #5a: Worst case scenario
crisis management planning session
15 May 11
Crisis management 2
In-class exercise #5b: Worst-case scenario
Guest speaker, Jonathan Bernstein, crisis management plan presentations
crisis management consultant
16 May 19
Finals week – no class
Final exam due
1
Free newsletter available on website; also see: http://bernsteincrisismanagement.blogspot.com.
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Bibliography (updated November 2010)
Books
Berkowitz, E.N. (2010) Essentials of health care marketing (3rd. Ed.) Sudbury, MA: Jones & Bartlett.
Bernstein, J. (2007). Keeping the wolves at bay: A media training manual. Sierra Madre, CA:
Bernstein Crisis Management, Inc. Available at:
http://bernsteincrisismanagement.com/bookstore/index.php.
Channon, D.F. (1999) The Blackwell encyclopedic dictionary of strategic management. Oxford, UK:
Blackwell Publishers. Classic/Reference.
Goldman, E.F. (2002). Results-oriented strategic planning. Chicago: Society for Healthcare Strategy
and Market Development. Classic/Reference.
Hillestad, S., Berkowitz, E. (2004). Health care market strategy: From planning to action. Boston,
MA: Jones & Bartlett Publishers.
Kaplan, R.S., Norton, D.P. (2000). The strategy-focused organization: How balanced scorecard
companies thrive in the new business environment. Cambridge, MA: Harvard Business Press.
Classic/Reference.
Kim, W.C., Mauborngne. (2004). Blue ocean strategy: How to create uncontested market space and
make the competition irrelevant. Cambridge, MA: Harvard Business Press.
Langabeer, J., Napiewocki, J. (2000). Competitive business strategy for teaching hospitals. Westport,
CT: Greenwood Publishing Group. Unique specialized resource.
Luke, R.D. (2004). Healthcare strategy: In pursuit of competitive advantage. Chicago, IL: Health
Administration Press.
McGrath, R.G., MacMillan, I.C. (2005). Market busters: 40 strategic moves that drive exceptional
business growth. Cambridge, MA: Harvard Business Press.
Mintzberg, H. (1994) The Rise and Fall of Strategic Planning. New York: Free Press.
Classic/Reference.
Prahalad, C.K., Ramaswamy, V. (2003). The future of competition: Co-creating unique value with
customers. Cambridge, MA: Harvard Business Press.
Porter, M.E. (1996). Competitive strategy: Techniques for analyzing industries and competitors.
Boston: Free Press. Classic/Reference.
Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Cambridge,
MA: Harvard Business Press.
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Zuckerman, A., Coile, R.C. (2004). Competing on excellence: Healthcare strategies for a consumerdriven market. Chicago, IL: Health Administration Press.
Articles
Court, D.C., Gordon, J.W., Perry, J. (2005). Boosting returns on marketing investment. The McKinsey
Quarterly, 2, 1-8. Retrieved June 6, 2005 from: www.mckinseyquarterly.com.
Gershon, H., Pattakos, A. (2004). Creating market opportunities: Innovation is key. Journal of
healthcare management, 49, 9-11.
Greenhalgh, T., Glenn, R., MacFarlane, F., Bate, P., Kyriakidou, O. (2004) Diffusion of innovations in
service organizations: Systematic review and recommendations. The Milbank Quarterly, 82,
581-629.
Horack, B.J., Campbell, D.J., Flaks, J.A. (1998). Strategic positioning: A case study in governance and
management. Journal of healthcare management, 43, 527-540.
Rust, R.T., Moorman, C. & Bhalla, G. (2010). Rethinking marketing. Harvard Business Review, 88,
94-101.
Weiss, R. (2009). The most critical 16 minutes in marketing. Marketing Health Services, 29(4).
Journals:
Strategic Healthcare Marketing: eHealth Strategy & Trends (monthly newsletter: publisher Health
Care Communications)
Marketing Health Services; Harvard Business Review; Frontiers of Health Service Management
Websites: CSULB Business Library web site: http://www.csulb.edu/library/subj/business/. See course
BeachBoard “Websites” for many other useful listings.
California HealthCare Foundation has a daily (weekdays) free electronic newsletter, California
Healthline, which provides excellent information on current events in the healthcare industry
and a wealth of issue briefings, research reports and other materials for both healthcare
professionals and the general public. For example, in December 2009 CHCF published a series
of four issue briefs covering key healthcare trends in selected California market areas.
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STUDENT INFORMATION SHEET
TURN IN AT FIRST CLASS SESSION
HCA 530-Spring 2011
Name___________________________________________________________
Name you prefer to use____________________________________________
Address_________________________________________________________
________________________________________________________________
Phone(s):________________________________________________________
Best time/place to reach you:_______________________________________
Fax:_________________________________________________________
E-mail address:__________________________________________________
How often do you check your e-mail: ________________________________
Please describe briefly:
a.
Your educational background and work experience:
b.
Short-term education and career goals:
c.
Long-term education and career goals:
d.
Languages you speak and write:
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