Course Information* Course: Healthcare Marketing

Transcription

1 Course Information* Course: Healthcare Marketing Offering: Mini 1 (6 units) Location: HBH Hall 1002 Time: Dates: Wednesday 6:00 pm 8:50 pm Wednesday, March 16th First Class Wednesday, April 27th - Final Class Final Exam: Final Presentation Final grades due May 9th by 5pm Instructor: James Jordan Distinguished Service Professor of Healthcare & Biotechnology Management Sr. Director, Healthcare and Biotechnology and Programs Office 1104C Hamburg Hall Phone: [email protected] Teaching Assistant: Jennifer Sabol Phone: [email protected] Office hours To Be Determined Prerequisites (if applicable) Description* This is an advanced course in which students are expected to understand and interpret financial statements. A previous Finance or Accounting course is required. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value. In this course, students will gain a perspective on how the function of marketing links within an overall business system. The components of a marketing plan, the strategic plan, the brand plan and the business plan are detailed. Utilizing the textbook Health Care Marketing Tools and Techniques, the student will gain an understanding of specific tools and techniques healthcare marketers use to gaining understanding. Past students have commented that working knowledge of these tools was of great benefit during job interviews. Healthcare is one of the most complex and highly regulated markets in the world. A real-world project (marketing plan and brand plan) will require student teams to both integrate with each other in addition to the customer. This real world situation will demonstrate the student s ability to navigate the healthcare value chain and think critically to create a winning strategy.

2 Course Materials (if applicable) 1. Book: 2. Marketing (Quick study Reference Guide) at Amazon Page 2 of 8

3 Evaluation* Method Five mechanisms will be used to evaluate student performance during the course: Weekly Smart Sheet Report 10% Homework Grid & Reflective Journal 15% Three tests at 15% each for a total of 45% for both tests Two Peer Reviews at 2.5% each for a total of 5% Industry presentation 25% Participation: Participation will be assessed through three objective measures: class attendance, showing up for class on time and not leaving early, and speaking aloud during class. Attendance: If a student cannot attend a class they should send the instructor an to let him know they are unable to attend. This course requires significant group work and meets for 3-hours. Each lecture will contain two parts, missing one of two parts is considered missing half a session, missing both parts equals one session. Missing more than two sessions will result in a full grade loss, missing three sessions a grade and a half loss. More than three sessions will result in a failed grade Peer Reviews: There is significant team interaction and there will be an individual assessment form submitted. Having a feedback mechanism allows student to obtain feedback and initiate corrective action if needed. Team Termination: In this class, teams may terminate students who are not engaged in the team. There is a defined process for termination. Since the project is 25% of the grade and peer reviews are another 5%, terminated students will start at a 70% grade. Terminated students will receive a special, individual project from the professor. Attaining 100% of the special project cannot deliver better than a B- for the overall course. Weekly Updates (Smartsheet): Like in the real world teams must update teammates on expectations, other sub-teams for coordination and the customer for delivery. A process will be provided and weekly updates will be required by 5pm Tuesday prior to class. Plans not delivered by to the TA by 5pm will receive a zero. Tests: There will be three short tests. Reflective Journal & Homework Grid: A weekly homework assignment and reflection will be required. Team Selection: There will be a major group activity in this course. Given the need to have balanced teams, teams will be comprised of assignment students from the professor. As diverse functional backgrounds are necessary for a balanced team, the professor will take some discretion in team balance. For example, someone who has had finance/accounting should be on each team. Industry Presentation: There will be a group assignment and presentation. Only one assignment needs to be turned in per group and the team can decide how best to present. The final score will be based on the group grade. Page 3 of 8

4 Learning/Course Objectives* Objective # 1: According to the American Marketing Association Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Consider that this definition can be broken into two components. Referring to the department or organizational function of marketing as a little m and referring to an organizations set of processes to create, communicate and deliver beneficial value as big M. To demonstrate the concept of big M, this course will work on a Marketing and Regional Launch Plans for a real client, Treatspace, Inc. to bring to life marketing concepts, principles and ways of thinking. To create a real-life environment, students will be broken into teams and focused upon a specific Treatspace Region. Teams will do what their real-life counterparts do; determine the market opportunities via the creation of marketing plan and develop a brand plan to facilitate communication towards achieving the marketing plans objective. Learning Objective # 1: Establishing a Marketing and Branding Plan within a real organization requires students to apply theory to a real-world situation. Like their real-world counterparts, student sub-teams will simultaneously be required to collaborate with each other while also focused on a customer objective. Project updates are due weekly so student progress is tested and marketing skills are under the watchful eye of a training coach. Students learn about all aspects of little m and big M by following the life cycle of a new software and service line and reacting to the marketplace. As big M requires a total view of the organization, teamwork among marketing with other functions is critical. This project promotes better decision making by helping the student see how marketing decisions are interconnected and must be managed as a whole. Students are faced with the pressures of delivering their project within a time line while simultaneously needing to deliver customer value to VERC. Assessment Methodology # 1: Results of decisions will get customer feedback from VERC. At the end of the project, each team will be evaluated on their performance based upon: Marketing plan or a regional launch plan Final report to Treatspace Strategic thinking and tactical execution Market performance: Assessment Method # 2: Weekly program updates are required (counting for 10%) to aid students in an organized project, aids communication within the team and with Treatspace Point-of-Contact. Assessment Method # 3: The ability to lead, follow and work in teams is measured via two Peer Reviews. The first is given half way through the course so students may receive feedback and have an opportunity to improve. A final Page 4 of 8

5 Peer Review allows for progress measurement. Course Objective # 2: The first two lectures provide students with a perspective of how the function of marketing links within an overall business system. The content of the marketing plan, the strategic plan, the brand plans and the business plans are discussed in detail. Utilizing the textbook Health Care Marketing Tools and Techniques, the student will gain an understanding of the mechanisms healthcare marketers use to gaining an understanding of their markets and discipline. Learning Objective # 2: The book is written from the perspective of the healthcare marketing professional and presents a series of 39 essential marketing tools and demonstrates their application in the healthcare environment. There are six major parts to this curriculum: 1. Product development & portfolio analysis tools 2. Branding & identity management tools 3. Target marketing tools 4. Consumer behavior & product promotions 5. Environmental analysis & competitive assessment tools 6. Marketing management tools Utilizing the structure of the business systems lectures, discussion sessions orient the student toward providing the tools and techniques necessary to analyze and understand how to prepare a strategy and their corresponding tactics to win against the competition. These tools and techniques are a necessary pre-requisite for the student to have in their toolbox to effectively analyze the healthcare segment selected for their Course Objective # 3 presentation. Assessment Methodology # 1 & 2: Tests: Three tests will be given based upon a selection of questions from the book. The test will demonstrate that the student understands how the specific tool functions. Examples of potential quiz questions can be found at: Reflective Journal and Homework: The tests demonstrate that the student knows how the specific tool functions. The Reflective Journal and homework assignment is designed for the student to demonstrate their knowledge of when to use each tool by indicating its applicability amongst the appropriate strategic and tactical systems. Page 5 of 8

6 Chapter Marketing Plan Strategic Systems Strategic Strategic Plan Brand Plan Business Plan Project Mgmt Scorecarding Tactical Plan Program Management Tactical Systems Process Communicatio Management n Plan Fcst & Budgeting Performance Measurement & Indicators Product Dev'l & Portfolio Analysis Tools 1 Product Life Cycle 2 Booz, Allen & Hamilton's New Product Process 3 George Day's R-W-W Screen 4 Theodore Levitt's Total Product Concept 5 BCG Growth/Share Matrix 6 GE Strategic Business-Planning Grid 7 Igor Ansoff's Product-Market Expansion Grid Branding & Identity Management Tools 8 Schmitt & Simonson's Driver's of Identity Mgmt 9 Calder & Reagan's Brand Design Model 10 Martin Lindstrom 5-D Brand Sensogram 11 Lederer & Hill's Brand Portfolio 12 Kevin Lane Keller's Brand Report Card 13 David Taylor's Brand Stretch Spectrum Target Marketing Tools 14 The Market-Product Grid 15 Kotler & Trias de Bes' Lateral Marketing Strategy 16 Kim & Mauborgne's Blue Ocean Strategy 17 Kotler's Segment-by-Segment Invasion 18 The Perceptual Maps 19 Ries & Trout Product Ladder Consumer Behavior & Product Promotions Tools 20 Abraham Maslow's Hieracrcy of Needs 21 Everett Rogers Diffusion of Innovation 22 The DAGMAR Marketing Communications 23 Ralpel & Raphel's Loyalty Ladder 24 Bernd Schmitt's CEM Framework 25 Osgood, Suci & Tannembaum's Semantic Differential Environmental & Competitive Analysis Tools 26 The PEST Analysis 27 The SWOT Analysis 28 Porter's Five Forces Model 29 Lehmann & Winer's Levels of Competitiion Model 30 Mintzberg & Van der Heyden's Organigraph Marketing Management Tools 31 Leonard Berry's Success Sustainability Model 32 George Day's Market Orientation Model 33 Blake & Mouton's Sales Grid Marketing Strategy & Mgmt Tools 34 Porter's Value Chain 35 Porter's Generic Strategies 36 Kaplan & Norton's Balanced Scorecard 37 Kaplan & Norton's Strategy Map 38 Reis & Trout Marketing Warfare Strategies 39 Kotler's Marketing Plan This grid is available at: Grading Scale* A % B % C % A % B % C % A % B % C % The grade of A+ is reserved for truly exceptional performance. Grading Rubric/explanation of grades * Name Smart%Sheet%Report%%(10%) Reflective%Journal%&%Home%Work%Grid%(15%) Test%1%(15%) Test%2%(15%) Test%3%(15%) Peer%Reviews%(5%) Industry%Presentation Final%Grade Class%#%2 Class%#%3 Class%#%4 Class%#%5 Class%#%6 Class%#%2 Class%#%3 Class%#%4 Class%#%5 Class%#%6 out%of%15%points out%of%15%points out%of%15%points Peer%Review%1 Peer%Review%2 25% John Tom Jack% George Howard Page 6 of 8

7 Course/Topical Outline:* Below is an overview of the course outline. Specific details on the content of each lecture can be found at the Blackboard sight. Topic Required Pre-Work Deliverables Class # 1 March 16th Part 1: Foundational Concepts Course Overview What is marketing & where does it fit? Marketing, Strategic &Brand Plan Overview Part 2: Treatspace: Investor Pitch & Mkt Plan Part 3: Team Breakouts Buy Book Team leader selected Log into Smartsheet Weekly Report formats Class # 2 March 23rd Part 1: Book Lectures 1. Product Dev l & Portfolio Analysis 3. Target Marketing Tools Part 2: Real Marketing Plan Example Team Smart Sheet Structure Individual Weekly Report (signed) Book Chapters 1-7 Book Chapters Smart Sheet Structure Class # 3 March 30th Part 1: Quiz Chapters 1-7; Part 2: Book Lectures 5. Environmental & Competitive Analysis 7. Marketing Strategy & Planning Tools Individual Weekly Report (signed) Team breakout time Book Chapters Book Chapters Smart Sheet Report Peer Evaluations Due Class # 4 April 6th Part 1: Quiz Chapters 26-30; Part 2: Inbound Marketing Lecture Smart Sheet Report Class # 5 April 13th Part 1: Book Lectures 2. Branding & Identity Management 4. Marketing Strategy & Planning Tools Part 2: Real Brand Plan Example Book Chapters 8-13 Book Chapters Smart Sheet Report Class # 6 April 20th Part 1: Quiz Chapters 8-13; Part 2: 6. Marketing Mgmt Tools Treatspace sales tool role play Marketing Eco System Book Chapters Smart Sheet Report Class # 7 April 27 th! Team Presentations 5 teams Peer Reviews Final Presentations Page 7 of 8

8 Plagiarism and cheating notice* Plagiarism and other forms of academic misrepresentation are taken extremely seriously. Misrepresentation of another s work as one s own is widely recognized as among the most serious violations. The violation is clearly flagrant when it occurs as plagiarism on a required paper or assignment. A minor offense of Plagiarism will result in a loss of half a grade on the assignment. Multiple plagiarism offenses on one assignment will result in a failure on the assignment. Plagiarism on more than one assignment will result in a course failure. Cheating on an examination, regardless of whether it is a take-home or in-class an examination is considered a major offense. This offense is a deliberate, intentional choice by the student and of the highest concern to Heinz College. The minimum punishment for such offenses is a course failure but can involve expulsion from the program. To comply with University policy, all violations of the academic integrity policy will be reported to the Associate Dean and the University s Dean of Student Affairs. Page 8 of 8