Course Syllabus - University of Minnesota School of Public...

Course SyllabusSyllabus

Site: University of Minnesota MoodleCourse: PUBH 6570 Marketing for Healthcare Professionals (sec 001, 200) Summer 2013Book: Course SyllabusPrinted by: Executive MHA ProgramDate: Tuesday, January 14, 2014, 04:10 PM

Course Syllabus https://ay12.moodle.umn.edu/mod/book/tool/print/index.php?i...

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Table of contentsInstructor Information

Course Description

Course Prerequisites

Course Goals and Objectives

Methods of Instruction and Work ExpectationsGuidelines: Group Project AssignmentsGuidelines: Individual AssignmentsGuidelines: Discussions

Course Text and Readings

Course Outline/Weekly Schedule

Evaluation and Grading

Other Course Information and Policies


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Instructor Information

Geoff Kaufmann, MS, FACHE

Geoff Kaufmann, is the CEO of the North Central Blood Services Region of the American RedCross. He has held senior level strategic planning and operational positions with StillwaterMedical Group (CAO), Center for Diagnostic Imaging, Arizant Healthcare, Park NicolletHealth System, the University of Minnesota Hospital & Clinic, and Hamilton KSA, a nationalhealth care consulting company.

Mr. Kaufmann has over 34 years experience in operations, business development, strategicplanning, marketing and physician relations. He speaks frequently at national healthcareforums and also serves as adjunct faculty at the University of Minnesota in the Master’sProgram in Health Care Administration and the University of St. Thomas. He is a pastpresident of the Society for Healthcare Strategy and Market Development and is active inNational Healthcare Associations and corporate boards.

Geoff received his undergraduate degree from St. Olaf College and an MA in Health Policyand Planning from the University of Chicago. In his spare time he enjoys playing andrecording music (rock and roll), mountain climbing, and most seasonal sports.

How to Contact Geoff

I will visit the course site regularly and will respond promptly to the questions posted in the


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discussion forums. If you have any private questions or concerns that aren't appropriate for thepublic forums, I encourage you to contact me directly.

Frequency of site visits:I will visit the site at least 3 days per week, usually in theevening.Phone: 651-291-6764 (work) and 651-470-1201 (cell)E-mail: [email protected]

For a quick way to find contact information for everyone in the course, click on the"Participants" link in the People block on the course site.


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Course DescriptionIn this course, we’ll apply the principles of marketing to managing a professional practice. Wewill begin with an introduction to marketing and its overall role and function. We will examinethe four P's of marketing (product, price, place, and promotion), then move on to developing amarketing plan.

A marketing plan serves as a map that highlights a path towards success. This course explainsthe major components of a marketing plan and provides you with an opportunity to gainknowledge and experience by completing one.

Topics include understanding the internal and external environment, segmenting the market,positioning, differentiating, branding, and formulating a marketing plan with goals, strategies,and financial considerations.


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Course PrerequisitesYou must be admitted to the University of Minnesota’s Master in Healthcare AdministrationProgram or have consent of the instructor.


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Course Goals and ObjectivesBy the end of this course you will be able to

discuss marketing as a function or role in operating a business or service;describe the marketing mix—the four P's for a business or organization;appreciate that good planning is essential for sustained success;develop a SWOT analysis;develop a marketing plan with goals and strategies.


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Methods of Instruction and WorkExpectationsSuccessful completion of this course requires

individual assignments;group assignments;participation in class discussions.

Descriptions and guidelines for each of these assignment types follow. Refer to Evaluation andGrading for more.


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Guidelines: Group Project AssignmentsYou will work with a group throughout the course to create a marketing plan around ascenario you select. The project will be done in stages, and you will get feedback that willenable you to revise the plan and submit it at the end of the course.

Once you have joined one of the groups, you will be able to see your own group's forum (butnot the forums of other groups). This is where your group will collaborate on weeklyassignments. All of your communication should be done here so that I can observe yourindividual participation. Interact regularly with your group members to make sure you all agreeon the project assignments.

In Lesson 2, you will complete your first group assignments. Each week one person in eachgroup will submit a copy of that week’s plan for instructor feedback. Apply this feedbackweekly in your group to revise your plan. In Lesson 7 you will submit a revised copy of thecomplete plan.

Note: In Lesson 5, your group will write a strategy set for one of your business goals. Then inLesson 6, each person in your group on their own will write a strategy set for one of theremaining goals and submit it for individual—not group—points. This is to make sure everyperson in your group feels competent creating a strategy set for themselves. Then, as a group,you will still need to incorporate everyone’s strategy set into the final revised marketing planfor your group for Lesson 7.

When working in your group, don’t be afraid to participate, ask your group members questions,debate and discuss your positions before you agree on what to write each week.

Grading criteria for each part of the project is posted in the module in which it is assigned. Allmembers of a group receive the same grade for group work submitted.

At the end of the course you will rate yourself and your group members on level ofparticipation in the project, and I will use this to assign points for the project.

Submission Summary

Module Item Submission

2 Mission and Vision Group

2 External Environment Group

2 Internal Environment Group

3 SWOT Analysis Group


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3 Brand Promise Group

4 Segmenting, Targeting, and Positioning Group

4 Price and Goal Setting Group

5 Strategy Set for One Goal Group

6 Strategy Set for One Goal Individual

7 Marketing Plan Group


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Guidelines: Individual AssignmentsDuring this course, you will write three individual assignments.

Lesson 8 Individual Goals Strategies: Write a strategy set for inclusion in the groupproject.

1.

Lesson 10 Peer Evaluation: Conduct a peer evaluation of yourself and your groupmembers.

2.

Lesson 10 Application Paper: Draw on readings, class discussions, and group work tosynthesize and demonstrate what you've learned.

3.


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Guidelines: DiscussionsIn this course you will work in groups of 4-5 to complete a marketing plan. Forumdiscussions will complement your group work.

As you'll learn about marketing plans, there are four primary, interrelated considerations:product, price, place, and promotion. In the course outline, you'll find a forum for each of "the4 Ps" and a fifth forum for discussion of how the 4 Ps are interrelated.

A focus on the 4 Ps provides a framework to discuss the core concepts of marketing plans. Thisframework for discussion will also make it possible to explore and compare different scenarios,strategies and marketing plans.

discussion activities

As you complete group assignments each week that lead to a marketing plan, you willalso have an individual responsibility to share insights from your group work with theclass. At the end of each of these weeks and for each group assignment, you will:

Collaborate with your group to complete and submit the group assignment.1.Choose a member of your group to post summary messages in the class forums on the 4Ps:

2.

Based on your scenario and the part of the marketing plan you completed in theassignments, describe in a few paragraphsthe nature of your group's discussionsand decisions.How did considerations of product, price, place, or promotion come into playwhen developing these aspects of your marketing plan?In some weeks it will be appropriate to post a summary message in each of theforums on the 4Ps; in other weeks it may be appropriate to post a summarymessage in some, but not all, forums on the 4Ps.

Note: Each member of your group will post such summary messages for at least oneweek's worth of group discussion/assignments.

You will be graded for your individual ability to synthesize and connect the group work to the4Ps of marketing in ways that are relevant, insightful and interesting for others in the class toread.


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Course Text and Readings

Textbooks

Wood, M. B. (2005). The marketing plan handbook (3rd ed.). Upper Saddle River, NJ: PearsonEducation, Inc. (Includes Marketing PlanPro software CD.)

Important! Please do not buy, either new or used, a copy of an older edition of theHandbook. The third edition text includes several new chapters, and the older text willnot correspond with the assignments in this course. In addition, the Marketing PlanProsoftware in a used text may not be reusable.Check to see if your text includes a pass code for accessing the supplementalmaterials—if it does, be sure to keep the code in a safe place and read the instructions forusing it carefully. These codes usually provide only limited (or one-time only) access tothe supplemental materials.

Boone, L. E., & Kurtz, D. L. (2011) Contemporary marketing 2011. (14th ed.) Cengage.

You do not need to buy the entire book; you will only be assigned four chapters.Purchase chapters online at Cengage. In the Student Product Page block, selecteChapter. View the list, and purchase chapters 1, 2, 9, and 11.

To order the course materials that are available through the University ofMinnesota Bookstores, go to the Search page at the University ofMinnesota Bookstores Web site, and use the option to "Search for Booksby Department, Course, or Author" (or call 612-625-6000 or1-800-442-8636 and ask for ODL book service).

Web Resources

CourseLib Page

ABus 4703 CourseLib page—a list of online resources compiled by the University ofMinnesota Libraries specifically for this course.


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Course Outline/Weekly ScheduleNOTE: The lessons are organized into a weekly outline. Weeks run Monday through Sunday.All assignments are due on Monday mornings, by 8:00 am, with the exception of theassignments for lessons 6 and 7, which have earlier deadlines to allow for the course toconclude mid-week of week 7.

For group assignments, submit one file per group and include the names of all group members.

Week & Lesson IndividualAssignments

GroupAssignments:Marketing Plan

IndividualContributions toClass Forums

1: Introduction toMarketing andMarketing Plans

n/a (Choose a scenariofor your plan)

Post to theSelf-Introductionsforum

2: Mission/Visionand EnvironmentalAssessments

n/a Mission/VisionStatements

ExternalEnvironmentalAssessment

InternalEnvironmentalAssessment

Post to theappropriate forum,as scheduled by yourgroup.

Discuss the 4 Ps ofthe marketing mix asapplied to yourgroup projects.

For more, refer tothe guidelines fordiscussions.

3: SWOT Analysisand Brand Promise

n/a SWOT Analysis

Brand Promise

4: Positioning andPricing

n/a Positioning Strategy

Pricing Strategy

5: DevelopingStrategies I

n/a Group Goals

6: DevelopingStrategies II

Individual GoalStrategies

n/a n/a


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7: The CompleteMarketing Plan

Application Paper

Peer Evaluation ofGroup Work

Final MarketingPlan

n/a


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Evaluation and GradingYour final grade for this course will be based on your performance on the courserequirements, which are weighted as follows:

62.5% Group Assignments25.0% Individual Assignments12.5% Participation in Class Discussions

Course Evaluation

Beginning in fall 2008, the SPH will collect student course evaluations electronically using asoftware system called CoursEval: www.sph.umn.edu/courseval. The system will send emailnotifications to students when they can access and complete their course evaluations. Studentswho complete their course evaluations promptly will be able to access their final grades just assoon as the faculty member renders the grade in SPHGrades: www.sph.umn.edu/grades. Allstudents will have access to their final grades through OneStop two weeks after the last day ofthe semester regardless of whether they completed their course evaluation or not. Studentfeedback on course content and faculty teaching skills are an important means for improvingour work. Please take the time to complete a course evaluation for each of the courses forwhich you are registered.

Incomplete Contracts

A grade of incomplete “I” shall be assigned at the discretion of the instructor when, due toextraordinary circumstances (e.g., documented illness or hospitalization, death in family, etc.),the student was prevented from completing the work of the course on time. The assignment ofan “I” requires that a contract be initiated and completed by the student before the last officialday of class, and signed by both the student and instructor. If an incomplete is deemedappropriate by the instructor, the student in consultation with the instructor, will specify thetime and manner in which the student will complete course requirements. Extension forcompletion of the work will not exceed one year (or earlier if designated by the student’scollege). For more information and to initiate an incomplete contract, students should go toSPHGrades at: www.sph.umn.edu/grades.

University of Minnesota Uniform Grading and Transcript Policy

A link to the policy can be found at onestop.umn.edu.


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Other Course Information and Policies

Grade Option Change (if applicable)

For full-semester courses, students may change their grade option, if applicable, through thesecond week of the semester. Grade option change deadlines for other terms (i.e. summer andhalf-semester courses) can be found at onestop.umn.edu.

Course Withdrawal

Students should refer to the Refund and Drop/Add Deadlines for the particular term atonestop.umn.edu for information and deadlines for withdrawing from a course. As a courtesy,students should notify their instructor and, if applicable, advisor of their intent to withdraw.

Students wishing to withdraw from a course after the noted final deadline for a particular termmust contact the School of Public Health Student Services Center at [email protected] forfurther information.

Student Conduct, Scholastic Dishonesty and Sexual Harassment Policies

Students are responsible for knowing the University of Minnesota, Board of Regents' policy onStudent Conduct and Sexual Harassment found at www.umn.edu/regents/polindex.html.

Students are responsible for maintaining scholastic honesty in their work at all times. Studentsengaged in scholastic dishonesty will be penalized, and offenses will be reported to the SPHAssociate Dean for Academic Affairs who may file a report with the University’s AcademicIntegrity Officer.

The University’s Student Conduct Code defines scholastic dishonesty as “plagiarizing;cheating on assignments or examinations; engaging in unauthorized collaboration on academicwork; taking, acquiring, or using test materials without faculty permission; submitting false orincomplete records of academic achievement; acting alone or in cooperation with another tofalsify records or to obtain dishonestly grades, honors, awards, or professional endorsement; oraltering, forging, or misusing a University academic record; or fabricating or falsifying of data,research procedures, or data analysis.”

Plagiarism is an important element of this policy. It is defined as the presentation of another'swriting or ideas as your own. Serious, intentional plagiarism will result in a grade of "F" or "N"for the entire course. For more information on this policy and for a helpful discussion ofpreventing plagiarism, please consult University policies and procedures regarding academicintegrity: http://writing.umn.edu/tww/plagiarism/.

Students are urged to be careful that they properly attribute and cite others' work in their ownwriting. For guidelines for correctly citing sources, go to http://tutorial.lib.umn.edu/ and click


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on “Citing Sources”.In addition, original work is expected in this course. It is unacceptable to hand in assignmentsfor this course for which you receive credit in another course unless by prior agreement withthe instructor. Building on a line of work begun in another course or leading to a thesis,dissertation, or final project is acceptable.

Disability Statement

It is University policy to provide, on a flexible and individualized basis, reasonableaccommodations to students who have a documented disability (e.g., physical, learning,psychiatric, vision, hearing, or systemic) that may affect their ability to participate in courseactivities or to meet course requirements. Students with disabilities are encouraged to contactDisability Services to have a confidential discussion of their individual needs foraccommodations. Disability Services is located in Suite180 McNamara Alumni Center, 200Oak Street. Staff can be reached by calling 612/626-1333 (voice or TTY).


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ADDENDUM

*The MHA program uses the National Center for Healthcare Leadership (NCHL) Health Leadership Competency Model (v 2.1). Copyright 2006. NCHL. All rights reserved.

The number following the decimal indicates the level to which that competency is addressed, as further described in the Competency Model, available here: http://www.nchl.org/Documents/NavLink/NCHL_Competency_Model-full_uid892012226572.pdf.

Addendum Page 1 of 1

PubH 6570 (Healthcare Marketing) NCHL* Competencies

Based on the course objectives listed in the Self-Study Year syllabus, the following competencies have been addressed by this course:

3 – Analytical Thinking 4 – Change Leadership 5 – Collaboration 6 – Communication Skills 7 – Community Orientation 10 – Impact and Influence 11 – Information Seeking

13 – Initiative 14 – Innovative Thinking 16 – Organizational Awareness 17 – Performance Measurement 20 – Project Management 24 – Strategic Orientation

The course objectives are listed here with the corresponding NCHL competencies:

Discuss marketing as a function or role in operating a business or service. L11.1

Describe the marketing mix – the four P’s for a business or organization. L3.3

Appreciate that good planning is essential for sustained success. L7.4, L24.1

Develop a SWOT analysis. L3.4, L5.3, L14.5, L21.4

Develop a marketing plan with goals and strategies. L4.3, L6.2, L10.4, L13.5,

L16.4, L17.2, L20.1, L24.2

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