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Canyon College

online Management of Marketing in Health Care Settings course at Canyon College

COURSE SYLLABUS: Management of Marketing in Health Care Settings


Course Title:
Department:
Instructor:
Phone:
Fax: 		HS515 - Management of Marketing in Health Care Settings
Health Sciences
Dan Thorne, MS, MFT E-Mail - Vita
714.357.6201 (California, USA)
425.790.3919


This course is intended for administrators and managers, clinicians and other persons in the health care field who will develop new lines of business, new sources of revenues, adapt to trends in the interest of client care and services, or who will supervise others engaged in these endeavors. Administrators, managers, clinicians, independent practitioners and health care service entrepreneurs will benefit from this course.

Your instructor welcomes you to this course! Please print and save this information!

Dan has over twenty years of experience in administrative and clinical functions in healthcare. He started his career as a Marriage and Family Therapist in private practice, and also worked with employee assistance and worker's compensation programs. He then moved into providing clinical supervision at inpatient and outpatient mental health and chemical dependency programs.

Over the past 10 years, he has worked as an administrator and director for outpatient programs. Through his work, he has developed marketing plans, business plans, financial forecasting, and business development with public and private agencies.

As healthcare continues to change, Dan sees that understanding the market and the customer's needs are the keys to long-term success.


Course Description | Overview | Course Objectives | Weekly Assignment Objectives

Course Policies | Grades | Weekly Schedule | Required Text | Contact Instructor


I. Course Description

This course is intended to introduce the graduate student to the scope and process involved in the design of effective marketing endeavors for products or services in a competitive and changing health care environment.

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II. Course Objectives

At the conclusion of this course, students will be able to: |Return to Top|

III. Overview

This course is intended to acquaint the organization administrator or health care entrepreneur with ways to maintain program integrity, product viability, and revenue streams to meet consumer demand through marketing efforts. This course will provide the student with tools and insights that will enable appropriate and thorough supervision of marketing efforts within an organization or team.

Marketing and maintainance of product line and revenue viability is an integral part of any administrator's responsibility. Being knowledgeable or proficient in identifying market niche, opportunities, and demand are responsibilities of any organization executive or administrator. This course will acquaint the student with the process of overseeing marketing endeavors that support organization revenue streams and meet market demand for services.

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IV. Textbook - Online Bookstore

Suggested textbooks. There is no single required text for this course. Any one of the textbooks identified below will serve as the basis for the student's final project. Please select one text. You may select more, but only one selection is required.

Herzlinger, R (1999). Market-driven Healthcare: Who Wins, Who Loses in the Transformation of America's Largest Service Industry. Perseus Press. ISBN #: 0738201367

Coile, R., Jr. (2001). Futurescan 2001: A Millennium Forecast of Healthcare Trends 2001-2005. Health Administration Press. ISBN #: 156931561

Institute for the Future (2000). Health and Health Care 2010. Jossey-Bass. ISBN #: 0787953482

Morrison, I. (200). Health Care in the New Millennium: Vision, Values, and Leadership. Jossey-Bass. ISBN #: 0787951153

O'Malley, J. (2001). Healthcare Marketing, Sales and Service: An Executive's Companion. Health Administration Press. ISBN #: 15467931502

Bashe, G., ed. (200). Branding Health Services: Defining Yourself in the Marketplace. Aspen Publishers. ISBN #: 0834211750

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V. Weekly Assignment Objectives

Upon successful completion of Week 1 assignments, the student should be able to: Upon successful completion of Week 2 assignments, the student should be able to: Upon successful completion of Week 3 assignments, the student should be able to: Upon successful completion of Week 4 assignments, the student should be able to: Upon successful completion of Week 5 assignments, the student should be able to: Upon successful completion of Week 6 assignments, the student should be able to: Upon successful completion of Week 7 assignments, the student should be able to: Upon successful completion of Week 8 assignments, the student should be able to: |Return to Top|

VI. Course Policies

On-Line Participation. Since this course is offered over the Internet, which allows students to participate at "any time, any where," it is important to plan your time carefully. Students are expected to pace themselves to access assignments, prepare their work and necessary research, and submit assignments to the instructor by the established due dates. Students are expected to make use of local resources as well as required readings.

Course Week and Due Dates. Generally, Monday is the first of the course week, and Sunday is the last day of the course week. Assignments scheduled for completion during a class week should be sent to the instructor via email or fax by end of the day Sunday, determined by your own time zone. If a student is sending assignments through the postal service, please make prior arrangements with instructor, as there is no postal delivery on Sunday. Given that this is a graduate level course, and that some community contact and independent research is necessary to fulfill assignments, some flexibility regarding due dates may be granted by mutual agreement between student and instructor.

Submitting Assignments - Instructions.

Students may submit work in MSWord (any version) or Excel (any version) or HTML and send as an email note or file attachment. If you use another word processing program (such as Works), please save as an .rtf file.

Formats for files received other than those specified here that your instructor cannot open using MSWord or a Word converter program for PC or Macintosh will be returned to you for reprocessing, and will be considered late. Any questions on formatting of your file attachment documents, please Email your instructor with any questions now and we can find a format that will work for your particular needs. Thanks in advance on this matter.

Please include name, reply address, title of assignment, title of course, and date submitted on the document itself, in addition to the email text. Please indicate "HS 515" in the subject line of your email.



Late Assignment Penalties. Weekly assignments must be received by the instructor not later than Sunday midnight (your time zone) of the week assigned. Students who anticipate that their schedule may cause assignments to be out of compliance are advised to contact instructor at least one week in advance, as an extension may be permitted with prior mutual agreement. Instructor discretion regarding point penalties for any late work will be considered final.

Absentee Policy. While this course is designed to be completed through independent study, "attendance" is recorded through assignment submissions in a timely manner to the instructor's email address (or via post or fax). However, please note that any student who has not participated (completed assignments) for 14 consecutive days without prior discussion with the instructor regarding such absence shall be recommended for administrative withdrawal. The school shall make recommendations to the instructor as to what action will be taken.

Academic Honesty. Canyon College policies are in effect. All work must be your own. Presenting as one's own the words, ideas, or expression of another in any form is cheating through plagiarism, and will not be tolerated.

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VII. Grading

Assignments will be graded based on completeness, correctness and timeliness of submissions.

Given that graduate courses are designed to support development of competencies and integration of theory with practical applications, the following criteria will be used by your instructor to assign both midterm and final letter grades based on assignments in aggregate. Please note that with few exceptions, there are no letter grades for weekly assignments, as the learner's work is assessed in aggregate based on demonstrated achievements toward the course objectives.

Categories for assessment by the instructor of the graduate student's work are as follows:

UNDERSTANDING
Content of readings and other assigned source materials should be reflected by critical analysis and synthesis of ideas in work submitted. Intellectual depth of understanding also applies, by evidence of advancing the course objectives within the student's breadth of knowledge.

APPLICATION
Examples and discussion of course content as assigned to real-life situations, including critique or conclusion.

CLARITY OF EXPRESSION
Written work should be presented in a scholarly manner, with evidence of logic and coherence, including introduction and conclusion as appropriate. Mechanics of writing, such as spelling, grammar, and citations should also be evident.

RESEARCH and SUPPORTING MATERIAL
Examples or evidence as requested should match the level of the assignment, level of inquiry, and depth of investigative endeavor as requested.

Letter grades will be assigned according to the following definitions:

A = Excellent
Work that may be described as superior, excellent, or outstanding. The student demonstrates accuracy, depth of understanding and illustration, and provides original thought and analysis beyond the basic textbook information requested in the assignment.

B = Very Good
Demonstrates high level of competence relative to the assessment criteria, but falls short of the consistent excellence required for A/Excellent category. The B/Very Good category allows for some minor weaknesses in presentation but the content is effectively demonstrated.

C = Satisfactory
Demonstrates the information requested in the assignment, but less completely than B/Very Good work. The major points are expressed, but less complete topic development, and minimal original thought and analysis. Work that contains significant issues with spelling or grammar may fit this category even though development of ideas are of higher levels of synthesis.

D = Flawed
Information digresses and is not adequately focused. Persistent work of D/Flawed level may indicate the student is not ready for graduate level work.

Midterm and Final Weeks.

The Midterm grade is determined by aggregate point performance of work submitted for assignments designated in weeks 1-4.

The Final point allocation is determined through aggregate performance on assignments submitted for all weeks of the course.

Final Letter Grade.
Letter grades will be assigned at the conclusion of the eight weeks based on cumulative points achieved over the entirety of the eight week course. The grading scale based on 100 possible points is as follows:

A = 95 - 100%
A- = 90 - 94.5%
B+ = 86 - 89.5%
B = 83 - 85.5%
B- = 80 - 82.5%
C+ = 76 - 79.5%
C = 73 - 75.5%
C- = 70 - 72.5%
D = 60% to 69.5%
F = below 60%

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