Description
Liberty BUSI 428 Strategic Management and Marketing in Healthcare Entire Class
Course Summary:
Focused on increasing organizational effectiveness and efficiency through strategic planning, students will develop an understanding of the strategic planning process and marketing from a healthcare perspective. Topics explored include but are not limited to the importance of strategic planning in healthcare, internal and external environmental assessment, marketing of healthcare services, strategy formulation, implementation, and long-term control. For information regarding prerequisites for this course, please refer to Liberty University.
Rationale:
As financial pressures on healthcare delivery organizations continue to tighten, every dollar devoted to marketing comes under scrutiny. The marketing department is part of discretionary expenditures in the budget, so cutting funding to this department is often appealing. People inside and outside the organization wonder what the marketing department does and why it should receive funding. This course will review the 4 Ps of marketing (price, promotion, place, and product) as they relate to healthcare, as well as the input of various stakeholders as related to both internal and external environmental assessments. Finally, the student will be asked to evaluate strategic plans for the application of best practices.
Measurable Learning Results:
Upon successful completion of this course, the student will be able to:
- Integrate a biblical worldview within the context of the healthcare manager’s role in strategic planning and marketing.
- Evaluate the steps (environmental assessment, formulation, implementation, and control) associated with strategic planning in healthcare, observing industry-specific challenges.
- Examine the steps associated with strategically marketing healthcare products and services, observing industry-specific challenges.
- Research strategic planning and marketing concepts in the context of the healthcare organization based upon knowledge of current literature and industry best practices.
Course Assignment:
Textbook readings and lecture presentations/notes
Course Requirements Checklist
After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.
Discussions (8)
Discussions are collaborative learning experiences. Therefore, the student is required to create a thread in response to the provided promptly for each discussion. Each thread must be at least 300 words and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be at least 250 words.
Case Study Assignments (5)
- The student will examine various aspects of healthcare marketing and management, writing brief and concise responses to the topics provided.
- Each assignment must be at least 300 words.
Strategic Action Video Assignment:
- The student will create a video analysis of a healthcare marketing product or service that is currently on the market.
- The completed video must be 5–7 minutes and must exhibit professionalism and extensive knowledge.
SWOT Analysis Assignment:
The student will choose a healthcare organization, pharmaceutical company, or physician practice and create a SWOT analysis for that organization. This assignment must be 1,000–1,200 words and include a SWOT table with a narrative.
