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March 21, 2012

HPM 320

Introduction to Strategic Planning and Marketing

(Credit Hours: 3)

Department of Health Policy and Management Gillings School of Global Public Health

Spring 2012 Syllabus Class Location: ROS 235 Faculty: Office: Email: Phone: Office Hours: Bruce Fried 1104 McGavran-Greenberg [email protected] 966-7355 By Appointment TA: Chelsey Beane Email: Office Hours: By appointment

Course Overview

Strategic planning refers to a process whereby an organization seeks to map its future, taking into consideration the present and future environment in which it operates, as well as its internal strengths and weaknesses. The outcome of the strategic planning process is typically a document outlining future directions and strategies. Another outcome ­ of equal importance ­ is the process itself, which establishes consensus among stakeholders about the organization's purpose and direction. It is a learning process; we learn about the organization's strengths and weaknesses, stakeholder expectations, and the opportunities and threats that may be confronted in the future. Strategic planning involves examining data, looking internally, but above all it is a dialogue about the organization, its role, and its future. This course provides you with the skills and knowledge to initiate and productively participate in a strategic planning process. We also deal with implementation: a plan is only as good as how well we put the plan into practice. When we implement a plan, we consider how well our day-to-day practices align with our strategies. Are we investing our financial resources in ways that will help us achieve our goals? Are our employees motivated to pursue our strategies? Are we paying attention to changes in the environment that may cause us to alter our strategy? Another aspect of strategy formulation and implementation deals with how well our programs and services are designed to meet the needs of our target customers and how well services are communicated in the marketplace. It is this aspect of strategy that deals with marketing. Marketing is often misunderstood as limited to advertising, but it is much broader and includes understanding customers' needs, conducting research on target markets, designing products and services to meet customer needs, pricing products, distribution strategies, and advertising and promotion. Marketing concepts and strategies were originally developed for use in selling products. Many of these approaches are applicable to the healthcare and human services setting.

HPM 320 Spring 2012

1

Prof. Bruce Fried UNC-Chapel Hill

March 21, 2012

Learning Objectives

By the end of this course, we expect you to be able to: 1. Think strategically about an organization, its present position, long-term direction, resources and competitive capabilities, and its opportunities for sustainable growth. 2. Understand the concept of industry analysis and the steps involved in looking at an organization's competitive position within an industry. 3. Describe the core activities involved in developing a strategic plan. 4. Initiate and productively participate in a strategic planning process. 5. Participate in developing a marketing plan for an organization, and to understand how to apply key marketing processes and concepts in a variety of settings. 6. Apply course concepts to your own professional career strategies.

Books and Materials

One book is required for this course, as well as four cases that may be purchased from the Harvard Business School website. Instructions will be provided on how to obtain these cases. Other materials may be found on the Sakai website. Berkowitz, Eric N. Essentials of Health Care Marketing, 3rd edition. Sudbury, MA: Jones and Bartlett, 2011. ISBN: 978-0763783334 Harvard Business School Cases. Go to: http://cb.hbsp.harvard.edu/cb/access/11891198

Requirements and Expectations

A. Individual Assignments (30 percent of grade). Three short individual written assignments are due during the semester, as summarized below: Assignment 1 (6%) Assignment 2 (15%) Assignment 3 (15%)* Buyer Behavior Interview Industry Competitive Analysis Social Marketing Research Due February1 Due date: February 8 Due date: April 18

*Note: Assignment 3 may be done individually, in pairs, or in groups of three Detailed instructions will be provided in class.

HPM 320 Spring 2012

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Prof. Bruce Fried UNC-Chapel Hill

March 21, 2012

B. Individual Case Facts Quiz. (16 percent of grade) Four short cases quizzes will be given based on the basic facts in the four cases downloaded from the Harvard Business School website: 1) "IMAX: Larger than Life" (4%) January 18 2) "Metabical: Positioning (4%) February 15 Strategy for a New Weight-Loss Drug" 3) "Ikea Invades America" (4%) March 21 4) "Metabical: Pricing, Packaging, and Demand (4%) March 28 Forecasting for a New Weight-Loss Drug" These four cases will also be discussed in small groups. Each small group will submit to Sakai an answer to the case questions that will be distributed in class. Half of the grade (2%) for each case is for the quiz and the other half (2%) for participation in the group case submission. C. Team Assignment: Current Healthcare Strategies (20 percent of grade) An important way to learn the course content is to examine what is currently happening in healthcare organizations: what are the changes in the environment and how are organizations responding or changing in response to changes in the environment? We will bring into the classroom the opportunity to observe, analyze, and critique strategic changes currently occurring in healthcare organizations. Beginning with the week of January 25, three-person teams will prepare and conduct a 15-20 minute presentation on a healthcare organization that is undergoing or has recently undergone a change in strategy. "Change in strategy" is defined loosely, and essentially refers to a significant change in response to changes in the environment. For example, this could refer to an organization changing its mission, developing a new service or product line, merging with another organization, exploring new markets, or divesting itself of a service. Each team will be responsible for preparing one Current Healthcare Strategies presentation during the semester. Each team will 1) write a brief summary of the organization and the change it has proposed or is undergoing (maximum 4 pages double-spaced) and 2) conduct a 15-20 minutes presentation to the class. Examples are not difficult to find, and you are encouraged to browse such publications as The New York Times, The Wall Street Journal, The Washington Post, and Modern Healthcare (to name a few). Each team should meet with either Bruce Fried or Chelsey Beane to discuss the organization and topic. You may also practice your presentation beforehand so that we can provide you with feedback on content and style. Once you find the topic you will use, you should do background research on the organization so that you can include in your presentation and written summary the following eight items: Organization name and location What is interesting about this case, why you chose it Background on the organization: mission, purpose, market, relevant history Description of the environment in which the organization operates Forces and/or events that stimulated the current change (these may be internal and external to the organization) f) The nature of the change: what happened or what is the organization doing (for example, change in mission, focus, services, structure, merging, downsizing, and so forth), and discussion of the impact of the change on the future of the organization g) What you learned and take-home points for the class that are important h) Sources consulted

HPM 320 Spring 2012 Prof. Bruce Fried UNC-Chapel Hill

a) b) c) d) e)

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March 21, 2012

At least one week prior to your presentation, you should provide the instructor with one short article about the organization that is the topic of your presentation. This will be made available to class participants prior to class. Your team presentation team and date will be made available early in the semester. Your paper is due one week after your presentation. This will give teams the opportunity to modify their paper based on feedback from the presentation. Equal weight will be given to the paper and presentation. Criteria for grading are: a) b) c) d) e) Clarity of presentation, including organization and sequencing of content Coverage of the eight items above Presentation and speaking style, including clarity of visuals Staying within 20 minutes Clarity of writing

After each presentation, the instructor and TA will provide each team with feedback about the strengths and weaknesses of their presentation.

D. E.

Mid-Term Examination: (14 percent of grade). Date: February 29. Final Examination (14 percent of grade) Date: Wednesday, April 25th 1-3:45pm

HPM 320 Spring 2012

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Prof. Bruce Fried UNC-Chapel Hill

March 21, 2012

Evaluation Summary

Assignment Individual Assignment 1 Individual Assignment 2 Individual Assignment 3 Case Facts Quiz #1 & Participation in group discussion Case Facts Quiz #2 & Participation in group discussion Case Facts Quiz #3 & Participation in group discussion Case Facts Quiz #4 & Participation in group discussion Team Assignment 1 Mid-Term Exam Final Exam Assignment Name Buyer Behavior Exercise Industry Competitive Analysis Social Marketing Research IMAX: Larger than Life Due Date February 1, 2012 February 8, 2012 April 18, 2012 January 18, 2012 Grade Percent 6% 15% 15% 2% + 2%

Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug" Ikea Invades America

February 15, 2012

2% + 2%

March 21, 2012

2% +2%

Metabical: Pricing, Packaging, and March 28, 2012 Demand Forecasting for a New Weight-Loss Drug" Current Healthcare Strategies Variable February 29, 2012 April 25, 2012

2% + 2%

20% 14% 14%

Grading Scale

94-100 90-93 88 to 89 84-87 80-83 (A) (A-) (B+) (B) (B-)

UNC Honor Code

The principles of academic honesty, integrity, and responsible citizenship govern the performance of all academic work and student conduct at the University as they have during the long life of this institution. Your acceptance of enrollment in the University presupposes a commitment to the principles embodied in the Code of Student Conduct and a respect for this most significant Carolina tradition. Your reward is in the practice of these principles. Your participation in this course comes with the expectation that your work will be completed in full observance of the Honor Code. Academic dishonesty in any form is unacceptable, because any breach in academic integrity, however small, strikes destructively at the University's life and work. If you have any questions about your responsibility or the responsibility of faculty members

HPM 320 Spring 2012 5 Prof. Bruce Fried UNC-Chapel Hill

March 21, 2012

under the Honor Code, please consult with someone in either the Office of the Student Attorney General (966-4084) or the Office of the Dean of Students (966-4042). Read "The Instrument of Student Judicial Governance" (http://instrument.unc.edu).

Course Evaluation

The Department of Health Policy and Administration is participating in the Carolina Course Evaluation System (CES), the university's new online course evaluation tool, enabled at the end of each semester. Your responses will be anonymous, with feedback provided in the aggregate; open-ended comments will be shared with instructors, but not identified with individual students. Your participation in CES is a course requirement, as providing constructive feedback is a professional expectation. Such feedback is critical to improving the quality of our courses, as well as providing input to the assessment of your instructors.

HPM 320 Spring 2012

6

Prof. Bruce Fried UNC-Chapel Hill

March 21, 2012

HPM 320

CLASS SCHEDULE

Week 1 January 11

Session Learning Objectives

Course Introduction and Overview Overview of Strategic Planning and Marketing

a. Become familiar with the content, philosophy, and approach of the course. b. Understand course requirements and obligations. c. Define strategic planning, strategic management, and organizational strategy. d. Describe the strategic management process, the steps involved in the process, and alternative models of strategy formulation Organizational strategy, strategic management a. Bradbury, R. "A sound of thunder." On Sakai b. Berkowitz, Chapter 1 c. "Battling Pies in the Sky." On Sakai a. Course Overview b. Presentation: Strategic Management c. Article and case discussion

Key Concepts Reading

Class Activities

Week 2 January 18

Session Learning Objectives

External Environmental Assessment Porter's Five Forces

a. Describe the importance of environmental assessment and scanning. b. Describe how industry forces change and create opportunities and threats for an organization. c. Apply Porter's Five Forces Model to the healthcare industry. Environmental assessment, opportunities and threats, Porter's Five Forces Model, the industry environment, entry barriers a. Berkowitz, Chapter 2 b. Porter, M. "The five competitive forces that shape strategy." Harvard Business Review, January 2008, 2-17. On Sakai c. Case: "IMAX: Larger than Life." HBS website a. Presentation: External environmental assessment b. Case Facts Quiz #1 c. Case analysis

Key Concepts Reading

Class Activities

HPM 320 Spring 2012

7

Prof. Bruce Fried UNC-Chapel Hill

March 21, 2012

Week 3 January 25 Session Learning Objectives

Key concepts

Reading Class Activities

The Environment of Marketing in Healthcare Competitive Advantage a. Define competitive advantage and discuss its relevance to healthcare. b. Analyze an organization's internal environment and describe its importance to competitive advantage c. Discuss what is meant by sustainable competitive advantage. d. Describe operational and entrepreneurial competencies and discuss how to assess an organization's strengths in these areas e. Discuss how macro-environmental forces affect health care strategy f. Describe the impact of technology, regulation, demographics, and economics on health care organizational strategy Competitive advantage, resource-based view, sustainable competitive advantage, function-based capabilities, value chain, transparency, demographic shifts, regulation, competition a. Berkowitz, Chapter 3 b. Case: "Defining competition" On Sakai a. Current Health Care Strategies Presentation b. Presentation: The Environment of Marketing and Competitive Advantage c. Case discussion

Week 4 February 1 Session Learning Objectives Key Concepts Reading and Assignment Class Activities

Buyer Behavior a. Understand and describe processes of consumer decision making b. Describe factors that affect consumer decision-making c. Discuss rational and irrational bases for consumer decision-making Consumer decision-making process, brand loyalty, utilitarian and ego-expressive factors in decision-making a. Berkowitz, Chapter 4 b. Conduct Buyer Behavior Interview a. Current healthcare strategies presentation b. Presentation: Buyer Behavior c. Buyer behavior discussion Buyer Behavior Interview

Assignment Due

Week 5 February 8 Session Learning Objectives Key Concepts Reading Class Activities

Marketing Research a. Describe the purpose of marketing research, and common methods and approaches used in marketing research. Marketing research, primary and secondary data, focus groups, data mining, survey research methods Berkowitz, Chapter 5. a. Current Healthcare Strategies Presentation b. Presentation: Marketing Research c. Case discussion (to be announced) Individual Assignment 1 Due: Industry Competitive Analysis

Assignment Due

HPM 320 Spring 2012

8

Prof. Bruce Fried UNC-Chapel Hill

March 21, 2012

Week 6 February 15

Session Learning Objectives Key Concepts Reading

Market Segmentation

a. Understand the concept of market segmentation b. Describe alternative ways of segmenting a market c. Define the advantage of mass marketing versus segmentation approaches Market segmentation, concentration strategy, cohort patient expectations a. Berkowitz, Chapter 6 b. Case: "Metabical: Positioning and Communications Strategy for a New WeightLoss Drug" HBS Website a. Current Healthcare Strategies Presentation b. Presentation: Market Segmentation c. Case Facts Quiz #2 d. Case discussion

Class Activities

Week 7 February 22

Session Learning Objectives Key Concepts Reading Class Activities

Developing Customer Loyalty

a. Describe the concept of relationship marketing b. Understand the distinction between consumer satisfaction and loyalty c. Define and discuss service process quality dimensions Relationship marketing, customer relationship management, process quality, customer contact audit a. Berkowitz, Chapter 7 b. Case: "Winning Over Customers" On Sakai a. Current Healthcare Strategies Presentation b. Presentation: Customer Loyalty and Relationship Marketing c. Case discussion

Week 8 February 29 March 7 No class Week 9 March 14 Session Learning Objectives

Mid-Term Examination

Spring Break Product Strategy a. Describe the range of product and service variations b. Discuss the concept of service marketing c. Understand the rationale for product lines d. Describe the nature of the product life cycle and why this is important in marketing Product lines, product life cycle, skimming price strategy, penetration price strategy, product modification, positioning, branding a. Berkowitz, Chapter 8 b. Case: "The Name Game" On Sakai a. Current Healthcare Strategies Presentation b. Presentation: Product Strategy c. Case discussion

Key Concepts Reading Class Activities

HPM 320 Spring 2012

9

Prof. Bruce Fried UNC-Chapel Hill

March 21, 2012

Week 10 March 21 Session Learning Objectives Key Concepts Reading Class Activities

Positioning and Targeting a. Understand the concepts of positioning and targeting b. Describe the challenges in positioning and targeting in health care organizations Positioning, targeting, a. Berkowitz, Chapter 8 (review) b. Case: "Ikea Invades America" HBS Website a. Current Healthcare Strategies Presentation (x2) b. Presentation: Targeting c. Case Facts Quiz #3 d. Case discussion Social Marketing I a. b. c. a. a. b. c. d. Identify the steps involved in planning a social marketing campaign Discuss the variety of techniques used in social marketing research Describe the challenges faced in applying marketing techniques to social issues Case: "Metabical: Pricing, Packaging, and Demand Forecasting for a New WeightLoss Drug" HBS Website Current Healthcare Strategies Presentation (x2) Presentation: Social Marketing Case Facts Quiz #4 Case discussion

Week 11 March 28 Session Learning Objectives Reading Class Activities

Week 12 April 4 Session Learning Objectives Reading

Social Marketing II ­ Chelsey Beane a. b. c. a. Identify the steps involved in planning a social marketing campaign Discuss the variety of techniques used in social marketing research Describe the challenges faced in applying marketing techniques to social issues Siegel M & Lotenberg LD. "Applying marketing principles to public health." Chapter 9 in Marketing Public Health, 2nd edition. Sudbury MA: Jones and Bartlett, 2007. a. Social Marketing Research Assignment preparation

Class Activities

HPM 320 Spring 2012

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Prof. Bruce Fried UNC-Chapel Hill

March 21, 2012

Week 13 April 11 Session Learning Objectives

Promotion and Advertising a. Understand the nature of promotion and communication in marketing b. Describe the steps involved in producing an advertising campaign, use of media, and product vs. institutional advertising Key concepts: Message, channels, push and pull, target audience, pretesting a. Berkowitz, Chapters 11 and 12 a. Current Healthcare Strategies Presentation b. Presentation: Promotion and Advertising c. Case: "The banning of hospital advertising ­Vermont's New Idea" On Sakai

Reading Class Activities

Week 14 April 18 Class Activities Assignment Due

CLASS AT DR. FRIED'S HOUSE a. Current Healthcare Strategies Presentation b. Presentation: TBA Social Marketing Research

Week 15 April 25

FINAL EXAM

HPM 320 Spring 2012

11

Prof. Bruce Fried UNC-Chapel Hill

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