HHCM 508 Marketing Healthcare
This course will examine critical aspects of marketing management including price, product, promotion, and distribution of healthcare services as well as internal and external forces that impact marketing. The student will be introduced to strategies that provide competitive opportunities to create value for the healthcare organization and improve customer satisfaction.
This course is intended for the student to gain an appreciation and understanding of the marketing process, impact, and its
management within the healthcare industry.
By the end of this course, the student should be able to:
- Identify how marketing touches every aspect of a business's operation. The student will be able to identify and explain the series of activities designed to identify customer needs and wants, and to satisfy these needs by creating and offering quality products or services. The activities include market research, product development, pricing, competitor analysis, communications, advertising, promotions, publicity, sales and customer service.
- Describe the environment within which healthcare marketing has evolved and discuss how factors such as demographics and consumer behavior have influenced the healthcare industry and healthcare organizations' marketing efforts.
- Explain basic marketing concepts used in healthcare and other industries.
- Discuss the role of marketing in various types of healthcare organizations.
- Summarize the unique characteristics of healthcare markets and their impact on marketing efforts.
- Outline the steps involved in formalizing marketing strategies and give examples of various marketing techniques including advantages and disadvantages.
- Examine the healthcare industry's adoption and re-tuning of marketing techniques from other industries for healthcare-specific approaches.
- Discuss the processes involved in creating effective communication campaigns.
- Explain the marketing-research process and recognize the importance of marketing research and marketing planning in healthcare products.
- Develop and present a marketing plan.
HHCM 519 Practice Management
Practice Management offers the essential elements and support for a successful healthcare practice concentrating on facility management and organizational skills. Topics will include the organizational management landscape and management functions such as planning and decision-making, organizing, staffing, and budgeting. This course will also address practical concerns such as committees and teams and human resource management considerations such as training and development, retention and recruitment, and communication. This elective course establishes a foundation for growth and professional opportunity for the health management professional.
This course intent is to introduce students to strategic management principles and integrate them into practice management
environments. Emphasis is placed on day-to-day practice management, progressive HR, management, contemporary
management principles, staff training and management, law, policy, compliance, formulating strategy and the role that
management plays in the challenges and obstacles facing profitability in medical practices.
By the end of this course, students should be able to:
- Identify main areas of ability or general competency expected of medical practice administrators including: professionalism, leadership, communication, organizational and analytical skills, and technical/professional knowledge and skills.
- Recognize practice management as having a major part in understanding the roles and relationships of all medical practice departments, and staff, including financial management; human resource management; governance and organizational dynamics; planning and marketing; information management; risk management; business and practice operations; as well as professional responsibilities.
- Apply and train staff on professional behavior in the workplace, interpersonal communication skills and human behavior principles and utilizing ethical reasoning in the practice, about laws and compliance policy.
- Develop skills for analyzing complex business situations, identify key issues and develop appropriate strategies and actions to manage complex issues in practice environments.
- Enhance your ability to support conclusion and recommendations as well as communication practice management principles clearly, effectively, and cogently in oral and especially written projects related to practice decisions.
- Integrate business concepts into an interdisciplinary framework and develop and use strategic thinking skills to develop, plan and implement group think decision to enhance your medical practice operations.
- Communicate and maintain the determination to develop capabilities that sustain competitive advantage.
- Understand the importance of marketing in any medical practice. Manage and coordinate patient communications and develop strong marketing strategy and customer service plan, as well as integrate the plan for your practice and prepare a complete integrated promotion plan for your practice.
HHCM 524 Organizational Behavior and Human Resources
This course in Organizational Behavior (OB), and Human Resources (HR), in designed to introduce students to organizational behavior theory, organizational communication and human resource management principles to effectively lead and manage an organization. The OB student will apply management and leadership techniques garnered fro successful healthcare organizations to understand and practice management functions, including: understanding employee behavior and motivation, assessing performance, employing groups and teams, operationalizing communication, evaluating conflict, and making appropriate business decisions. The HR functions of planning, recruiting, selecting, training, and appraising will be emphasized. Realistic case studies, collaborative discussions, practical research and peer reviews will be used to develop students' skills in organizational behavior and human resource management. Other topics will include rights and responsibilities of employers and employees, and future trends.
The goal of this course is to apply realistic case studies, collaborative discussions, and organization and human resource
theory and practices to provide the student with the knowledge and skills to effectively manage a healthcare organization
and its employees.
By the end of this course, students should be able to:
- Identify organizational and human resources theory and behavior.
- Integrate the concepts of motivation, communication and power in healthcare organizations.
- Analyze strategies and situations where health care managers can increase productivity while increasing job satisfaction.
- Discuss key concepts of group dynamics in healthcare.
- Analyze concepts of human resource employment practices and apply them to the healthcare environment.
- Analyze elements of successful handling of conflict resolution.
- Propose a framework for action that prepares an organization to adapt to the continuously changing healthcare environments.
- Work as an interprofessional team to find a solution for an organization behavior issue.