HCM 555 Health Care Strategic Planning and Marketing

This course focuses on the role of strategic planning within a health care organization. Emphasis will be placed on learning the strategic planning process, including the mission, vision, environmental assessment, strategic position, and implementation plan. Students will use a case study approach to analyze multiple health care providers in a market and assess how the local and national market impacts strategic position. The course also will discuss the role of marketing in the delivery of health care and the challenges health care organizations face in marketing products and services. The importance of leadership and corporate governance in implementing a strategic plan also will be examined. (3)