APA Format and Citations: Sixth (6th) Edition
Department of?Health Care AdministrationCollege of Health and Human ServicesCalifornia State University, Long BeachFall 2019HCA 353 01- Marketing For Health Services OrganizationsInstructor: Linda Martinez, Ph.D.E-mail: linda.martinez@csulb.eduOffice Hours: Tuesday 6:55 am to 7:55 am; Thursday 6:55 am to 7:55 am; Tuesdays 9:20 am to 11:00 am; Tuesdays 5:15 pm to 7:00 pm; Wednesdays 5:45 pm to 7:00 pm. By phone anytime and by appointment – Mon, Tues, & WedOffice Location HHS 2 – Room 114Office Phone: 562-985-8059Cell Phone: 254-493-8666 (Preferred communication)Course: 4404Class Hours: Tuesday/Thursday 8:00 to 9:15 a.m. Class Room: HHS1 104Additional Contact Information:HCA Program Administrative Coordinator: Deby McGill, dmcgill@csulb.eduTel. 562/985-5694; fax 562/985-5886Required: Berkowitz, E. N. (2017). Essentials of health care marketing (4th ed.). Sudbury, MA: Jones & Bartlett. Bookstore has a package including the book and Navigate 2. This is a new book, so is not available used. If you rent the book, the Navigate 2 is almost as much as purchasing the package.CSULB Bookstore optionsBERKOWITZ / ESS OF HEALTH CARE MKTG (TEXT + SCENARIOS), ISBN 9781284170955, $108.10*BERKOWITZ / ESS OF HEALTH CARE MKTG SCENARIOS+EBOOK ACCESSCODES (DIGITAL), ISBN 9781284170948, $58.20Required: Navigate 2 for health care marketing. (2014). Available online. Sudbury, MA: Jones & Bartlett.(Must purchase code from CSULB bookstore,)Other Requirements: E-mail address and Internet access to use the online BeachBoard course software system the Navigate 2. If you have trouble with registration, contact the CSULB Technology Help Desk by phone at 562-985-4959 via e-mail at helpdesk@csulb.edu or in-person at the North Campus Center. Recommended Texts: American Psychological Association. (2010). Publication manual of the American Psychological Association (6th ed.). Washington, DC: Author. Tuten, T. L. & Solomon, M. R. (2015). Social media marketing (2nd ed.). Thousand Oaks, CA: Sage.Thielst, C. B. (2013). Social media in health care: Connect, communicate, collaborate (2nd ed.). Chicago: Health Administration Press. Course Description: Prerequisites: Open to Health Care Administration majors only and a grade of "C" or better in ECON 101 or ECON 300. Prerequisite/Co-requisite: HCA 300.Development of marketing strategies and analyses in a health care setting. Design of services to include pricing, communication, distribution channels, and client motivation and services. Letter grade only (A-F). Course Outcomes, Competencies and Assessments. The Health Care Administration Department has adopted a competency-based curriculum, based on the American College of Health Care Executives (ACHE) Competencies Assessment Tool and the Healthcare Leadership Alliance (HLA) Competency Directory. This course is designed to develop competencies in the business skills and knowledge - strategic planning and marketing (BSK-SPM). The chart below describes course outcomes and how they will be met and measured.Learning ObjectiveDomainCompetencyActivity (A1), Assignment (A2) or Assessment (A3)Demonstrate an understanding of the fundamental principles of strategic planning and marketing applied to service industries generally and healthcare organizations in particular.5DBSK-SPMStrategic planning processes development and implementationA1- In-class exercises; A2 - Strategic marketing plan & presentation; A3- examsInvestigate customer characteristics, distribution channels, and competitors in a healthcare market service area 5DBSK-SPMMarketing plan developmentA2-Strategic marketing planCreate a marketing communication piece promoting a healthcare product or service 5DBSK-SPMMarketing principles and toolsA2-marketing communication productIdentify and appreciate the role of key stakeholders for healthcare marketing activities5DBSK-SPMMarketing principles and toolsA2-Strategic marketing plan, A3-examsMETHODS OF INSTRUCTION:Class lectureSmall group problem-solving activitiesInformal peer content critique/feedbackInformal and formal critique/feedback by the instructor Readings from class texts, class notes/material, and from additional sourcesIndividual field and research activities/case report ATTENDANCE: Regular preparation, attendance, and participation are necessary to maximize your benefits from this class. In-class exercises, some of which will be done in groups, will be completed during the class meetings. All students are expected to be prepared for class by having read the assigned material, completed the homework assignments, and to participate in class discussions. Poor attendance will decrease your class grade.EvaluationYour grade will be based on the following criteria:Profile with Picture101.19%Linked-In121.43%Kelly McDonald Video151.79%Cross Cultural Healthcare Quiz101.19%APA Quiz202.38%Attendance/Ice Activity 18 @ 1 Points each182.15%Quizzes over Weekly Readings 14 @ 10 points each14016.67%Navigate 2 Activities Navigate 2 Evaluation Activities 4 @ 25 points each – 100 points 10011.90%Healthcare Advertisement Paper607.14%Group Activity – Social Media Presentation – 40 points Handout to class – 20 points607.14%Group Project Proposal – 100 points Develop an APA formatted PowerPoint of the proposal (PowerPoint Presentation) – 50 points Present the PowerPoint Presentation in class – 25 points Sketch (Computer sketch) for a BillBoard/Magazine ad – 5 points Individual retrospect of group – 5 points Peer Feedback - 10 points19523.22%Midterm10011.90%Final Examination10011.90%Total Points840100%Grading ScaleA100% to 89.5%840 to 751B89.4% to 79.5%750 to 667C79.4.5% to 69.5%666 to 583D69.4% to 59.5%582 to 499F59.4% to 0%498 to 0CLASS SCHEDULE AND ASSIGNMENTSHCA 353 01 ScheduleWKSession # - DateTopicReading Assignments Assignment, Deliverable & Activities1.Week of 8/26DUE:Online Profile8/28 by 11:55 pm DUE:Linked-In InvitationDue 8/30 by 11:55 pmDUE:Kelly McDonald assignment Due Due 9/1 by 11:55 pmSyllabus and APAReview syllabus, ask questions.Review APA In Class Exercise (ICE)Online Profile Due (Follow directions in the syllabus)Linked-In Invitation Due Online assignment for Watch the Kelly McDonald video and answer question under the content.Submit the questions to the dropbox –2.Week of 9/2Cross-Cultural Quiz Proof Due 9/4 by 11:55 pmThe Meaning of Marketing;Marketing StrategyChapter 1 (Pages 3-46)Chapter 2 (Pages 47-96)In Class Exercise (ICE)Quiz over reading assignment Chapter 1Quiz over reading assignment Chapter 2 (Quizzes are on BeachBoard)Cross-Cultural Quiz Proof due to dropbox3.Week of 9/9Navigate 2 Representative9/10APA quiz due 9/11The Environment of Marketing strategyChapter 3 (Pages 97-154)Online AssignmentAPA Format and Citations: Sixth (6th) Edition APA style for references and citations to format a Word doc for writing an APA style college paper Class Exercise (ICE)Quiz over reading assignment Chapter 3APA Quiz4Week of 9/16Meet at Library on Tuesday 9/17Room 305No Face to Face In-Class Thursday this week (9/19)Due: Navigate 2 Assessment 9/19 by 11:55 pmBuyer BehaviorLibrary OrientationStaying RelevantChapter 4 (Pages 155-194)Navigate 2 Scenario 1In Class Exercise (ICE)Quiz over reading assignment Chapter 4Meet at Library Room 305– Bring LaptopsWatch Navigate 2 and complete assessment (save document and upload to the dropbox) 5.Week of 9/23(Online Assignment and work on group proposal) Due:Healthcare Advertisement Paper 9/29Marketing ResearchChapter 5 (Pages 195-234)In Class Exercise (ICE)Quiz over reading assignment Chapter 5DUE – Healthcare Advertisement PaperWork on Group Projects6.Week of 9/30Market segmentation;Developing customer loyaltyChapter 6 (Pages 235-272)Chapter 7 (Pages 273-304)In Class Exercise (ICE)Quiz over reading assignment Chapter 6Quiz over reading assignment Chapter 77.Week of 10/7No Face to Face in class this week(10/8 or 10/10)(Complete Midterm Online)Complete MidtermComplete MidtermWork on Group ProjectsMIDTERM EXAMPart 1 - Chapters 1 – 4Part 2 – Chapters 5 - 7Online – 8.Week of 10/14No Face to Face Class on Thursday 10/17 (Online Assignment) Due: Navigate 2 Assessment 10/17 by 11:55 pmDue:Social Media Group Activity 10/20 by 11:55 pmProduct Strategy;PricePatient EngagementChapter 8 (Pages 307-340)Chapter 9 (Pages 341-376)Navigate 2 Scenario 2In Class Exercise (ICE)Quiz over reading assignment Chapter 8Quiz over reading assignment Chapter 9Watch Navigate 2 and complete assessment (save document and upload to the dropbox) Social Media Group Activity Due 9.Week of 10/21Social Media Presentation 10/22 & 10/24DistributionChapter 10 (Pages 377-412)In Class Exercise (ICE)Quiz over reading assignment Chapter 10Social Media Group Activity Presentation10.Week of 10/28(Work on Group Project!!)Due Group Project Proposal - Due Friday 11/1 by 11:55 pmPromotionChapter 11 (Pages 413-450)Work on Group Project!!In Class Exercise (ICE)Quiz over reading assignment Chapter 11Work on group projectGroup Project Proposal due to dropbox11.Week of 11/4AdvertisingChapter 12 (Page 451-486)In Class Exercise (ICE)Quiz over reading assignment Chapter 1212.Week of 11/11No Class on Thursday (11/14)Navigate 2 -Due 11/14 by 11:55 pmDue:Presentation Components to the Dropbox - Due 11/17 by 11:55 pmSales and Sales ManagementRecovery and Retention Chapter 13 (Pages 515-546)Navigate 2 Scenario 3Quiz over reading assignment Chapter 13Work on Group ProjectsWatch Navigate 2 and complete assessment (save document and upload to the dropbox) Due to dropbox PowerPoint PresentationSketch of advertisement13.Week of 11/18Group PresentationsControlling and Monitoring;AppendixGroup PresentationChapter 14 (Pages 515-546)Appendix (Pages 547-568)Work on Group ProjectsQuiz over reading assignment Chapter 14Watch Navigate 2 and complete assessment (save document and upload to the dropbox) 14.Week of 11/25No Face to Face Class on Tuesday (11/26)Due: Navigate 2 11/26 by 11:55 pmThanksgiving Break11/27 to 12/1How are we doing?Navigate 2 Scenario 4Watch Navigate 2 and complete assessment (save document and upload to the dropbox) 15.Week of 12/2Group Presentations12/3 & 12/5Due:Retrospect of your group 12/9Group PresentationsGroup Presentation and ReviewDue to dropbox Introspect form of group activityFinalFinal online (Open from 12/12 at 12:01 am until 12/12 at 11:55 pm) Thursday, December 12Part 1 Chapters 8 – 11Part 2 Chapters 12 - 14Covers material since Midterm*Instructor reserves the right to alter or change assignments. Changes in the syllabus will be announced in class, via email and on the BeachBoard. It is a student’s responsibility to remain updated on course changes. ASSIGNMENTS AND PROJECTS: Each student is required to complete several projects. A student should utilize library resources, the Internet, and other resources to complete these projects. Attendance/ICE Activities (18 points)You will receive 1 points for attending class. Attendance will be taken at the beginning of class. If you miss the roll call and come in late, it is your responsibility to see me after class and inform me the time you arrived after rollcall and why. You may forfeit the points for that day. Anyone arriving after 8:15 am will not receive credit for attendance that day.BeachBoard Profile (10 points)Profile Page – this is the page on your BeachBoard (BB) home page – complete it there and I will check it there.The requirements for each section of the profile page are listed below:Must have picture of yourself for full creditInterests/Hobbies:At least 3Favorite Music:Favorite type of music and favorite songFavorite TV Shows:At least 3Favorite Movies:At least 3Favorite Books:At least 3Favorite Quotations:At least 1Favorite Websites:At least 3 with description – describe even if it is a common site –and explain why you like it - be creative on the sites - include the URL – example – Future Goals:At least 3Most Memorable Learning Experience:At least 1 of your most memorable experiences and why it was memorable“I don’t have one is not an acceptable answer for any of the above.”Linked-In Assignment (12 points)You must join Linked-In (free version), complete the profile (with picture) and invite me to link with you. When I receive the invitation, I will respond and check the profile. Remember, to complete the profile as though it is a resume. Do not put anything that you would not want a potential employer to see.Kelly McDonald Video (15 points)Watch the Kelly McDonald Video on You Tube and answer the questions. You can download the worksheet and complete the answers on the worksheet, save it and upload it to the dropbox. Cultural Competency in Healthcare (10 points)Complete the cross-cultural healthcare quiz located on the link below. After you have submitted the quiz, there will be certificate pop up with your score. Save the certificate by right clicking or take a picture with your phone. Be sure your name is on the certificate. Upload the certificate to the dropbox. Assignment (20 points)Watch the following videos and take the quizAPA Format and Citations: Sixth (6th) Edition APA style for references and citations to format a Word doc for writing an APA style college paper Advertisement Resources Paper (60 points)Select two healthcare advertisements. Write a minimum of 200 words for each advertisement explaining the effectiveness of each advertisement regarding healthcare marketing. Typed, using correct English grammar punctuation and spelling. Take screen shot of the advertisements and add to the file. You must have at least two references for each ad. You must cite the source that is not the citation for the actual ad, both in the text and in a reference list – APA formatted. You must cite where the advertisement was found. You will have a reference list that has the source for the advertisement and any resources you used. At the very least it will have the two advertisement sources cited for each advertisement. Remember, if is cited in the reference list, it must be cited in the text. You do not need an abstract or running head. You do need a title page.Save in one file and upload to the BeachBoard dropbox. Navigate 2 Evaluation Activities (100 points)This is a virtual environment program that you must buy the code key from the bookstore. There will be 4 scenarios during the semester covering various areas of marketing. It simulates an internship. At the end of each scenario, you will have an evaluation exercise. You will complete the exercise, save it and upload it to the dropbox. You will be graded on knowledge of the content that you learned during the exercise, ability to assimilate the information and use it as a basis for the activity, correct grammar and APA formatting.Social Media Group Handout/Presentation (60 points)Each group will select one of the social media vehicles and define it, describe it and explain how it could be used in a hospital, clinic, or urgent care setting. The social media possibilities include but are not limited to: Facebook, Twitter, YouTube, Foursquare, LinkedIn, Groupon/LivingSocial, Blogs, Pinterest, etc… Your group needs to decide and let me know ASAP, there can be no duplication. The group will present to the class a summary of 7 to 10 minutes and provide a one-page summary for each member of the class. The summary should be creative and interesting and contain a step by step guide on how to set up and use the social media site. The summary should include at least 3 references. Everyone in the group must participate. You need to dress up for the presentation. Upload the handout to the BeachBoard Dropbox. Be sure you complete the presentation form and bring it to class.BE CREATIVE!!Presentation – 30 pointsHandout to class – 30 pointsGroup Marketing Plan Presentation (195 points)The group will develop a marketing plan for a hospital, family clinic, private physician, etc… from start to finish using all the components that you have mastered during the course of the semester, both from the textbook and from Navigate 2. Proposal – 100 point – Complete Sample Business Planning Manual. A typed version will be on BeachBoard that the group can fill in the answers save and upload to the dropbox. Each team member needs at least 3 references (APA formatted). Team leader will upload to BeachBoard – be sure all members’ names and the group number are in the comment section of BeachBoard and on the presentation. Develop an advertising plan for a fictional hospital/clinic (PowerPoint Presentation – No Prezi) – 50 points. Upload to BeachBoardPresent the PowerPoint as a group to the class – 25 points.Sketch of for a Billboard/magazine ad – 5 points. Upload to BeachBoardIndividual retrospect of group – 5 points. Upload to BeachBoardPeer Group Evaluation/Feedback - 10 points. Submit at the end of each class after presentations. The end product will be a PowerPoint presentation, including needs survey, deficiency plan (employee training, etc…) methods of delivery for marketing (with costs), how to implement in the business, sample of projected ads. Additionally, you need to have some type of activity that engages the students in the class. Be sure to cite your references in the PowerPoint – you need at least 3 per member (at least 15). It must be cited in the text of the PowerPoint and in the reference list at the end. They can be the same ones as in the proposal. They are not listed by student; they are alphabetical in the reference list. You must download to the dropbox as a PowerPoint, not on google docs or Prezi or any other. The final product must be in the dropbox as a PowerPoint Presentation.Please keep a copy of your individual contributions to the presentation. The instructor reserves the right to grade each student individually if there are discrepancies in the product production.Be Creative!!!Weekly Quizzes (10 points each)These quizzes are open book and have 10 questions randomly selected from approximately 80 questions. You will have 5 true/false and 5 multiple choices. They are worth one point each. You will have 15 minutes to complete the quiz; you can use your text, but be aware you only have 15 minutes. This is a random selection from at least 75 questions, so everyone’s quiz will most likely be different. You will be able to look at the questions and answers you missed two days after the test closes.Viewing submission information and graded quizzes (From BeachBoard Help)The instructor might allow different submissions views, including quiz score and question answers, to be released after you have taken the quiz. To access information about your submissions, from the main?Quiz?List, click the??Submissions?icon beside the quiz you want to view. If you have more than one attempt completed for that quiz, the attempts will be listed. Click on the attempt you wish to see the submission view for to be taken to the submission view page. Contact BeachBoard if you have any questions about accessing the submission views.Mid-Term & Final (100 points each)There will be an online mid-term (multiple choice and true-false format). Exam questions will be a randomized selection taken from the weekly quizzes chapters 1 - 7 and the Navigate 2 Scenario 1 questions. The midterm is divided into two parts, so you do not have to take all 100 questions at one time. They can be taken the same day but you will be able to take a break if you like between the two parts if you like. Midterm Exam Part 1 covers chapters 1-4 and has 58 questions and you have 85 minutes with a 5-minute grace period to complete it. Midterm Exam Part 2 covers 5-7 and has 42 questions and you have 70 minutes with a 5- minute grace period to complete it.Final Exam Part 1 covers chapters 8-11 and has 58 questions and you have 85 minutes with a 5- minute grace period to complete it. Final Exam Part 2 covers 12-14 and has 42 questions and you have 70 minutes with a 5-minute grace period to complete it.Additional Class InformationClass attendance is critical. Each unexcused absence will lose the points for the in class activity, per the grading assignments identified above. There will be no make-up opportunities for unexcused absences. Excused absences will have the opportunity for a make-up assignment to regain the lost points. Excused absences must conform to university policy. THERE WILL BE NO EXCEPTIONS. Make-up assignments and documentation for excused absences must be turned into the professor within 2 weeks of the absence date. It is the student’s responsibility to provide documentation and meet with the professor for to obtain the make-up assignment. Attendance policy conforms to University policy: . Performance Expectations and Deadlines. Assignments are due on the date specified. If late work is accepted, it is subject to a point reduction.Withdrawal policy. Per University policy; see: . Withdrawal after 2nd week and before final 3 weeks “permissible for serious and compelling reasons;” instructor will evaluate student withdrawal requests on a case by case basis.Classroom Rules?Turn off and put away cell phones or other electronic devices before class begins. Laptops are acceptable.?Arrive on time (be sure to sign sheet) ?Actively participate in all classroom activities and discussions.?Be respectful of others’ opinions and perspectives.?You are responsible for ALL weekly reading assignments and are expected to have read the chapter prior to attending the lecture. ?Check BeachBoard regularly, including the grade book. If there is any discrepancy between the posted grades and your records, advise the instructor immediately. ?CSULB catalog rules apply in this classroom.Student Responsibilities and University Policies?Cheating and Plagiarism. Please be aware of and ensure that your behavior conforms to University Policy, as contained in the California State University, Long Beach Policy Statement 80-01: . ?Disabilities must be verified by the University. Instructor may require confirmation of disability and evaluation of accommodation request from Disabled Student Services. A reminder that it is the student's responsibility to notify the instructor in advance of the need for accommodations of a university verified disability”?Withdrawal policy. Withdrawal is the responsibility of student. Per University policy: . Withdrawal after 2nd week and before final 3 weeks is “permissible for serious and compelling reasons;” instructor will evaluate student withdrawal requests on a case by case basis.?Communications: Students are expected to check email and BeachBoard accounts regularly for class announcements and their standing in the course. Commitment to Inclusion California State University, Long Beach is committed to maintaining an inclusive learning community that values diversity and fosters mutual respect.? All students have the right to participate fully in university programs and activities free from discrimination, harassment, sexual violence, and retaliation.? Students who believe they have been subjected to discrimination, harassment, sexual violence, or retaliation on the basis of a protected status such as age, disability, gender, gender identity/expression, sexual orientation, race, color, ethnicity, religion, national origin, veteran/veteran status or any other status protected by law, should contact the Office of Equity and Diversity at (562) 985-8256, University Student Union (USU) Suite 301, .??????? Classroom Accommodation“Students with a disability or medical restriction who are requesting a classroom accommodation should contact the Disabled Student Services at 562-985-5401 or visit Brotman Hall, Suite 270 during 8AM-5PM weekday hours. Disabled Student Services will work with the student to identify a reasonable accommodation in partnership with appropriate academic offices and medical providers. We encourage students to reach out to DSS as soon as possible.”Bibliography/ReferencesBooks/Journal ArticlesCellucci, L., Wiggins, C., & Farnsworth, T. (2013). Healthcare marketing: A case study approach. Chicago, Il: Health Care Administration Press.Duckler, M. (2016). 5 ways to build brand positioning better in healthcare. Retrieved from , J. L. (2013). Nonprofit marketing. Burlington, MA: Jones & Bartlett Publishing.Greene, D. L. (2013). Healthcare Internet marketing: The ultimate guide for all medical and dental providers and practices. Pennsauken, NJ: Bookbaby.Harrison, J. P. (2016). Essentials of strategic planning in healthcare (2nd ed.). Chicago, Il: Health Administration Press. Hicks, N. J. & Nicols, C. M. (2017). Health industry communication: New media, new methods, new message (2nd ed.). Sudbury, MA: Jones & Bartlett.Leone, F. H. (2012). Marketing healthcare services to employers: Strategies and tactics. Santa Barbara, CA: Sea Hill Press, Inc.Masterson, R., & Pickton, D. (2014). Marketing: An introduction. Thousand Oaks, CA: Sage Publishing.Mayo Clinic Center for Social Media. (2012) Bringing the social media revolution to health care. Rochester, MN: Mayo Clinic Foundation for Education and Research.Provines, C. D. (2014). Healthcare value selling: Winning strategies to sell and defend value in the new market. Hanover, NH: Healthcare Values Institute, LLC.Richter, J. P., Muhlestein, D. B., & Wilkes, C. E. (2014). Social media: How hospitals use it, and opportunitiesfor future use. Journal of Healthcare Management, 59(6), 447-60.The Society for Healthcare Strategy and Market Development. (2016). Futurescan 2017-2022: Healthcare trends and implications. Chicago, Illinois: American College of Healthcare Executives.Thielst, C. B. (2013). Social media in health care: Connect, communicate, collaborate (2nd ed.). Chicago: Health Administration Press. Thomas, R. K. (2015). Marketing health services. Washington, DC: AUPHA/ol, E. (2013). The creative destruction of medicine: How the digital revolution will create better health care. New York: Basic Books. Tuten, T. L. & Solomon, M. R. (2015). Social media marketing (2nd ed.). Thousand Oaks, CA: Sage.VanAuken, B. (2013). Brand strategy and healthcare reform. Retrieved from , C. L. (2014). Social media and healthcare professionals: Benefits, risks and best practices. Pharmacy and Therapeutics, 39(7), 491-499.Journals, Online Websites and Blogs References: (These references are not APA formatted – the sources below additional cites you can visit for information.)JournalsBusiness: Advertising Age, Business Week, Fortune, Forbes, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Consumer MarketingAcademic/Healthcare: Journal of Advertising Research, Marketing Health Services, Health Marketing Quarterly, Modern Healthcare, Hospitals and Health NetworksWeb SitesCalifornia HealthCare Foundation: Grant Information: . Healthcare Social Media: 20 of the Best Healthcare Marketing Websites Success Strategies: Pew Research Internet Project: Red Fire Branding: Society for Healthcare Strategy & Market Development: Blogs8 Examples of Brilliant Healthcare Marketing: Street Healthcare Marketing Resources: Marketing: The 5 Best Blogs to Follow: marketing-5-best-blogs-followHealthcare Marketing Matters: The Health Care Blog: 25 Health Care Blogs: 25 Marketing Experts You Should Follow: ................
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