HCM 555 Health Care Strategic Planning and Marketing

This capstone course focuses on the role of strategic planning within a health care organization. Emphasis will be placed on learning the strategic planning process, including developing and implementing the mission, vision, goals, and objectives. Students will analyze different health care provider, payor, and consumer markets, and assess how each impacts the viability of a strategic plan. The course also will discuss the role of marketing in the delivery of health care, and the unique 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. Prerequisite: Completion of 30 credit hours in health care management-related courses. (3)