HSA 3160 - Healthcare Marketing and Public Relations

Academic Dean’s Contact Information

LAKELAND DEAN’S OFFICE: LLC 2255              PHONE: (863) 297-1024
WINTER HAVEN DEAN’S OFFICE: WSC 101      PHONE: (863) 297-1020

Polk State College Mission and Outcomes

Polk State College is a quality-driven educational institution, providing access to affordable associate and baccalaureate degrees, career certificates, and workforce development programs, delivered by diverse, qualified faculty and staff who are committed to student learning and achievement through the consistent practice of collaboration and focus on excellence. In line with this purpose, Polk State College’s bachelor degree programs develop competence in career areas. A primary focus of this course is the development of competencies related to the following program learning outcome(s):

4. Integrate information from multidisciplinary functional areas to critically analyze and strategize solutions to various healthcare issue

1. Describe the evolving health services industry structure and explain the role of marketing in healthcare organizations. (4)
2. Apply effective marketing strategies in healthcare organizations. (4)
3. Describe various types of media (print, web, and broadcast) and evaluate the effectiveness of each in the healthcare market.
4. Describe the competitive market and develop an effective marketing plan for a healthcare organization. (4)
5. Analyze the impact of culture and diversity on the marketing of healthcare services.
6. Evaluate public and media relations and the impact of various media devices employed to market healthcare services. 

1. Defining Marketing and the Marketing Process
   1. Definition of marketing
   2. Understanding the marketplace and customer needs
   3. Designing a customer-based marketing strategy
2. Understanding the Marketplace and Consumers
   1. Analyzing the marketing environment
   2. Managing marketing information for consumer insights
   3. Understanding consumer and business buyer behavior
3. Designing a Customer-Driven Strategy and Mix
   1. Creating value for target customers
   2. Building customer value for products, services, and brands
   3. Managing a product life cycle and new products/services
   4. Pricing: Understanding and capturing customer value
   5. Marketing channels: Delivering value
4. Communicating Customer Value: Advertising and Public Relations
   1. The promotions mix
   2. Integrated marketing communications
   3. Advertising
5. Public relations
   1. Definition of public relations
   2. Careers in public relations
   3. Managing competition and conflict
   4. Public and community relations
   5. Information dissemination
6. Communication responsibilities within an organization

Textbook and Other Requirements

Textbook information is provided in the course syllabus, at the campus bookstore, and on the campus bookstore website at: www.efollett.com.

The Gordon Rule

This is not a Gordon Rule course.

Student Help

The professor is available for help during posted hours and by appointment during other non-class hours. Students are encouraged to seek assistance from the professor. To further the educational process, the campus Learning Resources Centers, comprised of the Teaching/Learning and Computing Center (TLCC) and library, are available for student use. Each resource provides qualified staff and up-to-date equipment and facilities to promote students’ academic success. The TLCC provides tutoring services, computing resources, and other instructional support. The library provides information resources, individual and group study space, research assistance, information literacy instruction, and computing resources. Each facility provides free wireless access to the Internet. Polk State College Library and TLCC hours of operation and tutoring schedules are posted at each facility and on the Polk State College website.

Withdrawing From a Course

Students may officially withdraw from course(s) during any given term, provided they follow the appropriate policy and procedure. Following the conclusion of the Drop/Add Period, a student may officially withdraw without academic penalty from any credit course, provided he or she has submitted the appropriate forms to the Student Services Office no later than the published deadline. The published deadline reflects approximately (but no more than) 70% of the term, based upon the course’s scheduled duration. It is the student’s responsibility to submit these withdrawal forms; failure to do so may result in a grade of F in the course. Under the Forgiveness Policy, a student is allowed only three attempts in any one course: one initial enrollment and two repeats. A student is not allowed to withdraw from a third course attempt. Limited admission programs may have specific guidelines regarding withdrawing from courses that vary from this policy. Please see the student handbook for that program for more information. If a student stops attending class, the grade earned, usually an F, is assigned and posted. Prior to withdrawing from a course, the student should consult with the Financial Aid Office to determine what impact, if any, withdrawal from the course will have on his or her financial aid status. A student cannot use course withdrawal to avoid academic dishonesty penalties. A student who has been penalized for academic dishonesty in a course is not eligible to withdraw from the course.

Repeating a Course

Under the Forgiveness Policy, a student is allowed only three attempts in any one college credit course: one initial enrollment and two repeats. Under certain circumstances, a student may petition to repeat a credit course beyond the three attempts. Limited admission programs may have specific guidelines regarding repeating courses that vary from this policy. Please see the student handbook for that program for more information. The student should be aware that repeating a course may result in a higher course cost. A course cannot be repeated unless the previously earned grade is a D, F, or W (the Polk State College Catalog provides further details regarding this process). Prior to repeating a course, the student should consult with the Financial Aid Office to determine what impact, if any, repeating the course will have on his or her financial aid status.

Academic Dishonesty

Each student is responsible for his or her work. It is assumed that each student is honest and will abide by this standard; however, in the event that there is an indication or suspicion of cheating/plagiarism, the situation shall be dealt with in accordance with the published College policy. Copies of this policy are available in the Student Services Office. Students should also refer to the course syllabus for more specific information.

Information Technology Access/Use Policy

All individuals who employ the information technology resources provided by Polk State College (this includes, but is not limited to, telephones, computers, the Polk State College  Local Area and Wide Area Networks, and the Internet) must use these resources for academic purposes only. Use of these resources is a privilege, not a right. Inappropriate use can result in revocation or suspension of this privilege.

Equal Access/Opportunity

Polk State College is an equal access, equal opportunity institution committed to excellence through diversity in education. The College complies with all state and federal laws granting rights to applicants for admission to the College. Polk State College is committed to the equitable treatment of all students in a learning environment free of discrimination and harassment. Polk State College’s Equity Officer ensures compliance with federal and state laws prohibiting discrimination and sexual harassment. Students who believe they have been a victim of discrimination or sexual harassment should contact the Polk State College Equity Officer, Ms. Valparisa Baker, at 863-292-3602 or vbaker@polk.edu.

Equal Opportunity For Students With Disabilities

The College complies with the Americans with Disabilities Act and provides equal educational opportunity for qualified individuals. A student with a disability who requires special accommodations or auxiliary aids under The Americans with Disabilities Act (ADA) should contact the Student Services Office on either campus and speak with the Coordinator of Academic Advising.

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