Course Syllabus

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Marketing

HCM 702

2016-2017 Syllabus

 

Instructor:

Linda MacCracken
Email: lmaccrac@hsph.harvard.edu 
Phone: 224-522-2574 

Course Objectives and Approach:

The Marketing course will expose you to marketing concepts in strategy, tactics and execution. The goal is to identify, create, deliver and communicate value for customers. The term “customers” refers to any potential or actual healthcare service user (prospects or patients), their engaged significant others (family/friends) or collaborative customers (physicians, employees, payers or local agencies). By the end of the course, you will be able to evaluate marketing opportunities and challenges, identify customer needs, assess competitors, develop a differentiated value proposition for a target customer group and recommend marketing tactics to achieve targeted results. 

The primary leadership competencies[1] this course will develop/address skills in: 

  • Organizational awareness: “the ability to understand and learn the formal and informal decision-making structures and power relationships in an organization or industry, including the ability to identify who the real decision makers are and the individuals who can influence them.”
  • Impact and influence: “The ability to persuade and convince others to support a point of view, position, or recommendation.”
  • Initiative: “The ability to anticipate obstacles, developments, and problems by looking ahead several months to over a year.”
  • Communication: “The ability to speak and write in a clear, logical, and grammatical manner in formal and informal situations, to prepare cogent business presentations, and to facilitate a group.” 

Class Approach:

The course will include case studies and a team marketing project, along with lectures and readings. The cases are meant to sequentially advance understanding of the marketing course material, complemented by staged completion of the marketing project. The case method provides a framework for contextual learning and mirrors the frequent challenge to solving marketing challenges – having imperfect information with which to develop a marketing assessment, strategy and tactics. Success relies on preparation and active participation in class discussion. Consider two to three hours of preparation for each class and small group discussions are encouraged where feasible. 

Classroom Participation:

Students are expected to be active participants in classroom discussions. This includes attending all classes, being prepared by having read and analyzed the assignments ahead of class time, and being ready to offer analyses and insights to the class. Bringing analysis and insights, as well as offering constructive comments regarding the thoughts and analyses of others in the classroom, are important class participation components. If more than one class is missed, a student may schedule an oral review of their prepared materials with the instructor to get participation credit. Tiers of participation in ascending order of quality:

  1. Respond to something the professor says or asks, with demonstrated market analysis and framework application.
  2. Respond to comments of another student, building on or disagreeing with their points, related to assigned marketing content integration.
  3. Contribute relevant comments that provoke other students to respond and join in the conversation, which advance the course learning purposes.

Assignments:

Assignments should be submitted electronically to the appropriate Canvas assignment on or before the due date/time. All papers should be double-spaced, standard 12 point font with one inch margins. Attachments or appendices are allowed as additional pages but must be referenced in the text paper and interpreted to show the point in your case position. Attachments should show your market-focused analysis, insight and strategic solutions to the case using assumptions and calculations. All written assignments must represent your own work only, although collaborative discussion with colleagues is encouraged any outside sources should be appropriately cited. Case and assigned reading footnotes or quotes are not needed.

Assignment 1 - November Case question

Assignment 2 - Marketing Case, either January (option 1) or March (option 2).

Assignment 3 - Group Marketing Project

 

Resources:

  • Course Readings
  • Managing Projects (HBR-20 Minute Manager Series). 2014. Harvard Business Press Books. ISBN 978-1511366885. (distributed by MHCM program).
  • Kotler P, Keller K. 2016. A Framework for Marketing Management. 6th Edition. New Jersey: Prentice Hall. ISBN 978-0133871319.

 

Grading Criteria:

Class Participation 30%
November Case Question Summary 15%
Marketing Case 25%
Group Marketing Project 30%

 

Office Hours:

Conversations are welcome and best accomplished either by appointment or just after class. To arrange a call or meeting, please email me with some options; my best availability is start or end of a day or on a weekend.   

Course Evaluations:

Evaluation completion is a course requirement. Consistent with program practice,  grade and future class registration will be available only after evaluations are completed.

 

Session 1

Saturday, September 17, 2016, 1:30 AM–3:20 PM

Marketing Framework

Readings:

  1. Kotler P, Keller K. 2016. A Framework for Marketing Management. Sixth Edition, New Jersey: Prentice Hall. Chapter 1, “Defining Marketing for the New Realities,” pp. 1-15.

Discussion Questions:

  1. How would marketing be useful in supporting the Triple Aim goals? 
  2. What are the characteristics of the 'buyers' for your organization's products and services?   
  3. What are two types of customers (market segments) that are your top priority to increase their use of your products and/or services.  

 

Session 2

Sunday, September 18, 2016, 1:30–3:20 PM

Market Strategy

Readings:

  1. Kotler P, Keller K. 2016. Chapter 2, “Developing and Implementing Marketing Strategies and Plans,” pp. 17-31. 
  2. Christensen CM, Cook S and Hall T. “Marketing Malpractice: The Cause and the Cure." HBSP # 0512D. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625573/ccd04aef643faaa00ac1922afca906f7 

Discussion Questions:

  1. What types of services and products are marketed by your organization?
  2. What are the ideal outcomes of a marketing project?  
  3. What are three key components of a marketing project plan upon which good outcomes rely? 

 

Session 3

Sunday, September 18, 2016 3:20–5:30 PM

Customer Value

Readings:

  1. Kotler P, Keller K. 2016. Chapter 4, “Creating Long-term Loyalty Relationships,” pp. 53-64.

Discussion Questions:

  1. What are the key differences in a customer perceived value between a traditional primary care physician and an online appointment for a young adult (21-28 years) v. an older adult (51-58 years)?
  2. How is/are the top driver(s) of patient satisfaction determined? What steps would a healthcare system take to adapt the goodwill recovery practices after a negative experience?
  3. What are the most and least likely high value services or customer types to measure customer lifetime value, and why?
  4. What are three benefits of a marketing funnel in reporting marketing value to C-suite and Boards, and why?

 

Session 4

Friday, November 4, 2016, 1:30-3:20 PM

Customer Demand

Written Assignment 1 - due midnight the night before this session.

Readings:

  1. CASE: Buchanaan L, Simmons C. 2009. “Trouble Brews at Starbucks.” Richard Ivey School of Business. HBSP # 909A02. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625563/11ec8cafce2666e72bb6190f3dcebced
  2. Kumar V, Mirchandani R. 2012. “Increasing the ROI of Social Media Marketing.” Sloan Management Review. HBSP # SMR431. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625575/2cc3ff0e66be2174e333224aabb8aa40  

Discussion Questions:

  1. When Howard Schultz launched Starbucks, who was the target market, how was Starbucks positioned and what decisions about product, price, distribution and promotion supported this positioning?
  2. Which of Starbucks’ initiatives, in retrospect, were sound decisions for the brand and which were inconsistent with the brand positioning?
  3. How should Starbucks define its target market and positioning after its decline in 2007?
  4. Evaluate the actions taken to reinvigorate Starbucks.

 

Session 5

Sunday, November 6, 2016, 1:30-3:20 PM

Market Opportunity

Readings:

  1. CASE: Quelch A and Rodriquez M. 2015. “Carolinas Healthcare System: Consumer Analytics.” HBSP # 515060. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625577/4930088f70fb067a73a6f4841aec72d1
  2. Kotler P, Keller K. 2016. Chapter 3, “Capturing Marketing Insights and Forecasting Demand,” pp. 34-51.

Discussion Questions:

  1. What are the core components of a market intelligence system for demand and supply?
  2. Why has CHS invested in DA?
  3. How successful has DA been so far, and why?
  4. What are the most important challenges going forward?
  5. Which organizations are well suited to provide integrated data management for consumers going forward?

 

Session 6

Sunday, November 6, 2016, 3:30–5:20 PM

Community Needs

Readings:

  1. CASE: Rangan VK. 2009. “The Aravind Eye Hospital, Madurai, India: In Service for Sight.” HBSP # 9-593-098. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625565/4fc0a5477a6fd898992e7b748b58e6ab 
  1. Mauborgne R, Kim WC. 2004. “Blue Ocean Strategy.” HBSP # R0410D. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625579/a3c6e10ab84ba05b276876da7001aefb
  1. Kotler P, Keller K. 2016. Chapter 5, “Analyzing Consumer and Business Markets,” pp. 68-88 and Chapter 6, “Identifying Market Segments and Targets,” pp. 92-104.

Discussion Questions:

  1. What market demand and leadership factors have led to Aravind’s success?
  2. What conclusions are available from the contrasting success (high occupancy by hospital by bed type) of each hospital and its market type that indicate what market and service parameters are most successful? []
  3. Is the Aravind approach more of a fit in a “blue ocean” or a “red ocean,” and why?

 

Submit Project Topic to Canvas by November 15, 2016

 

Session 7

Friday, January 6, 2017, 3:30 - 5:20 PM

Customer Brand

Readings:

  1. Raman A and Tucker A. 2013. "Cleveland Clinic: Improving the Patient Experience." HBSP #: 612031. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54790516/1c05d17a0a8f3ca7e6fce0d6709eb862
  2. Kotler P, Keller K. 2016. Chapter 7, “Crafting the Brand Position and Competing Effectively,” pp. 106-141.
  3. Chapter 8, “Creating Brand Equity and Driving Growth,” pp. 121-134.
  4. Chapter 14, “Designing and Managing Integrated Marketing Communications,” pp. 221-240.

Discussion Questions:

  • What are three key steps to establishing a differentiated patient experience? 
  • What is the value of a unique patient experience and what are the metrics that would monitor superior experience?
  • What is the 'payoff' in the investment in patient experience? 
  • How would this be conveyed in live interactions and in digital transactions? 

 

Session 8

Sunday, January 8, 2017, 1:30–3:20 PM

Positioning

Written Assignment 2: Option 1 of 2, due midnight the night before.

Readings:

  1. CASE: Quelch J and Rodriquez M. 2015 “Philips Healthcare: Marketing the HealthSuite Digital Platform.” HBSP # 9-515052. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625569/642b47274c3121c9e8caa2e46c09bded 
  2. Kotler P, Keller K. 2016. Chapter 10, “Designing and Managing Services,” pp. 159- 170.

Discussion Questions:

  1. Why has Philips created HealthSuite?
  2. Does Philips need partners to succeed?
  3. What does Philips need to do to lead in integrating patient data from multiple sources?
  4. What other players might challenge Philips for this position?

 

Session 9

Sunday, January 8, 2017, 3:30–5:20 PM

Target Markets

Readings:

  1. CASE: "Baystate Health (A)." 2015. Harvard T. H. Chan School of Public Health.
  2. Kotler P, Keller K. 2016. “Designing and Managing Integrated Marketing Channels,” pp. 191-205.
  3. Sarvary M and Elberse A. 2006. “Market Segmentation, Target Market Selection and Positioning.” HBSP # 506019. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625615/0f9f3eb594ee72e584c856f252ebaac9

Discussion Questions:

  1. What is the problem that Suzanne Hendery and Dr. Gianturco are trying to solve, and what evidence supports the problem?
  2. How does consolidating the R&I sites with those of Baystate Medical Center address the problem? What alternative approaches might have achieved the same goals?
  3. What are the strengths and challenges of each Breast Center for the patients and referring physicians?
  4. What new challenges does the consolidate approach create? What steps should Ms. Hendery and Dr. Gianturco take to address them?

Project Presentation Schedule: - Submit slides on 'assignments' section

 

Session 10

Friday, March 3, 2017, 1:30–3:20 PM

Value Pricing

Written Assignment 2: Option 2 of 2, due midnight the night before.

Readings:

  1. Calkins T, Vora M. 2009. “Merck: Pricing Gardasil.” HBSP # KEL400. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625571/10cd11e1785ad8edcd1053fa23c09313 
  2. Kotler P, Keller K. 2016. Chapter 9, “Setting Product Strategy and Introducing New Offerings,” pp. 138-155.
  3. Kotler P, Keller K. 2016. Chapter 11, “Developing Pricing Strategies and Programs,” pp. 173-188. 

Discussion Questions:

  1. Describe the market for this offering via market size volume, target customers, competitors and how this service compares to the competition. How will the customer stakeholders’ goals be met by Gardasil?
  2. What is the best price and supporting assumptions and analysis that Merck must consider when setting the price and the final price?
  3. What is Gardasil’s value proposition?

 

Session 11

Sunday, March 5, 2017, 1:30–3:20 PM

Guest Speakers: “Lessons learned in launching patient centered design services.” Suzanne Hendery, VP Marketing Baystate Health and Dr. Lauri Gianturco, Chief Medical Officer, Baystate Health Plan

Readings:

  1. CASE: Baystate Health B, 2015 (case is posted under discussion) 
  2. Kotler P, Keller K. 2016. Chapter 16, “Managing Mass Communications.” p 235-248.
  3. Wilson HJ et al, 2011. “What’s Your Social Media Strategy?” HBSP # F1107A. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625581/ee6fc24ff3359a37225c1cfca2372ace 

Discussion Questions:

  1. What was learned during the retreat from the patient and referring physician priorities and how did that impact the service design?
  2. How does the cultural compass and its priority order impact how patients would be treated? 
  3. What indicators make this a consumer driven service and what indicators show that success?

 

Session 12

Sunday, March 5, 2017, 3:30–5:20 PM

Innovative Channels

Due: Market Findings Highlights - Project Team Presentation about three crucial key insights from your market assessment which will shape your strategy (see Project Guidelines below).

Time

Presenting Group

4:10-4:20

 

4:20-4:30

 

4:40-4:50

 

4:50-5:00

 

5:00-5:10

 

Readings:

  1. CASE: Quelch John and Rodriquez M. 2014. “E-Cigarettes: Marketing Versus Public Health.” HBSP # 9-514059. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625583/b29fdb459cfe1c1f450afee8e001df32
  2. Kotler P, Keller K. 2016. Chapter 12, “Designing and Managing Integrated Communications,” pp. 191-205
  3. Kotler P, Keller K. 2016. In Chapter 17, “Managing The Sales Force" 221-233 

Discussion Questions:

  1. What are the benefits of e-Cigarettes to consumers?
  2. How is the US market segmented? Use as many analytical estimates in segment sizing as possible
  3. How should tobacco companies respond to e-Cigarettes?

 

 

Session 13

Friday, April 28, 2017, 3:30–5:20 PM

Market Expansion

Readings:

  1. Deighton J, Kornfeld L. 2013. “Amazon, Apple, Facebook and Google.” HBSP # 9-513- 060. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625591/13e3fa1eb067783455c96aa25eb932e2
  2. Rust R, Moorman C, Bhalla G. 2010. “Rethinking Marketing.” HBSP # R1001F. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625593/2b040d1446b815338ae6203be304309a
  3. Kotler P, Keller K. 2016. Chapter 16, “Managing Digital Communications”, pp. 250-258.
  4. Kotler P, Keller K. 2016. Chapter 17, “Managing Personal Communications,” pp. 261-272.

Discussion Questions:

  1. How would physician leaders lead differently in applying “Rethinking Marketing” to the Fee for Service and Fee for Value for a US healthcare provider system?
  2. What are three marketing guidelines that would encourage the market exploration to a global market?
  3. How are health services marketed in leveraging similar/dissimilar features of Amazon, Apple, Facebook and Google?

 

 

Session 14

Sunday, April 30, 2017, 1:30–3:20 PM

Market Strategy and Tactics

Marketing Plan Presentation: Oral presentation by group or representatives in class including recommended market strategies and tactics (see Project Guidelines below).

Reading:

  1. Steenburgh T, Avery J. 2011. “Marketing Analysis Toolkit: Customer Lifetime Value Analysis.” HBSP # 9-511029. https://cb.hbsp.harvard.edu/cbmp/pl/54625561/54625619/fa9342cec4f43e189e4222a8c5adfadd

 

 

Session 15

Sunday, April 30, 2017, 3:30–5:20 PM

Market Strategy and Tactics

Group Project Presentations: Oral presentation by group or representatives in class including recommended market strategies and tactics.

 

Submit class presentation by start of class.

 

Due: Tuesday, May 9, 2017: Marketing Plan Final Report

 

[1] From the NCHL Health Leadership Competency Model Summary, © National Center for Healthcare Leadership 2005-2010, available at: http://www.nchl.org/Documents/NavLink/Competency_Model-summary_uid31020101024281.pdf 

Course Summary:

Date Details Due