Decisions involving strategy and marketing must be based on a manager’s overall understanding of the organization’s mission, goals, and objectives. This applied research project provides methods to evaluate organizational performance and productivity, analyze internal and external resources, and perform needs assessment. The course presents various models and methods for planning, branding, and positioning of healthcare services. It also emphasizes the importance of creating a strategic planning process.
As the culmination and synthesis of the program experience, the applied research project requires each individual student to develop a business plan for the expansion of or development of a new healthcare facility. The business plan must address the major themes of each prior course, including relevant policies, quality initiatives, financial planning, human resource planning, technology planning, and planning for regulatory compliance.