COURSE NUMBER: MBA296.2

COURSE TITLE: Healthcare Marketing

UNITS OF CREDIT: 2

INSTRUCTOR: Lynn Upshaw

CLASS WEB PAGE LOCATION: https://bspace.berkeley.edu/portal

MEETING DAYS/TIME: Monday, 2:00-4:00 PM

PREREQUISITE(S): None.

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES: This course is a practical exploration of the key elements of contemporary health care marketing. The course is designed to offer students the opportunity to explore the issues and challenges faced by working health care marketing executives a wide range of health care settings. As such, the course will provide experience with proven strategies for building successful brands and marketing programs in the competitive marketplace, the decisions and options faced by those marketing executives, and some of the key tools used to manage marketing effectively in contemporary health care environments

Course Objectives:

By the end of the semester, students will be capable of:

· Assessing the critical components of a dynamic health care marketplace;

· Building an insightful analysis of health care industry marketers with which they compete;

· Formulating viable product, positioning, and distribution approaches to specific health care marketing challenges;

· Deploying key marketing mix elements in order to achieve stated business goals;

· Establishing and tracking relevant health care marketing metrics; and

· Accomplishing all of the above within the bounds of highly ethical marketing boundaries.

Class Policies and Requirements:

The course components carry the following weight in determining your final grade:

· Individual Terminology and Concepts Quiz: 10%

· 3-person Team Exercise: 30%

· 2-person Team Marketing Plan: 40%

· Individual Class Preparation and Participation: 20% (and final course grade tie-breaker)

The course will employ a leading textbook in health care marketing as well as a number of pertinent and challenging case studies.

Instructor:

Lynn Upshaw is a recognized authority on strategic marketing, the principal of the Upshaw Marketing consultancy, and a member of the professional marketing faculty at the Haas School of Business, University of California, Berkeley. He has served in the past as a Senior Consultant to Interbrand and to Bridge Strategy Group management consultants. Prior to that, he was Executive Vice President for Client Brand Marketing at Ketchum Advertising Worldwide and COO of that organization’s largest office.

Consulting and Workshop Experience

In his consulting, Lynn Upshaw helps corporate clients build marketing plans and strategic brand platforms, assesses and manages brand equity research, counsels managers and senior executives on building comprehensive marketing programs, leads marketing training, and conducts strategic planning workshops.

Lynn’s health care-related consulting and workshop clients have included WellPoint Health Networks, Blue Cross of California, Health Net, Inc., Edgewater Systems for Balanced Living (mental health center in Gary, Indiana), Bio-Rad Laboratories, Integrated Health Networks (start-up online health care), McKesson Corp., and the National Society for Healthcare Foodservice Management.

Additional clients have included (abridged list): BEA Systems, Coverity, Inc., Wind River Systems, TriNet HR Corp., 3Com Corp., DTS Digital Cinema, Visa International, SBC Communications (now AT&T), Intel Corp., China Telecom, R.H. Donnelley, Bayer Corporation, NEC Corporation, and esurance.com, among many others.

Thought Leadership

Lynn has written numerous articles for such publications as Advertising Age, Brandweek, The Peking University Business Review (PRC), brandchannel.com, The Journal of Brand Management (UK), marketingprofs.com, Advertising Express (India), and The Journal of Integrated Marketing Communications. He has also authored or co-authored three highly regarded books on marketing strategy:

· Building Brand Identity: A Strategy for Success in a Hostile Marketplace (John Wiley & Sons, 1995), which has been listed by Amazon.com as one of the ten most popular books on brand building;

· The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value (also from Wiley, 2000), co-authored with Earl Taylor, which was awarded the 2001 WPP Worldwide Atticus Grand Prix Award; and

· Truth: The New Rules for Marketing in a Skeptical World, (Amacom, 2007), described by marketing scholar Philip Kotler as a “blueprint for winning marketing performance in an age of transparency.

Workshops and Teaching

Lynn has been the keynote or featured speaker at industry and client conferences throughout North America, and in Europe, Asia, South America, and India. He has created and facilitated dozens of brand building and strategic planning workshops covering a wide variety of marketing subjects.

In his teaching, Lynn has guided hundreds of MBA candidates at the Haas School of Business through the intricacies of corporate and product/service marketing, and he is a recipient of the Earl F. Cheit award for teaching excellence. He is also the former Faculty and Program Director for the Berkeley Executive Leadership Program at the Berkeley Center for Executive Education.

Additional Credentials

Lynn serves, or has served, on the advisory boards of brandchannel.com, The CMO Council “Brand Protection” Program, Thunder Factory Marketing, Inc., MindPath Interactive Media, Benchmark Metrics, Inc., UC-Berkeley Extension/Marketing Group, and the Presidio School of Management.

Lynn received his BSA and MSA degrees from Northwestern University. He lives with his wife, Susan, in Kentfield, California.

You can learn more about Lynn Upshaw at his web site at: www.upshawmarketing.com