This course examines the strategic design, positioning, and delivery of healthcare services within complex healthcare systems.
Students analyze healthcare market dynamics, service line strategy, and competitive positioning in medical group practices, hospitals, and integrated health systems. Emphasis is placed on internal strategy execution, patient and consumer behavior, brand development, service line development, and patient experience design. Students evaluate service delivery opportunities, craft strategies, assess emerging care models, and integrate operational, financial, and quality metrics to support organizational performance and value-based care.
For all assessments and learning activities, see Brightspace for the full assignment descriptions and instructions. Read the prompts carefully and use the rubrics to confirm how assignments and discussions will be graded.
Throughout this course, you will work with a healthcare organization of your choice and take on the perspective of a Director of Marketing or similar healthcare leader responsible for market strategy, consumer insight, patient experience, service line growth, and organizational positioning. Your task is to evaluate how the organization competes, how patients and consumers experience its services, and how it could strengthen its positioning in an increasingly complex and value-based healthcare market.
Each week, students complete one scaffolded building block that contributes to the final Integrated Market Strategy Presentation due in Week 7. Assignments are written in an executive style and require students to apply strategic analysis to a real healthcare organization of their choosing.
Graded discussions ask students to think and communicate like healthcare leaders. Prompts place students in realistic leadership scenarios such as preparing a memo for a strategic planning retreat or navigating stakeholder disagreement.
Your grade in this course will be determined by the following criteria:
| Assessment Activity | Points |
|---|---|
| Academic Integrity Agreement | 1 |
| Week 1 Assignment: Building Block 1 - Anchor Organization Selection & Market Snapshot | 5 |
| Week 1 Video Discussion: Welcome & Introductions | 5 |
| Week 2 Assignment: Building Block 2 - Market Economics Brief | 10 |
| Week 2 Discussion: The Retreat | 5 |
| Week 3 Assignment: Building Block 3 - Consumer Segmentation & Journey Map | 11 |
| Week 4 Assignment: Building Block 4 - Service Line & Strategic Positioning | 11 |
| Week 5 Assignment: Building Block 5 - Service Delivery & Organizational Readiness Assessment | 11 |
| Week 6 Assignment: Building Block 6 - Execution Risk & Performance Management | 11 |
| Week 7 Assignment: Integrated Market Strategy Presentation | 20 |
| Week 7 Discussion: Tensions and Stakeholder Alignment | 5 |
| Week 8 Discussion: Leading the Future of Healthcare | 5 |
| TOTAL | 100 |
| Grade | Points Grade | Point Average (GPA) |
| A | 94 – 100% | 4.00 |
| A- | 90 – 93% | 3.75 |
| B+ | 87 – 89% | 3.50 |
| B | 84 – 86% | 3.00 |
| B- | 80 – 83% | 2.75 |
| C+ | 77 – 79% | 2.50 |
| C | 74 – 76% | 2.00 |
| C- | 70 – 73% | 1.75 |
| D | 64 – 69% | 1.00 |
| F | 00 – 63% | 0.00 |
Term Dates: 7/8/2026 – 8/28/2026
Week 1: Wednesday – Sunday
Week 2: Monday – Sunday
Week 3: Monday – Sunday
Week 4: Monday – Sunday
Week 5: Monday – Sunday
Week 6: Monday – Sunday
Week 7: Monday – Sunday
Week 8: Monday – Friday
| WEEK | TOPICS | ASSESSMENTS | DUE |
| 1 |
What Does It Mean to Compete on Value in Healthcare? |
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| 2 |
From Market Structure to Economic Pressure: How Payment Models Shape Strategic Risk |
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| 3 |
From Payment Pressure to Consumer Insight: Patient Experience as Strategy |
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| 4 |
From Consumer Insight to Strategic Choice: Positioning and Service Lines Under Value-Based Care |
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| 5 |
Care Models and Strategic Fit for Your Positioning |
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| 6 |
Execution Risk & Performance Management |
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| 7 |
Integrated Market Strategy |
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| 8 |
Leading the Future of Healthcare |
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Your Enrollment and Retention Counselor is a resource for you. Please don't hesitate to contact them for assistance, including, but not limited to course planning, current problems or issues in a course, technology concerns, or personal emergencies.
Questions? Please reach out to your student success team member.
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A grade of 80% or higher is required to pass the course. A grade lower than 80% will result in you having to repeat the course. Obtaining two "Fs" in the program may result in dismissal from the program.
Generative AI (GenAI) applications (like ChatGPT) have proven to be powerful and effective tools, and students are encouraged to become familiar with and use them. However, as with any tool, students must use GenAI in ways that support their roles as learners and professionals. The use of AI in academic work falls under our academic integrity agreement, ensuring that all AI applications are used in alignment with our commitment to honest and responsible learning.
In situations in which AI tools are used as a resource, students must:
As GenAI continues to evolve, students should also stay abreast of best practices and changing risks and benefits.
Please note that individual courses or assignments may have specific guidelines regarding AI use — please refer to your faculty’s directions or assignment instructions for details.
The Student Orientation has a module "Artificial Intelligence Literacy for Students", please refer to this module for more information about navigating the use of AI.
UNE uses Turnitin to help deter plagiarism and to foster the proper attribution of sources. Turnitin provides comparative reports for submitted assignments that reflect similarities in other written works. This can include, but is not limited to, previously submitted assignments, internet articles, research journals, and academic databases.
Make sure to cite your sources appropriately as well as use your own words in synthesizing information from published literature.
You can learn more about Turnitin in the guide on how to navigate your Similarity Report.
Please review the technical requirements for UNE Online Graduate Programs: Technical Requirements.
Students are responsible for submitting work by the date indicated in Brightspace. In a professional environment, deadlines matter because work impacts teams, clients, and decisions, and this course reflects those expectations.
Quizzes and Tests:
Quizzes and tests must be completed by the posted deadline .
Assignments:
Each assignment includes an automatic 48-hour grace period after the posted deadline.
After the grace period:
Discussion posts:
Discussion activities depend on timely participation and peer engagement and therefore do not include a grace period.
Students are expected to communicate proactively if they anticipate difficulty meeting a deadline. In cases of significant or unforeseen circumstances, extensions may be considered at the instructor’s discretion.
Please contact your Enrollment and Retention Counselor if you are considering dropping or withdrawing from a course. Tuition charges may still apply. Students are strongly urged to consult with Student Financial Services, as course withdrawals may affect financial aid or Veterans benefits.
Students taking online graduate courses through the College of Business will be administratively dropped for non-participation if a graded assignment/discussion post is not submitted before Sunday at 11:59 p.m. ET of the first week. Reinstatement is at the purview of the Dean’s Office.
The University of New England values academic integrity in all aspects of the educational experience. Academic dishonesty in any form undermines this standard and devalues the original contributions of others. It is the responsibility of all members of the University community to actively uphold the integrity of the academy; failure to act, for any reason, is not acceptable. For information about plagiarism and academic misconduct, please visit UNE Plagiarism Policies.
Academic dishonesty includes, but is not limited to the following: