Courses

Whether you are a "career changer" or have worked in the healthcare industry, we will prepare you to take on a fulfilling management career. Our graduates represent all industry sectors—from biotechnology, pharmaceuticals, medical devices, service delivery, and international health to venture capital, consulting, entrepreneurial startups, and insurance.

MKTG 494 Business of Healthcare, Spring 2012

Course Description:

This course aims to increase your familiarity with key entities of the U.S. healthcare system. We identify the main components of the healthcare value chain and explore how they operate in an increasingly complex and dynamic environment. We investigate important business issues related to outcomes, inputs, costs and processes and how innovative practices are being adopted to safeguard interests of patients, families, caregivers and society at large. We frame our discussions to explicitly recognize the needs of all parties to be treated with compassion and dignity and seek to understand the special needs and circumstances of the poor and disadvantaged.

Course Objectives

• Help participants understand the roles and contributions of firms in the healthcare system
• Explore the economics of Pharmaceutical, Diagnostic, Device and Health Delivery firms
• Understand operational and business model innovations that are bringing higher efficiencies and lower costs across a range of delivery settings
• Investigate how managed care providers manage risks
• Discover how novel new therapies and delivery methods are marketed

Career Focus

This course is designed for students interested in a career in any of the sectors that comprise the healthcare value chain. Pharmaceutical, biotechnology, diagnostic and device manufacturers form a significant part of the industry and are well represented in the San Diego region. Our graduates hold leadership positions in area hospitals, health maintenance organizations and numerous innovative companies that are seeking to transform this exciting industry. Students with an interest in Marketing, Operations, Finance, Project Management, Law and Nursing will find this course of value because it offers opportunities to explore topics related to efficiency, equity, access and effectiveness of healthcare.

Faculty Experts

Kenneth Bates, Assistant Professor in Marketing

• Ph.D. Walton College of Business at the University of Arkansas, Marketing
• B.S. Walton College, Business Administration, emphasis in Marketing

Prior to joining USD, Kenneth Bates was with the Campbell School of Business at Berry College. He has taught a variety of courses at the undergraduate level including Marketing Principles, Advertising and Promotion, Consumer Behavior, International Marketing, and a Marketing Management simulation course. Bates has research interests within both cognitive and social psychology.

Currently, his research examines the impact of nutrition knowledge, consumer motivation, and nutritional labeling on consumer evaluations of out of home food consumption. Additionally, his work explores the effect of mortality salience on consumer behavior by studying individual cultural world views. This research demonstrates how consumer interest for products that are perceived to be consistent with cultural values will increase upon exposure to mortality salient stimuli.

Bates is a member of both the American Marketing Association and the Association for Consumer Research.

Professor Bates may be contacted at kbates@sandiego.edu

Scholarship

Bates, K. (2009). Coming to a Restaurant Near You? Potential Consumer Responses to Nutrition Information Disclosure on Menus. Journal of Consumer Research, 36 (3), 494-503.

Bates, K. (2009). The roles of gender and motivation as moderators of the effects of calorie and nutrient information provision on away-from-home foods. Journal of Consumer Affairs, 43 (2), 249-273.

Bates, K., Burton, S., Huggins, K., Howlett, E. Battling The Bulge: Menu Board Calorie Legislation And Its Potential Impact On Meal Repurchase Intention. The Journal Of Consumer Marketing

 

Charles Teplitz, Professor of Decision Sciences

• D.B.A. Kent State University, Decision Sciences and Logistics
• MBA Kent State University, Operations Research
• B.B.A. Cleveland State University, Cost Accounting
  

Charles J. Teplitz is certified in production and inventory control (CPIM) and project management (PMP). Professor Teplitz joined the faculty of the University of San Diego in 1982 after a three year teaching appointment at the State University of New York at Albany. In 1995 he was named the Clarence L. Steber Professor of Project and Operations. He served as director of Graduate Business Programs from 1994 to 1998 and as director of USD's Institute for Project Management for 15 years. He is author of numerous articles on operations and project management and is a frequent speaker, trainer and consultant in the U.S. and abroad.

Professor Teplitz may be contacted at teplitz@sandiego.edu

Scholarship

Johnson, C. and C. Teplitz, “Applying Collaborative Contracting to the Supply Chain Department of a Regional Health Care Provider,” Journal of Applied Business Research, 25(2), 2009, pp. 41-50.