個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
AUB Medical Center: Achieving 2020 Vision (A)
內容大綱
An academic and medical practitioner leaves Harvard Medical School to join the American University of Beirut Medical Center (AUBMC) as dean of the School of Medicine and vice president of medical affairs. Faced with unmotivated staff, a huge deficit, a plethora of procedural inefficiencies, and the chaotic political situation of the country, he is determined to turn things around and raise the institution to international standards and position it as the premier medical institution in the Middle East and North Africa (MENA) region. He restructures the management team and sets a new vision of growth and expansion. However, he must face problems related to a lack of patient-centered service, tense relations between nurses and doctors, operational inefficiencies, and branding issues. Will AUBMC be able to pursue an ambitious growth strategy in the face of an adverse financial and political situation?<br><br>See B Case 9B14C043.
學習目標
The cases are appropriate for senior undergraduate and graduate students in strategic, hospital or human resources management, service marketing or integrated marketing communication courses. The objectives are:<br><ul><li>The impact of the internal and external environment on the success of a non-profit organization</li><li>The role of national and organizational culture on the operational management of services</li><li>The complexity of the healthcare market</li><li>The effects of political instability on service provision and excellence</li><li>The 7Ps of services marketing</ul></li>