個案資料
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AUB Medical Center: Achieving 2020 Vision (B)
內容大綱
This case is a supplement to AUB Medical Center: In Search of a Vision (A) . See 9B14C042. It introduces the AUBMC 2020 vision with its six paths and AUBMC’s strategic plan to implement this vision. It also highlights the internal restructuring that AUBMC has gone through and its efforts to create an organizational culture conducive to a positive work environment. Finally, it presents the internal and external strategic communication plan to rebrand AUBMC and communicate with the public.
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>