An understanding of strategic management and marketing is provided which enables the students to lead the process of strategic planning in a healthcare organization. By conducting a marketing and strategic planning process, health care organizations are better able to cope with dramatic changes in technological, social, political, regulatory, and competitive aspects of the health care market. Strategic management enables organizations to identify issues unique to them, which hinder or promote organizational success. Through course readings, class discussions, analyses of secondary quantitative and qualitative data, and presentation of case studies, students gain a thorough understanding of the strategic management process. Students will apply core competencies through a comprehensive strategic and marketing plan. Plans will be defended through an oral presentation.