MADURAI KAMARAJ UNIVERSITY

M.B.A. (HOSPITAL MANAGEMENT)

Distance Learning Programme
SYLLABUS
(Effective from the academic year 2013 – 2014 onwards)

1. PREAMBLE
The main focus of this programme is to promote professional management
practices that are necessary for effective healthcare ensuring continuous quality
improvement, labour relations, financial sustainability, awareness creation, demand
generation, optimum utilization of limited available resources and strategic approach
towards inflation, rapid advancement in medical technology, increased expectations of
staff and patients. Hospital manager are responsible to promote indigenous medicine,
strengthen health education, ensure access to care, reduce the length of stay, eliminate
unnecessary investigations, drugs and therapies, and bring about economies in the use of
supplies, facilities and human resources. In addition to the requirement of formally trained
professionals in hospital management the healthcare tilization s need to sharpen the
managerial skills of the key stakeholders, specifically clinical heads.
Programme Objectives
The overall aim is to develop a deeper understanding of the interdisciplinary nature
of hospital administration, provide basic insights into functions of various departments and
develop skills and competencies for effectively managing a hospital. At the end of the
programme the students will be able to
1. Understand the need and importance of cost effective sustainable healthcare
through demand generation and enhanced quality care
2. Develop and apply various employee friendly systems for effective functioning of
different administrative activities and support services of hospital
3. Promote patient centred care with a continuous quality improvement orientation
ensure smooth functioning of core process by forecasting, streamlining patient
flow, staff scheduling, planning space/ facilities/ supplies, maintenance, etc.
4. Ensure optimum tilization of available limited resources.
5. Sharpen managerial skills.
6. Have an appreciation on the use of information technology in the hospital

2. ELIGIBILITY FOR ADMISSION

Candidates with any U.G degree can apply for MBA in Hospital Management.
3. DURATION OF THE COURSE
The course will be conducted for Two years under Semester pattern. On completion of
two years, the students will be awarded MBA (Hospital Management)
3.1. Conduct of Examinations

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The MBA (DLP) examinations shall be conducted during April/November every year.
3.2. Passing Minimum
A candidate who obtains not less than 50% of marks in each paper in the external
examination shall be declared to have passed.
3.3. MEDIUM OF INSTRUCTION: The Medium of instruction will be English.
4. COURSE STRUCTURE
SEMESTER I

Sl . No Subjects

1. Principles of Management and Organisational Behaviour

2. Health Economics
3. Hospital Administration
4. Biostatistics & Operation Research
5. Health Environment

SEMESTER II

Sl .No Subjects

6. Human Anatomy, Physiology and Medical Terminology

7. Health Programme Management
8. Human Resources Management
9. Healthcare Marketing and Public Relations
10. Hospital Accounting and Finance

SEMESTER III

Sl .No Subjects

Hospital Materials Management

11.
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 Legal Aspects of Healthcare
12.
Patient Care Planning and Management
13.
Supportive Services and Facilities Management
14.
Information Technology in Healthcare
15.

SEMESTER IV

Sl .No Subjects

16. Health Communication Planning and Management

Health Insurance and Managed Care
17.
Strategic Management in Healthcare
18.
Managing Quality in Healthcare
19.
Research Methodology
20.

21. Internship and Report

Students are required to undertake Internship Training in Hospitals for a period of SIX
months. They must submit a report on internship and Log book before the end of IV
semester, which will be examined by an External Examiner.

Division of Marks
Internship Report & Log Book = 100 Marks
Viva – voce = 100 Marks
200 Marks

5. DETAILED SYLLABUS

SEMESTER - I
Paper – 1 : Principles of Management and Organisational Behaviour

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Unit: 1
Introduction to management: Definition and scope of management – The scientific
management theory – Classical organization school – The behavioral school – The human
relations movement – Hawthorne experiment – McGregor‟s theory of X and Y – TQM –
Deming‟s 85 – 15rule TQM principles – Contingency theory – Management science
school – Systems approach.
Unit: 2
Functions of Management: Planning – Organizing – Staffing – Directing – (Motivation –
Communication – Leadership) – Controlling – All basic theories and styles.

Unit: 3
Leadership: Definition of leadership – leadership style – Continuum of leadership
behavior – Managerial grid style-Life-Cycle or situational approach-Four systems of
management leadership – leadership skills – Leadership activities in a hospital –
Functions of a leader like communication – Human resource management – Net working.
Unit: 4
Individual Behavior: Personality – Learning – Attitudes – Perception – Motivation –
Ability – Their relevance to organizational behaviors in hospital management – Group
Behavior – Group dynamics – Group norms – Group cohesiveness – Their relevance to
organizational behavior.
Unit: 5
Organizational Culture: Meaning, significance – Organizational climate – Implications on
organization behavior – Organizational change – Need and nature – Causes of change –
Resistance to change – Management of change in hospitals.
REFERENCE BOOKS
1. Management – Stoner Freeman, Gilber, – Prentice Hall
2. Essentials of Management – Koontz, – Tata Mc Graw hill
3. Organizational Behaviour – Keith Devis, – Tata Mc Graw hill
4. Organizational Behaviour – Stephen Robbins, – Prentice Hall
5. Organisational Behaviour – Fred Luthans, – Tata Mc Graw hill

Paper - 2 : Health Economics

Brief Content
Health Economics course has been designed to develop basic understanding and skill
necessary to analyze issues and problems in utilization of health services from an
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economic perspective. Health sector consumes a large proportion of resources. As a
consequence there are major economic issues involved, not only on whether this amount is
right, but how best to spend it and on whom. Therefore this course becomes imperative to
those who are policy makers, planners, and managers in the field of Healthcare. The
course covers the basic theory of microeconomics in health care such as demand, supply,
pricing; production, cost, competitive market equilibrium, monopoly and monopolistic
market, etc.
Course Objectives
The course will help to

 Improve the decision making process in health sector

 Analyze issues in utilization of health services from an economic perspective
 Strengthen capacity to apply economics principles in health sector
 Develop critical understanding of micro/macroeconomics concepts in Healthcare

DETAIL CURRICULUM
Unit 1 : Introduction and Microeconomics Tools for Health Economics

 Principles of Economics; Meaning, Relevance and its Application in Healthcare

 Production and Distribution of Healthcare
 Scarcity and Production Possibilities Curve and Tradeoffs
 Demand, Supply and Pricing System
 Market Equilibrium
 Elasticity of Demand and Supply
 Production Function, Isoquants, Isocosts, Law of Diminishing Returns
 Consumer Behaviour: Demand Curve, Utility Maximization, Indifference Curve
Analyusis
Unit 2 : Production and Cost of Healthcare
2.1 Cost Function and Economies of Scale
2.2 Cost of delivering health services
2.3 Change in Technology / Technology Diffusion
2.4 Aging Population and Long-term Care
2.5 Asymmetric Information and Agency
2.6 Imperfect Agency and Supplier Induced Demand
2.7 Managed Care and Health Maintenance Organizations

Unit 3 : Market and Market Failure in Healthcare

3.1 Market and how does it works
3.2 Market Mechanism in Healthcare
3.3 Public goods / Merit goods
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3.4 Externalities / Spill over effect
3.5 Role of Government and Market in health
3.6 Preventive, Curative and Rehabilitative care

Unit 4 : Concepts of Costs and Economic Evaluation

4.1 Financial Costs Vs Economics Costs (opportunity costs)
4.2 Direct, Indirect, Average, Marginal, Total and Unit Costs
4.3 Component of Costs : Fixed and Variable; Capital and Recurrent Costs
4.4 Issues to be considered in costs calculation
4.5 Costs to whom, cost classification, shadow pricing, costs apportion, NPV, discounting
factor, IRR, cost recovery, BEP
4.6 Meaning, Importance and Basis of Economic Evaluation; Analytical techniques
4.7 Steps of Economics Analysis : Identification, Measurement and Valuation of costs and
consequences
4.8 Forms of Economics Evaluation: Cost-minimization Analysis (CMA), Cost –
Effectiveness Analysis (CEA), Health Outcomes; Disability Adjusted Life Years
4.9 Three general approaches to Monetary Valuation of Health Outcomes: human capital
approach, revealed preference and contingent valuation; expected costs, expected
benefits; net benefit;
4.10 Cost-Utility Analysis (CUA): Utility, value, preference; Quality Adjusted Life
Years (QALY), Healthy Years Equivalent (HYE), C/U Ratio
Unit 5 : Health Planning and Priority Setting
5.1 Approaches to Planning
5.2 Planning Cycle
5.3 Setting Priorities
5.4 Resources Allocation and Budgeting

Textbooks
1 Sherman Folland, Allen C. Goodman and Miron Stano The Economics of Health and
Health Care (Prentice-Hall Inc, New Jersy)
2 Michael Drummond and et al, Methods for the Economics Evaluation of Health
Care Programme (Oxford University Press, Second Edition)
Reference
3 Anne Mills and Lucy Gilson Health Economics for Developing Countries : A
Survival Kit (London School of Hygiene and Tropical Disease)
4 Rexford E. Santerre and Stephen P. Neun, Health Economics: Theories, Insights and
Industry Studies (The Dryden Press, Harcourt Brace & Co., Orlando)
5 Government of India, Five Year Plans
Paper – 3 : Hospital Administration
Brief Content
This course aims to make understand the principles and practice of management. It shall
review basic theories of management and management process. It shall include basic
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concepts of health, healthcare, health services, healthcare organizations, hospitals, history
and types. It shall cover levels and role of healthcare managers, need and importance of
hospital administrator and structuring of healthcare besides the emerging concepts /
current issues in healthcare.
Course Objectives
The aim of this course is to enable the participants to understand the principles and
practice of management and its application in hospitals.
At the end of the course the students would be able to
Accept professional management practice in healthcare
Understand the theories of management
Understand the management process and integrated approach in management
Manage service organizations by accepting the inbuilt challenges
Manage hospitals by understanding the complexity, levels and role of hospital
administrator
Understand the current issues that have an implication in administration
Practice hospital administration

DETAIL CURRICULUM
Unit 1 : Management Concepts and Theories
1.1 Management and Organizations
1.2 Management Role
1.3 Levels of Managers and Management Skills
1.4 Classical School
1.5 Behaviour School
1.6 Management Science School

Unit 2 : Management Functions and Process

2.1 Planning
2.2 Organizing
2.3 Staffing
2.4 Directing
2.5 Controlling

Unit 3 : Services, Health and Hospitals

3.1 Services, Classification of Service Organization, Characteristics, Challenges

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3.2 History of Medicine, Healthcare Revolution, Health, Dimensions of Health, Indicators
of Health
3.3 Types of Healthcare Organizations, Composition of Health Sector, Types of Care,
Pyramidal Structure of Health Services, Hospitals, Types of Hospitals and Role of
Hospital in Healthcare, Complexity of Hospital Organization.

Unit 4 : Hospital Management : Levels and Roles

4.1 Governing Board, Executive Board and Advisory Board
4.2 CEO, Medical Administration, Nursing Administration and Hospital
Administration
4.3 Middle Level Managers in Hospital and their Responsibilities

Unit 5 : Current Issues in Healthcare

5.1 Accreditation
5.2 Tele health
5.3 Health Tourism
5.4 Health Insurance and Managed Care
5.5 Disaster Management
5.6 Hospital Wastes Management

Textbooks
1 Stephen P. Robbins and Mary Coulter, Management (Prentice Hall of India Pvt. Ltd.,
New Delhi)
2 J.E. Park and K. Park, Textbook of Preventive and Social Medicine (M/S Banarsidas
Bhanot Publishers, Jabalpur)
3 Elaine La Monica, Management in Health Care (Macmillan Press Ltd, London)

Reference
4 B.M. Sakharkar, Principles of Hospital Administration and Planning (Jaypee
Brothers Medical Publishers Pvt. Ltd., New Delhi)
5 C.M. Francis and et al., Hospital Administration (Jayapee Brothers Medical
Publishers Pvt. Ltd., New Delhi)
6 S. Srinivasan (ed.), Management Process in Health Care (Voluntary Health
Association of India, New Delhi)

Paper – 4 : Biostatistics & Operation Research

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Unit: 1
Frequency distribution – Measures of central tendency- Arithmetic mean, Median, Mode,
Percentiles – Geometric Mean – Harmonic mean – Measures of Dispersion – Range –
Mean Deviation – Standard error-standard Deviation – Coefficient of Variation –Simple
problems.
Unit: 2
Methods of Sampling – types of population, sample size – sampling distribution and
statistical inference – type I & II Errors.-Correlation and Regression – Scatter diagram-
Correlation Coefficient–Test of significance-Chi square test.

Unit: 3
Measurement of probability and Laws of probability for independent events – Conditional
probability, Bayer‟s theorem and application of probability – probability distribution –
Binomial ,Poison, Normal “t”.
Unit: 4
Introduction to operations research – Techniques of operations research – limitations of
operations research – Queuing theory – Transportation Module – Simulation – Simple
problems.
Unit: 5
Network Models: PERT – CPM – PERT COST – resource allocation – float and slack –
Simple problems.

REFERENCE BOOKS:
Business Statistics – R.S.N. Pillai and B.Bagawathi
Statistical Methods – Elhance
Statistical Methods – S.P.Gupta
Bio Statistics – Sundar Rao

Selected Readings:
A review of Bio Statistics – Paul E Leavarton
Bio Statistics – K.Visweswara Rao
Operation Research – Kanthi Swarup, et. El.

Paper - 5 : Health Environment

Brief Content
This course aims to understand demography, concepts and principles of public health, and
epidemiological principles. It shall include assessment of health needs, plan health
programmes and factors that influences health. It shall cover national health programmes
and international health.
Course objectives
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The aim of this course is to enable the participants to understand the demography,
community health and epidemiology as foundations of healthcare planning.
At the end of the course the students would be able to
Interpret population structure, the factors influencing population growth and the
impact of population explosion on health
Understand the influences of social, cultural and environmental factors on health and
disease
Create awareness of the origin and evolution in the field of community / public health
Use concepts and principles associated with public health
Apply epidemiological principles
Apply basic principles and methods for the assessment of health needs of a community
and plan health programmes
Understand the role of national health programmes and international agencies
DETAIL CURRICULUM
Unit 1: Demography
1 Demographic Cycle
2 World Population Trend
3 Demographic Trends in India: Growth rate, Age Pyramid, Sex Ratio, Population
Density, Family size, Urbanization, Literacy, and Life Expectancy
Unit 2 : Family Planning
2.1 Fertility and Fertility Related Statistics
2.2 Family Planning
2.3 Population Policy
2.4 National Demographic Goals

Unit 3 : Epidemiology
3.1 Concept of Disease
3.2 Epidemiological Triad
3.3 Concepts of Control and Prevention
3.4 Principles of Epidemiology: Components, Measurements, Prevalence and Incidence
3.5 Epidemiologic Methods: Descriptive, Analytical and Experimental Studies
3.6 Uses of Epidemiology
Unit 4 : Community Health
4.1 Community Diagnosis and Treatment
4.2 Communicable and Non-communicable Diseases

Unit 5 : National and International Health

5.1 National Health Programmes in India
5.2 International Health: WHO and Other United Nations Agencies

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Textbooks
1 K. Park, Textbook of Preventive and Social Medicine (M/S Banarsidas Bhanot
Publishers, Jabalpur)
2 B.K. Mahajan and M.C. Gupta, Text Book of Prevention and Social Medicine
(Jaypee Medical Publishers P. Ltd., New Delhi)
Reference
3 VHAI, State of India’s Health – 1992 (VHAI, New Delhi

SEMESTER – II
Paper – 6 : Human Anatomy, Physiology and Medical Terminology
Brief Content
This course covers the anatomy and physiology of human body, medical terms and
terminologies in use in hospitals. This course shall cover illness, causes of disease, need
and importance of infection control in hospitals.
Course Objectives
The course will help to
Understand different body systems and their functioning
Familiarise with the common terms used in the clinical practice
Understand illness, causes, classification and description of diseases
Understand the causes, mode of spread, control and prevention of common infections
in the hospitals and community

DETAIL CURRICULUM
Unit 1 : Human Anatomy and Physiology
1.1 Digestive System
1.2 Respiratory System
1.3 Circulatory System
1.4 Central Nervous System
1.5 Muscular Skeletal System
1.6 Reproductive System
1.7 Excretory System
1.8 Endocrine Glands
1.9 Special Senses

Unit 2 : Medical Terminology

2.1 Reasons for using medical terms
2.2 Glossary of medical terms: major diseases and medical specialties

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Unit 3 : Roots, Prefixes, Suffixes, Abbreviations and Symbols
3.1 Common roots : element referring to, usage and definition
3.2 Common prefixes and suffixes
3.3 Common abbreviations: departments, time, general healthcare, routes of medication,
and laboratory
3.4 Symbols
Unit 4 : Illness
4.1 Defining Illness : Direct and indirect causes
4.2 Classification and description of disease
Unit 5 : Infection Control
5.1 Medical asepsis, Nosocomial infection and communicable diseases
5.2 Reservoir, carrier and mode of transmission
5.3 Infection control measures
5.4 Sterilisation and aseptic techniques
5.5 Infection control committee : purpose, composition and terms of reference
Textbooks
1 John V. Basmajian and Charles E. Sloncker, Grant‟s Method of Anatomy: A Clinical
Problem – solving Approach (BI Waverly Pvt. Ltd., New Delhi) ISBN 81-7431-033-9
2 Roger Waston, Anatomy and Physiology for Nurses (Prism Books Pvt. Ltd.,
Bangalore)
References
3 William F. Ganong, Review of Medical Physiology (McGraw Hill, Boston) ISBN 007-
144040-2
4 Stedman‟s Medical Dictionary (Williams & Winkins, Baltimore) ISBN 0-683-07922-0
5 K. Park, Textbook of Preventive and Social Medicine (M/S Banarsidas Bhanot
Publishers, Jabalpur)

Paper – 7 : Health Programme Management

Brief Content
This course emphasizes on project framework in managing programmes. This covers
elements of managing programmes such as planning, execution, control and evaluation.
This should include forecasting, budgeting, resources mobilization utilization of resources,
tools and techniques, scheduling and evaluation.
Course Objectives
The course will help to
Gain confidence in managing programmes
Apply project mode in managing programmes
Apply skills in programme planning, implementation and review
Apply operations research tools in managing programmes
Develop project proposals
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DETAILS CURRICULUM
Unit 1 : Fundamentals
1.1 Programme, Project, Tasks, Subtasks, Sub-subtasks
1.2 Linking Vision, Mission and Strategic Plans to Project
1.3 Pre-project Phases: Needs Analysis
1.4 Characteristics of Project
1.5 Advantages of Project Framework for Healthcare Programmes
1.6 Key Stages, Elements, Phases and Project Life Cycle
Unit 2 : Project Planning
2.1 Problem Analysis : Cause and Effect
2.2 Process of Developing Objectives
2.3 Planning Cycle
2.4 Forecasting : Time Series, Correlation, Regression and Delphi Technique
2.5 Project Implementation Plan
2.6 Project Sustainability
2.7 Proposal Writing
2.8 Resources Budgeting, Mobilisation and Utilisation

Unit 3 : Planning Tools and Techniques

3.1 Introduction to Operations Research
3.2 Estimating
3.3 Contingency
3.4 Milestones
3.5 Gantt Chart
3.6 Programme Evaluation and Review Technique (PERT)
3.7 Critical Path Method (CPM)
3.8 Linear Programming
3.9 Transportation Model, Assignment Models, Queuing Models : Single Channel and
Multi Channel Queuing Models
3.10 Simulation : Deterministic Simulation Models and Probabilistic Simulation Models
3.11 Dynamic Programming

Unit 4 : Project Manager, Execution and Implementation

4.1 Role of Project Manager and Skills Inventory
4.2 Managing Time
4.3 Managing Risk
4.4 Factors that Lead to Successful Projects
4.5 Project Tracking
4.6 Job Description, Staffing Pattern and Training Plan
4.7 Main Activities: Regular Monitoring, Regular Reviewing Progress, Re-plan
4.8 Recordkeeping and Reporting
4.9 Online Project Management

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Unit 5 : Project Disengagement
5.1 Review and Evaluation
5.2 Feedback
5.3 Audit Trail
5.4 Publicise the Success
Textbooks
1 Donna Deeprose, Project Management (Capstone Publishing, Oxford)
2 H. Kerzner, Project Management : A System Approach to Planning Scheduling and
Controlling (Wiley Eastern, New York)
3 Kanti Swarup and et al, Operations Research (Sultan Chand and Sons, New Delhi)
References
4 www.ipma.org (International Project Management Association)
5 www.pmi.org (Project Management Institute
6 www.4pm.com (Discussions of Hot Topics in Project Management)

Paper – 8 : Human Resources Management

Brief Content
This course is designed to provide; knowledge of the concept of integrated Human
Resources (HR) in Healthcare Organizations, contributions of various HR sub-systems to
various dimensions in Healthcare Organizations, principles of designing effective HR
systems in Healthcare Organizations. The contents of the course include the concept of
HR and its need, HR mechanism, HR as a total system, and design and implementation of
HR system in Healthcare Organizations.

Course Objectives
The course will help to
Understand the basic concept of HRM
Understand the principles of Sourcing, Induction, Developing and Retention
Develop and skills in Compensation Management
Development Performance Indicators and analyze the latest tools in Performances
Management
Study the Human Resources Information System
Understand the Emerging Concepts of HRM from International Perspective
DETAIL CURRICULUM
Unit 1 : Basics of HRM and Sourcing
1.1 Introduction and Relationship between HRM and HRD
1.2 Objectives of HRM
1.3 HR Planning: Short term and Long term
1.4 Productivity Analysis in Healthcare
1.5 HR Policy and Procedure
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1.6 Recruitment
1.7 Selection
1.8 Placement
1.9 Induction / Orientation
Unit 2 : Training and Development
2.1 Staff Training and Development
2.2 Trends
2.3 Structural Issues of Delivery of Training
2.4 Assessing Training Needs
2.5 Evaluating Training Development
2.6 Career Growth and Development
2.7 Management Development
2.8 Organizational Development
Unit 3 : Compensation Management
3.1 Pay and Incentive System
3.2 Rationale Wage and Salary Policy
3.3 Wages and Salary Administration

Unit 4 : Performances Management and Human Resources Information

4.1Conceptual Model of Performances Management and Application of Basic Modes
4.2 Process, Need, Purpose and Content
4.3 Performance Indicators: Individual and Organization
4.4 360 Degree Feedback
4.5 Information and Records
4.6 Periodic Reports on Manpower, Turnover and Compensation
4.7 Information on Planned Changes, Performance, Turnover, Absenteeism and
Labour Market

Unit 5 : Emerging Concepts in HRM

5.1 Leadership and Learning Organization
5.2 Organization Culture and Change
5.3 Code of Conduct
5.4 Relationship
5.5 Values and Work Ethics
5.6 Staff Communication
5.7 Succession Planning
5.8 Health Issues and Repatriation
5.9 Occupational Hazards : Health and Safety
5.10 Welfare Programmes and Counselling

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Textbooks
1 David A. DeCenzo and Stephen P. Robbins, Human Resource Management (John
Wiley & Sons Inc., New York)
2 R.C. Goyal, Handbook of Hospital Personnel Management (Prentice – Hall India Ptv.
Ltd., New Delhi.
3 David A. Decenzo and Stephen Pl. Robbins, Prosonnel / Human Resource
Management (Prentice – Hall of India Pvt. Ltd., New Delhip
4 Vincent K. Omachonu, Healthcare Performance (Engineering Management \, Pr, USA

Paper – 9 : Healthcare Marketing and Public Relations

Brief Content
This course aims to make understand the role of marketing and public relations in
healthcare institutions. It shall help to understand the principles, practices, tools and
techniques of healthcare marketing and public relations. It shall review basics of
marketing, marketing process, marketing information and research, market segmentation
and targeting, consumer analysis, product, price, place, promotion and social marketing.
Course objectives
The aim of this course is to enable the participants to understand the concept of marketing
and public relations, and applying them in the Healthcare organizations.
At the end of the course the participants would be able to
Accept marketing as a managerial process
Apply marketing function in health care organizations without conflicting the
professional ethics of the clinical professions and ultimately aiming as customer
satisfaction
Define the Market, targeting, focus everything from customer point of view and be
customer oriented through consumer analysis and awareness creation
Do marketing research, which would enable effective service planning with the
information about the market, and community health needs
Manage demand and supply; Analyze wholeness of customer costs and price
sensitivity; develop access to services; and Use promotional tools as communication
tools which help to create awareness, knowledge and conviction without commission
or incentive
Use Social Marketing in marketing ideas and causes, which would change the behavior
of target group
Practice Health Services Public Relations

DETAIL CURRICULUM
Unit 1 : Application of Marketing in Healthcare
1.1 Marketing Concept of Marketing
1.2 Importance of Marketing to Healthcare Organizations
1.3 Challenges in Practicing Marketing in Healthcare Industry
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 1.4 Marketing Intelligence, Information and Research System
1.5 Marketing Organization : Chart, Fulltime Staff and Hiring Consultants
Unit 2 : Market (Individual and Organizational) Analysis
2.1 Market Measurement and Forecasting
2.1.1. Defining Market
2.1.2 Measuring Current Market Demand
2.1.3 Forecasting Demand
2.2 Market Segmentation and Targeting
2.2.1 Steps in Segmentation and Targeting
2.2.2 Target Marketing
2.3 Consumer Analysis
2.3.1 Consumer Buying Process
2.3.2 Organization Buyer Behaviour
2.3.3 Consumer Adoption Process

Unit 3 : Marketing Mix Decisions

3.1 Product (Service) Decisions
3.1.1 Nature and Characteristics of Services
3.1.2 Marketing Approaches to New Services Development
3.1.3 Service Mix Decision
3.1.4 Service Item Decision
3.1.5 Service Life Cycle Decision
3.1.6 Demand Generation
3.2 Pricing Decisions
3.2.1 Pricing Objectives in Healthcare
3.2.2 Pricing Strategy
3.2.3 Present and Future Situation
3.3 Place Decisions
3.3.1 Major Distribution Decisions
3.3.2 Strengthening Referral System
3.4 Promotion Decisions
3.4.1 Sales Force in Healthcare Organizations
3.4.2 Advertising in Healthcare Industry
3.4.3 Sales Promotion Practices in Healthcare Organizations
3.4.4 Publicity Practices
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3.5 Marketing Strategies
3.5.1Service Portfolio Strategy
3.5.2 Market Expansion Strategy
3.5.3 Target Market Strategy
3.5.4 Price Quality Strategy
3.5.5 Competitive Positioning Strategy
3.5.6 Marketing Mix Strategy
4. Social Marketing
4.1 Steps in Social Marketing
4.2 Cognitive, Action, Behaviour and Value Changes
5. Public Relations
5.1 Introduction to Public Relations
5.1.1 Meaning of Public Relations
5.1.2 Classification of Public from Healthcare Marketing Perspective
5.1.3 Evaluation of Public Relations
5.2 Public Relations Process
5.2.1 Identifying the Relevant Publics
5.2.2 Measuring Images and Attitude of the Relevant Public
5.2.3 Establishing Image and Attitude Goals for the Key Publics
5.2.4 Developing Cost Effective Public Relations Strategies
5.2.5 Implementing Actions and Evaluating Results
5.3 Community Opinion Surveys to Assess the Image of an Organization
5.3.1 A Model Questionnaire used in Healthcare Services
5.3.2 Methodology of the Study
5.4 Public Relations Tools
5.4.1 Materials : Written and Audiovisual
5.4.2 Media : News, Events, Speeches and Telephone Information Services
5.5 Health Service Public Relations Officer
5.5.1 Profile of Public Relations Officer
5.5.2 Changing Role and Responsibilities of Health Service PRO

Textbooks
1 Philip Kotler and Roberta N. Clarke, Marketing for Healthcare Organizaions
(Prentice Hall Publication)
2 Roger Silver, Health Service Public Relations (Radcliffe Medical Press Ltd., Oxford,
1995) ISBN 1-85775-028-4
Reference
3 John F. O‟Malley, Healthcare Marketing Sales and Services: An Executive
Companion (Health Administration Press) ISBN 1-56793-150-2
4 G.D. Kunder, How to Market Your Hospital Without Selling Your Philosophy (Prism
Books Pvt. Ltd., Bangalore, 2000)

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 Paper – 10 : Hospital Accounting and Finance
Brief Content
This course provides basic accounting knowledge and financial management. This
includes principles, concepts, journal entry, bookkeeping, ledger, depreciation, trail
balance, receipt and payment account, income and expenditure statement, balance sheet
and statutory audit. This also covers departmentalized accounting, internal auditing, cash
flow, and software for hospital accounting.
This course covers cash management, investment decisions, funding source, fundraising,
working capital management, sources and uses of funds, costing, budgeting, pricing,
analysis of financial statement and financial information system.
Course Objectives
The course will help to
Gain in-depth knowledge in basic accountancy
Understand the need for financial management
Develop capability in maintaining accounts
Prepare financial statements
Understand the need and importance of internal audit
Develop budgets
Analyze cost, prepare break even analysis and save / control cost
Prepare hospital rate setting (pricing)
Understand the importance and apply mechanized accounting
Analyze and interpret financial planning and control
Analyze and interpret financial statements for optimum resource utilization
Manage cash, fund and investments
Identify funding sources and various fund raising methods
Enhance the ability to make financial decisions

DETAILS CURRICULUM
Unit 1 : Fundamentals of Accounting
1.1 Meaning, Concepts, Principles, Accounting Rules
1.2 Single and Double Entry System
1.3 Journal Entry, Bookkeeping, Ledger
1.4 Accounts Receivable and Accounts Payable
1.5 Payroll and Executive Remuneration
1.6 Trial Balance
1.7 Rectification of Errors
1.8 Asset Accounting and Depreciation
1.9 Reserves and Provisions

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Unit 2 : Cash Accounting and Cash Management
2.1 Billing / Cash Receipts and Daily Cash Summary
2.2 Bank Accounts and Bank Reconciliation
2.3 Cash Book
2.4 Petty Cash Management
2.5 Authorisation and Approval
2.6 Cash Flow Analysis
2.7 Cash Budgeting
2.8 Cash Control
Unit 3 : Hospital Accounting and Financial Statement
3.1 Departmentalised Accounting
3.2 Internal Control and Internal Auditing
3.3 Trust Funds
3.4 Investment Accounting
3.5 Application of Software
3.6 Revenue and Capital Expenditure
3.7 Receipt and Payment Account
3.8 Income and Expenditure Statement
3.9 Balance Sheet
3.10 Statutory Audit
Unit 4 : Hospital Finance : Fundamentals, Budgeting, and Costing
4.1 Need and Importance of Financial Discipline
4.2 Basic Concepts : Liquidity, Profitability and Leverage
4.3 Role of Finance Controller and Responsibility Accounting
4.4 Budgeting
4.5 Need, Elements, Stages and Terms of Budgeting
4.6 Operating Budget : Activity / Zero Based Budgeting
4.7 Capital Budgeting : Return on Investment
4.8 Problem of Budgeting in Hospital
4.9 Costing
4.10 Basics of Cost Accounting : Types and Elements
4.11 Cost Behaviour
4.12 Cost Centres
4.13 Cost Volume Profit Analysis / Breakeven Analysis
4.14 Hospital Rate Setting / Pricing Decision
4.15 Cost Containment
Unit 5 : Financial Decisions and Fundraising
5.1 Working Capital Management
5.2 Sources and Application of Fund
5.3 Analysis of Financial Statements
5.4 Financial Performance of Hospital
5.5 Financial Planning : Long Term and Short Term
5.6 Financing of Health
538
 5.7 Analysis of Need for Fund for Modernization and Expansion
5.8 Financial Information System and Reporting
5.9 Investment Management
5.10 Fundraising
5.10.1 Art of Fundraising
5.10.2 Analyzing Donor Markets
5.10.3 Organizing for Fundarising
5.10.4 Fundraising Goals and Strategies
5.10.5 Fundraising Tactics
5.10.6 Evaluating Fundraising Effectiveness

Textbooks
1 L. Vann Seawell, Principles of Hospital Accounting (Physicians‟ Record Company,
Berwyn)
2 William O. Cleverley, Essentials of Healthcare Financing (An Aspen Publication, New
Jersey)
3 VHAI, An Accounting Guide for Volutary Hospitals in India (The Voluntary Health
Association of India, New Delhi)
4 Steven F. Kukla, Cost Accounting and Financial Analysis for the Hospital
Administrator (American Hospital Publishing Inc., AHA)
5 M.C. Shukla and T.S. Grewal, Advanced Accounts (S. Chand & Company Ltd., New
Delhi) ISBN 81-219-0396-3
6 S.C. Kuchhal, Corporation Finance : Principles and Problems (Chaitanya Publishing
House, Allahabad)

SEMESTER - III
Paper – 11 : Hospital Materials Management
Brief Content
This course is designed to learn the scientific methods of materials planning, procuring,
storing and dispensing including equipment management. It shall include materials
requirement, planning, price forecasting, procuring, inspection, storing, concepts of stores,
types of stores, stock (supply and replacement), computer application, inventory control,
audit, dispensing, maintenance of equipment, types of maintenance, maintenance
contracts, disposal and unserviceable articles.
Course Objectives
The purpose of this course is to learn the specific methods of materials planning,
purchasing, processing, stocking and dispensing including equipment purchasing and
maintenance. The general objectives are
To understand the general principles of materials management
To apply the principles and practice of purchasing
To develop skills in stores planning, inspection, verification, storage and distribution To

539
develop analytical skills in scientific inventory management
To learn ethical and legal aspects of materials management
To apply MIS for materials management
To learn the principles and practice of equipment purchasing and maintenance
DETAIL CURRICULUM
Unit 1 : Materials Management
1.1 Introduction
1.2 Definition and Function
1.3 Goals and Objectives of Materials Management
1.4 Materials Cycle
1.5 Functions of Materials Manager
1.6 Problems and Issues in Hospitals
1.7 Information Systems for Materials Management
Unit 2 : Purchasing
2.1 Objectives and Elements of Purchasing
2.2 Purchasing System
2.3 Purchasing Cycle
2.4 Purchase Procefures
2.5 Legal and Ethical Aspects
2.5.1 Conditions of Contract
2.5.2 Financial Rules
2.5.3 Arbitration
Unit 3 : Equipment Purchase and Maintenance
3.1 Planning and Selection of Equipment
3.2 Import of Equipment
3.3 Equipment Utilization and Operation
3.4 Equipment Repair and Maintenance
3.5 Equipment Audit
Unit 4 : Inspection, Storage and Distribution of Materials
4.1 Planning Consideration of Stores
4.2 Inspection and Verification of Materials
4.3 Storage of Materials
4.4 Distribution of Materials
4.5 Condemnation and Disposal
Unit 5 : Scientific Inventory Management
5.1 Codification and Standardization
5.2 Value Analysis
5.3 Inventory Control
5.4 Lead Time, Safety Stock and Reorder Level
5.5 Economic Order Quantity (EOQ)
5.6 Selective Controls
5.7 Case Studies on Inventory Control
540
Textbooks
1 Shaki Gupta and Sunil Kant, Hospital Stores Management: An Integrated Approach
(Jaypee Publications, New Delhi, India)
2 WHO, Maintenance and Repair of Laboratory, Diagnostic, Imaging and Hospital
Equipment (WHO, Geneva)
References
3 Murriel Skeet and David Fear, Care and Safe Use of Hospital Equipment (VSO, UK)
4 P. Gopalakrishnan and M. Sundaresan, Materials Management : An Integrated
Approach (Prentice – Hall of India Pvt. Ltd., New Delhi) ISBN 81-203-0027-0

Paper - 12 : Legal Aspects of Healthcare

Brief Content
This course examines legal obligations and responsibility of administration of healthcare
orgnisations such as elements of corporation, agency, administrative and common law
affecting healthcare institutions and respective legal obligations of the board of trustees,
administration and medical staff.

Course Objectives
The course will help to
Understand the legal implications of forming an organization
Apply the relevance of labour laws in hospital context
Understand the doctors patient relationship in medical care
Understand the legal aspects of day to day administration of the hospital

DETAIL CURRICULUM
Unit 1 : Promotion
Forming Society
The Companies Act
Law of Partnership
A Sample Constitution for the Hospital
The Tamil Nadu Clinics Act
Unit2 : Labour Relations
Factories Act
Shops and Establishment Act
The Workmen‟s Compensation Act
The Employee‟s State Insurance Act
The Employees‟ Provident Funds Act
The Payment of Gratuity Act
The Maternity Benefit Act
The Payment of Wages Act
541
The Minimum Wages Act
The Industrial Disputes Act
The Industrial Employment (Standing Orders) Act
The Trade Union Act
The Apprentices Act
The Employment Exchanges (Compulsory Notification of Vacancies) Act
The Collection of Statistics Act
Unit 3 : Medical Care
Medical Council of India
Medical Licensure Law
Doctors Patient Relationship
Medical Malpractice
Quality and Standard of Medical Care
Negligence
Medical Consent
Emergency Care
The Consumer Protection Act
Patients Rights and Responsibilities
Medical Ethics
Unit 4 : Medico Legal Commitments
Mental Illness
Tuberculosis
Drugs Addicts and Alcoholics
Legal Issue in Death Cases
Legal Testimony in Medico-legal cases
Narcotic Laws
The Drugs and Cosmetic Act
Drug Control Policy
Clinical Investigation
Blood Transfusion
The Medical Termination of Pregnancy Act
The Prenatal Diagnostic Techniques Act
Dying Declaration
Medical Jurisprudence
The Human Organ Transplantation Act
Toxicology

Unit 5 : Hospital Administration

5.1 The Biomedical Waste (Management and Handling) Rules
5.2 Radiation Safety System
5.3 Law of Insurance
5.4 Export Import Policy
5.5 Exemption of Income Tax for Donations
5.6 Tax Obligations: Filling Returns and Deductions at Source

542
Textbooks
1 Raj Kumar, Acts Applicable to Hospitals in India (The Christian Medical Association
of India, New Delhi)
2 N.D. Kapoor, Elements of Mercantile Law (Sultan Chand and Sons, New Delhi) ISBN
8170142067
References
3 Ram Krishna Chaube, Consumer Protection and The Medical Profession with Legal
Remedies (Jaypee Brothers, New Delhi) ISBN 8171797318
4 R.C. Anand and Sidhartha Satpathy, Hospital Waste Management :A Holistic
Approach (Jaypee Brothers, New Delhi) ISBN 8171797202

Paper – 13 : Patient Care Planning and Management

Brief Content
This course aims to help determine importance of clinical services, resources requirement,
organizing, managing and delivery of the services. This shall include identification of
needs, standards, staffing and workload, requirements of equipment and other materials,
organization, and management of various clinical services: outpatient services, impatient
services, emergency services, operation theatres, ICU, super-specialty services includes
their evaluation.
Course Objectives
The overall purpose of this course is to enhance the knowledge, skills and attitude in
managing clinical services in hospitals. To fulfil this, the objectives of the course are:
To understand the role of administrator in patient care planning and management
To develop the skills of planning are location, design and layout of clinical services
from staff / customer point of view.
To develop the skills to optimally utilize the available resources (staff, space,
equipment, facilities, supplies, etc.)
To understand the need and importance of equipment and physical facilities
To understand as well as develop the skills of developing Policy and Procedures for
Clinical Services

DETAIL CURRICULAM
Unit 1 : Hospital Planning
1.1 Concept of Planning
1.2 Guiding Principles in Planning Hospital Facilities and Services
1.3 Regional Planning and Factors to be emphasized
1.4 Steps in Hospital Planning; Planning Team and Stages of Project
1.5 Estimation, Architech Brief and Master Plan
1.6 Selection of Site and Decision on Land, Space and Utilities
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Unit 2 : Outpatient Services
2.1 Objectives
2.2 Functions
2.3 Location, Design and Layout
2.4 Policy and Procedures
2.5 Organization
2.6 Staffing
2.7 Equipment and Facilities
2.8 Key Result Areas and Performance / Quality Indicators
2.9 Daily Planning and Scheduling of Work
2.10 Managing Time : Waiting Time and Total Time
2.11 Specialty, Sub-specialty and Super Specialty Clinics
2.12 Diagnosis, Physiotheraphy and Occupational Therapy
2.13 Emerging Concepts : Day Care, Reservation, Appointment by Phone
2.14 Medico-social Works / Patient Counselling
2.15 Other Facilities : Pharmacy, Gifts Shop, Prayer / Meditation Room

Unit 3 : Trauma Care : Emergency and Casualty Services

3.1 Objectives
3.2 Functions
3.3 Location, Design and Layout
3.4 Policy and Procedures
3.5 Organizaion
3.6 Staffing
3.7 Equipment and Facilities
3.8 Key Result Areas and Performance / Quality Indicators
3.9 Disaster Management : Principles and Classification
3.10 Life Saving Drugs
3.11 Ambulance and Paramedic Services
3.12 Medico-legal Procedures
3.13 Forms and Registers to be maintained
3.14 Communication System

Unit 4 : Inpatient Services

4.1 Inpatient Care
4.2 Objectives
4.3 Functions
4.4 Locations, Design and Layout
4.5 Policy and Procedures
4.6 Organization
4.7 Staffing
4.8 Equipment and Facilities
4.9 Key Result Areas and Performance / Quality Indicators

544
4.10 Admission, Transfer, Billing and Discharge Procedures
4.11 Managing Deaths
4.12 Intensive Care Units
4.13 Objectives
4.14 Functions
4.15 Location, Design and Layout
4.16 Policy and Procedures
4.17 Organization
4.18 Staffing
4.19 Equipment and Facilities
4.20 Keya Result Areas and Performance / Quality Indicators
4.21 Types of ICUs
Unit 5 : Operation Theatre
Objectives
Functions
Location, Design and Layout
Policy and Procedures
Organization
Staffing
Equipment and Facilities
Key Result Areas
Daily Planning and Scheduling
Determinants of number of Operating Rooms
Zoning and Aseptic / Sterile Techniques
Clinical Protocols
Sub-stores, CSSD, Immediate Postoperative Recovery Rooms
Safety Issues

Textbooks
1 NHS, Guide to Good Practices in Hospital Administration (Department of Health and
Social Security : National Health Services, London)
2 R. Llewelyn Davies and HMC Macaulay, Hospital Planning and Administration
(Jaypee Brothers Medical Publishers P. Ltd., New Delhi)
3 Syed Amin Tabish, Hospital and Health Services Administration Principles and
Practice (Oxford University Press, New Delhi)
References
4 B.M. Sakharkar, Principles of Hospital Administration and Planning (Jaypee Brothers
Medical Publishers Pvt. Ltd., New Delhi)
5 C.M. Francis and et al., Hospital Administration (Jaypee Brothers Medical Publishers
Pvt. Ltd., New Delhi)
6 G.D. Kunders, Designing for Total Quality in Health Care (Prism Books Pvt. Ltd.,
Bangalore)

545
Textbooks
7 NHS, Guide to Good Practices in Hospital Administration (Department of Health and
Social Security : National Health Services, London)
8 C.M. Francis and et al., Hospital Administration (Jaypee Brothers Medical Publishers
Pvt. Ltd., New Delhi)
References
9 G.D. Kunders, Designing for Total Quality in Health Care (Prism Books Pvt. Ltd.,
Bangalore)
10 Syed Amin Tabish, Hospital and Health Services Administration Principles and
Practice (Oxford University Press, New Delhi)
11 B.M. Sakharkar, Principles of Hospital Administration and Planning (Jaypee Brothers
Medical Publishers Pvt. Ltd., New Delhi)

Paper – 14 : Supportive Services and Facilities Management

Unit : 1
Nutrition and Dietary services – Pharmacy services – Medical Records services.

Unit: 2
Facilities Engineering – Maintenance of Civil Assets – Electrical supply and Water supply
– Medical gas pipeline – Plumbing and Sanitation – Air conditioning system – Hot water
and Steam supply – Communication Systems – Need and scope of Biomedical engineering
departments in modern hospitals.

Unit: 3
Laundry services – House keeping services – CSSD-Energy conservation methods –
AMC.
Unit: 4
Ambulance services – Mortuary services – Hospital security services.
Unit: 5
Disaster management – Fire hazards – Engineering Hazards – Radiological hazards.-
Outsourcing of Support services –few case studies.

FRAME WORK FOR THE ABOVE TOPICS

1. Definition
2. Section or types
3. Role and Functions
4. Planning consideration like location, principles, shape, design, types, layout,
Special Requirements
5. Equipment required
6. Staffing
7. Policies and procedures
8. Monitoring and Evaluation
546
REFERENCE BOOKS:
1. Hospital and facilities planning and Design – G.D.Kunders
2. Hand Book of Bio-Medical Engineering - Jacob Kline
3. Clinical Engineering Principles and Practices - Webster J.G and
Albert M. Cook
4. Maintenance Planning and Control - Antony Kelly

Paper - 15 : Information Technology in Healthcare

Brief Content
There is rapid growth and developments in health informatics. Developed countries like
Canada are in the process of developing national policy bio-informatics / telematics to
bring revolution in health care. This course deals with the need, importance and
application of computers / IT in health care. It also covers the software and hardware
availability and how to select appropriate software / hardware for healthcare. Learning
modern computer technology and MIS would help the Health Care Administrators to take
effective decisions as well as enhance their managerial skills. The Course will
accommodate the recent developments as well as the fundamentals of IT applications in
Health Care.
Course Objectives
The course will help to
Identify and appreciate areas of Computer and IT Applications in Hospitals and
Healthcare Programs
Perform System Study from analysis phase to implementation phase of software
development
Get an overview of the software for hospitals and practice basic skills of using
computers in Health Care
Select appropriate software and hardware for Health Care

DETAIL CURRICULUM
Unit 1 : Basics of Computers and Management Information System
Computers and its Parts
IT : Appropriateness and as focus of Organizational Change
Software and Hardware Selection : Factors to be Considered, Methods of Selecting
and Optimize the Selection Procedures
Networking : Importance, Types, Methods of Networking, Network Planning and
Management
LAN Security : Protecting Health Care Information, Internal Vs External Threats
MS Windows : Word, PowerPoint Presentations, Excel, Outlook Express, and Internet
Exploring

547
 Date Processing (DP) : Importance, Data Flow; DP Requirements and File Concepts:
How to Process Data, Suitable Methods of Processing, Meaning of Files, Types and
Importance of Files; Database Design, Interface Design, Reports Design and Advance
Topics in Data Management
MIS : How to Process Information, Information and Records, Importance of Planning;
Training and Educating Staff, Testing MIS
Role of IT in Office Automation : Traditional VS IT Office; what is Office
Automation; Communication Technology for Automation; Retrieval and Storage
System; Integrated Office Automation; Portable Office; Future Edge of Information
Technology.

Unit 2 : Systems Management, Software Applications and Developmental Process

System – SSAD Approach : Meaning, System Analysis, Design, Development,
Testing, Implementation, Maintenance; Computer Systems Control and Auditing;
Approaches to Conversion of a New System
Managing System Personnel – Difference in Managing System Personnel; Types;
Users, Data Operators, Programmers / Software Engineers, Hardware Engineers,
Maintenance Team, In-charge / Department Head, External Consultants; Orientation,
Training, Retaining
Need Analysis
System Analysis
Feasibility Test : Economic, Technical, Political & Socio-cultural Factors
Tender Procedure : Bid Documentation Preparation, Tender, Technical Document
Analysis, Financial Document Analysis and Contract
Software Development Procedure : Detail System Analysis, System Design, Database
Design, Software Development, Testing and Implementation.
After Development Procedure : Maintenance, Updates, Modules Addition
Features of Software in Hospitals and Health Care

Unit 3 : Hospital / Health Information System – HIS

Objectives, Characteristics, Elements, Catagories
HIS for Various Levels of Management (Top / Middle / Operational)
Integrated HIS (IHMIS)
Comprehensive Single Hospital MIS (CSHS), Comprehensive Multi-hospitals MIS
(CMHS), Business Office Multi-hospital MIS (BMHS) and Special Purpose Single
Hospital MIS (SSHS)

548
Unit 4 : Application of Computers in Hospitals and Health Programs
Need and Importance of IT in Health Care
Centralized Vs Decentralized
Integrated Online HIS
Computerizing Medical Records, OPD, Ward, Admission and Discharge, OT,
Clinical Laboratory, Blood Bank, Eye Bank, Clinical Quality Assurance, Pharmacy
Community Outreach, Reception / Front Office, Materials Management, Financial
Accounting, HRM, Training and Development, Medical Research, Library and
Literature Search, Housekeeping
Implementing wireless computerized patient records
Complexity in computerizing Hospitals
Computerizing Health Programs / Projects and widely used latest Statistical and
Evaluation Software

Unit 5 : Latest Advancement in Technology

Geographical Information System (GIS) : Digitizing Map, Software and Hardware
Required for GIS
Clinical Practices through Internet and Telehealth
Electronic Medical Documentation and Smart Cards
Useful Websites in Health Care
Future Trends in Health Care Information Systems

Textbooks
Toni Hebda & et al, Handbook of Informatics for Nurses and Health Care
Professional (Prentice Hall, New Jersey)
John Abbott Worthley and Philip S. Disabris, Managing Computers in Health Care –
A Guide for Professionals (Health Administration Press Perspectives, Michigan)
WHO, Informatics and Telematics in Health – Present and Potential Use (WHO,
Geneva)
Marlene Maheu, Pamela Whitten & Ace Allen, E-Health, Telehealth and
Telemedicine: A Guide to Startup and Success (Jossey-Bass) ISBN 0787944203

SEMESTER – IV
Paper – 16 : Health Communication Planning and Management
Brief Content
This course aims at developing skills in planning and managing communication in
healthcare. The main emphasis is on Planning, Implementation and Evaluation of
Communication in Healthcare Organizations and Health Programs. It shall focus on
Community and Hospital Based Communication covering preventive, promotion, curative
549
and rehabilitative care. It shall cover principles, purpose, importance, scope, fundamental
factors, methods and media of Communication. It shall cover social phychology, group
process, theories of learning, community, mass communication, media of communication,
education methods, training, community participation, etc.
Course objectives
This course will help the students to
Understand the fundamentals, types and levels of communication in healthcare
Understand the process of communication planning in healthcare
Identify and apply different methods and media of communication in the hospital and
community as part of their job responsibility as well as develop appropriate media to
use
Understand the strategies of implementing communication programmes
Develop the skills to evaluate communication and campaign prorammes

DETAIL CURRICULUM
Unit 1 : Communication : Fundamentals and Process
Meaning and Process of Communication
Barriers to Communication
Key to overcome Barriers: Awareness, Self-assessment, Openness and Objectivity
Leadership and Motivation
Learning and Change Process
Types : Formal, Supportive, Rigid, Purposeful and Complex
Levels : Intra-Personal, Interpersonal, Public and Mass
Process of Communication Planning
Analysis of Audience and Situation
Setting Objectives
Designing strategy : Message, Methods and Media
Planning Activities : Scheduling, Budgeting and Implementation
Evaluation Phase

Unit 2 : Strategies of Implementation of Communication Programme

Building Commitment
Training Manpower
Community Participation
Utilizing Resources

Unit 3 : Evaluation of Health Communication / Campaign Programme

Stages of Evaluation
Criteria of Evaluation
Methods of evaluation

550
Unit 4 : Methods of Communication
Individual Methods (Individual teaching)
Interview : Meaning, types and techniques of taking interview
Counselling : Meaning and techniques of counseling
Group Methods (Group teaching)
Group discussion : Meaning, categories of members and their functions, factors
affecting good discussion and decision making
Role play : Meaning, techniques of conducting role play
Symposium : Meaning, procedures of conducting the symposium
Mass Methods (Mass teaching)
Lecture : Meaning, types, techniques of delivering lecture effectively

Unit 5 : Media of Communication

Audio Aids
Cassette player : Meaning, advantage of using cassette player in teaching
Visual Aids
Pamphlet : Meaning and Advantages
Poster : Meaning and Techniques
Chart : Meaning, Types, Sources and Advantages
Flip Chart : Meaning and Techniques
Flannel Graph : Meaning and Techniques
Bulletin Board : Meaning and Procedures
Audio-visual Aids
Television (TV) : Meaning and Advantages
Video Show : Meaning and Advantages
Computer Networks, Websites, E-mails, etc.

Textbooks
1 L. Ramachandran and et al, A Textbook of Health Education (Vikas Publishing House
Pvt. Ltd., New Delhi)
2 WHO, Health Education: Comprehensive Guidelines of Planning, Implementation and
Evaluation (WHO Regional Office for South Asia, New Delhi)
3 Marry Munter, Guide to Managerial Communication (Prentice Hall, New Jersey)
ISBN 0130462152
4 Robert J Bensley and Jodi Brookins Fisher, Community Health Education Methods: A
Practical Guide (Jones and Bartlett Publishers, Boston) ISBN 0763718017
5 Hari Bhakta Pradhan, A Text Book of Health Education: Philosophy and Principles
(Educational Publishing House, Kathmandu)
6 Michael E. Hattersley, Linda J. Mc.Jannet, Management Communication : Principles
and Practice (McGraw-Hill Co.) ISBN 0070270414
551
 Paper – 17 : Health Insurance and Managed Care
Brief Content
This course covers the principles and practice of health insurance and managed care and
its application in Indian scenario. This shall include different types of insurance policy,
insurance coverage, insurance claims & disputes related to health insurance. This shall
give the details to health insurance system practiced in India and other countires. This
shall also include introduction to managed care, system of managed care, negotiating and
contracting with consultants and hospitals, controlling hospitals and consultants utilization
and components of managed care.

Course Objectives
The course will help to
Understand the basics of health insurance
Develop skills in managing risks
Do costing thereby design benefit package and set premium
Understand provider payment mechanism
Design and plan community health insurance
Understand managed care
Study different system and components of managed care

DETAIL CURRICULUM
Unit 1 : Health Insurance, Market Failure and Risks
Concept of Health Insurance
Types, origin, evolution and importance:
Private Health Insurance for profit
Private Health Insurance not-for-profit : Community Health Insurance (CHI),
Employer Based Insurance, Health Micro Insurance (MHI) and Reinsurance
Public Health Insurance : National Heath Insurance, Social Health Insurance
Fundamental difference among various Health Insurance Schemes
Various models of CHI and MHI tested / implemented in developing countries
Health Insurance in Indian Context
Social security: A fundamental concept
Risk and Insurance
Demand and Supply for Health Insurance
Economics of Scale
Welfare Loss from Health Insurance
Actuarially Fair Premium, Expected Loss, Load Factors
Market failure and role of Government
Risks : Moral hazard, adverse selection, cost escalation, fraud and abuse, cream
skimming
Risk Management Tools

552
 Moral Hazard : Co-payment / coinsurance, deductibles, indemnity payment,
mandatory referral system
Adverse Selection : Collective membership, group policies
Cost Escalation : Treatment Protocol, fixed fee per illness
Fraud and Abuse (free rider): Insurance cared with photograph

Unit 2 : Designing Benefit Package and Premium setting

Designing Benefit Package : Introduction
Issues to be considered : Financial resources, existing infrastructure and quality
care, priority, utilization, pattern of disease and injury, level of health services,
estimating maximum demand
Costing the Benefit Package : Cost of pharmaceuticals, consultations, diagnostic
support services, ;hospitalization, additional services and operating costs
Premium Setting : Calculation and determining Premium

Unit 3 : Provider Payment Mechanism

Introduction, fee for services, case payment, daily charge, bonus payment, flat rate
payment, capitation, salary, global budget, DRG
Comparison of different payment systems

Unit 4 : Designing and Planning of Community Health Insurance

Pre-Feasibility Study : Establish contact with community, test preconditions (social
cohesion, priority for health, trust to the initiator, quality services. Economic
situation), information, education and communication, working groups, planning data
collection
Data collection and analysis: household survey questionnaire design, production of
information
Feasibility Study : Basis of choice (benefit package and premium), scenario, major
risks and its management, payment mechanism and fund management
Preparing for Implementation: Practical and logistics
Implementation : Launching, enrolment, premium collection, waiting period
Monitoring and Evaluation
Unit 5 : Managed Care
Origin, Growth and Development of Managed Care
Importance
Management Functions of Managed Care
System of Managed Care
Health Maintenance Organization (HMO)
Preferred Provider Organization (PPO)
Exclusive Provider Organization (EPO)
553
 Physician Hospital Organization (PHO)
Independent Practitioner Organization (IPO)
Components of Managed Care System
Contractor Provider Network
Patient Access Systems
Utilization Management
Claims Payment
Customer Service
Quality Management

Textbooks
1 Peter R. Kongstrvedt (ed), The Managed Health Care Handbook (Aspen Publication,
Maryland, USA, 1989)
2 L.M. Harpster and M.S. Veach, Risk Management Handbook for Healthcare Facilities
(American Hospital Association, USA, 1990)
References
3 A.V. Rickel and T.N. Wise, Understanding Managed Care (Karger, USA 2000)

Paper – 18 : Strategic Management in Healthcare

Brief Content
The Course introduces the basic concepts and process of strategic planning as well as
orient on the application in Healthcare delivery with due importance to environmental
analysis. It deals with process, alternatives and selection of strategies, implementation,
evaluation and control of strategy.

Course Objectives
The course will help to
Understand the basic concepts of strategic healthcare manageemtn
Study the principles of strategic healthcare management
Develop capabilities to practice structural process of strategic management
Analyze the internal and external environment of healthcare organizations
Set vision, mission and objectives for healthcare organization
Understand the basis and various approaches to strategic management
DETAILS CURRICULUM
Unit 1 : Introduction
Critical Areas
Dimensions
Level of Strategy
Characteristics of Strategic Decision
Benefits

554
Unit 2 : Strategic Management Process : Components
Mission for an Organisation
Organizational Profile
External Environment
Strategic Analysis and Choice
Long term Objectives
Grand Strategy
Annual Objectives
Functional Strategies
Polices
Insitutionalising the Strategy
Evaluation and Control

Unit 3 : Situational Analysis

Need
Environmental issues, Vision, Mission, Objectives, Values, Directional Strategies,
Adaptive Strategies, Market Entry Strategies, Positioning Strategies and Operational
Strategies
External Environment Analysis
Need
Goals
Limitations
Description
General Environment, Healthcare Environment and Information
Process : Scan, Monitor, Forecast and Assess
Tools and Techniques
Responsibility : 3 Administrative Models
Internal Environment Analysis
Objectives
Culture, Management Subsystem and Information Subsystem
Audit Checklist of Strengths and Weaknesses
Unit 4 : Strategy Formulation
Developing Strategic Alternatives
Evaluation of Alternatives and Strategic Choice

Unit 5 : Application in National and International Level

Strategic Management Practices in National Healtha Care Programs
Strategies adopted in Long Term Health Policy with special reference to Women
and Child Health, AIDS Control, Tuberculosis Control, Leprosy Control, Malaria
Eradication, and Water Supply and Sanitation
Strategic Planning in Family Planning and Welfare Programme

555
 Strategic Management Practices in International Healthcare
Strategies adopted by International Agencies : WHO, World Bank
Strategies Approach in Health Programs of few Developed Countries and / or
Neighbouring Countries.

Textbooks
1 W. Jack Duncan, Peter M. Ginter and Linda E. Swayne, Strategic Management of
Health Care Organizations (Blackwell Publishers, Masschusetts, USA) ISBN 1-55786-
534-5
2 K. Park, Text Book of Preventive and Social Medicine (M/s Banarsidas Bhanot,
Jabalpur)

References
3 John A. Pearce II and Richard B. Robinson Jr., Strategic Management: Strategy
Formulation and et al, Strategic Analysis for Hospital Management (Aspen
Publication, USA)

Paper – 19 : Managing Quality in Healthcare

Brief Content
Quality Management is an institutional philosophy, a mindset and a way of life for an
organization. It is a Process of transforming organizational culture to „Quality Culture‟.
Implementation of Quality is process oriented and the emphasis is on Customer Sensitive,
Managing Change and Functioning as a Team, which are behavior in nature. As like
fulfillment of customers‟ expectations on Quality of Product (Medical and Nursing Care
Services) it is equality important to ensure the way in which the product / service is
delivered. This includes all the interactions we have with the customers while providing
patient care. Developing „Quality Indicators‟ and monitoring quality through Satisfaction
Surveys and Quality Audits enable for Continuous Quality Improvement.
Course Objectives
The course will help to
Understand Managing Quality as an institutional philosophy in Healthcare
Organizations
Understand the Process of cultural change will emphasis on Leadership Commitment,
Training, Managing Change, Team Work and Communication
Identify Customers and individual behaviours that demonstrate customer service
Develop skill to apply quality concepts and tools
Develop skill to analyze patient‟s expectations and satisfaction
Understand the rights and responsibilities of patients
Develop skill to set Standards / Benchmarks and use Quality Audit to measure
standards and Outcome of Care

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DETAIL CURRICULUM
Unit 1: Fundamentals
History, Need and Importance of Quality Management
Core Values, Concepts and Model
Quality Gurus and their views
Dimensions of Quality
Principles of Quality Management : Structure, Process and Outcome
Quality Vs Productivity Vs Profitability
Cost of conformance and non-conformance to Quality
Major Components in Quality
Setting Objectives
Quality Investment
Activity Monitoring
Performance Assessment
Quality Management Process
Leadership Commitment
Corporate Framework on Quality
Transformation of Corporate Culture
Customer Focus
Process Focus
Collaborative Approach
Education, Training and Development
Learning by Practice and Teaching
Benchmarking
Quality Measurement and Statistical Report at all Levels
Recognition and Reward
Management Integration
Unit 2 : Quality Foundation, Tools ;and Techniques
Leadership
Team Work
Communication
Problem Solving
Managing Time
Tools and Techniques
Flow Chart
Cause and Effect Diagram
Pareto Diagram
Statistical Process Control (SPC)

Unit 3 : Healthcare Quality

Quality / Customer Service
Define Customer and Identify Customers
Customer Experience : Core Service & Delivery of Service
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 Excellent Customer Service ; Caring Service
Individual Behaviour : Stress, Communication and Interpersonal Relationship
Patient Satisfaction
Rights and Responsibilities of Patients
Satisfaction and Delight
Quality Indicators of Patient Satisfaction
Clinical Quality
Complication and Infection Rate
Admission, Follow Up and Continuity of Care
Measuring Quality
Setting Objectives and Agreeing upon Standards
Develop Key Result Areas and Performance Indicators
Feedback : Customers, Staff, Suppliers, etc.
Quality Audit and Review Techniques
Unit 4 : Organisation and Roles in Quality
Quality Policy : Commitment to Patients and Staff
Code of Conduct for Health Professionals
Job Description of Quality Manager
Quality Steering Committee
Quality Council
Quality Teams : Task Force, Quality Circle
Obstacles to Practice Quality
Unit 5 : Recent Trends
ISO Certification; BS Mark
Accreditation : JCI
Quality Awards Scheme
Business Process Reengineering

Textbooks
1 Wilson CRM, Hospital Wide Quality Assurance (Saunders, Ontario)
2 Hugh C.H. Kogh, Total Quality Management in Health Care (Longman Publicaiton)
ISBN 0582 04696
3 Roger Ellis and Dorothy Whittington, Quality Assurance in Health Care – A Hand
Book (Edward Ainoid, London) ISBN 0-340-55273-5
References
4 Edward W. Deming, Out of the Crisis (Cambridge University Press, Cambridge)
5 Richard Smith (ed.) Audit in Action (British Medical Journal, London) ISBN 0-7279-
0317-9
6 Nankemp and Eileen Richardson, Quality Assurance in Nursing Practice
a(Butterworth Heinemann Ltd., London, Second Edition) ISBN 0-7506-2326-8)
7 Helga Drummond, The TQM Movement – what Total Quality Management is Really
All About (UBSPD, New Delhi)

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 Paper – 20 : Research Methodology
Brief Content
This course aims to develop understanding about the utility and importance of research
and evaluation methods in healthcare management, defining the research problem, concept
of research design and various steps involved in conducing research. It shall include
introduction to health system research, ethical aspects of health research, defining the
statement of problem, development of research proposal, types of research and research
design, data collection methods, sampling methods, process and analysis of data,
interpretation and findings, report writing, work plan and utilization of research.

Course Objectives
At the end of this course, the students will be able to
Design research methods,
Collect and analyze data,
Prepare research report and
Independently conduct research in their field of study / area of work
DETAIL CURRICULUM
Unit 1 : Introduction, Research Planning and Design
Meaning, Purpose, Types and Methods of Research
Research Process
Steps in Research Planning
Problems: Components, Selecting and Defining Problem
Purpose, Objectives and Hypothesis
Research Strategies
Ethical Aspects in Health Research
Economic Considerations
Data Collection Plans: Questioning, Information Gathering and Sources
Plans for Analysis of Data
Proposal Writing
Research Design in case of different researches

Unit 2 : Sampling Methods

Census Vs Sampling
Universe, Sampling Frame, Sampling Design, Errors, Precision and Confidence Level
Principles of Sampling
Steps in Sampling Design
Systematic Bias & Causes of Bias
Types of Sampling Design
Merits and Limitations of Sampling

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Unit 3 : Data Collection
Primary and Secondary Data
Methods of Collecting Primary Data : Questioning and Observation
Prerequisites / Basic Tenets of Interviewing
Designing a Questionnarie
Pre-testing / Pilot Study

Unit 4 : Data Analysis : Biostatistics

Functions, Scope and Limitations
Presentation of Data
Measures of Central Tendency
Measures of Variation
Correlation and Regression Analysis
Forecasting and Time Series Analysis
Probability
Sampling
Estimating of Parameters
Tests of Hypothesis
Chi Square Test
Statistical Quality Control

Unit 5 : Interpretation and Report Writing

Reasons, Techniques and Precautions in Interpretation
Significance of Report Writing
Steps in Report Writing
Layout of a Research Report
Types of Reports
University Prescribed Guidelines
Precautions

Textbooks
CR Kothari, Research Methodology Methods and Techniques (Wiley Eastern Ltd.,
New Delhi)
PSS Sundar Rao and J Richard, An Introduction to Biostatistics – A Manual for
students in Health Sciences (Prentice – Hall of India Pvt. Ltd., New Delhi)

References
Stephen Polgar and Shane S Thomas, Introduction to Research in the Health Sciences
(Churchill Livingstone Publications)
BK Mahajan, Methods in Biostatistics (Jaypee Brothers Medical Publishers P. Ltd.,
New Delhi)
SP Gupta and MP Gupta, Business Statistics (Sultan Chand & Sons, New Delhi)

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