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Course Number: Palm Beach State College Course Syllabus – ELearning Online Class
Palm Beach State College
Course Syllabus – ELearning Online Class
General Class and Course Information
Course Number: HSA3160 Course Title: Health Care Marketing
Term/Dates: Fall 2016 8/23-12/19
Reference Number: 216305 Credit Hours: 3
Clock Hours: Online
Course Description:
A comprehensive overview of marketing strategies and technologies that might effectuate productive network
systems. The primary focus will be processes within the health care system. Emphasis will be put on process from an
administrative perspective.
Distance Learning Class Information
This course is taken completely on the Internet without attending a classroom on campus. Some courses may require
students to take examination(s) in a proctored lab setting. Before you decide to take the course via online delivery, it
is recommended that you:
Visit – http://www.palmbeachstate.edu/elearning/online
to obtain Detailed Facts & Information about
Blackboard Access
 Access to your Online Course is AVAILABLE each term on the FIRST DAY OF CLASSES
 Access to your Online Course will NOT BE AVAILABLE unless the course tuition is FULLY PAID
Blackboard Orientations
 How to Register for the Free Online Orientation Course: ELO1000
 Where/When to Attend On-Campus Orientation
Blackboard Tips & Tutorials
 How to Ensure your Computer is Compatible
 Ensure you Understand Examination and Assignment Rules
 Learn the Functions of Blackboard
Then Proceed To – https://palmbeachstate.blackboard.com
to Login to your Course (not available before the first day of class) using the same
USERNAME and PASSWORD you used to register for classes.
For Additional Information and Notices Visit – http://www.palmbeachstate.edu/elearning
Online Examinations Notice
This course requires students to use an Online Test Proctoring System when taking online examinations. This
requires an installation of a LockDown browser on the student’s computer and use of a Webcam. Instructions how
to download/install the free browser will be provided in the course. Students need to have/obtain their own
Webcam. Students can elect to take the examinations in Student Learning Centers where the Test Proctoring
System is provided.
Professor’s Information
Name: Dr. Michele Tiggle
Telephone: 561-868-4108
Faculty Web Page:
Template Date - July 2013
Office Location: CBP228
Email: [email protected]
Office Hours: See Faculty Homepage
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Palm Beach State College
Course Syllabus – ELearning Online Class
https://www.palmbeachstate.edu/faculty/index.asp?id=tigglem
Information on REQUIRED Textbooks:
Title
Edition Author
3rd
Eric N. Berkowitz
Publisher
Jones & Bartlett
ISBN
9780763783334
Edition Author
Publisher
ISBN
Essentials of Health Care Marketing
Supplementary Books/Materials
Title
Other Information on Textbooks and Materials needed for class:
Course Learning Outcomes: As a result of taking this course, the student will be able to:
• Describe the evolving health services industry structure and explain the role of marketing in healthcare organizations.
• Apply effective marketing strategies in healthcare organizations.
• Describe the various types of media (print, web and broadcast) and the effectiveness of each one in the healthcare
market.
• Describe the competitive market and develop an effective marketing plan for a healthcare organization.
• Explain regulatory factors and analyze the roles of professions, governing bodies, organization administration, and
consumers in health care marketing.
• Analyze the impact of culture and diversity on the marketing of healthcare services.
• Evaluate media relations and the impact of various types of media employed to market health care services.
Full Course Outline - Click on the following link: Course Outlines and enter the course number (no space between the
prefix and the number).
Class Information
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Palm Beach State College
Course Syllabus – ELearning Online Class
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Palm Beach State College
Course Syllabus – ELearning Online Class
Lesson Number
Lesson 1
Lesson 2
Lesson 3
Lesson 4
Lesson 5
Lesson 6
Lesson 7
Lesson 8
Lesson 9
Lesson 10
Lesson 11
Lesson 12
Lesson 13
Lesson 14
Course/Lesson Outline
Chapter 1-The Meaning of Marketing
Pages 3-38
Chapter 2-Marketing Strategy
Pages 41-79
Chapter 3-The Environment of
Marketing Strategy, Pages 82-118
Chapter 4-Buyer Behavior,
Pages 123-154
Chapter 5-Marketing Research,
Pages 161-194
Chapter 6-Market Segmentation, Pages
195-231
Chapter 7-Developing Customer Loyalty,
Pages 232-254
Chapter 8-Product Strategy, Pages 257286
Chapter 9-Price, Pages 287-314
Chapter 10-Distribution, Pages 315-344
Chapter 11-Promotion, Pages 345-373
Chapter 12-Advertising, Pages 374-401
Chapter 13-Sales and Sales
Management, Pages 403-424
Chapter 14-Controlling and Monitoring,
Pages 427-449
Academic Dishonesty Policy and Penalty for Violation:
Academic dishonesty will not be tolerated in this course. Cheating along with Plagiarism will not be tolerated. SafeAssign
will be used for course assignments. A SA report of 15% or less is acceptable. Any SA report higher than
15% will result in a “0” (zero) for the assignment.
The following information is quoted from Section 21 of the Palm Beach Community College Student Handbook, p. 33:
“Academic misconduct, including, but not limited to, unauthorized use of aids, cheating, fabrication, plagiarism, or
facilitating academic dishonesty in the classroom or other college environments, as defined below:
Plagiarism
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Palm Beach State College
Course Syllabus – ELearning Online Class
Although difficult to define, plagiarism consists of taking the words or specific substance of another and either copying
or paraphrasing the work without giving credit to the source. The following examples are only some of the many forms
plagiarism may take:
i. Submitting a term paper, examination or other work written by someone else. This is a flagrant instance of plagiarism.
ii. Failure to give credit in a footnote for ideas, statements of facts or conclusions derived by another.
iii. Failure to use quotation marks when quoting directly from another person, whether it is a paragraph, a sentence or
even a part thereof
iv. Close and extended paraphrasing of another”
On page 30, the Palm Beach Community College Student Handbook goes on to say:
“Any student who is found to have violated these acts…may be subject to the maximum penalty of expulsion or any
other penalty authorized herein.”
Consequences in the BAS Program for violating Academic Dishonesty Rules (including the Plagiarism Policy):
• When a student violates the institution’s Academic Dishonesty/Plagiarism policy, he/she earns a “zero” for the
assignment.
• For repeated violations, the student earns an “F” in the class if/when deemed significant by the instructor
• Expulsion from the program is possible for subsequent violations if/when deemed significant by the instructor
Assignments, Tests, Quizzes and Final Exam Schedule, with percentage/points of grade:
Written Assignments: All written assignments submitted through Blackboard must be well written with proper
grammar, spelling, punctuation, with title page (APA format) and references (APA format). The assignments are short
essay that must be approximately 400 words or more. The assignments must be well-written with proper grammar,
spelling, punctuation, and proper references. There should be at least four credible sources used for each research
assignment. References should be books, journal articles, peer reviews, and/or book chapters. Use the library’s
databases provided online to access your research articles. Citing Wikipedia, Wikihow, or any other site beginning with
“wiki” is unacceptable, because they are not considered a credible, authoritative source. Google Scholar is acceptable to
access research articles. The written assignments are graded as follows:
Content: 55%
APA Formatting: 20%
Reference Use: 15%
Grammar, Spelling/Punctuation: 10%
The following rubric will be used for each assignment. Please follow accordingly.
CRITERIA
Content
55 points
Template Date – July 2013
EXPERT
55 points
The research
is clear, well
stated, and
supported
with the
appropriate
facts.
PROFICIENCY
45 points
The research
could be
stronger, weakly
stated, but
supported with
the appropriate
facts.
COMPETENT
35 points
Research is
strong but not
supported with
the appropriate
facts.
NOVICE
25 points
The research
is supported
with opinion
and not facts.
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Palm Beach State College
Course Syllabus – ELearning Online Class
APA
20 points
Formatting/Presentation Information is
very well
20 points
organized,
subheadings,
wellconstructed
paragraphs,
title page, intext citation,
in APA
format.
15 points
Information is
organized,
subheadings with
paragraphs, with
title page, in-text
citation and APA
format.
Reference /Quality and
Sources
10 points
Grammar/Spelling/
Punctuation
15 points
10 points
Four or more
credible
sources are
used that are
cited and
relevant to the
paper’s topic.
15 points
No
grammatical,
spelling, or
punctuation
errors.
0 points
Information is
disorganized,
with
incomplete
APA
formatting.
5 points
Two to three
credible sources
are used that are
cited and
relevant to the
paper’s topic.
10points
Information is
organized but
paragraphs not
well
constructed,
with a few
errors with
APA formatted
in-text
citations, title
page, and
subheadings
3points
At least one
credible source
is used that are
cited and
relevant to the
paper’s topic.
10 points
Almost no
grammatical,
spelling,
punctuation
errors.
5 points
A few
grammatical
spelling, or
punctuation
errors
0 points
Many
grammatical,
spelling, or
punctuation
errors.
0 points
No credible
sources,
sources are
not cited or
relevant to the
paper’s topic.
Tests, and Final Examination Schedule:
For each lesson there is a test. Please see the course schedule above and in Bb for dates of the test. Keep in mind there
is only ONE attempt for each test. Each test is comprised of multiple choice and true/false questions. If you fail to
complete the tests on the scheduled date due to an absence, there will be no make-up for either one, unless granted
permission by the instructor due to unforeseen or extenuating circumstances. Exam reviews will be provided. The BAS
department has decided that the lockdown browser and webcam will be used for all exams and quizzes and
students will not be allowed to use notes and textbooks when taking exams and quizzes. Please be guided by
these instructions as you proceed in the course.
Some visual cues your instructor might employ when reviewing the videos for dishonest behaviors could
include:
•
Eyes wandering to possible notes or texts out of camera view
•
Leaving camera view and returning later
•
Wearing headgear or ear buds
Template Date – July 2013
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Course Syllabus – ELearning Online Class
•
Speaking with others while taking the test.
•
Having another person with you or near you out of camera view (some exceptions if you have
children)
•
Having another person (not the student) actually taking the test
•
Other behaviors or body language that suggests improper assistance during the test
If, during the test, you believe you may have engaged in a behavior that could be misinterpreted, please feel
free to send a BlackBoard email to me explaining the issue.
Research Assignments:
There are fourteen research assignments and marketing business plan project in the course that should be submitted
through Blackboard. The research assignments are as follows:
Research Assignment 1
Describe the elements of successful marketing for a health care organization. Provide detail with examples.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words , with references cited properly in
APA format, and a cover page (APA format). This assignment must be well- written with proper grammar, spelling, and
punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
_____________________________________________________________________________________________
Research Assignment 2
Describe the concepts of the BCG matrix and GE matrix that are used to determine organizational strategy. What is
an advantage of the GE matrix model over the BCG matrix?
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
_______________________________________________________________________________________
Research Assignment 3
Under HIPAA, it is important for market professionals and providers to recognize patients basic “rights”. Explain
these rights and what HIPAA does or does not allow marketers to do.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
________________________________________________________________________________________________
Research Assignment 4
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Palm Beach State College
Course Syllabus – ELearning Online Class
Describe what role routine decision making and complex decision making has when it comes to the choosing health
insurance using the health care exchange for Obamacare. Provide detail.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
______________________________________________________________________________
Research Assignment 5
Suppose you were conducting a health care market research study on the effects of Obamacare on the uninsured.
Describe in detail which type of data collection and sampling methods you would use for this research study.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
____________________________________________________________________________________________
Research Assignment 6
Explain how the important factors such as age, gender, and ethnicity is to socio-demographic segmentation. Give
detail with examples.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
______________________________________________________________________________________
Research Assignment 7
Is customer satisfaction more important than customer loyalty? Provide your thoughts with detail.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
______________________________________________________________________________________
Research Assignment 8
Explain the limitations associated with the Product Life Cycle and the strategies used to modify it. Give details with
examples.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
______________________________________________________________________________________
Research Assignment 9
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Palm Beach State College
Course Syllabus – ELearning Online Class
There are various ways a health care organization can reduce the price for a product. One way is through discounts.
Describe the four common types of discounts. In your opinion, which type of discount is more beneficial for an
health care organization? Give details.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
________________________________________________________________________________________
Research Assignment 10
Factors present in the environment suggest that the health care market place may be evolving into a true retail
market. Describe what factors are needed for this to be possible.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
________________________________________________________________________________________
Research Assignment 11
What are the advantages of advertising over publicity within the promotional component of marketing? Provide
detail with examples.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
________________________________________________________________________________________
Research Assignment 12
Read the article “Advertising: A Legal and Ethical Perspective” and describe the rules and regulations of ethics of
advertising for a health care organization.
Article Link:
http://www.camft.org/AM/Template.cfm?Section=Richard_S_Leslie&template=/CM/ContentDisplay.cfm&ContentI
D=14287
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
__________________________________________________________________________________________
Research Assignment 13
There are many types of sales jobs. Explain the relevance of technical selling as it pertains to pharmaceutical
companies. Provide detail.
Template Date – July 2013
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Palm Beach State College
Course Syllabus – ELearning Online Class
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
___________________________________________________________________________________________
Research Assignment 14
There are three types of market share. Describe each one. In your opinion, which one would be more beneficial for a
health care organization to use to measure their performance in market share? Provide detail with examples.
Requirements:
Submit your essay in a Word document. This assignment must be at least 400 words, with references cited properly
in APA format, and a cover page (APA format). This assignment must be well- written with proper grammar,
spelling, and punctuation.
Note: A rubric will be used to assess the completion of the research assignment.
Health Care Marketing Business Plan Project
(due by Week 13--December 22th by 11:59 pm))
Instructions:
Develop a marketing business plan for a healthcare organization of your choice (either for-profit or non-profit HCO)
where you choose a new product or service to market for a specific target market.
Use the Sample Business Planning Manual in your text, pages 452-479, for the format and expected content of your
marketing plan. Your Marketing Plan should have the following components:
Table of Contents
Executive Summary, pg. 453-456
Organizational Profile, pg. 458-459
-Industry Overview, pg. 461-462
Marketing Plan:
A .Service Overview, pg. 463-464
B. Competitive Analysis, pg. 467-48
C. Marketing Mix-Place, pg. 470
D. Marketing Mix-Pricing pg. 473
Operational Plan
A. Service Delivery Plan-pg. 475
B. Human Resources Plan, pg. 477
Summary (discuss the challenges in developing this marketing business plan)
Requirements:
Submit your business plan in word document through Blackboard. This Project must have a cover page, APA format, and
in-text reference/reference page in APA format. Also, feel free to be creative with your business plan by including
pictures, charts, and/or tables, and so forth.
Grading:
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Palm Beach State College
Course Syllabus – ELearning Online Class
Letter Grade
A
B
C
D
F
P
N
S
U
Points
Percentage (if applicable)
90-100
80-89
70-79
60-69
59 and below
Class Policies
Attendance: Professors are required to take attendance.
Online participation will be observed for timely completion of the lessons, discussions, assignments, and exams. All
components of this Distance Learning Course must be completed within the timeframes specified in the course calendar.
Note: Please note that if you fail to sign into the course and complete assignments during the first week of the course,
you will be dropped from the course. This is college policy and there will be no exceptions.
Electronic Device Use and Email Policy:
The professor may be contacted through the standard PBSC email: [email protected] or blackboard course
mail. Students must use standard assigned PBSC email account or the blackboard course mail. Should you have any
questions, please feel free to contact me via email. I will attempt to respond to your email within 24 hours, except on
the weekends, federal and school holidays. Any emails or calls made over the weekend will be returned on Monday. No
response will be made to personal or private email messages.
Late Assignment Policy:
Coursework and assignments are expected to be completed within the stated time period for each week. No late
assignments will be allowed. However, if there are extenuating or unforeseen circumstances, an exception may be
granted.
Make-up Exam Policy:
All exams and the final exam are online and must be taken within the schedule deadlines. Should there be extenuating
and unforeseen circumstances, contact the professor prior to missing an exam or an assignment to authorize a make-up
date. No make-up assignment, or test will be accepted unless prior authorization has been given from the instructor.
Withdrawal Policy:
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Palm Beach State College
Course Syllabus – ELearning Online Class
The last day to withdraw from a College course with a "W" grade in this course is November 4, 2016. It is the
responsibility of the student to use the PantherWeb system or visit a campus Registrar’s office to withdraw. An official
withdrawal entitles the student to a grade of "W" in the class.
College Policies and Web Information
Academic Dishonesty
Academic dishonesty includes the following actions, as well as other similar conduct aimed at making false representation with
respect to the student's academic performance:
(1) Cheating on an exam, (2) Collaborating with others on work to be presented, if contrary to the stated rules of the course,
(3) Submitting, if contrary to the rules of the course, work previously submitted in another course, (4) Knowingly and intentionally
assisting another student in any of the above actions, including assistance in an arrangement whereby work, classroom
performance, examination, or other activity is submitted or performed by a person other that the student under whose name the
work is submitted or performed, (5) Plagiarism.
Please refer to the Palm Beach State College Student Handbook (www.palmbeachstate.edu/current for link to the student
handbook).
Classroom Etiquette and Student Behavior Guidelines
Students will demonstrate respect for professors and fellow students. Behavior that is disruptive to a positive learning environment
reported by the professor will result in a warning on the first instance; the second instance might result in expulsion from the course
or campus.
Computer Competency Component
Each student will, to the satisfaction of the professor, demonstrate a fundamental understanding of basic computer operations
through various professor-determined exercises and/or assignments.
Disability Support Services
Students with disabilities are advised, in compliance with federal and state laws, that accommodations and services are available
through the office of Disability Support Services (DSS). It is the student's responsibility to contact Disabled Student Services Advisors
and to submit appropriate documentation prior to receiving services. Please see the website at www.palmbeachstate.edu/current
for web address for Disability Support Services.
Eating, Drinking and Smoking
Eating and drinking are confined to areas designated on the campus. Smoking is not permitted in any College building and only in
areas designated at each campus.
Final Course Grade Appeal
The evaluation of academic work is the responsibility of the faculty member/instructor. The method for assigning the final course
grade is established by the faculty member/instructor. Per Board Rule 6Hx-18-3.191, faculty/instructors shall communicate the
grading policy of the course to their students in writing. If this policy changes during the term, students should be notified of any
changes in writing. The method to determine final course grades must be given to students in a course syllabus at the beginning of
the class. Should a student have a question about a final course grade, please follow the procedures as outlined in the student
handbook: www.palmbeachstate.edu/current.
Mid-Term Grade Reporting
Within one week after the close of the mid-term grading period, mid-term grades will be made available to all students for each
class by either written notification or individual conference.
Student Responsibility Policy
When a student attends the College, s/he becomes subject to its jurisdiction. Students are expected to conduct themselves in a
responsible manner, in all areas of campus life. By enrolling, they pledge to obey the rules and regulations of the College and are
responsible for observing all College policies and procedures as published in the student handbook, the College catalog and other
College publications. The student will be responsible for preparing for class, participating in class, and completing assignments on
time.
Palm Beach State Websites of Interest
Please see this web page (www.palmbeachstate.edu/current) for a list of web addresses for students.
Withdrawal Policy for Individual Courses
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Palm Beach State College
Course Syllabus – ELearning Online Class
The last day to withdraw from a College course with a "W" grade in this course is November 4, 2016 It is the responsibility of the
student to use the PantherWeb system or visit a campus Registrar’s office to withdraw. An official withdrawal entitles the student
to a grade of "W" in the class.
Distance Learning Requirements
Computer Systems
Your computer system resources must be compatible with the Learning Management System (LMS) used to deliver/manage course
content. System Check (analysis) is provided on the course login page at https://palmbeachstate.blackboard.com. Your computer
needs to be configured per recommended settings. Failure to do so generally results in test submission and other participative
action errors. These types of errors are generally not accepted as an excuse for missed submissions.
SLC Computer Lab
If students do not have access to a computer at home, the SLC Computer Lab at a Palm Beach State campus can be used to complete
course assignments. Visit the SLC Computer Lab webpage at http://www.palmbeachstate.edu/slc for location and hours.
Student Computer & Learning Management System Skills
Students need to possess basic web-browsing skills and need to learn the functions of the Learning Management System (LMS).
Online video tutorials are provided for all major LMS functions and can be accessed from the online classroom or directly at
http://www.palmbeachstate.edu/elearning/resources
Course Login
Courses become accessible on the first day of class and tuition must be fully paid to obtain access. If this is your first PBSC online
course, review the Course Access Facts & Information at http://www.palmbeachstate.edu/elearning/online before attempting to
login to your course -- information on how to change your password and solving other login related issues is provided on this page.
Login Page: https://palmbeachstate.blackboard.com
Username: Your PBSC Student ID
Password: Your PBSC Password (must be 6 characters)
Online Textbook Purchase
The textbook(s) can be purchased at the PBSC Campus Bookstore or online at http://www.efollett.com.
Online Course Assistance
For assistance, contact your:
o Professor -- with Course Instructional Content (assignment/test availability dates, course instructions, etc.) issues.
o Student Helpdesk -- with Username/Password & General Access issues. Call 561-868-4000.
o Blackboard Administrator -- for Course Availability issues. Email [email protected]
Department Contact Information
Name: Dr. Carroll C. Capers
Telephone: 561-868-4111
Job Title: Department Chair, Bachelors of Applied
Science
Template Date – July 2013
Office Location: CBP221
Email: [email protected]
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