hmgt 335 week 8 final project
Description
Marketing Plan Presentation: worth 20% of final grade
Your final project is in lieu of a final exam and is worth 20% of your final grade. As such, the final project will assess your ability to synthesize the marketing principles by applying them to a health care organization. Your end product will be a brief overview of a marketing plan for your organization accompanying a video presentation using software called ®bsp;screencast-o-matic. You are not expected to reach the level of authoring a professional, actionable, marketing plan, but you are expected to demonstrate an understanding and application of basic marketing principles.
Final Project Objectives
1. Understand impact of marketing environments on health services marketing strategy
2. Develop marketing objectives
3. Apply marketing concepts of segmenting, targeting and positioning a health services market
4. Describe a health services organizationænbsp;current marketing mix and suggest modifications based on marketing objectives
5. Identify measurements to access the marketing planænbsp;impact on the health services organization.
6. Demonstrate college-level research and writing skills commensurate with a 300-level course
Steps to completing a Successful Final Project webcam/video:
Chose a specific health services organization. You can choose any health care organization that interests you. This can be because you work for the organization, would like to work for the organization, are a patient or client of the health services organization, or any other reason that will inspire you to examine the organizationænbsp;marketing efforts. Be sure you either are sufficiently knowledgeable about the organization or can gather information on the organization and its competitors. Since the focus in this course is on the health services patient/client, please do not chose health care insurance plans or pharmaceutical companies.
All of the following types of health care organizations are acceptable for your final project:
Academic hospital (NYU Langone hospital)
Community hospital
Academic hospital
Specialty hospital
- Surgical center
Rehabilitation center
Urgent care facility
Physician practice
Dental practice
Home health care
Imaging services
Hospice care
Unformatted Attachment Preview
Organization
Student name
Course/Section Number
Semester
Overview
(name of health services organization)
eneral description of the organization, e.g. number of
locations, management structure, financial information, etc.
(from your research)
ission, vision, corporate-level goals and/or objectives (from
your research)
ctual or possible marketing objectives (Refer to Week 2
concepts)
Analysis of the Current Situation
1. SWOT Analysis
2. Target market description
3. Value proposition
1. SWOT analysis
se the SWOT worksheet in Course content > Course
resources > Marketing Toolbox > How to prepare a Case study
> SWOT worksheet and Competitive Analysis Worksheet
dentify major conclusions from your SWOT analysis, focus on
how those conclusions will impact the marketing strategies
se as many slides as you need to include all the relevant
conclusions and impacts
ttach completed SWOT and competitive analysis as an
exhibit at the end of your presentation
efer to Week 2 for more details on SWOT analysis
2. Target market
dentify the type of consumer behavior that is relevant to your
health services (refer to Week 3 concepts). Use the health
belief model, if helpful, address the motivation, perception,
learning and memory issues if possible. What type of
purchase behavior do they exhibit (refer to Week 3 concepts)?
ddress the issue of quality as a factor in the patient/clientÊdecision process (refer to Week 3 concepts)
escribe the target market for the health services as
specifically as possible (refer to Week 4 concepts). If more
than one target market, prepare descriptions for each.
se as many slides as you need to adequately cover the topics
Marketing Mix
3.
4.
5.
6.
Product
Price
Place (distribution)
Promotion (marketing
communications
3. Product strategies
escribe the health service 2oduct Describe the patient xperience How does the 2oduct!nd the xperience$iffer from
competitors?
hat is the role of quality in the patient experience?
s the product a ²andàif not, would you recommend it build
a brand?
ould you recommend any changes to the health service
product?
efer to Week 5 concepts
se as many slides as you need to adequately cover the topics
4. Price Strategies
escribe how the price is set for the health care service
oes the price seem consumer oriented?
s the price and quality consistent with a local reference-based
pricing database?
efer to Week 6 concepts
se as many slides as you need to adequately cover the topics
5. Place (distribution strategies)
escribe the channels used to deliver the service (refer to Week 6
concepts)
ould you consider the channel system to be a value network and why or
why not?
hat changes would you recommend to ensure a value network system?
se as many slides as you need to adequately cover the topics
6. Promotion
(marketing communications) strategies
escribe the communications message and its effectiveness in
representing the brand and value proposition.
hat changes would you recommend to same?
escribe the type of creative strategy used to convey the message?
Changes?
hat promotion tools are used? How would you modify those
tools based on marketing objectives identified in your Overview and
to more effectively communicate to the target market?
hat customer relationship efforts does the health service have or
should be put in place to retain patients/clients, create loyalty and
referrals
efer to Week 7 concepts
se as many slides as you need to adequately cover the topics
7. Measurements
onsider the marketing objectives outlined in (1). How would
you suggest the marketing activities measure the success of
reaching those objectives? List all measurements that may
apply, e.g. number new patients, number referrals, increase in
revenue, etc.
Conclusions
se this topic to cover anything else you would like to add
such as need for increased budget to adequately make the
suggested changes, managementàfocus or lack of focus on
marketing, etc.
References
repare a bibliography of all sources used in your
presentation using the same style as used for endnotes
efer to the UMUC virtual library for help endnoting and
referencing
Exhibits
ptional exhibits such as:
A.
B.
C.
D.
E.
F.
Completed SWOT analysis
Completed competitive analysis
Positioning map
Financial information
Creative strategy
Etc.
e sure to refer to your exhibits in the main
part of your presentation.
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