Project: Final Project: Marketing PlanLike other products and services, health care products and services must be marketed to potential consumers. To do this effectively, health care organizations must develop marketing plans. These plans provide organizations and their leaders with common goals for their products and services. Moreover, by relating the marketing plan to the mission, vision, and objectives of the organization, marketing plans become a tool in the strategic decision-making process. For the Final Project, you create a marketing plan for a health care organization.To prepare:Select one of the following case studies from the Learning Resources to be the focus of your Final Project:
Philips Healthcare: Marketing the HealthSuite Digital PlatformThrive or Revive? The Kaiser Permanente “Thrive” Marketing ProgramsCastlight Health: Disrupting the Health Care IndustryCarolinas HealthCare System: ConsumerAIP Healthcare Japan: Investing in Japan’s Retirement Home MarketAccess Health CT: Marketing Affordable CareE-Cigarettes: Marketing Versus Public Health
Review the case study and consider how you might market the health care organization. For guidance on developing a marketing plan, refer to Chapter 15, “Marketing Planning” in this week’s Learning Resources.The AssignmentPart 1In a 20 pages marketing plan, address the following:
State assumptionsGather initial informationAudit the marketDetermine the marketing strategy and business communication standards to be usedAssess due diligence (any operational, financial, or human resources requirements needed to implement the plan)Set marketing goals and objectivesDescribe any benchmarks from other competitors or industriesPrioritize marketing objectivesSpecify marketing actionsExplain any global marketing issues in the marketing planSpecify any limitations to implementing the plan
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