Complete and submit your strategic marketing proposal. In addition to the sections covered in the two milestones, conclude your project by completing the Marketing Strategies and Conclusions sections as outlined in the Final Project Guidelines and Rubric document.
Your work should be a complete and polished artifact and should incorporate all feedback received on the final project milestones. Review the critical elements carefully to ensure you have addressed each one completely.
Submit your assignment here. Make sure you’ve included all the required elements by reviewing the guidelines and rubric.
Overview
The final project for this course is the creation of a strategic marketing proposal for a healthcare organization.
Developing and implementing a healthcare marketing proposal requires deep alignment with organizational values, systematic inquiry, and applied strategic thinking. The final project guides you through the steps of the marketing process. You will learn to develop a strategic marketing proposal. That skill will be applicable in a range of healthcare management careers.
In this project, you will apply what you have learned about healthcare marketing to a healthcare organization of your choice. Specifically, you will identify a service for which you will develop a strategic marketing proposal. In your proposal, you must explain the importance of marketing principles as they uniquely apply to your chosen healthcare organization. Additionally, you will engage in the marketing process by establishing objectives, analyzing the market environment, and developing marketing strategies for effectively marketing your chosen service.
The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three and Five. The final submission is due in Module Seven.
This assessment addresses the following course outcomes:
Explain the importance of fundamental marketing principles and processes as they uniquely apply to healthcare organizations
Determine relevant marketing objectives and target audiences that support the mission, vision, and values of healthcare organizations
Analyze healthcare markets to identify sociocultural characteristics, customer needs, and economic factors that influence demand for health services
Develop strategic marketing proposals by applying the marketing mix to support the mission and brand identity of healthcare organizations
Prompt
Your strategic marketing proposal should address the following critical elements:
Introduction
Provide a detailed profile of your selected organization, including its type; its mission, vision, and values; its service areas and locations; and its major services.
Describe your marketing initiative in terms of the specific service you have selected. Describe why the service is important to the organization, the current issues with the service, and why a marketing initiative is needed.
Explain the relevance of knowing your customers’ needs for the marketing initiative for your healthcare service. Illustrate your response with specific examples of your primary and secondary customers, as well as their needs, wants, and preferences.
Clarify the importance of the “four P’s” of marketing as they apply to your healthcare service. Illustrate your response with specific examples of how each is or is not relevant.
Characterize the relevance of drivers of demand for the marketing initiative for your healthcare service. Illustrate your response with specific examples of factors that drive demand for your service.
Establish the Context
Specify at least three marketing goals for your initiative that apply best practices and align with the organizational mission and vision.
Analyze the industry segment for your healthcare service. Include all relevant details related to population segment and demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors.
Identify and describe your target market. Include all relevant details related to their demographics, characteristics, preferences, and consumer behaviors. In any area lacking critical information, explain the type of data you would collect to understand your target markets fully.
Market Analysis
Conduct a SWOT analysis for your selected healthcare service. Thoroughly analyze the strengths, weaknesses, opportunities, and threats by including at least three items in each category.
Assess at least two of your organization’s competitors using specific supporting examples, including at least three strengths and weaknesses of each.
Based on your SWOT and competitor assessment, draw informed conclusions about your organization’s current market position and justify your claims with specific supporting examples.
Marketing Strategies
Develop a promotions strategy that effectively applies the media mix, including recommendations for traditional marketing techniques (public relations, advertising, sales and sales promotion, direct marketing). Defend each of your proposals using specific evidence and principles discussed in the course.
Analyze the resource requirements for your proposed strategies and the categories of direct and indirect expenses to consider.
Propose specific metrics for evaluating the success of your marketing proposals, including appropriate data sources you would monitor and how you would interpret the data.
Conclusions: In closing, defend your overall strategy proposal by illustrating the specific ways in which your recommendations would support the mission, vision, and values of your healthcare organization.
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