Marketing Plan
To prepare for this assignment, read this weekâ€s required article by Firshein (1996). For your Final Project, you will compile the work you have completed throughout the course to develop a 10- to 15-page marketing plan that supports the goals of a strategic plan for a real-world healthcare organization, incorporating instructor and peer feedback as appropriate. The Marketing Plan must contain the following sections:
Executive Summary
Provide a brief summary of the marketing plan.
Introduction
State the objectives of the strategic plan.
Explain how your marketing plan will achieve specific objectives and support the organizationâ€s business plan and strategic plan.
Market Analysis
Describe the organizationâ€s products and services
Explain how these products and services meet the needs of the organizationâ€s determined customer base.
Include relevant aspects from the SWOT analysis you conducted in Week Two on United Health Group.
State the competitive advantage your plan provides.
Environmental Analyses
Internal: Include an analysis of the role of leadership and employees, the communication processes, and the culture of the workplace.
External: Include an analysis of socioeconomic, legal, ethical, political, and technological factors that could affect the organization.
Describe how data, based on the quadrants presented in the Boston Consulting Group Matrix, would apply to your marketing plan.
Marketing Mix
Describe the marketing opportunities and marketing goals for your chosen HCO.
Explain the marketing strategies that are employed in your plan.
Apply market segmentation to your plan based on the target markets you have identified.
Explain how database marketing was used or why it was not included in your marketing plan.
Plan Evaluation
Discuss methods of performance evaluation and monitoring that will be used to evaluate the success of your chosen healthcare organizationâ€s marketing plan.
Explain why reports for a particular timeframe (weekly, monthly, quarterly) would be important and how you would use feedback in these reports to control the future of your marketing.
Conclusion
Provide a conclusion that summarizes your marketing plan. Include persuasive statements that explain how your marketing plan supports the goals of your chosen healthcare organizationâ€s strategic plan.
The Marketing Plan:
Must be 10 to 15 double-spaced pages in length (excluding the title page and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site..
Must include a title page with the following:
Title of paper
Studentâ€s name
Course name and number
Instructorâ€s name
Date submitted
Must utilize at least 10 scholarly sources (in addition to the course text) that were published within the past five years. At least three of these sources must be from the Ashford University Library.
Must document all sources in APA style as outlined in the Ashford Writing Center.
Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.
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