MMHA6800 All Assignments Latest 2020 December

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MMHA6800 Marketing Management and Business Communications for Healthcare Administrators

Week 2 Assignment  

Environmental Forces and Trends

Environmental forces and trends (i.e., competitors, new technologies, socioeconomic, population and business factors, and changing regulations) can have a tremendous impact on the success of an organization’s marketing plan. Therefore, it is important for health care leaders to continuously assess the strengths, weaknesses, opportunities, and threats (SWOT) of these forces and trends to ensure that their organizations are applying the appropriate marketing strategies. For this Assignment, you need to conduct a SWOT analysis of an environmental force or trend and consider how it might impact your own health care organization.

To prepare:

Select a contemporary environmental force/trend, such as politics in health care, new technological advances in health care, the impact of recession/economic issues on utilization of health care, etc. Using the Walden Library, locate and review a scholarly article that discusses this force/trend.

Reflect on your own health care organization. Imagine you have been hired as a marketing consultant to help guide your organization in understanding evolving environmental forces/trends that may impact marketing.

Note: If you do not currently work for a health care organization, you may select one that is of interest to you.

The Assignment

In a 4- to 5-page report, address the following:

Analyze the environmental force/trend you selected. Include how the organization in the article is using the force/trend to better understand itself.

With your selected health care organization in mind, conduct a SWOT analysis of the environmental force/trend you selected.

Note: Be sure to use the SWOT Analysis Template in this week’s Learning Resources.

Analyze how the force/trend might impact the marketing of your organization. Recommend strategies to maximize opportunities and overcome threats.

Note: Your Assignment must be written in standard edited English. Be sure to support your work with at least five high-quality references, including two from peer-reviewed journals. See the Week 2 Assignment rubric for additional requirements related to research and scholarly writing.

By Day 7

This Assignment is due.

Note: Synthesize the information you have gathered from your analysis so that each bullet point in the SWOT Analysis clearly represents the most significant considerations within each category. While the SWOT Analysis is a one-page document that might appear to be simple, each point must be the result of deep and critical thinking.

Submission and Grading Information

To submit your completed Assignment for review and grading, do the following:

Please save your Assignment using the naming convention “WK2Assgn+last name+first initial.(extension)” as the name.

Click the Week 2 Assignment Rubric to review the Grading Criteria for the Assignment.

Click the Week 2 Assignment link. You will also be able to “View Rubric” for grading criteria from this area.

Next, from the Attach File area, click on the Browse My Computer button. Find the document you saved as “WK2Assgn+last name+first initial.(extension)” and click Open.

If applicable: From the Plagiarism Tools area, click the checkbox for I agree to submit my paper(s) to the Global Reference Database.

Click on the Submit button to complete your submission.

 

MMHA6800 Marketing Management and Business Communications for Healthcare Administrators

Week 4 Assignment  

Marketing Health Care Services

Strategies used to market health care services are typically different than strategies used to market health care products. From intangibility to the natural inconsistencies in the delivery of services, traditional marketing strategies must be modified so that there is a greater focus on marketing relationships and quality care. Therefore, when developing marketing plans, it is important for organizations to consider the 5 I’s of marketing health services: inconsistency, inseparability, intangibility, interaction, and inventory. For this Assignment, use the 5 I’s to examine the health care service in the Aravind Eye Care System: Providing Total Eye Care to the Rural Population case study provided in the Learning Resources. Then provide recommendations for marketing the service.

To prepare:

Review the Aravind case study in the Learning Resources.

With the 5 I’s of marketing in mind, reflect on the health care service provided by the organization and its personnel.

The Assignment

In a 4- to 5-page paper, address the following:

Using the 5 I’s of marketing, analyze the health care service provided by the organization in the scenario.

Inconsistency: Is there consistency in the quality of care?

Inseparability: When providing the service, do providers demonstrate biases toward or against patients and their families (i.e., racial biases, age biases, gender biases, etc.)?

Intangibility: What are the intangible characteristics of providers (i.e., demeanor, posture, etc.)? How do providers behave toward patients?

Interaction with consumers: Is the organization patient-centered or physician-centered?

Inventory: How much time is spent on providing the service and how much time is spent on non-service-related activities?

Recommend strategies to market this service to health care consumers. Include how these strategies might improve operations.

Note: Your Assignment must be written in standard edited English. Be sure to support your work with at least five high-quality references, including three from peer-reviewed journals. See the Week 4 Assignment rubric for additional requirements related to research and scholarly writing.

By Day 7

This Assignment is due.

Submission and Grading Information

To submit your completed Assignment for review and grading, do the following:

Please save your Assignment using the naming convention “WK4Assgn+last name+first initial.(extension)” as the name.

Click the Week 4 Assignment Rubric to review the Grading Criteria for the Assignment.

Click the Week 4 Assignment link. You will also be able to “View Rubric” for grading criteria from this area.

Next, from the Attach File area, click on the Browse My Computer button. Find the document you saved as “WK4Assgn+last name+first initial.(extension)” and click Open.

If applicable: From the Plagiarism Tools area, click the checkbox for I agree to submit my paper(s) to the Global Reference Database.

Click on the Submit button to complete your submission.

 

MMHA6800 Marketing Management and Business Communications for Healthcare Administrators

Week 6 Assignment  

Survey Design

Many health care organizations use surveys to collect data for conducting marketing research. To be effective, however, surveys must be carefully designed and properly validated and administered. If consumers do not understand the survey questions or why they need to answer them, the resulting data will not help organizations in their marketing efforts. For this Assignment, you use best practices of survey design to create a patient satisfaction survey.

To prepare:

Consider that you work in the health care marketing department of a major health care organization. The chief marketing officer of the organization has asked you to conduct market research on patient service satisfaction. You have been instructed to create and administer a patient satisfaction survey. With this in mind, consider types of questions you might ask patients, how you might administer the survey, and challenges that may occur during data collection.

The Assignment

Using best practices of survey design, create a 15-question patient satisfaction survey.

Note: The survey questions must be closed ended.

Then, write 1–2 pages that address the following:

Why did you write the particular questions that you wrote?

How do you plan to administer the survey?

What challenges do you anticipate during data collection and reporting?

Note: Your Assignment must be written in standard edited English. Be sure to support your work with at least five high-quality references, including two from peer-reviewed journals. See the Week 6 Assignment rubric for additional requirements related to research and scholarly writing.

 

MMHA6800 Marketing Management and Business Communications for Healthcare Administrators

Week 8 Assignment  

Marketing and Communication Techniques for Health Care Products

When selecting marketing and communication techniques, health care organizations must carefully examine their consumer populations, as not all techniques are effective for all consumers. Depending on the product, organizations might even choose two or three different techniques in an effort to reach multiple consumer segments. For this Assignment, you examine the consumer populations of your organization and create an advertisement using marketing and communication techniques appropriate for your consumers.

To prepare:

Select a health care product to market within your organization.

Note: If you do not currently work for a health care organization, select one that is of interest to you. You may use the same organization you selected in Week 3.

Identify the consumer population of your organization, including general and business consumer.

Consider traditional and/or contemporary marketing techniques that may be appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Reflect on why you might select this technique and how you might use it to market the product.

With the marketing technique you select in mind, consider how you might create an advertisement to market the health care product and what communication techniques might be appropriate for your population.

The Assignment

Write a 2-page brief that addresses the following:

Describe the health care product you selected.

Analyze the consumer population of your health care organization.

Recommend a marketing technique that is appropriate for your consumer population (i.e., brochure, flyer, video commercial, audio commercial, billboard, social media, etc.). Include why you selected this technique and how you will use it to market the product you selected.

Recommend one or two communication techniques that are appropriate for the consumer population.

Then, create an advertisement using the marketing technique you selected. Be sure to utilize communication techniques that would be appropriate for the consumer population you identified.

Note: Your Assignment must be written in standard edited English. Be sure to support your work with at least five high-quality references, including two from peer-reviewed journals. See the Week 8 Assignment rubric for additional requirements related to research and scholarly writing.

By Day 7

This Assignment is due.

Submission and Grading Information

To submit your completed Assignment for review and grading, do the following:

Please save your Assignment using the naming convention “WK8Assgn+last name+first initial.(extension)” as the name.

Click the Week 8 Assignment Rubric to review the Grading Criteria for the Assignment.

Click the Week 8 Assignment link. You will also be able to “View Rubric” for grading criteria from this area.

Next, from the Attach File area, click on the Browse My Computer button. Find the document you saved as “WK8Assgn+last name+first initial.(extension)” and click Open.

If applicable: From the Plagiarism Tools area, click the checkbox for I agree to submit my paper(s) to the Global Reference Database.

Click on the Submit button to complete your submission.

 

MMHA6800 Marketing Management and Business Communications for Healthcare Administrators

Week 10 Project  

Final Project: Marketing Plan

Like 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 will create a marketing plan for a health care organization and record a presentation of the plan to the board of directors.

Please keep in mind that health care marketing goes beyond the scope of hospitals and students are encouraged to consider a diverse array of organizations for this task.

To prepare:

Select one of the following health care organization to be the focus of your Final Project. Your selection can be within any type of health care organization and should reflect an actual opportunity available for change in your local community or state.

Hospital

Physician Practice

Outpatient Clinic

Long-Term Care Facility

Other Health Care Organization of Your Choosing

Select one of the following project types for marketing consideration. The bullets below are intended to help guide your selection process and interest and are not prescriptive.

Marketing of a new specialty unit (OB, Psych, Outpatient, Bariatric, or other)

Marketing of a new community outreach program (i.e. HIV testing)

Marketing of a new service (Family planning)

Marketing of a new product (DaVinci Robot)

Review Chapter 15 of your textbook, “Marketing Planning” for guidance on developing a marketing plan.

Note: This Assignment is not intended for you to select one of the project types in order to apply a blanket marketing approach. The purpose of this Assignment is to generate a thought process about new marketing opportunities in existing settings.

Part 1: Executive Summary and Marketing Plan (5-Pages, 150 Points)

Create a written document that includes the following:

Executive Summary (2-pages) that explains why the organization and project type were selected along with a justification of the importance of this effort.

Marketing Plan (3-pages) that will be used to communicate key opportunities to the Board of Directors. Your marketing plan should reflect your selected organization and project type and may contain a variety of the following components:

Specific goals and SMART objectives

Detailed explanations of product, price, place, and promotion of the project type chosen

Supporting information for this initiative (For example, this may include information on the market audit, target audience, and demographics).

Marketing strategy and business communication standards to be used

Assessment of due diligence (any operational, financial, or human resources requirements needed to implement the plan)

Description of any benchmarks from other competitors or industries

Specific marketing actions

Specific explanations of necessary budget, revenue, and staff

Limitations to implementing the plan

Part 2: Board of Directors Video Presentation (150 points)

Record a 3-5-minute video for delivery to the Board of Directors and other facility leaders regarding your marketing plan. Your video should summarize and defend your marketing plan. Be sure to use best practices of business communication and to wear business attire when recording this video.

Note: Your Final Project Part 1 must be written in standard edited English. Be sure to support your work with at least 5 current scholarly sources. All references should be less than 5 years old. See the Final Project rubric for additional requirements related to research and scholarly writing.

By Day 7

This Project is due.

Submission and Grading Information

To submit your completed Assignment for review and grading, do the following:

Please save your Assignment using the naming convention “WK10PJ+last name+first initial.(extension)” as the name.

Click the Week 10 Project Rubric to review the Grading Criteria for the Assignment.

Click the Week 10 Project link. You will also be able to “View Rubric” for grading criteria from this area.

Next, from the Attach File area, click on the Browse My Computer button. Find the document you saved as “WK10PJ+last name+first initial.(extension)” and click Open.

If applicable: From the Plagiarism Tools area, click the checkbox for I agree to submit my paper(s) to the Global Reference Database.

Click on the Submit button to complete your submission.

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