UMUC HMGT335 All Assignments Latest 2019 JUNE Question # 00603358 Subject: Education Due on: 07/27/2019 Posted On: 07/27/2019 12:51 PM Tutorials: 1 Rating: 4.8/5

HMGT335 Health Care Marketing

Written Assignment 1

Assessment
of the current situation at a health services organization – worth 15% of the
grade

Task – You
will be picking and analyzing a current health services organization in terms
of its current situation and focus on its customers. Remember to follow all the general
requirements for written assignments published in the syllabus as well as the details
below. Refer to the grading rubric in
the syllabus before submitting your paper to ensure you have given yourself the
best opportunity for maximum credit.

Approach
your written assignment as follows:

Pick a
health services organization that you may work for or with which you are
familiar. It can be a local or national
organization.

Research
the organization by visiting its website and, if possible, its location.

Research
the industry in which your organization operates, e.g. nursing homes, private
physician practice.

Using your
findings, conduct a SWOT analysis of your organization. Use the SWOT Analysis
Worksheet provided under Course Content

Conduct a
competitive analysis of your organization.
Use the Competitive Analysis Worksheet provided under Course
Content.

Prepare
your written assignment by addressing each of the following questions in order:

What is the
mission of the health care organization?

What are
their corporate level goals?

Who are
their customers?

From your
SWOT analysis, what do you conclude are the organization’s main strengths and
weaknesses?

From your
SWOT analysis, what do you conclude are the organization’s main opportunities
and threats?

Who are the
primary competitors to the organization?

Do you
think the organization has a customer-focused orientation to its practices and
procedures? Why or why not?

NOTE: You will not find definitive information on
your organization relating to these questions, some of the information is
propriety or not available through public means. Use and cite data whenever you find it, or
use your best judgment as to what you think is occurring at the
organization. Be sure to offer your rationale
for your conclusions.

Be sure to
ask your faculty member any questions or concerns you may have prior to
preparing your written assignment.

HMGT335 Health Care Marketing

Written Assignment 2

Target
markets, positioning & customer behavior – worth 20% of the grade

Overview: For this second assignment, pick a health
services organization of your choice and conduct an analysis of its target
markets, how it is positioned in the marketplace, and what kind of behaviors
its customers exhibit when selecting their services. This includes topics covered in Weeks 3 and
4. Your research can include your own
experiences with the organization, experiences of friends or relatives, the
organization’s website, a visit to the organization (if possible), websites of
competitors, library research on the service category, any notes from the
overview and readings for Weeks 3 and 4, and any other place you think you can
find information to provide depth to your analysis.

After
completing your research, prepare your Written Assignment 2 as directed by the
general guidelines for written assignments in the syllabus, project
descriptions, by answering each of the following questions in turn:

Name and
describe the health service organization.

Describe
its primary target market in terms of the segmentation variables presented in
the Week 4 Overview. You can use the PRISM system or describe it yourself.

What kind
of behaviors do its patients/clients exhibit when making a decision to use the
organization’s services? Might want to refer to the Health Service Model.

What do you
think is the organization’s value proposition?
Use the generic value propositions outlined in the Week 4 Overview.

Describe
the organization’s primary competitors.
If possible, prepare a positioning map using two variables important to
the patients/clients of the organization.

Based on
your competitive analysis, what do you is the organization’s competitive
position?

What
recommendations would you make for changes to the organization’s target market,
services or competitive position and why?

HMGT335 Health Care Marketing

Written Assignment 3

Health
services organizations place and price decisions – worth 20% of the grade

Overview: Your third assignment will be an analysis of
the place and price decisions of a health services organization as covered in
Week 5 and 6. You may use the same
organization that was your focus on Written Assignment 2, or pick another
health services organization with which you are familiar. Be sure you understand the marketing concepts
discussed during Weeks 5 and 6 and can apply them to your organization.

You might
have to seek out some information on the organization by visiting its website,
or if it is an employer interviewing someone who has knowledge of the pricing
and distribution decisions. After you
have completed your research, answer each of the following questions in turn
following all the general guidelines or written assignments posted in the
syllabus.

Brief
overview of the organizations service/products and a description of their
target market. This is important to
ensure that your analysis considers the needs of the target market in
evaluating their pricing and channel decisions.

How do you
think the organization arrives at its price?
Refer to the Week 6 Overview for a framework of some of the pricing
considerations and discuss those that appear relevant to your organization.

Do you
think the pricing strategy is appropriate?
Can it be improved to better meet its customer’s needs?

Is the
organization hindered or helped in their pricing decisions by government or
payer restrictions. If so, how do these
restrictions impact their pricing strategy?

What kind
of value delivery network does the organization employ, e.g. horizontal or
vertical, and what is their distribution strategy, e.g. exclusive, intensive or
intensive? What factors influence the distribution strategies of this
organization? Are they customer-focused? If possible, outline all of the channel
members and what function they perform to serve the customer?

Can you
recommend any changes to the value delivery network that would serve customer
needs better?

HMGT335 Health Care Marketing

Written Assignment 4

Final
project – PowerPoint & VIDEO

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 – 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 organization’s current marketing mix and suggest modifications
based on marketing objectives

5. Identify
measurements to access the marketing plan’s 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 organization’s 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:

Community
hospital

Academic
hospital

Specialty
hospital

Surgicenter

Rehabilitation
center

Urgent care
facility

Physician
practice

Dental
practice

Home health
care

Imaging
services

Health
advocacy organization

Hospice
care

Medical
equipment sales/rentals

2. Submit
your final project organization topic for approval. As directed by your faculty member, submit
the organization that you will pursue in the assignment dropbox. Provide a brief description of the
organization and why you chose it. You will submit this topic for approval in
week 3.

3. Research your health service
organization. Your research should take
many forms, including academic research from the UMUC library. Your research should also include a visit to
the organization, interviews with key administrators or marketers (if
possible), research on the category of health services in which the
organization belongs, e.g. hospitals, physician practice, etc., website review,
review of similar services which would be considered direct competitors. You might want to refer to the Marketing
Webliography found under Course Content > Course Resources > Marketing Toolbox
> Marketing Webliography.

4. Review the final project Power Point
Template. This can be found under Course
Content > Course Resources > Final Project Power Point Template. Be sure you understand all the relevant
marketing concepts; ask your faculty member to clarify, if needed.

5. Use the marketing plan template to complete
your Power Point Presentation. The template is located in Content>Course
Content>week 8. Feel free to change
the design and slide layouts in whatever way you feel best represents and
communicates your best work. Be sure to
remove any of the generic text provided to you for guidance.

Refer to
the Marketing Toolbox under Course Content > Course Resources > Marketing
Toolbox >Tips for Effective Power Point Presentations for some ideas on how
to present your ideas in a format that clearly demonstrates a correlation
between the concept and the subject of your term project.

6. Seek out
your faculty member any time you need assistance or guidance. You will not be able to find out everything
about your organization or its industry, some of the information is propriety,
so be prepared to make some well-reasoned statements in your final project.

7. Keep
your Power Point presentation simple.
Reserve the main portion of your presentation for your key findings,
conclusions and recommendations. Use
exhibits to add supplemental or source information such as charts and graphs.

8. Be sure
to include endnotes and/or a reference page as part of your grade is on your
ability to demonstrate these skills.

9. Review
your Power Point Presentation against the project rubric. You may want to revisit those sections that
would appear not to provide you with enough points for an acceptable grade.

10.
Carefully edit your Power Point Presentation to be sure it presents your best
work, is free of typos, is appropriately cited and referenced; and that it clearly
communicates your points.

11. Use
screencast-o-matic software to record your final project ppt and video
simultaneously.

12. Submit
your final project in the assignment section of LEO on or before the due date
noted in your LEO classroom calendar.

13. Once
your final project is graded, be sure to check out the faculty member’s
feedback, which will correlate with the grading rubric

HMGT335 Health Care Marketing

Introduce Yourself Video Assignment

For this
assignment, please submit a 1-2 minute webcam/video with audio component.
Introduce yourself to your fellow classmates (be creative). This assignment provides an opportunity to
enhance your webcam/ video editing skills for your final project Video
assignment (using screencast-o-matic software) due later in the course.

Required
Assignment Tools:

You are
required to use a webcam/video, and software capable of recording video with
audio component. You will be required to
submit a screencast-o-matic video using both the webcam and screen (record using
–both – webcam and screen).

For a
tutorial on how to use this software – please go to the following link:
Screencast –o–matic tutorial. You then
upload your screencast-o-matic video as your presentation into our dropbox of
our course!

Presentation
Assignment Considerations:

First
impressions are important, especially when it comes to Presentations & of
course marketing!

If you
don’t take your appearance seriously, you give the impression that you will not
take your work seriously.

Here is a
Dress for scuccess ppt to review dressing for success