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Question description
Assignment from nickkynickky
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 Platform
Thrive or Revive? The Kaiser Permanente “Thrive” Marketing Programs
Castlight Health: Disrupting the Health Care Industry
Carolinas HealthCare System: Consumer
AIP Healthcare Japan: Investing in Japan’s Retirement Home Market
Access Health CT: Marketing Affordable Care
E-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.
Note: This Final Project will be graded using this rubric: Final Project Rubric (Word document). Your Final Project should show effective application of triangulation of content and resources in your conclusion and recommendations.
The Assignment
Part 1
In a 20 pages marketing plan, address the following:
State assumptions
Gather initial information
Audit the market
Determine the marketing strategy and business communication standards to be used
Assess due diligence (any operational, financial, or human resources requirements needed to implement the plan)
Set marketing goals and objectives
Describe any benchmarks from other competitors or industries
Prioritize marketing objectives
Specify marketing actions
Explain any global marketing issues in the marketing plan
Specify any limitations to implementing the plan
Part 2
Then, create executive summary to present to the facility’s leadership.
The 2-page executive summary should summarize and defend your marketing plan. Be sure to use best practices of business communication.
Note: Your Final Project must be written in standard edited English. Be sure to support your work with specific citations from this module’s Learning Resources and at least 15 current scholarly sources. At least five resources should be from peer-reviewed journals. All references should be less than 5 years old. See the Final Project rubric for additional requirements related to research and scholarly writing.
This Project is due by Day 7.
Note: Submit Part 1 of your project to the Project Part 1 Turnitin – Week 10 submission link. Submit Part 2 of your project to the Project Part 2 – Week 10 submission link.
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