HMGT355 Final Project Assignment

HMGT355 Final Project Assignment

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 organizationaccompanying 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. HMGT355 Final Project Assignment

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.HMGT355 Final Project Assignment.

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. HMGT355 Final Project Assignment.

 

 

MORE INFO 

Impact of marketing environments on health services marketing strategy

Introduction

Marketing is a key component of health services. The marketing environment consists of many different factors, including societal and environmental characteristics, which affect both the way in which marketers choose to market and the products or services they offer. This article will explore these factors by examining how they impact an organization’s ability to effectively communicate their value proposition with potential customers through their marketing strategy.

Market characteristics

Market characteristics include market structure, size and growth, share of competition and trends.

The market for health services marketing is small but growing rapidly in terms of both number of companies offering products or services and the amount spent on them. The overall size of this market was estimated at around $4 billion in 2003 but it is expected to grow much faster by 2020 – especially if you include digital media such as web presence or mobile applications that are becoming increasingly popular among consumers

Markets and Porters’ Five Forces

To understand the marketing environment, you need to know what it is and how it affects your business.

The market is the set of all potential buyers and sellers. The market consists of individual consumers (consumers A), businesses (businesses B), and other organizations such as governments that play a role in creating or changing markets. Marketers must consider these different actors when designing their marketing strategies.

New products or services enter into the market through competition among existing firms for customers’ attention and money—the first step in gaining market share. Competition can be fierce; if one firm has a superior product than its competitors, its success will lead other companies to copy it or develop similar products themselves so that they too can compete effectively against the original innovation (or its imitation).

Societal characteristics

Societal characteristics are the social and cultural factors that influence the marketing environment. They can be both positive or negative, so they need to be considered carefully when developing a marketing strategy.

A good example of a positive societal characteristic is an increased interest in health information among young people, which could result in more consumers seeking out quality healthcare services through online channels. On the other hand, an increase in obesity rates would likely lead to decreasing consumer demand for healthy food options as well as lower levels of physical activity among individuals who use such products or services.

Environmental factors

The environment is often complex and dynamic. In addition to the obvious environmental factors such as weather, climate and seasons, it is also important to consider how these will affect the marketing strategy. For example, if you are running a campaign in winter when many people are off work (and therefore less likely to be exposed), then your campaign would need different messages or offers than if you were running it during summer when everyone tends to be working.

In order for the marketing strategy to adapt effectively across different environments it needs good understanding of how these factors affect consumers’ expectations so that they can adjust accordingly with changes in seasonality or weather patterns etc..

Health services marketing and the marketing environment

The marketing environment is an important part of a health services marketer’s strategy. Health services marketers need to consider how the marketing environment affects their strategy.

• They must know what they can control and what they cannot.

• They must understand the role of customer-facing agencies in this process, as well as their own roles as strategic planners or facilitators for these agencies (and others).

The marketing environment requires health services marketers to carefully consider how to adapt their marketing strategy to an environment that is often complex and dynamic.

The marketing environment is a key factor in the success of a health services marketing strategy. Marketing environments are complex and dynamic, so marketers need to be flexible in their approach. They must also consider how best to adapt their strategies to an environment that is often chaotic and unpredictable.

There are many elements that make up the marketing environment, including:

• Economic factors such as price changes or currency exchange rates

• Social conditions such as changes in lifestyle trends or cultural attitudes towards health care provision (for example, more people becoming obese)

Conclusion

The marketing environment can be a challenging place to operate in. It requires health services marketers to carefully consider how they adapt their marketing strategy, as well as how they interact with the environment around them. However, given that these changes will continue to occur over time and there is no single solution that works for all providers, it’s important for health services marketers to understand how they should adapt their strategies accordingly.