Sales and Monitoring Marketing Outcomes Introduction: Your final project in this course is to create a marketing plan for a hospital. This project will tie together the components of the course. As we moved through the class week by week, we discussed each of the important elements of a marketing plan. Each of these elements is reflected in the ten elements of your plan, as described below. For additional guidance also see Appendix A in the textbook. Description: Your assignment is to write a marketing plan for a hospital. Please prepare a narrative for each section in the approximate length indicated: Description (1 page) Describe the hospital and the nature of the business. Are you product or service oriented? What is the name of the hospital?? Where are you located? Describe the scope of your business activities. Mission and vision Statements (1 page) Develop mission and vision statements for your hospital. Environment (2 pages) Detail the macro and micro environments having the most effect on your hospital’s marketing activities. What important trends are occurring in the marketplace? Fully describe the nature of the competitive landscape. Potential Market Segments (2 pages) List all potential market segments of interest to your organization. Describe them fully using appropriate descriptive techniques including geographics, age cohorts, demographics, and psychographics. Give a rating to each segment for how accessible is is; how substantial it is; and how responsive it might be to your marketing activity. Give reasons for your responses. Target Market (1 page) Select your target market(s). Why did you choose to serve these markets? Explain your reasoning fully. Product and Services (2 pages) Review your product and service offering for this market. Where do you wish to take the hospital in terms of the offerings? What specific needs will you be fulfilling? Describe in detail the features and associates benefits of your product(s). Tell me why you feel this will be successful. Pricing (1 page) Discuss the pricing of your services in a general sense. What goals are you attempting to accomplish with your pricing strategy? Will you be making future pricing adjustments? Detail your thoughts. Branding (2 pages) Create a brand image for your hospital. Use the elements of value, values, personality, features, and benefits as the basis for creating your proposed brand image. Describe your positioning strategy in light of the competitors in your space. Distribution Strategies (2 pages) Next, provide your thoughts on distribution strategies. Discuss how your strategy will impact your ability to control your overall marketing effort. Describe an alternative strategy if your primary strategy should fail. Communication Plan (2 pages) The last element required for this plan is a communication plan. Using all the available tools under the Integrated Marketing Communications discussion, develop a plan to gain the attention, interest, desire, and action of your target. I am available to answer questions along the way. As the Marketing Plan Paper Preview page in Module 1 indicates, each section is related to particular topics in the course. Please do not wait until the last week to begin to write your report. It will be a much better experience to write each section as we cover the material week by week. Format: Submit as a single paper as a Word document or a PDF, following APA style. The total length should be about 16 pages following the guidelines above. Your grade for each item will be based upon the thoroughness and completeness of your discussion; your ability to apply the weekly concepts to a real situation of your own choosing; and your ability to be both creative yet grounded in reality in your thinking. Make the plan a workable real life scenario.
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