Strayer University HSA 505

Complete Course
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Week 1
Select two (2) stages of the Product Life Cycle. Describe the methods for
strategically and tactically managing products during each of the selected stages.
Relate the selected stages to two (2) real-life examples of strategic or tactical
initiatives within a health care organization.

Assess the value of the product life cycle as a tool for product succession
planning and related product management activities. Give your opinion on whether
or not the Product Life Cycle can help health care managers in promoting portfolio
planning, strategy formulation, and forecasting. Provide one (1) example to support
your rationale.

Suggest at least two (2) examples that support the notion of the limiting life
span of health care products as a necessity in the ongoing and systematic product
succession planning effort.

Create an argument in support of the assertion that the Product Life Cycle
enhances marketing outcomes in the health care industry. Provide support for your
argument.

Week 2

Assess the importance of portfolio planning in the health care industry, and
determine at least one (1) approach to portfolio planning that can help marketing
managers to ensure productive marketing operations. Provide at least two (2)
specific examples of portfolio planning in a health care organization with which you
are familiar.


Justify the assembly of a balanced product portfolio by marketing managers
as a means of ensuring extended success in the health care market industry.
Provide two (2) real-life examples to support your rationale.

Assess the critical pursuit of identity management and its role in helping
health care entities build strong, recognizable brands. Provide at least two (2)
specific examples of identity initiatives within a health care organization.

Interpret the importance of continually pursuing opportunities for growth

within the health care marketplace, and identify expansion opportunities available
to health care institutions through the use of Igor Ansoffs Product-Market Expansion
Grid. Provide support for your response.

Week 3

Assess the value of Calder and Reagans Brand Design Model as a device for
systematically guiding health care marketers through the process of formulating
brands. Explain one (1) reason why a SWOT analysis is needed to help health care
organizations understand competitor brands. Provide two (2) examples from a
health care organization with which you are familiar that support the value of Calder
and Reagans Brand Design Model.

Evaluate the value of assigning appropriate brand identities to represent

health care goods, services, and institutions. Provide support for your rationale.

Based on your review of the Learnscape scenario titled Learnscape 3:

Recover and Retention, explain the fundamental reasons why brands do not exist
in isolation but do exist in larger environments that include other brands. Provide
two (2) specific recommendations or solutions that help the health care facility in
this scenario improve patient satisfaction.

Assess the value of Lederer and Hills Brand Portfolio Molecule when used to
understand brand relationships. Provide at least two (2) specific examples of
strategic or tactical initiatives within a health care organization.

Assignment 1: Product Development

Health services continue to affect the gross domestic product, and this dramatic
transformation has great demands on each dollar spent to deliver patient-centered
products. Health care marketing must be repeatedly applied and practiced
strategically to include environmental dimensions, such as technology,
socioeconomics, competition, and regulatory.
That being said, in todays global economy, investors and potential entrepreneurs
must tap into the so-called unexplored market. In this aspect, health care
establishments must utilize marketing, advertising, as well as sales strategies when
pursuing new customers (e.g., suppose a health care investor wanted to build a
small hospital in a rural community); this would entail exploration and logistical
experimentation to determine who will patronize the facility. In an impoverished
neighborhood, the feasibility of having lucrative profits may see diminishing returns,
and so the venture may be not worth the effort. Also, suppose that the potential
investor wants to sell mosquito deterrents (e.g., bedside netting in malaria-infested
regions of Asia or Africa); then it would be wise to investigate the number of beds
that are actually in the village, and who would be willing to purchase them. These
activities take into account the investor portfolio, as well as the feasibility of
marketing and selling the product. Such exploration also examines competitors,
cultural differences, andmost importantidentification of the customer.

Identify a local health care establishment (e.g., hospital, rehabilitation center,

emergency medical center) and determine its product development practices.
Utilize concepts from previous weeks to substantiate information, as needed. You
may develop the discussion based on the ideas presented here, but feel free to
inject any salient marketing strategy that you believe might support your
presentation.

Write a three to four (3-4) page paper in which you:

1.
Justify the purpose of the selected health care establishments product(s) /
service (s) and their associated life cycle(s).
2.
Suggest one (1) strategy to improve the marketing mix of the selected health
care establishment. Support your strategy by highlighting one (1) benefit of (1)
portfolio analysis and providing two (2) examples that display differential
advantages.

3.
Assess the importance of technology in providing patients with clear and
accessible information about health care organizations and the product(s) /
service(s) that they provide.
4.
Outline a survey to capture patients expectations regarding the delivery
and / or accessibility of product(s) / service(s) identified.
5.
Use at least three (3) quality academic resources. Note: Wikipedia and other
Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

Be typed, double spaced, using Times New Roman font (size 12), with oneinch margins on all sides; citations and references must follow APA or school-specific
format. Check with your professor for any additional instructions.

Include a cover page containing the title of the assignment, the students
name, the professors name, the course title, and the date. The cover page and the
reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

Analyze how products evolve through the four stages of the product life cycle.

Determine the appropriate product succession planning efforts of health care

services.

Examine the marketing research process and market segmentation strategies

in the health care industry.

Evaluate marketing research tools involved in the marketing process.

Use technology and information resources to research issues in health

services strategic marketing.

Write clearly and concisely about health services strategic marketing using
proper writing mechanics.

Week 4

From the e-Activity, determine whether or not the product offerings that you
selected are consistent with the perceived selections of the given health care entity.
Explain your rationale.


Assess the importance of evaluating newly developed health care products in
order to determine whether the products should carry existing brand names or
whether they should be assigned new brand names. Suggest realistic branding
strategies needed for marketers to evaluate newly developed health care products
or services. Provide support for your rationale.

Evaluate the impact of lateral segmentation in encouraging marketing

managers to look broadly at markets in order to identify previously overlooked
opportunities. Provide at least one (1) specific example of quality initiatives within a
health care organization.

Assess the value of target marketing as an effective health care marketing

strategy. Appraise the degree to which vertical and traditional segmentation help
marketing managers use target marketing strategies. Support your rationale with at
least two (2) specific examples of target marketing within a health care organization
with which you are familiar.

Case Study 1: Revitalizing a Brand

Read the case study titled Revitalizing a Brand, located in the online course shell.
Use the Internet or Strayer databases to research the branding and communication
strategies of one (1) health services organization that is similar to the health
services organizations mentioned in the case study.
Write a four to six (4-6) page paper in which you:
1.
Describe the current marketing communication, identity, and brand position
of Plaza Home Health Services.
2.
Conduct a Strengths Weaknesses Opportunities Threats (SWOT) analysis
associated with the current marketing communication, identity, and brand position
of Plaza Home Health Services.
3.
Assess the importance of benchmarking in Plaza Home Health Services
development and implementation of an effective brand strategy (marketing
communication, identity, and brand position).

4.
Compare branding and communication strategies of a similar health services
organization with that of Plaza Home Health Services. Determine whether or not
Plaza Home Health Services should apply additional best practices into its current
branding and communication strategies. Provide a rationale and support for your
response.
5.
Use at least five (5) quality academic resources. Note: Wikipedia and other
Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

Be typed, double spaced, using Times New Roman font (size 12), with oneinch margins on all sides; citations and references must follow APA or school-specific
format. Check with your professor for any additional instructions.

Include a cover page containing the title of the assignment, the students
name, the professors name, the course title, and the date. The cover page and the
reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

Examine the marketing research process and market segmentation strategies

in the health care industry.

Analyze business planning based on an analysis of domestic and global

operating environments, market dynamics (supply and demand), commercialization,
and product-market expansion.

Explain how branding strategies apply to the health care market for existing
and new products.

Determine the marketing communications strategy used in health care

services.

Use technology and information resources to research issues in health

services strategic marketing.

Write clearly and concisely about health services strategic marketing using
proper writing mechanics.

Week 5

Assess the importance of a Perceptual Map for current and potential product
offerings in the marketplace. Suggest one (1) way in which this instrument can be
used by marketers to affect better product positioning outcomes within the health
care industry.

Evaluate the value and utility afforded by Philip Kotlers Segment-by-Segment

Invasion Plan as a tool for mapping current and future market segment pursuits.
Provide support for your rationale.

Assess the level of necessity for health care marketers to possess an effective
understand of human motivation in order to better understand their customers.
Provide at least two (2) specific examples of the use of human motivation within a
health care organization.

Assess the importance of the Ries and Trouts Product Ladder as a target
marketing device within the health care industry. Provide a rationale for your
response.

Week 6

Per the text, health care consumers vary in their willingness to adopt new
product offerings, with some being quicker to adopt than others. Suggest the key
reasons why you believe these variances exist. Provide a rationale with at least (1)
example of a situation or scenario that would support your response.

Assess the importance of as a tool for understanding the product adoption

tendencies of health care consumer. Provide at least two (2) specific examples of
Everett Rogers Diffusion of Innovation Model being used in a health care
organization with which you are familiar.

Based on your review of the Learnscape scenario titled Learnscape 1:

Staying Relevant, examine the potential mutual benefits that are afforded to health
care organizations and their respective customers populations when health care
organizations design and manage all-encompassing customer experiences. Provide
an example of such potential mutual benefits to support your rationale.

Appraise the value of the innovation guidance for the assembly and
management of customer experiences provided by Bernd Schmitts CEM framework.

Provide at least two (2) specific examples of CEM framework that apply within a
health care organization with which you are familiar.

Week 7

Assess the value and importance of a PEST Analysis as a tool for mentoring
and evaluating the macroenvironment. Provide at least two (2) specific examples of
PEST Analysis that apply within a health care organization with which you are
familiar.
Argue whether or not you believe that health care marketers must understand
customers and their perceptions of product offerings in order to effectively monitor
prowess at addressing and satisfying customer wants and needs. Provide an
example of your argument in action to support your rationale.

Appraise the value and importance of Michael Porter's Five Forces Model as a
tool for facilitating the understanding and addressing of the competition within the
health care industry. Provide at least two (2) specific examples of Michael Porter's
Five Forces Model that apply within a health care organization with which you are
familiar.
Examine the key reasons why intense competition and rivalry characterize the
health care industry. Suggest one (1) example to support your rationale

Case Study 2: Stopping Outshopping

Due Week 7 and worth 220 points
Read the case study titled Stopping Outshopping, located in the online course
shell. Then, use the Internet or Strayer databases to research similar marketing
strategies in the health care industry.
Write a four to six (4-6) page paper in which you:
1.
Based on the textbooks summary of Timothys philosophy of continually
striving for excellence, determine whether or not Scarlet Hospital was prepared to
compete with the establishment in Salem even before the highway improvement
mandated such an upgrade in delivery health care services.

2.
Examine the potential lessons that the Stopping Outshopping case could
teach health care executives about complacency.
3.
Evaluate the potential value of Michael Porter's Five Forces analysis and
SWOT Analysis for effective decision making, in its ability to help Scarlet Hospital
protect its market share and thus decrease the chance of losing patients to other
institutions in Salem.
4.
Appraise the value of the Balanced Scorecard model in its ability to help
Scarlet Hospital executives reinforce its defensive marketing strategy.
5.
Propose a one (1) page offensive marketing strategy (i.e. communication,
branding, innovation, etc.) that Scarlet Hospital should deploy in order to turn the
table on Salam-based health care providers and improve its competitive marketing
position.
6.
Use at least five (5) quality academic resources. Note: Wikipedia and other
Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

Be typed, double spaced, using Times New Roman font (size 12), with oneinch margins on all sides; citations and references must follow APA or school-specific
format. Check with your professor for any additional instructions.

Include a cover page containing the title of the assignment, the students
name, the professors name, the course title, and the date. The cover page and the
reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

Examine the marketing research process and market segmentation strategies

in the health care industry.

Integrate the SWOT Analysis into viable recommendations to meet the health
care services organizations operating requirements.

Analyze the components of the balanced scorecard and conduct trend and
ratio analysis to assess health strategic marketing.

Apply Michael Porter's Five Forces analysis for effective decision making to
efficiently utilize health services resources and achieve organizational goals.

Explain the impact that the population and societal, competitive, and
financial forces have on health care services.


Use technology and information resources to research issues in health
services strategic marketing.

Write clearly and concisely about health services strategic marketing using
proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of
the paper, and language and writing skills, using the following rubric found here.

Week 8

Evaluate the value afforded by Lehmann and Winers Level of Competition

Model as an instrument for engendering the accurate identification and
understanding of competition within the health care industry. Provide at least two
(2) specific examples of Lehmann and Winers Level of Competition Model that
apply within a health care organization with which you are familiar.

Justify the fundamental reasons that marketers should closely monitor the
actions of rivals in order to proactively address developing issues, events, and
circumstances. Provide one (1) example of such successful close monitoring to
support your rationale.

Appraise the value offered by Leonard Berrys Success Sustainability Model as

a management tool for communication drivers of excellence that will yield sustained
success. Provide at least two (2) specific examples of Leonard Berrys Success
Sustainability Model that apply within a health care organization with which you are
familiar.

Based on your review of the Learnscape scenario titled Learnscape 2: Patient

Engagement, analyze the benefits afforded to health care marketers that
understand the importance of establishing core values that guide health care
organizations in their strategic and tactical pursuits. Determine whether you believe
the relationship between core values should stay the same over time or should
change over time. Provide one (1) example of such a relationship between core
values to support your rationale.

Week 9

Determine whether or not health care marketers need to recognize the value
results from implementing marketing best practices across the multiple, varying
activities that health care organizations carry out. Provide one (1) example of such
recognition of value to support your rationale.

engendering an understanding of value-producing activities within health

care organizations. Provide at least two (2) specific examples of the Michael Porters
Value Chain Model that apply within a health care organization with which you are
familiar.

Assess the degree of guidance provided by Kaplan and Nortons Balanced

Scorecard as a management tool for guiding health care marketers in performing
strategic management duties and responsibilities. Provide at least two (2) specific
examples of the Balanced Scorecard Model that apply within a health care
organization with which you are familiar.

Determine whether or not you believe the process of formulating strategy in

the health care industry is complex. Justify your response with at least one (1)
example of a situation or scenario that supports your position.

Case Study 3: Missed Opportunities

Due Week 9 and worth 200 points
Read the case study titled Missed Opportunities, located in the online course shell.

Write a four to six (4-6) page paper in which you:

1.
Examine the pros and cons from the perspective of Crestview Hospital of the
placement of its new billboard directly adjacent to Briarwood Medical Center.
Interpret the reaction of customers and other community stakeholders to the
billboard postings.
2.
Use competitive marketing entry strategies to suggest the action that
Briarwood Hospital should undertake to counter the messages in the new Crestview
Hospital Billboard postings.

3.
Recommend the marketing communication strategy or strategies that both
Crestview and Briarwood Hospitals should employ. Justify why the Governing Board
of both hospitals should take a proactive role in promoting and implementing
effective marketing strategies.
4.
Assess the value of the various marketing research tool(s) that Briarwood and
Crestview hospital could use to promote effective marketing communication
strategies. Justify your response.
5.
Use at least five (5) quality academic resources. Note: Wikipedia and other
Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

Be typed, double spaced, using Times New Roman font (size 12), with oneinch margins on all sides; citations and references must follow APA or school-specific
format. Check with your professor for any additional instructions.

Include a cover page containing the title of the assignment, the students
name, the professors name, the course title, and the date. The cover page and the
reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

Evaluate marketing research tools involved in the marketing process.

Formulate competitive market entry strategies based on analysis of global

markets that comply to initiatives in the health care industry.

Determine the marketing communications strategy used in health care

services.

Use technology and information resources to research issues in health

services strategic marketing.

Write clearly and concisely about health services strategic marketing using
proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of
the paper, and language and writing skills, using the following rubric found here.

Week 10 Discussion 1
Please respond to the following: "Strategy Map"

Per the text, the health care industry is known as one of the most complex
operational environments, placing a premium on excellence in strategic planning
and management. Determine the key reasons why health care marketing
professionals should realize such complexity. Provide an example to support your
rationale.

Appraise the value offered by Ries and Trouts Marketing Warfare Strategies
in assisting in the understanding and implementation of competitor-oriented
marketing strategies that can be employed to increase market share. Provide at
least two (2) specific examples of the Ries and Trouts Marketing Warfare Strategies
Model that apply within a health care organization with which you are familiar.

Week 10 Discussion 2
Please respond to the following: "Marketing Plan"

Based on your review of the Learnscape scenario titled Learnscape 4: How

Are We Doing, justify the value of marketing plans as instruments that compel
marketers to think about upcoming periods, perform routine marketing analyses
and audits, and set marketing goals and objectives such as Return on Investment
(ROI), etc. Provide one (1) example of the use of marketing plans in this fashion to
support your rationale.

Decide whether or not you believe Philip Kotlers Marketing Plan Model
provides a useful framework for developing an effective marketing plan. Provide at
least two (2) specific examples of the Philip Kotlers Marketing Plan Model that apply
within a health care organization with which you are familiar.

Week 11 Discussion 1
Please respond to the following: "Course Completion"

Identify the most significant political, economic, and social forces that you
believe are influencing changes in health care marketing today.


Identify three (3) key marketing skills you have gained from this class and
suggest how each will benefit you in your current or future career.

Week 11 Discussion 2
Please respond to the following: "Wrap-Up and Takeaways!"

Identify two to three (2-3) takeaways that you have learned or gained from
the course learning activities. Explain the linkage between each takeaway you have
identified and the learning outcomes of this course.

Assess the degree to which you believe your knowledge of the learning topics
discussed in this course has been enhanced. Provide at least one (1) example to
support your response.