Portfolio Pape r (Marke t Audit) Due in Unit Seven
One of the key objectives of this course is to integrate our Christian faith with health care marketing principles and practice. You will conduct research and develop a written report focusing on the marketing strategy, implementation, and results of a health care organization. Use the guidelines given in Chapters 15 and 16 in the 4th edition of the textbook. Typical organizations that you may select from include the following: • Physicians and medical groups • Home health agencies • Specialty and general hospitals • Public hospitals • Multi-hospita l networks • Allied health providers (e.g., labs) • Health care ministries (e.g., Mercy Ships) • Health insurers (e.g., Blue Cross) • Academic medical centers • Health educators (e.g., WebMD) • Non-traditional health providers (e.g., Christian Medi-Share) • Pharmaceutical companies This marketing audit project will build on the study of the Scriptures, other scriptural references, the text, lectures and class discussions, and secondary research using the Belhaven Virtual Library. It would also be helpful if you conducted primary research on the organization by interviewing someone in the organization’s marketing department. Collecting “collateral materials” (e.g., brochures, commercials, newspaper ads, etc.) would also be helpful in your evaluation of their marketing strategy.
At least six references (including collateral materials and interview(s)) are required, including: What does the organization say about itself? Visit the organization’s website. What are other credible sources saying about the organization? Research newspaper articles, trade journal articles, etc., and health care accrediting agencies (e.g., The Joint Commission). 7 After conducting secondary and primary research on the organization, write a paper (8-10 pages, typed, double-spaced). The paper should be organized under the major section headings (bold, no underline in the project report). References should be properly cited in the body of the paper and in the references section (APA style). These section headings should be bold with no underline. Proper spelling, grammar, paragraph structure, etc. is expected. A proper paragraph in a business context should contain three -seven sentences, with at least a topic sentence, support sentence, and conclusion or transition sentence.
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