Description

Your final portfolio for the class will be to create a marketing plan for an existing company and

product/service of your choice. If you are choosing a large global company, you MUST create a new

product. However, this new product may be an upgrade of an existing product. You will need to select a

company that you have not used for your other assignments in the class. Your plan information should

address all areas covered in this course for a marketing plan. The library’s page on  Company Research  can

help you get started.  The library database  Gale Virtual Reference Library  has a number of Business books

to help identify a target market.

Use the marketing plan that is a required reading for this module for your final portfolio project, as a broad

guide. The marketing plan document is essential to business strategy and is a focal point of this

introductory class. The essential information of a marketing plan is outlined in this document and will serve

as the blueprint for your portfolio project due this week.

Below is the outline to be followed for this assignment:

 Executive Summary: This provides everything a busy executive needs to know to invest (or not)

in your proposal. It captures your key proposal and recommendations/decision factors, and

projected outcomes of the plan's recommendations. Note this is not an introduction to the

marketing plan. Typically, this is written after the entire marketing plan has been compiled. (1/2

page)

 Company Overview (1/2 page)

 Situational Analysis (includes a SWOT analysis): Identify at least two significant factors for each

of the 4 SWOT components. Identify applicable trends that are statistically supported.

 Competitive Analysis: Create a comparative chart and discuss key aspects. (1-2 pages)

 Identify Objectives or Goals: Briefly describe your proposal… describe what's new and why.

What is the opportunity to be addressed or the problem to be solved? (1/2 page)

 STDP Segmentation: Define and explain why this is needed; explain the segmentation approach

(such as the use of demographics) and name market segments. Targeting: Define and explain why

this is needed and estimate the size your target market. (1 page)

 Marketing Strategy and Positioning: Explain and support your marketing mix component

decisions (4Ps), using academic concepts and academic reference sources. Discuss whether your

company has a competitive advantage in each section of the marketing mix (4Ps).

 Positioning: What do you want your customer to think of when regarding your brand, product,

proposed product? Take an analytical approach to this section. Create at least one perceptual

map (as applied to differentiation or positioning). (1 page)

 How will Marketing Research be used to support the planning, implementation, and monitoring

process? What research methodologies will be used? Add a sub-section on ethical and/or legal

factors, plus a CSR (corporate social responsibility) strategy summary. (1 page)

 Financial Projections: Present a summary spreadsheet. For example: years 1, 2 and 3 units sold,

sales volumes. Estimate marketing expenses for promotions/advertising. What is the projected

timeline of the product life cycle's introduction and growth stage? (1 page maximum)

 Implementation Plan: Identify specific tactics and steps that will be taken (primarily focused on

distribution, marketing communications, promotion, PR, for example). Create a chart depicting

your advertising/promotion plan with actions, time frame, media choice, for example. Include a

Marketing Plan.

 Technology sub-section: How will marketing technology be used throughout the marketing

process: marketing research, communications, promotions, monitoring, for example? (1 page)

 Evaluation and Control Metrics: How will you monitor progress of outcomes in your plan?

How will you define and measure success? Connect these to your objectives and goals. (1/2-1

page)

 Conclusion (1 paragraph)

Other:

The following are requirements for your portfolio project:

 8-10 Word pages in the body of the paper. Estimated page counts are listed above in each

section.

 Use APA format! Do not enumerate the sections—use regular APA heading format and

please use plenty of headings and sub-headings according to CSU-Global Guide to Writing and

APA Requirements . Develop full paragraphs and full sentences.

 Apply marketing models, theory, terminology, and concepts throughout the plan.

 A minimum of 6 references (in addition to course materials like the textbook or articles). At

least 2 of these being peer-reviewed articles. The CSU-Global Library is a good place to search

for credible, scholarly sources.

 READ THE PORTFOLIO PROJECT RUBRIC IN DETAIL (pre-loaded into the course

website). Note that there are additional aspects that need to be addressed, such as applying critical

thinking.

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Description

Strategies used to market health care services are typically different than strategies used to market health care products. From intangibility to the natural inconsistencies in the delivery of services, traditional marketing strategies must be modified so that there is a greater focus on marketing relationships and quality care. Therefore, when developing marketing plans, it is important for organizations to consider the 5 I’s of marketing health services: inconsistency, inseparability, intangibility, interaction, and inventory. For this Assignment, use the 5 I’s to examine the health care service in the Aravind Eye Care System: Providing Total Eye Care to the Rural Population case study provided in the Learning Resources. Then provide recommendations for marketing the service.

To prepare: 

• Review the Aravind case study in the Learning Resources.

• With the 5 I’s of marketing in mind, reflect on the health care service provided by the organization and its personnel. 

• Using the 5 I’s of marketing, analyze the health care service provided by the organization in the scenario.

• Inconsistency: Is there consistency in the quality of care?

• Inseparability: When providing the service, do providers demonstrate biases toward or against patients and their families (i.e., racial biases, age biases, gender biases, etc.)? 

• Intangibility: What are the intangible characteristics of providers (i.e., demeanor, posture, etc.)? How do providers behave toward patients?

• Interaction with consumers: Is the organization patient-centered or physician-centered?

• Inventory: How much time is spent on providing the service and how much time is spent on non-service-related activities?

• Recommend strategies to market this service to health care consumers. Include how these strategies might improve operations.

Note: This Assignment will be graded using this rubric: Week 4 Assignment Rubric (Word document). Your Assignment should show effective application of triangulation of content and resources in your conclusion and recommendations.

The Assignment

In a 4- to 5-page paper, address the following:

Berkowitz, E. N. (2010). The 5 I’s of services. In Essentials of health care marketing (3rd ed., pp. 258–259). Sudbury, MA: Jones and Bartlett. 

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Description

Severson, D. (2015, June 10). Health Problems From an Unbalanced Diet. Retrieved from

If people eat unbalanced nutrient food, they might get Obesity, Diabetes, Osteoarthritis, and

Malnutrition so easily. It is very harmful for their health now and in the future. This article is

related to dorm dinning's unbalanced nutrient problem by mentioning each side effect of

unbalanced nutrient food.

What Is the Differencee Between a Balanced Diet & an Unbalanced Diet? (n.d.). Retrieved

from 

This article explain about how balanced nutrient helps human's health now and in the

future. It prevents certain chronic disease and improve overall health. Also, it mentions

about healthier elements for food. It is appropriate idea to convert dorm's dinning room food

elements such as whole grains, fruits, vegetables, and proteins.

Nordqvist, C. (2016, January 13). Malnutrition: Causes, symptoms and treatments.

Retrieved from http://www.medicalnewstoday.com/articles/179316.php

This article talks about causes, symptoms, and treatment for malnutrition. It is one of the

diseases when people eat a lack of food or nutrient. Especially, it is related to children who

have low immunity. Malnutrition occurs when using energy is more than producing energy.

School Nutrition. (2016, December 29). Retrieved from

It emphasizes school nutrition. General malnutrition and micronutrient deficiencies usually occur

to both children and adults so commonly. According to research, most of the children

nutrition is depend on school feeding, which means school food provider should be serious

to choose food.

Wood. (2012, December 10). Problem and Solution. Retrieved from

According to Winona State University's professor, food plays an important role for college

students because they do not have much time to eat balanced food. Food effects people

financially, nutritionally, and educationally. Winona State University also agree and support

with lack of nutrient at college dinning room and they have not much options for food

everyday.

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Description

Read Finkelman (2012), pp. 361–376.

>Observe nurses in a care delivery setting. Identify a recurring conflict with the potential to negatively impact patient care. Decide if delegation was an issue in the conflict. This should be from your practice setting or prelicensure experiences.

>Provide details of what happened, including who was involved, what was said, where it occurred, and what was the outcome that led you to decide the conflict was unresolved.

Identify the type of conflict. Explain your rationale for selecting this type.

>Outline the four stages of conflict, as described in our text, and how they relate to your example.

>Propose strategies to resolve the conflict. Search scholarly sources in the library and the Internet for evidence on what may be effective.

>Discuss if delegation was an issue in the conflict. Be specific.

>Describe how you would collaborate with a nurse leader to reach consensus on the best strategy to employ to deal with the conflict.

Describe the rationale for selecting the best strategy.

>Provide a summary or conclusion about this experience or assignment and how you may deal with conflict more effectively in the future.

>Write a 5–7 page paper (not including the title or References pages) using APA format that includes the following.

>Describe an unresolved (recurring) conflict that you experienced or observed. Identify the type of conflict.

>Provide details of what happened, including who was involved, what was said, where it occurred, and what was the outcome that led you to decide the conflict was unresolved.

>Outline the four stages of conflict, as described in Finkelman, and how the stages relate to your example. Decide if delegation was an issue in the conflict. Be specific.

>Describe the strategies for conflict resolution and how you would collaborate with a nurse leader to resolve the conflict. Cites resources.

>Provide a conclusion or summary about this experience and how you may deal with conflict more effectively in the future.

>Provide a reference page

* everything must be in APA format, time new roman size 12, with header and page numbers, TURNITIN % must be less than 20%. 

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