MMHA6800 Week 2 assignment

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MMHA6800 Week 2 assignment

Week 2: Applying Marketing Principles, Theories, and
Contemporary Concepts to Health Care

Marketing a health care product or service is a complex
undertaking that must be approached strategically. When developing marketing
plans, organizations need to not only consider their strategic plans, but also
the strengths, weaknesses, and threats resulting from environmental forces that
may impact their marketing campaigns. Effective health care leaders use these
strengths, weaknesses, and threats to maximize opportunities and, ultimately,
increase their market share.

This week, as you begin applying marketing theories,
principles, and concepts to health care, you examine environmental forces and
trends. You also explore the impact of these forces and trends on health care

Learning Objectives

Students will:

Analyze the strengths, weaknesses, opportunities, and
threats of environmental forces/trends to health care organizations

Analyze the impact of environmental forces/trends on health
care marketing

Recommend strategies to maximize opportunities and overcome

Photo Credit: [gobyg]/[Digital Vision Vectors]/Getty Images

Learning Resources

Note: To access this week’s required library resources,
please click on the link to the Course Readings List, found in the Course
Materials section of your Syllabus.

Required Readings

Thomas, R. K. (2015). Marketing health services (3rd ed.).
Chicago, IL: Health Administration Press.

Chapter 3, “Marketing and the Healthcare Organizations” (pp.

Frith, L. (2013). The NHS and market forces in healthcare:
The need for organisational ethics. Journal of Medical Ethics, 39(1), 17–21.

Note: Retrieved from the Walden Library databases.

Mackey, T. K., Miner, A., & Cuomo, R. E. (2015).
Exploring the e-cigarette e-commerce marketplace: Identifying Internet
e-cigarette marketing characteristics and regulatory gaps. Drug and Alcohol
Dependence, 156, 97–103.

Note: Retrieved from the Walden Library databases.

Sah, S., & Fugh-Berman, A. (2013). Physicians under the
influence: Social psychology and industry marketing strategies. The Journal of
Law, Medicine & Ethics: A Journal of the American Society of Law, Medicine
& Ethics, 41(3), 665–672.

Note: Retrieved from the Walden Library databases.

Wadmann, S., & Bang, L. E. (2015). Rationalising
prescribing: Evidence, marketing and practice-relevant knowledge. Social
Science & Medicine, 135, 109–116.

Note: Retrieved from the Walden Library databases.

Document: SWOT Analysis Template (Word document)

Assignment: Environmental Forces and Trends

Environmental forces and trends (i.e., competitors, new
technologies, socioeconomic, population and business factors, and changing
regulations) can have a tremendous impact on the success of an organization’s
marketing plan. Therefore, it is important for health care leaders to
continuously assess the strengths, weaknesses, opportunities, and threats
(SWOT) of these forces and trends to ensure that their organizations are
applying the appropriate marketing strategies. For this Assignment, you need to
conduct a SWOT analysis of an environmental force or trend and consider how it
might impact your own health care organization.

To prepare:

Select a contemporary environmental force/trend, such as
politics in health care, new technological advances in health care, the impact
of recession/economic issues on utilization of health care, etc. Using the
Walden Library, locate and review a scholarly article that discusses this force/trend.

Reflect on your own health care organization. Imagine you
have been hired as a marketing consultant to help guide your organization in
understanding evolving environmental forces/trends that may impact marketing.

Note: If you do not currently work for a health care
organization, you may select one that is of interest to you.

The Assignment

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

Analyze the environmental force/trend you selected. Include
how the organization in the article is using the force/trend to better
understand itself.

With your selected health care organization in mind, conduct
a SWOT analysis of the environmental force/trend you selected.

Note: Be sure to use the SWOT Analysis Template in this
week’s Learning Resources.

Analyze how the force/trend might impact the marketing of
your organization. Recommend strategies to maximize opportunities and overcome

Note: Your Assignment must be written in standard edited
English. Be sure to support your work with at least five high-quality
references, including two from peer-reviewed journals. Refer to the Essential
Guide to APA Style for Walden Students to ensure that your in-text citations
and reference list are correct. See the Week 2 Assignment rubric for additional
requirements related to research and scholarly writing.

By Day 7

This Assignment is due.

Note: Synthesize the information you have gathered from your
analysis so that each bullet point in the SWOT Analysis clearly represents the
most significant considerations within each category. While the SWOT Analysis
is a one-page document that might appear to be simple, each point must be the
result of deep and critical thinking.

Submission and Grading Information

To submit your completed Assignment for review and grading,
do the following:

Please save your Assignment using the naming convention
“WK2Assgn+last name+first initial.(extension)” as the name.

Click the Week 2 Assignment Rubric to review the Grading
Criteria for the Assignment.

Click the Week 2 Assignment link. You will also be able to
“View Rubric” for grading criteria from this area.

Next, from the Attach File area, click on the Browse My
Computer button. Find the document you saved as “WK2Assgn+last name+first
initial.(extension)” and click Open.

If applicable: From the Plagiarism Tools area, click the
checkbox for I agree to submit my paper(s) to the Global Reference Database.

Click on the Submit button to complete your submission.

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