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Ashford university mha 626 (2)
1. Ashford-University MHA 626 Homework
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MHA 626 Week 2 Discussion2
Your initial discussion thread is due on Day 3 (Thursday) and you have until Day 7 (Monday) to
respond to your classmates. Your grade will reflect both the quality of your initial post and the depth
of your responses. Reference the Discussion Forum Grading Rubric for guidance on how your
discussion will be evaluated.
Selecting Marketing Strategies
This discussion will allow you to create content for your Final Project regarding the use of an
appropriate marketing strategy. Marketing strategies provide direction for marketing efforts that
support the goals of the strategic plan. As described in Chapter 7, there are three basic marketing
strategies:
• Undifferentiated Strategy
• Focus Market Strategy
• Segmented Strategy
For this discussion, you will select an appropriate marketing strategy for each of the following long-
term care organizations:
• Happy Valley Health Care is an 80-bed, rural long-term care organization with little to no
competition. Over the years, the organization has been able to meet the needs of its marginalized
customer base and provide long-term care, skilled care, and physical therapy to its patients.
2. • Sunny Valley Health Care is a 150-bed, urban long-term care organization that specializes in
renal care, cardiac patients, and skilled care for orthopedic patients undergoing knee and hip
replacement surgery.
• Green Acres Health Care is a 300-bed, inner city long-term care organization that specializes
in caring for elderly patients with dementia often associated with Alzheimer’s disease and traumatic
brain injuries.
For your initial post, Select one specific marketing strategy for each of the long-term care
organizations noted above. In your post, explain the following:
• Why you chose the strategy for that long-term care organization
• Which of the three marketing strategies would best fit the goals of your chosen HCO
• How the strategy would be applied to your marketing plan
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MHA 626 Week 3 Discussion2
Your initial discussion thread is due on Day 3 (Thursday) and you have until Day 7 (Monday) to
respond to your classmates. Your grade will reflect both the quality of your initial post and the depth
of your responses. Reference the Discussion Forum Grading Rubric for guidance on how your
discussion will be evaluated.
Examining Market Research Strategies
For this discussion, you will examine market research strategies and how the information gleaned
can be applied to the Marketing Mix section of your Final Project. Services offered by healthcare
organizations are becoming increasingly diversified regarding services offered. With this said, health
care organizations rely on market research to determine their best course of action regarding time
and financial investment.
3. After reading Chapter 6 and watching the Alanis Business Academy’s YouTube video, describe the
information that can be derived from each of the four quadrants in the Boston Consulting Group
matrix. Additionally, describe the validity and applicability of implanting the Boston Consulting Group
matrix for your chosen healthcare organization’s marketing plan. Based on the information that can
be gleaned (market growth rate by the relative market share) regarding the healthcare organization
you have chosen for your Final Project, how could the information be applied to improve marketing
decision-making processes?
Guided Response: Review several of your colleagues’ posts and respond to at least two of your
peers by 11:59 p.m. on Day 7 of the week. You are encouraged to post your required replies earlier
in the week to promote more meaningful interactive discourse in this discussion. Read your fellow
classmates’ descriptions of the application process and data acquisition regarding Boston Consulting
Group Matrix and provide feedback on other issues or aspects that were not addressed. You must
use a minimum of one scholarly source to support each peer response. Continue to monitor the
discussion forum until 5:00 p.m. Mountain Standard Time (MST) on Day 7 of the week and respond
to anyone who replies to your initial post.
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MHA 626 Week 3 Assignment
The Importance of Marketable Objectives
This week’s assignment will provide information regarding marketable objectives found within the
strategic plan for your chosen HCO. The information can be applied to the Introduction portion of the
marketing plan for your Final Project. After reading Chapter 7 and reviewing the strategic plan of
your chosen healthcare organization, construct a three- to four-page paper in which you discuss the
following:
• The key marketing objectives found in your chosen HCO’s strategic plan
• Why the objectives fit the role of the health care organization
• What key marketing objectives a marketing director should focus on when developing a
marketing plan (Explain your reasoning.)
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MHA 626 Week 4Discussion1
Your initial discussion thread is due on Day 3 (Thursday) and you have until Day 7 (Monday) to
respond to your classmates. Your grade will reflect both the quality of your initial post and the depth
of your responses. Reference the Discussion Forum Grading Rubric for guidance on how your
discussion will be evaluated.
Marketing Opportunities and Strategies
For this discussion, you will obtain information for the Marketing Mix section of your Final Project.
Specifically, you will focus on your chosen HCO’s marketing opportunities and goals. To prepare for
this discussion, read Chapter 9 of the course text. In addition, examine your healthcare
organization’s SWOT analysis (Week Two Assignment) and the environmental analysis you
conducted (initial discussion from Week Three).
Successful businesses rely on analytical data as a means to make informed decisions. Opportunity
analysis provides data to marketing teams that help to define possible opportunities and
encompasses multiple aspects of a given alternative prior to making final decisions. Market
opportunity analysis takes into consideration the opportunities available based on the environment in
which the organization currently exists such as SWOT analysis, internal and external environmental
analyses, and financial conditions.
Example: Happy Valley long-term care center conducts yearly competitive analyses. Marketing
teams make phone calls to competitors as a means to gather data in the areas of pricing and
amenities offered. Other areas of concern include potential competitors and political, economic,
social, technological, legal, and environmental issues.
For your initial post, access the Opportunity Assessment Worksheet and input your data regarding
external and internal considerations based on your healthcare organization’s SWOT analysis (Week
Two Assignment) and the environmental analysis you conducted (initial discussion from Week
Three). You will attach the completed worksheet to your initial post for your peers to view. In the
body of your post
5. • Explain why you would implement the opportunity assessment process before decisions are
enacted to pursue specific marketing objectives.
• State any new opportunities that emerged based on the opportunity analysis you performed.
• Discuss any unforeseen issues that might be missed when using opportunity assessment
processes such as rapidly changing technologies and short product life cycles.
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MHA 626 Week 4Discussion2
Market Segmentation and the Identification of Target Markets
This discussion will allow you to obtain additional information for the Marketing Mix section of your
Final Project. Specifically, you will generate content that will support the marketing segmentation and
target market elements of the Marketing Mix section of your project.
As discussed in Chapter 9, current healthcare organizations are providing a greater degree of
services to their patients based on consumer demand. Many organizations have broken or
segmented their products/or services into manageable units, which requires marketing departments
to implement very specific marketing mixes that are tailored to defined target markets. Consider your
chosen healthcare organization. Based on the marketing objectives you identified in your Week
Three Assignment, use the table below (also found in Chapter 9 of the course text) as a guide to
determine at least one possible target market for your marketing plan. Discuss why you chose that
market segment and how you chose the target marketing.
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6. MHA/626MHA626 MHA 626 WEEK 4 ASSIGNMENT
MHA 626 Week 4 Assignment
Database Marketing
This week you will obtain information on database marketing to support the Marketing Mix section of
your Final Project. As discussed in Chapter 10 of the course text, database marketing centers on
gathering customer-based information such as gender, age, occupation, and lifestyles. As an
example, to better understand the wants and needs of patients and their families, the Happy Valley
marketing director monitors activities on the long-term care center’s web page. Data is collected
regarding specific links viewed such as activities, skilled care services offered, and physical therapy.
If a certain link is viewed more than other links, this could indicate to the marketing director that
potential patients and their family members prefer specific amenities or services. Those amenities or
services would then be marketed as a priority for the organization. Considering the marketing plan
for your chosen healthcare organization, construct a three- to four-page paper in which you:
• Describe your understanding of database marketing and how it could potentially be applied
to your marketing plan for the Final Project.
• Discuss the benefits and drawbacks of using database marketing.
• State the ethical, legal, and HIPAA issues that need to be considered.
• Articulate reasons why you would implement or exclude the use of database marketing in
your marketing plan for the Final Project.
The paper
• Must be three to four double-spaced pages in length (not including the title page and
references page) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a separate title page with the following:
o Title of paper
o Student’s name
o Course name and number
o Instructor’s name
o Date submitted
• Must use at least three scholarly sources in addition to the course text.
7. • Must document all sources in APA style as outlined in the Ashford Writing Center.
• Must include a separate references page that is formatted according to APA style as outlined
in the Ashford Writing Center.
Table 9.5
The Two-Phase Strategy of Market Segmentation and Target Marketing
Phase One: Market Segmentation Phase Two: Target Marketing
1. Identify bases for segmenting the market. 1. Select the target markets.
2. Develop profiles of resulting segments. 2. Develop positioning for each target market.
3. Develop measures of segment. 3. Develop marketing mix attractiveness for each target
market.
Adapted from Strategic Planning and Marketing in Healthcare Organizations by R. Stevens and L. S.
Silver, 2015, section 9.4: “Market Segmentation and Target Marketing.” Copyright 2015 by
Bridgepoint Education, Inc.
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MHA/626MHA626 MHA 626 WEEK 5 DISCUSSION 2
MHA 626 Week 5 Discussion 2
Implementation of Performance Evaluation
This discussion will allow you generate content for your Final Project regarding the implementation
of performance evaluation. As discussed in Chapter 12, the implementation of performance
evaluation methods is an ongoing process that aids the marketing department in determining the
8. success of its current programs and the positive direction for future marketing actions. The authors
of your text highlight multiple performance methods that can be used to improve the marketing
decision process. For your initial post, state how the balanced scorecard method could be used to
identify performance procedures, methods, and responsibilities for controlling set policies within your
chosen healthcare organization and to evaluate the success of your chosen healthcare
organization’s marketing plan.
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MHA/626MHA626 MHA 626 WEEK 5 DISCUSSION 1
MHA 626 Week 5Discussion 1
Planning and Control Measures
For this discussion, you will generate content for your Final Project regarding plan evaluations that
are associated with a product or service. As discussed in Chapter 12, planning and control
processes should be integrated; that is, both processes should be used to obtain feedback that will
allow the marketing team to successfully reach strategic objectives through the marketing plan. For
your initial post, describe the importance of timely information flow/feedback in terms of your chosen
healthcare organization and marketing plan. Based on your chosen product or service, why would it
be important for managers and planners to obtain information concerning marketing results? Why
would reports for a particular timeframe (weekly, monthly, quarterly) be important concerning your
product or service? How would the feedback in these reports be used to control the future of your
marketing plan?
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9. MHA/626MHA626 MHA 626 WEEK 6 DISCUSSION
MHA 626 Week 6 Discussion
Ethical and Legal Issues Surrounding Social Media and Marketing
This week you will discuss legal and ethical issues surrounding the use of social media in marketing.
As discussed in Chapters 10 and 11 of the course text and this week’s required article, the use of
social media within marketing plans provides opportunities for marketing departments to improve
customer contact and brand awareness. Based on your chosen HCO, how would you implement the
use of social media (e.g., Facebook, Twitter, Linkedin, Myspace, YouTube, and other platforms) into
your marketing plan? Lastly, based on HIPAA policies, what legal and ethical issues need to be
considered when implementing social media as a marketing tool?
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MHA 626 Week 6 Final Paper
Marketing Plan
To prepare for this assignment, read this week’s required article by Firshein (1996). For your Final
Project, you will compile the work you have completed throughout the course to develop a 10- to 15-
page marketing plan that supports the goals of a strategic plan for a real-world healthcare
organization, incorporating instructor and peer feedback as appropriate. The Marketing Plan must
contain the following sections:
Executive Summary
• Provide a brief summary of the marketing plan.
10. Introduction
• State the objectives of the strategic plan.
• Explain how your marketing plan will achieve specific objectives and support the
organization’s business plan and strategic plan.
Market Analysis
• Describe the organization’s products and services
• Explain how these products and services meet the needs of the organization’s determined
customer base.
• Include relevant aspects from the SWOT analysis you conducted in Week Two.
• State the competitive advantage your plan provides.
Environmental Analyses
• Internal: Include an analysis of the role of leadership and employees, the communication
processes, and the culture of the workplace.
• External: Include an analysis of socioeconomic, legal, ethical, political, and technological
factors that could affect the organization.
• Describe how data, based on the quadrants presented in the Boston Consulting Group
Matrix, would apply to your marketing plan.
Marketing Mix
• Describe the marketing opportunities and marketing goals for your chosen HCO.
• Explain the marketing strategies that are employed in your plan.
• Apply market segmentation to your plan based on the target markets you have identified.
• Explain how database marketing was used or why it was not included in your marketing plan.
Plan Evaluation
• Discuss methods of performance evaluation and monitoring that will be used to evaluate the
success of your chosen healthcare organization’s marketing plan.
11. • Explain why reports for a particular timeframe (weekly, monthly, quarterly) would be
important and how you would use feedback in these reports to control the future of your marketing.
Conclusion
• Provide a conclusion that summarizes your marketing plan. Include persuasive statements
that explain how your marketing plan supports the goals of your chosen healthcare organization’s
strategic plan.
The Marketing Plan:
• Must be 10 to 15 double-spaced pages in length (excluding the title page and references
pages) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a title page with the following:
o Title of paper
o Student’s name
o Course name and number
o Instructor’s name
o Date submitted
• Must utilize at least 10 scholarly sources (in addition to the course text) that were published
within the past five years. At least three of these sources must be from the Ashford University
Library.
• Must document all sources in APA style as outlined in the Ashford Writing Center.
• Must include a separate references page that is formatted according to APA style as outlined
in the Ashford Writing Center.
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