Marketing Analysis
Healthcare/Nursing
Review the class discussion on marketing and complete the required readings/viewings before beginning this assignment.
Identify two organizations (one can be yours, but only if you can view it without bias) that compete for the same business.
First, for each organization, provide the information requested below:
Name of organization; Brief description of organization.
Based on a review of available marketing and advertising materials, what marketing messages is the organization trying to deliver? Include examples of the material and the messages in the Appendix. How successful do you think the messages are, and why?
What customers are being targeted? Give examples.
What value(s) does the organization offer to the consumer?
Second, the two organizations should be compared and contrasted in marketing and advertising.
Include examples of marketing and advertising materials in the Appendix.
Limit paper to 8 pages, not including cover, references, and appendices.’
Use references within last 10 years, use as many as needed – minimum of 5
Readings and Resources:
Value
Almquist, E., Senior, J., & Bloch, N. (2016). The elements of value. Harvard Business Review, September, 47-53. Almquist HBR 2016.pdfDownload Almquist HBR 2016.pdf
Marketing
Atack, S. (2016). The Marketing Mix (Extended). The Marketing Mix (Extended) – Simon AtackLinks to an external site.
Riley, J. Bowman’s Strategic Clock. http://www.tutor2u.net/business/reference/strategic-positioning-bowmans-strategy-clockLinks to an external site.
Riley, J. (2015). Marketing: The Boston Matrix.The Boston Matrix (Product Portfolio Management) ExplainedLinks to an external site.
Riley, J. (2015). Marketing: Segmentation-Targeting-Position. http://www.tutor2u.net/business/reference/marketing-segmentation-targeting-positioning-videoLinks to an external site.
Riley, J. (2015). Porter’s Five Forces Model. http://www.tutor2u.net/business/reference/porters-five-forces-model-revision-videoLinks to an external site.
Robbins, T. (n.d.). Marketing best practices. https://www.tonyrobbins.com/career-business/five-essentials-of-world-class-marketing/Links to an external site.
Rossi, M. (2020). 8 customer data analysis best practices you need to know. Learn Hub. https://learn.g2.com/customer-data-analysis-best-practices
Van Hook, S. (2011). Marketing Fundamentals. Marketing FundamentalsLinks to an external site.
Value Chain Michael E Porter. Value Chain Michael E PorterLinks to an external site.
Small Business Administration. Marketing 101. NEW link September 9, 2018
https://www.sba.gov/course/marketing-101-guide-winning-customers/ (Links to an external site.)
Small Business Administration Social Media Marketing. NEW link September 9, 2018
https://www.sba.gov/course/social-media-marketing/Links to an external site.
Resource Book
Kottler, P., Shalowitz, J., & Stevens, R.J. (2008). Strategic marketing for health care organizations. First Edition. Wiley Imprint.
Rubric attached.
