For the first component of the Session Long Project*, your task is to write a 4- to 5-page essay about a health care organization with which you are involved, or are familiar. Specifically, your tasks are to select an organization and describe it. Then, discuss the main challenges in marketing that organization. For the second part of this SLP, your task is to discuss segmentation and target marketing of your selected organization. Be sure to specifically address the following questions:
1.How does your selected health care organization segment the market(s) that it serves?
2.What is your organization’s target market(s)?
3.How are your organization’s services positioned to meet the demands of its target market
You will be expected to:
1.Focus your response to this component of the SLP specifically on the main marketing challenges that the organization faces.
2.Apply principles from the background materials in discussing the organization.
3.Provide a scholarly basis for your response.
4.Justify your opinions with evidence from the literature.
5.Cite several scholarly references for this assignment.
6.Properly cite your references in the text of your essay as well as at the end.
Possible Sources:
Astuti, H. J., & Nagase, K. (2014). Patient loyalty to healthcare organizations: relationship marketing and satisfaction. International journal of management and marketing research, 7(2), pp. 39–56. (attached)
Fellows, J. (2013). Rebranding Helps Sharpen Marketing Strategy. Healthcare Marketing Advisor 14(11), 4-7. (attached)
Garcia, M. R., & Gonzalez, L. I. A. (2013). The untapped potential of marketing for evaluating the effectiveness of nonprofit organizations: a framework proposal. International review on public and non-profit marketing, 10(2), pp. 87-102. attached
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