Reference no: EM131431352

I - Read the case study titled "Missed Opportunities", located in the online course shell.

Write a four to six (4-6) page paper in which you:

1. Examine the pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Briarwood Medical Center. Interpret the reaction of customers and other community stakeholders to the billboard postings.

2. Use competitive marketing entry strategies to suggest the action that Briarwood Hospital should undertake to counter the messages in the new Crestview Hospital Billboard postings.

3. Recommend the marketing communication strategy or strategies that both Crestview and Briarwood Hospitals should employ. Justify why the Governing Board of both hospitals should take a proactive role in promoting and implementing effective marketing strategies.

4. Assess the value of the various marketing research tool(s) that Briarwood and Crestview hospital could use to promote effective marketing communication strategies. Justify your response.

5. Use at least five (5) quality academic resources. Note: Wikipedia and other Websites do not qualify as academic resources.

The specific course learning outcomes associated with this assignment are:

• Evaluate marketing research tools involved in the marketing process.
• Formulate competitive market entry strategies based on analysis of global markets that comply to initiatives in the health care industry.
• Determine the marketing communications strategy used in health care services.
• Use technology and information resources to research issues in health services strategic marketing.
• Write clearly and concisely about health services strategic marketing using proper writing mechanics.

II -

Part A - Please respond to the following: "Marketing Strategy and Planning Tools"(2 pages include references)

• Determine whether or not health care marketers need to recognize the value results from implementing marketing best practices across the multiple, varying activities that health care organizations carry out. Provide one (1) example of such recognition of value to support your rationale.
• Evaluate the value of Michael Porter's Value Chain as a marketing strategy and planning instrument for engendering an understanding of value-producing activities within health care organizations. Provide at least two (2) specific examples of the Michael Porter's Value Chain Model that apply within a health care organization with which you are familiar.

Part B - Please respond to the following: "Generic Strategies and Balanced scored Card"(2 Pages include references)

• Determine whether or not you believe the process of formulating strategy in the health care industry is complex. Justify your response with at least one (1) example of a situation or scenario that supports your position.
• Assess the degree of guidance provided by Kaplan and Norton's Balanced Scorecard as a management tool for guiding health care marketers in performing strategic management duties and responsibilities. Provide at least two (2) specific examples of the Balanced Scorecard Model that apply within a health care organization with which you are familiar.

Attachment:- Assignment.rar