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Marketing Action

Marketing Action

Assume you were a marketing manager at a healthcare company selling dietary supplements and beauty products. What type of promotion (communication) mix would you implement? How would you integrate online media into the traditional promotion mix?  List your reference(s) in APA format.  Respond to at least two of your classmates’ postings.

Distinguished – Addresses all aspects of the prompt in accordance with the parameters of the discussion and demonstrates in-depth knowledge of the discussion topic.
Proficient – Addresses all aspects of the prompt in accordance with the parameters of the discussion and demonstrates knowledge of the discussion topic.
Basic – Addresses all aspects of the prompt in accordance with the parameters of the discussion and demonstrates basic knowledge of the discussion topic.
Below Expectations – Addresses all or most aspects of the prompt in accordance with the parameters of the discussion and demonstrates limited knowledge of the discussion topic.
Non-Performance – There is no initial discussion post, or the post does not address the discussion prompt at all.

Critical Thinking
Total: 1.00
Distinguished – Comprehensively explores the ideas, thoughts, and elements of the topic and provides relevant evidence and information that demonstrates all of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, use of information resources, and logic.
Proficient – Explores the ideas, thoughts, and elements of the topic and provides relevant evidence and information that demonstrates most of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, use of information resources, and logic.
Basic -Explores the ideas, thoughts, and elements of the topic and provides relevant evidence and information that demonstrates some of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, and use of information, and logic.
Below Expectations – Attempts to explore the ideas, thoughts, and elements of the topic and provide relevant evidence and information, but demonstrates few of the following as applicable to the discussion prompt: clarity, relevance, depth, breadth, use of information resources, and logic.
Non-Performance – There is no attempt to explore the ideas, thoughts, and elements of the topic and provide relevant evidence and information in either the original post or subsequent response posts within the discussion, or no post is present.

Written Communication
Total: 0.50
Distinguished – Displays clear control of syntax and mechanics. The organization of the work shows appropriate transitions and flow between sentences and paragraphs. Written work contains no errors and is very easy to understand.
Proficient – Displays control of syntax and mechanics. The organization of the work shows transitions and/or flow between sentences and paragraphs. Written work contains only a few errors and is mostly easy to understand.
Basic – Displays basic control of syntax and mechanics. The work is not organized with appropriate transitions and flow between sentences and paragraphs. Written work contains several errors, making it difficult to fully understand.
Below Expectations – Displays limited control of syntax or mechanics. The work does not include any transitions and does not flow easily between sentences and paragraphs. Written work contains major errors.
Non-Performance – Fails to display control of syntax or mechanics, within the original post and/or responses. Organization is also not present.

Engagement/ Participation
Total: 0.50
Distinguished – Contributes to classroom conversations with at least the minimum number of replies, all of which were thoughtful, relevant, and contributed meaningfully to the conversation. Fully engages in the conversation with appropriate topic-based responses.
Proficient – Contributes to classroom conversations with the minimum number of replies that are somewhat thoughtful, relevant, and contributed meaningfully to the conversation. Attempts to fully engage in the conversation with appropriate topic-based responses.
Basic – Contributes to the classroom conversations with the minimum number of replies. Attempts to fully engage in the conversation, but the responses are not relevant or fully aligned with the discussion topic.
Below Expectations – Attempts to contribute to the classroom conversations with fewer than the minimum number of replies; however, the replies are not thoughtful and relevant, or they do not contribute meaningfully to the conversation.
Non-Performance – There is no contribution to the discussion.

Course Home – Course Materials

Required Text
Hillestad, S. & Berkowitz, E. (2004).  Heath care market strategy: From planning to action (3rd ed).  Sudbury, MA: Jones and Bartlett.
Required Resources

Article
American Hospital Association.  (2012).  Key issues.  Retrieved from http://www.aha.org/aha/issues/index.html
Multimedia
Kmccoypbo.  (2009, June 26).  Why your healthcare practice needs a marketing plan.  [Video file].  Retrieved from http://www.youtube.com/watch?v=KclSAM7U76I
Website
HealthCare.gov.  ( http://www.healthcare.gov/)

Recommended Resources

Articles
Alkhateeb, F. M., Clauson, K. A., Khanfar, N. M., & Latif, D. A. (2008).  Legal and regulatory risk associated with Web 2.0 adoption by pharmaceutical companies.  Journal of Medical Marketing, 8(4), 311-318.  Retrieved from the ProQuest database.

Daniel, K. L., Bernhardt, J. M., & Eroglu, D. (2009).  Social marketing and health communication: From people to places.  American Journal of Public Health, 99(12), 2120-2122.  Retrieved from the ProQuest database.

Davis, J. A., Marino, L. D., & Davis, L. (2007).  Senior services: Exploring nursing home services for community-based senior.  International Journal of Pharmaceutical and Healthcare Marketing, 1(1), 304-317.  Retrieved from the ProQuest database.

Dubey, R., & Dubey, J. (2009).  Pharmaceutical product differentiation: A strategy for strengthening product pipeline and life cycle management.  Journal of Medical Marketing, 9(2), 104-118.  Retrieved from the proQuest database.

Hanna, G. (2006).  Focus on creativity and aging in the United States.  Generations, 30(1), 47-49.  Retrieved from the ProQuest database.

Jung, M. L., & Berthon, P. (2009).  Fulfilling the promise: A model for delivering successful online health care.  Journal of Healthcare Management, 9(3), 243-254.  Retrieved from the ProQuest database.

Kash, B. A., Boyer, G. J., & Beathard, P. K. (2008). Advertising expenditures in the nursing home sector: Evaluating the need for and purpose of advertising.  Journal of Healthcare Management, 53(4), 242-256.  Retrieved from the ProQuest database.

Lindrooth, R. C. (2008).  Research on the hospital market: Recent advances and continuing data needs.  Inquire-Excellus Health Plan, 45(1), 19-29.  Retrieved from the ProQuest database.

Nussbaum, A. K. (2009).  Ethical corporate social responsibility (CSR) and the pharmaceutical industry: A happy couple? Journal of Medical Marketing, 9(1), 67-76.  Retrieved from the ProQuest database.

Patterson, L. (2007).  Taking on the metrics challenge. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 270-276.  Retrieved from the ProQuest database.

Rao, S. K. (2009).  A new paradigm for developing bio/pharmaceutical positioning strategy.  Journal of Medical Marketing, 9(1), 29-39.  Retrieved from the ProQuest database.

Rooney, K. (2009).  Consumer-driven healthcare marketing: Using the web to get up close and personal.  Journal of Healthcare Management, 54(4), 241-251.  Retrieved from the ProQuest database.

Steoger. N. J., & Balog, A. (2010).  Realizing patient-centered care: Putting patients in the center, not the middle.  Frontiers of Health Services Management, 26(4), 15-25.  Retrieved from the proQuest database.

Stewart, D. W. (2006).  Putting financial discipline in marketing: A call to action.  Corporate Finance Review, 11(2), 14-21.  Retrieved from the ProQuest database.

Thomas, M. (2000).  Marketing performance measurement: Directions for development.  Journal of Targeting, Measurement and Analysis for Marketing, 9(1), 70-91.  Retrieved from the ProQuest database.

Yang, W. (2010).  Relationships among internal marketing perceptions, organizational support, job satisfaction and role behavior in healthcare organizations.  International Journal of Management, 27(2), 241-251.  Retrieved from the ProQuest database.

Course Guide


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