HCM 325 3-2 Final Project Milestone One: Draft of Introduction Paper

For Milestone One, you will create an introduction for your strategic marketing proposal. Your introduction will include a profile of the organization, a description of the specific product or service including the marketing opportunity, the needs of the target market, the promotions mix, and an explanation of the drivers of demand. Use the feedback you received on the Module One journal and the Module Two short paper to assist you in developing your introduction.

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Overview: For Milestone One, you will submit a draft of your introduction. Your introduction will include a profile of the organization, a description of the specific product or service including the marketing opportunity, the needs of the target market, the promotions mix, and an explanation of the drivers of demand. Use the feedback you received on the Module One journal and Module Two short paper to assist you in developing your introduction.

Reading and Resources: Marketing Health Services, Chapters 6 and 7

Prompt: Craft an introduction to the organization and product or service that you will promote in your strategic marketing proposal.

Specifically, the following critical elements must be addressed: I. Introduction

A. Provide a detailed profile of your selected organization. What type of organization is it? What is its mission and vision, its service area and locations, and its major products and services?

B. Describe your marketing initiative in terms of the specific product or service you have selected. Why is it important to the organization? What are the current issues with the product or service? Why is a marketing initiative needed?

C. Explain the relevance of knowing your customers’ needs for marketing your healthcare product or service. Illustrate your response with specific examples of your primary and secondary customers, as well as their needs, wants, and preferences.

D. Clarify the importance of the “four P’s” of marketing as they apply to your healthcare product or service. Illustrate your response with specific examples of how each is or is not relevant.

E. Characterize the relevance of drivers of demand for marketing your healthcare product or service. Illustrate your response with specific examples of factors that drive demand for your product or service.

Rubric Guidelines for Submission: Your draft must be submitted as a 2- to 3-page Microsoft Word document with double spacing, 12-point Times New Roman font, one inch margins, and at least three sources cited in APA format.

HCM 325 3-2 Final Project Milestone One: Draft of Introduction Paper