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Instructions

Part 1: Marketing Planning Process

For this assignment, you will pick one of the two following scenarios and complete the first five steps in the Marketing Planning Process. Part 2 will be completed in Unit VII, where you will put the final six steps into practice.

Scenario 1: Building Your Brand: Your healthcare organization has chosen you to develop a marketing plan focused on promoting the use of one of the following aspects: the organization itself, services within your organization, or programs within your organization. Choose which one of these three options you will use to complete the first five steps in the marketing planning process, which are diagramed on p. 420 and described on pp. 419–423. The first five steps are as follows:

1. Plan for planning.
2. State assumptions.
3. Gather initial information.
4. Audit the market.
5. Determine the strategy.

OR

Scenario 2: Improving Your Image: Your healthcare organization has chosen you to develop a marketing plan focused on improving the current image of one of the following aspects: the organization itself, services within your organization, or programs within your organization. Choose which one of these three options you will use to complete the first five steps in the marketing planning process, which are diagramed on p. 420 and described on pp. 419-423. The first five steps are as follows:

1. Plan for planning.
2. State assumptions.
3. Gather initial information.
4. Audit the market.
5. Determine the strategy.

NOTE: If you are not currently working within a healthcare organization, you can use a fictitious one, you can use one that you can obtain enough information about to satisfy each step, or you can ask your professor for assistance with identifying one to use. The requirement for this assignment is a minimum of two pages.