HSA 505 Week 1 Discussion 1

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HSA 505 Week 1 Discussion 1 -
Please respond to the following: "The Product Life Cycle Part"
Assess the value of the product life cycle as a tool for product
succession planning and related product management activities. Give
your opinion on whether or not the Product Life Cycle can help health
care managers in promoting portfolio planning, strategy formulation,
and forecasting. Provide one (1) example to support your rationale.
Select two (2) stages of the Product Life Cycle. Describe the methods
for strategically and tactically managing products during each of the
selected stages. Relate the selected stages to two
(2) real-life examples of strategic or tactical initiatives within a health
care organization.
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HSA 505 Week 1 Discussion 2

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HSA 505 Week 1 Discussion 2 -
Please respond to the following: "New Product Process"
Create an argument in support of the assertion that the Product Life
Cycle enhances marketing outcomes in the health care industry.
Provide support for your argument.
Suggest at least two (2) examples that support the notion of the
limiting life span of health care products as a necessity in the ongoing
and systematic product succession planning effort.
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HSA 505 Week 2 Discussion 1

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HSA 505 Week 2 Discussion 1 -
Please respond to the following: "Marketing Growth and Strategic
Planning" Justify the assembly of a balanced product portfolio by
marketing managers as a means of ensuring extended success in the
health care market industry. Provide two (2) real-life examples to
support your rationale.Assess the importance of portfolio planning in
the health care industry, and determine at least one (1) approach to
portfolio planning that can help marketing managers to ensure
productive marketing operations. Provide at least two (2) specific
examples of portfolio planning in a health care organization with
which you are familiar.
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 HSA 505 Week 2 Discussion 2

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HSA 505 Week 2 Discussion 2 -
Please respond to the following: "Market Expansion and Drivers
Management" Interpret the importance of continually pursuing
opportunities for growth within the health care marketplace, and
identify expansion opportunities available to health care institutions
through the use of Igor Ansoffs Product-Market Expansion Grid.
Provide support for your response.
Assess the critical pursuit of identity management and its role in
helping health care entities build strong, recognizable brands. Provide
at least two (2) specific examples of identity initiatives within a health
care organization.
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HSA 505 Week 3 Discussion 1

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HSA 505 Week 3 Discussion 1 -
Please respond to the following: "Brand Design Model"
Evaluate the value of assigning appropriate brand identities to
represent health care goods, services, and institutions. Provide support
for your rationale. Assess the value of Calder and Reagans Brand
Design Model as a device for systematically guiding health care
marketers through the process of formulating brands. Explain one (1)
reason why a SWOT analysis is needed to help health care
organizations understand competitor brands. Provide two (2)
examples from a health care organization with which you are familiar
that support the value of Calder and Reagans Brand Design Model.
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HSA 505 Week 3 Discussion 2

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HSA 505 Week 3 Discussion 2 -
Please respond to the following: "Brand Portfolio Molecule and
Brand Report Card" Based on your review of the Learnscape scenario
titled Learnscape 3: Recover and Retention, explain the
fundamental reasons why brands do not exist in isolation but do exist
in larger environments that include other brands. Provide two (2)
specific recommendations or solutions that help the health care
facility in this scenario improve patient satisfaction.
Assess the value of Lederer and Hills Brand Portfolio Molecule
when used to understand brand relationships. Provide at least two (2)
specific examples of strategic or tactical initiatives within a health
care organization.
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HSA 505 Week 3 Product Development

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HSA 505 Week 3 Product Development -
Health services continue to affect the gross domestic product, and this
dramatic transformation has great demands on each dollar spent to
deliver patient-centered products. Health care marketing must be
repeatedly applied and practiced strategically to include
environmental dimensions, such as technology, socioeconomics,
competition, and regulatory. That being said, in todays global
economy, investors and potential entrepreneurs must tap into the so-
called unexplored market. In this aspect, health care establishments
must utilize marketing, advertising, as well as sales strategies when
pursuing new customers (e.g., suppose a health care investor wanted
to build a small hospital in a rural community); this would entail
exploration and logistical experimentation to determine who will
patronize the facility. In an impoverished neighborhood, the
feasibility of having lucrative profits may see diminishing returns, and
so the venture may be not worth the effort. Also, suppose that the
potential investor wants to sell mosquito deterrents (e.g., bedside
netting in malaria-infested regions of Asia or Africa); then it would be
wise to investigate the number of beds that are actually in the village,
and who would be willing to purchase them. These activities take into
account the investor portfolio, as well as the feasibility of marketing
and selling the product. Such explorationalso examines competitors,
cultural differences, andmost importantidentification of the
customer. Identify a local health care establishment (e.g., hospital,
rehabilitation center, emergency medical center) and determine its
product development practices. Utilize concepts from previous weeks
to substantiate information, as needed. You may develop the
discussion based on the ideas presented here, but feel free to inject
any salient marketing strategy that you believe might support your
presentation. Write a three to four(3-4) page paper in which you:
Justify the purpose of the selected health care establishments
product(s) /service(s) and their associated life cycle(s).
Suggest one (1) strategy to improve the marketing mix of the selected
health care establishment. Support your strategy by highlighting one
(1) benefit of (1) portfolio analysis and providing two (2) examples
that display differential advantages.
Assess the importance of technology in providing patients with clear
and accessible information about health care organizations and the
product(s) / service(s) that they provide.
Outline a survey to capture patients expectations regarding the
delivery and/or accessibility of product(s) /service(s) identified.
Use at least three (3) quality academic resources. Note: Wikipedia and
other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12),
with one-inch margins on all sides; citations and references must
follow APA or school-specific format. Check with your professor for
any additional instructions.
Include a cover page containing the title of the assignment, the
students name, the professors name, the course title, and the date.
The cover page and the reference page are not included in the
required assignment page length.
The specific course learning outcomes associated with this
assignment are:
Analyze how products evolve through the four stages of the product
life cycle.
Determine the appropriate product succession planning efforts of
health care services.Examine the marketing research process and
market segmentation strategies in the health care industry.
Evaluate marketing research tools involved in the marketing process.
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.
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HSA 505 Week 4 Case Study 1 Revitalizing a Brand

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HSA 505 Week 4 Case Study 1 Revitalizing a Brand -
Read the case study titled Revitalizing a Brand, located in the
online course shell. Use the Internet or Strayer databases to research
the branding and communication strategies of one (1) health services
organization that is similar to the health services organizations
mentioned in the case study.
Write a four to six (4-6) page paper in which you:
Describe the current marketing communication, identity, and brand
position of Plaza Home Health Services.
Conduct a Strengths Weaknesses Opportunities Threats (SWOT)
analysis associated with the current marketing communication,
identity, and brand position of Plaza Home Health Services.
Assess the importance of benchmarking in Plaza Home Health
Services development and implementation of an effective brand
strategy (marketing communication, identity, and brand position).
Compare branding and communication strategies of a similar health
services organization with that of Plaza Home Health Services.
Determine whether or not Plaza Home Health Services should apply
additional best practices into its current branding and communication
strategies. Provide a rationale and support for your response.
Use at least five (5) quality academic resources. Note: Wikipedia and
other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12),
with one-inch margins on all sides; citations and references must
follow APA or school-specific format. Check with your professor for
any additional instructions.
Include a cover page containing the title of the assignment, the
students name, the professors name, the course title, and the date.
The cover page and the reference page are not included in the
required assignment page length.
The specific course learning outcomes associated with this
assignment are:
Examine the marketing research process and market segmentation
strategies in the health care industry.
Analyze business planning based on an analysis of domestic and
global operating environments, market dynamics (supply and
demand), commercialization, and product-market expansion.
Explain how branding strategies apply to the health care market for
existing and new products.
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.
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HSA 505 Week 4 Discussion 1

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HSA 505 Week 4 Discussion 1 -
Please respond to the following: "Brand Stretch Spectrum and Market
Product Grid"
 Assess the importance of evaluating newly developed health care
products in order to determine whether the products should carry
existing brand names or whether they should be assigned new brand
names. Suggest realistic branding strategies needed for marketers to
evaluate newly developed health care products or services. Provide
support for your rationale.
From the e-Activity, determine whether or not the product offerings
that you selected are consistent with the perceived selections of the
given health care entity. Explain your rationale.
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HSA 505 Week 4 Discussion 2

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HSA 505 Week 4 Discussion 2 -
Please respond to the following: "Lateral Marketing Strategy"
Assess the value of target marketing as an effective health care
marketing strategy. Appraise the degree to which vertical and
traditional segmentation help marketing managers use target
marketing strategies. Support your rationale with at least two (2)
specific examples of target marketing within a health care
organization with which you are familiar.
Evaluate the impact of lateral segmentation in encouraging marketing
managers to look broadly at markets in order to identify previously
overlooked opportunities. Provide at least one (1) specific example of
quality initiatives within a health care organization.
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HSA 505 Week 5 Discussion 1

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HSA 505 Week 5 Discussion 1 -
Please respond to the following: "Marketing Segment and Perceptual
Map"
Evaluate the value and utility afforded by Philip Kotlers Segment-
by-Segment Invasion Plan as a tool for mapping current and future
market segment pursuits. Provide support for your rationale.
Assess the importance of a Perceptual Map for current and potential
product offerings in the marketplace. Suggest one (1) way in which
this instrument can be used by marketers to affect better product
positioning outcomes within the health care industry.
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HSA 505 Week 5 Discussion 2

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HSA 505 Week 5 Discussion 2 -
Please respond to the following: "Product Ladder and Hierarchy of
Needs"
Assess the importance of the Ries and Trouts Product Ladder as a
target marketing device within the health care industry. Provide a
rationale for your response.
Assess the level of necessity for health care marketers to possess an
effective understand of human motivation in order to better
understand their customers. Provide at least two (2) specific examples
of the use of human motivation within a health care organization.
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HSA 505 Week 6 Discussion 2

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HSA 505 Week 6 Discussion 2 -
Please respond to the following: "Customer Experience Management"
Based on your review of the Learnscape scenario titled Learnscape
1: Staying Relevant, examine the potential mutual benefits that are
afforded to health care organizations and their respective customers
populations when health care organizations design and manage all-
encompassing customer experiences. Provide an example of such
potential mutual benefits to support your rationale.
Appraise the value of the innovation guidance for the assembly and
management of customer experiences provided by Bernd Schmitts
CEM framework. Provide at least two (2) specific examples of CEM
framework that apply within a health care organization with which
you are familiar.
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HSA 505 Week 7 Discussion 1

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HSA 505 Week 7 Discussion 1 -
Please respond to the following: "Understanding Customer Wants and
Needs and PEST Analysis"
Argue whether or not you believe that health care marketers must
understand customers and their perceptions of product offerings in
order to effectively monitor prowess at addressing and satisfying
customer wants and needs. Provide an example of your argument in
action to support your rationale.
Assess the value and importance of a PEST Analysis as a tool for
mentoring and evaluating the macro environment. Provide at least two
(2) specific examples of PEST Analysis that apply within a health
care organization with which you are familiar.
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HSA 505 Week 7 Discussion 2

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HSA 505 Week 7 Discussion 2 -
Please respond to the following: "Michael Porters Five Forces
Model"
Examine the key reasons why intense competition and rivalry
characterize the health care industry. Suggest one (1) example to
support your rationale.
Appraise the value and importance of Michael Porters Five Forces
Model as a tool for facilitating the understanding and addressing of
the competition within the health care industry. Provide at least two
(2) specific examples of Michael Porters Five Forces Model that
apply within a health care organization with which you are familiar.
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HSA 505 Week 7 Stopping Outshopping

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HSA 505 Week 7 Stopping Outshopping -
Read the case study titled Stopping Outshopping, located in the
online course shell. Then, use the Internet or Strayer databases to
research similar marketing strategies in the health care industry.
Write a four to six (4-6) page paper in which you:
Based on the textbooks summary of Timothys philosophy of
continually striving for excellence, determine whether or not Scarlet
Hospital was prepared to compete with the establishment in Salem
even before the highway improvement mandated such an upgrade in
delivery health care services.
Examine the potential lessons that the Stopping Outshopping case
could teach health care executives about complacency.
Evaluate the potential value of Michael Porter's Five Forces analysis
and SWOT Analysis for effective decision making, in its ability to
help Scarlet Hospital protect its market share and thus decrease the
chance of losing patients to other institutions in Salem.
Appraise the value of the Balanced Scorecard model inits ability to
help Scarlet Hospital executives reinforce its defensive marketing
strategy.
Propose a one (1) page offensive marketing strategy (i.e.
communication, branding, innovation, etc.) that Scarlet Hospital
should deploy in order to turn the table on Salam-based health care
providers and improve its competitive marketing position.
Use at least five (5) quality academic resources. Note: Wikipedia and
other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12),
with one-inch margins on all sides; citations and references must
follow APA or school-specific format. Check with your professor for
any additional instructions.
Include a cover page containing the title of the assignment, the
students name, the professors name, the course title, and the date.
The cover page and the reference page are not included in the
required assignment page length.
The specific course learning outcomes associated with this
assignment are:
Examine the marketing research process and market segmentation
strategies in the health care industry.
Integrate the SWOT Analysis into viable recommendations to meet
the health care services organizations operating requirements.
Analyze the components of the balanced scorecard and conduct trend
and ratio analysis to assess health strategic marketing.
Apply Michael Porter's Five Forces analysis for effective decision
making to efficiently utilize health services resources and achieve
organizational goals.
Explain the impact that the population and societal, competitive, and
financial forces have on 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.
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HSA 505 Week 8 Discussion 1

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HSA 505 Week 8 Discussion 1 -
Please respond to the following: "Competition Model"
Justify the fundamental reasons that marketers should closely
monitor the actions of rivals in order to proactively address
developing issues, events, and circumstances. Provide one (1)
example of such successful close monitoring to support your
rationale.
Evaluate the value afforded by Lehmann and Winers Level of
Competition Model as an instrument for engendering the accurate
identification and understanding of competition within the health care
industry. Provide at least two (2) specific examples of Lehmann and
Winers Level of Competition Model that apply within a health care
organization with which you are familiar.
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HSA 505 Week 8 Discussion 2

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HSA 505 Week 8 Discussion 2 -
Please respond to the following: "Marketing Management Tools"
 Based on your review of the Learnscape scenario titled Learnscape
2: Patient Engagement, analyze the benefits afforded to health care
marketers that understand the importance of establishing core values
that guide health care organizations in their strategic and tactical
pursuits. Determine whether you believe the relationship between
core values should stay the same over time or should change over
time. Provide one (1) example of such a relationship between core
values to support your rationale.
Appraise the value offered by Leonard Berrys Success Sustainability
Model as a management tool for communication drivers of excellence
that will yield sustained success. Provide at least two (2) specific
examples of Leonard Berrys Success Sustainability Model that apply
within a health care organization with which you are familiar.
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HSA 505 Week 9 Case Study 3

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HSA 505 Week 9 Case Study 3 -
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:
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.
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.
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.
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.
Use at least five (5) quality academic resources. Note: Wikipedia and
other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12),
with one-inch margins on all sides; citations and references must
follow APA or school-specific format. Check with your professor for
any additional instructions.
Include a cover page containing the title of the assignment, the
students name, the professors name, the course title, and the date.
The cover page and the reference page are not included in the
required assignment page length.
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.
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HSA 505 Week 9 Discussion 1

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HSA 505 Week 9 Discussion 1 -
Please respond to the following: "Marketing Strategy and Planning
Tools"
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 Porters 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 Porters Value Chain
 Model that apply within a health care organization with which
you are familiar.
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HSA 505 Week 9 Discussion 2

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HSA 505 Week 9 Discussion 2 -
Please respond to the following: "Generic Strategies and Balanced
scored Card"
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 Nortons
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.
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HSA 505 Week 10 Discussion 1

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HSA 505 Week 10 Discussion 1 -
Please respond to the following: "Strategy Map"
Per the text, the health care industry is known as one of the most
complex operational environments, placing a premium on excellence
in strategic planning and management. Determine the key reasons
why health care marketing professionals should realize such
complexity. Provide an example to support your rationale.
Appraise the value offered by Ries and Trouts Marketing Warfare
Strategies in assisting in the understanding and implementation of
competitor-oriented marketing strategies that can be employed to
increase market share. Provide at least two (2) specific examples of
the Ries and Trouts Marketing Warfare Strategies Model that apply
within a health care organization with which you are familiar.
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HSA 505 Week 10 Discussion 2

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HSA 505 Week 10 Discussion 2 -
Please respond to the following: "Marketing Plan"
 Based on your review of the Learnscape scenario titled Learnscape
4: How Are We Doing, justify the value of marketing plans as
instruments that compel marketers to think about upcoming periods,
perform routine marketing analyses and audits, and set marketing
goals and objectives such as Return on Investment (ROI), etc. Provide
one (1) example of the use of marketing plans in this fashion to
support your rationale.
Decide whether or not you believe Philip Kotlers Marketing Plan
Model provides a useful framework for developing an effective
marketing plan. Provide at least two (2) specific examples of the
Philip Kotlers Marketing Plan Model that apply within a health care
organization with which you are familiar.
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HSA 505 Week 11 Discussion 1

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HSA 505 Week 11 Discussion 1 -
Please respond to the following: "Course Completion"
Identify the most significant political, economic, and social forces
that you believe are influencing changes in health care marketing
today.
Identify three (3) key marketing skills you have gained from this class
and suggest how each will benefit you in your current or future career.
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 HSA 505 Week 11 Discussion 2

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HSA 505 Week 11 Discussion 2 -
Please respond to the following: "Wrap-Up and Takeaways!"
Identify two to three (2-3) takeaways that you have learned or gained
from the course learning activities. Explain the linkage between each
takeaway you have identified and the learning outcomes of this
course.
Assess the degree to which you believe your knowledge of the
learning topics discussed in this course has been enhanced. Provide at
least one (1) example to support your response.
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