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Mount St. Mary’s Students Craft Strategic Marketing Plan for Nonprofit Medical Center


Woodsboro medical center planning teamEMMITSBURG, Md. (November 10, 2017) – A consultancy project of students in adjunct professor Edward W. Reynolds’ cases in marketing management MBA course at Mount St. Mary’s University’s Frederick campus reaped rewards for the Woodsboro Medical Center and the local community.

The four students in the accelerated eight-week class this fall authored a strategic marketing plan for the nonprofit medical center that thoroughly examined community demographics, emerging health care trends, social media and a comprehensive SWOT analysis. The center leases space to the medical community to provide medical services in the small town of Woodsboro, Maryland, with a population of approximately 1,168 people. If the nonprofit center had hired a consultant to develop a strategic marketing plan, the invoice would have been at least $3,000 to $5,000, according to Reynolds (pictured second from left), who has been teaching both graduate and undergraduate marketing classes as an adjunct professor for 35 years at the Mount.

“This brilliant consultancy highlights Mount St. Mary’s commitment to service as well as the experiential learning emphasized in our MBA classes,” said Carol Z. Rinkoff, the university’s executive director of graduate, continuing and professional studies. “I commend everyone involved for their work that will impact the lives of the people of Woodsboro and surrounding communities.”

“It was really beneficial to take what I was learning in class and apply it to a real-life situation,” said MBA student Nicolette Harrison (pictured left). “Not only did I learn a lot, but I now have additional experience to add to my resume. This isn't the type of experience that you get from a traditional class.”

Harrison and her classmates – Michael Redick, Daniel Elyard and Andrew Schaffer (pictured right to left) – prepared a report and gave a presentation to the medical center’s board president in which they suggested community awareness strategies such as an enhanced web site and social media as well as community events and possible extended hours. “The students took what they learned at the Mount a step further,” Reynolds said. “While the medical center is thriving now, it may need to implement changes to keep up with trends in health care and demographic changes.”

“The students, with limited time, got to the heart of the matter and came forward with good recommendations,” said Board President Roger Hub (pictured third from left), who has served on the medical center’s board for more than 20 years. “I was impressed by the professionalism and candor displayed by all class members. I thank professor Reynolds and his students for a job well done.”

As they developed the plan, the MBA students conducted research, visited the medical center and interviewed Hub. The medical center’s board of directors is reviewing and soon will start implementing portions of the plan, Hub said.

 
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