Marketing Opportunities and Challenges: Develop a marketing plan for a healthcare organization.

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FM003: Marketing Opportunities and Challenges: Develop a marketing plan for a healthcare organization.

Assessment Rubric

0 Not Present

1 Needs Improvement

2 Meets Expectations

3 Exceeds Expectations

Part I: Analysis of a Healthcare Organization’s Strategic Plan

Sub-Competency 1: Summarize the marketing opportunities that align with the strategic goals of an organization.

Learning Objective 1.1: Describe a healthcare organization’s strategic plan.

Description of a healthcare organization’s strategic plan is missing.

Description does not include all the following: identification and general description of the organization, mission, vision, and goals. Information is unclear and/or incomplete.

Description includes identification and general description of the organization. Description includes the organization’s mission and vision. Description includes the organization’s goals.

Demonstrates the same level of achievement as “2” plus the following: Description includes some additional unique aspect of the strategic plan that further exemplifies its focus on mission.

Learning Objective 1.2: Describe the key products and services of a healthcare organization.

Description of the key products and services of a healthcare organization is missing.

Description of key products and services Is not clearly stated and is not a comprehensive representation of the organization’s key offerings. Response insufficiently explains how the key products and services align to the organization’s mission and vision.

Description of key products and services is a comprehensive and well- stated representation of the organization’s key offerings. Response explains how the key products and services align to the organization’s mission and vision.

Demonstrates the same level of achievement as “2” plus the following: Response describes in greater detail one of the key products or services for which this organization is most noted and explains its relevance to mission. Response explains the competitive advantage/positioning of a

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key service.

Learning Objective 1.3: Describe the marketing opportunities for an organization.

Description of the marketing opportunities for an organization is missing.

Response describes fewer than three marketing opportunities for the organization. Marketing opportunities do not align with the company’s strategic plan.

Response describes three marketing opportunities for the organization. Marketing opportunities align with the company’s strategic plan and leverages organizational strengths and capacity.

Demonstrates the same level of achievement as “2” plus the following: Response describes more than three marketing opportunities for the organization.

Learning Objective 1.4: Describe the market for a healthcare product or service.

Description of the market for a healthcare product or service is missing.

Response does not adequately identify the market demand for a specific product or service. Response does not adequately identify who the product is being marketed to. Response does not adequately describe at least two special considerations related to the market.

Response identifies the product or service. Evaluation identifies the target market to which the products and services are marketed. With an eye to marketing efforts, the evaluation provides three considerations to take into account regarding this market.

Demonstrates the same level of achievement as “2” plus the following: Evaluation identifies one internal and one external threat the organization may need to take into account in this market and explains why these threats are relevant.

Learning Objective 1.5: Description of key Response provides fewer Response provides at least Demonstrates the same

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2 Meets Expectations

3 Exceeds Expectations

Describe key competitors of a product or service.

competitors of a product or service is missing

than three key competitors and where they are located. Response does not provide sufficient information on key competitors, location of competitors, market saturation, to whom the product or service is marketed and/or considerations regarding this market.

three key competitors and where they are located. Response explains why they are competitors including market saturation, to whom the product or service is marketed and/or considerations regarding this market and where they are located.

level of achievement as “2” plus the following: Provides at more than three competitors and describes in detail why they are key competitors.

Learning Objective 1.6: Explain how a product or service differs from competitors.

Explanation of how a product or service differs from competitors is missing.

Response provides fewer than two differentiators. Response does not provide adequate rationale for any competitive advantage.

Response provides two differentiators. Response explains why and how these differentiators might provide a competitive edge.

Demonstrates the same level of achievement as “2” plus the following: Response provides more than two differentiators.

Learning Objective 1.7: Describe how a product or service fits into an organization’s strategic plan.

Description of how a product or service fits into an organization’s strategic plan is missing.

Response vaguely describes how a product or service fits into an organization’s strategic plan.

Response clearly and accurately describes how a product or service fits into an organization’s strategic plan.

Demonstrates the same level of achievement as “2” plus the following: Response describes how the product or service supports the mission of the organization.

Part II: Marketing Plan

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Marketing Plan Section 1: Place of Service and Channels of Distribution

Sub-Competency 2: Critique place of service, service distribution channels, pricing, and contract development services for a healthcare organization.

Learning Objective 2.1: Describe how a product or service can be delivered or offered to its customers.

Description of how a product or service can be delivered or offered to its customers is missing.

Response does not clearly and accurately describe how the product or service can be delivered or offered to the customer.

Response clearly and accurately describes how the product or service can be delivered or offered to the customer.

Demonstrates the same level of achievement as “2” plus the following: Response describes potential distribution channel or place of service that would align with its mission or vision.

Learning Objective 2.2: Evaluate benefits and constraints of a healthcare organization’s place of service and/or distribution channels.

Evaluation of benefits and constraints of a healthcare organization’s place of service and/or distribution channels is missing.

Evaluation does not sufficiently or clearly describe benefits and/or constraints to the organization of its place of service and/or distribution channel(s). Evaluation does not provide adequate rationale(s).

Evaluation explains benefits to the organization and its customers of the place of service and/or distribution channel(s). Evaluation explains constraints to the organization and its customers of its place of service and/or of the distribution channel(s). Evaluation provides rationale for why these constraints might impact the organization in the future.

Demonstrates the same level of achievement as “2” plus the following: Evaluation describes a potential distribution change that might turn a constraint into a benefit.

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Learning Objective 2.3: Describe trends that could impact place of service and/or distribution channel(s).

Description of trends that could impact place of service and/or distribution channel(s) is missing.

Describes fewer than two trends that might impact the current place of service and/or distribution channel(s). Insufficient rationale is provided.

Describes at least two trends that might impact the current place of service and/or distribution channel(s). Description provides a rationale for each trend.

Demonstrates the same level of achievement as “2” plus the following: Describes a potential trends-based distribution change that might impact the organization in the future.

Learning Objective 2.4: Explain how technology is impacting delivery of a product or service.

Explanation of how technology is impacting delivery of a product or service is missing.

Response explains only one example of how technology is impacting the product or service Response vaguely explains how technology might impact the concept of place.

Response explains two examples of how technology is impacting the product or service. Response clearly and accurately explains how technology might impact the concept of place.

Demonstrates the same level of achievement as “2” plus the following: Response explains more than two examples of how technology is impacting the product or service.

Learning Objective 2.5: Describe how place of service and distribution channels relate to the strategic plan.

Description of how place of service and distribution channels relate to the strategic plan.

Response is unclear or vaguely shows how channels of distribution or place of service relate to the strategic plan.

Response clearly and accurately shows how channels of distribution or place of service relate to the strategic plan.

Demonstrates the same level of achievement as “2” plus the following: Response shows how this occurs in at least three different instances.

Marketing Plan Section 2: Pricing and/or Contracting Strategies

Learning Objective 2.6: Describe pricing and contracting strategies apparent in this healthcare

Description of pricing and contracting strategies apparent in this healthcare organization is missing.

Response describes fewer than two pricing/ contracting strategies applied by the organization.

Response describes two or more pricing/contracting strategies applied by the organization.

Demonstrates the same level of achievement as “2” plus the following:

Response provides a brief

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organization.

Rationale is unclear and insufficiently substantiated.

Response provides a rationale for use of these strategies by the organization.

historical insight on this organization’s pricing/contracting strategies.

Learning Objective 2.7: Explain how price might be a strategic issue for the organization.

Explanation of how price might be a strategic issue for the organization is missing.

Response explains fewer than two connections between pricing strategies and the organization’s strategic planning. Analysis does not provide credible or sufficient connections, such as when price sensitivity is an issue, why patients may not be price sensitive, and who is the target market.

Response explains two connections between pricing strategies and the organization’s strategic planning. .

Demonstrates the same level of achievement as “2” plus the following: Response explains more than two connections between pricing strategies and the organization’s strategic planning. Analysis provides rationale for why these strategies align to strategic planning.

Learning Objective 2.8: Explain how current trends in healthcare are impacting pricing

strategies for a product or service.

Explanation of how current trends in healthcare are impacting pricing

strategies for a product or service is missing.

Response explains fewer than two current trends that are impacting pricing strategies within the organization.

Explanation of why these trends are impacting pricing is unclear and/or insufficiently

Response explains two current trends in healthcare that are impacting pricing strategies within the organization.

Response explains why these trends are impacting pricing and what that

Demonstrates the same level of achievement as “2” plus the following: Response explains more than two current trends in healthcare that are impacting pricing strategies within the organization.

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substantiated. impact is.

Learning Objective 2.9: Analyze how competition is impacting pricing of a product or service.

Analysis of how competition is impacting pricing of a product or service is missing.

Analysis explains fewer than two effects of competition on the pricing of the product or service.

Analysis is unclear or inaccurate.

Analysis clearly explains two or more effects of competition on the pricing of the product or service.

Demonstrates the same level of achievement as “2” plus the following: Analysis explains one strategy the organization could use or does use to mitigate competition in terms of pricing.

Marketing Plan Section 3: Promotional Strategies and Techniques

Sub-Competency 3: Create healthcare marketing strategies to attract consumers for print, web based, television, radio, or social media.

Learning Objective 3.1: Describe promotional strategies for a product or service.

Description of promotional strategies for a product or service is missing.

Response describes fewer than three different promotional strategies (non-social media) for a healthcare product or service. Rationales do not sufficiently address the strategy.

Response describes three different promotional strategies (other than social media) for a healthcare product or service. Response includes a valid rationale for each strategy.

Demonstrates the same level of achievement as “2” plus the following: Response describes more than three different promotional strategies (other than social media) for a healthcare product or service.

Learning Objective 3.2: Explain the advantages of each strategy and

Explanation of the advantages of each strategy and possible

Response vaguely explains or explains fewer than three advantages and

Response clearly and accurately explains three advantages and three

Demonstrates the same level of achievement as “2” plus the following:

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3 Exceeds Expectations

possible disadvantages. disadvantages is missing. three possible disadvantage of each strategy.

possible disadvantage of each strategy.

Response explains how one disadvantage of a promotional strategy might be mitigated.

Learning Objective 3.3: Describe how social networking could be tapped to engage customers for this product or service.

Description of how social networking could be tapped to engage customers for this product or service is missing.

Response describes fewer than three different social media for a healthcare product or service. Rationales do not sufficiently address the strategy.

Response describes three different promotional strategies (other than social media) for a healthcare product or service. Response includes a valid rationale for each strategy.

Demonstrates the same level of achievement as “2” plus the following: Response describes more than three different promotional strategies (other than social media) for a healthcare product or service.

Marketing Plan Section 4: The Marketing Budget

Sub-Competency 4: Develop a marketing budget that includes cost for market research, publicity, and sales efforts.

Learning Objective 4.1: Hypothesize categories of costs of marketing promotional strategies.

Hypothesis of categories of costs of marketing promotional strategies is missing.

Response hypothesizes fewer than three promotional strategies. Response is unclear and/or insufficiently covers the categories of costs/expenses.

Response hypothesizes a comprehensive listing of costs/expenses for three promotional strategies.

Demonstrates the same level of achievement as “2” plus the following: Response hypothesizes a strategy for determining a marketing budget for the product or service on which you are focused. Rationale is provided.

Learning Objective 4.2: Analyze impact of current trends on

Analysis of impact of current trends on marketing budgets is

Analysis includes fewer than two current trends that are impacting

Analysis includes two current trends that are impacting marketing

Demonstrates the same level of achievement as “2” plus the following:

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marketing budgets. missing. marketing budgets within healthcare today. Analysis provides insufficient rationale for the influence of these trends on marketing budgets.

budgets within healthcare today. Analysis provides rationale for the influence of these trends on marketing budgets.

Analysis includes more than two current trends that are impacting marketing budgets within healthcare today. Analysis provides rationale for the influence of these trends on marketing budgets.

Marketing Plan Section 5: Evaluation of Effectiveness of a Marketing Plan

Sub-Competency5: Develop a plan to evaluate the marketing plan’s potential success within its budget and internal operating constraints.

Learning Objective 5.1: Describe variables in creating an approach for evaluating the effectiveness of a healthcare marketing plan.

Description of variables in creating an approach for evaluating the effectiveness of a healthcare marketing plan is missing.

Response describes two or fewer variables. Variables poorly evaluate the effectiveness of a healthcare marketing plan.

Response describes three variables. Variables accurately evaluate the effectiveness of a healthcare marketing plan.

Demonstrates the same level of achievement as “2” plus the following: Response includes more than three variables.

Learning Objective 5.2: Develop measurements that indicate marketing effectiveness for this product or service.

Development of measurements that indicate marketing effectiveness for this product or service is missing.

Response is unclear and/or vaguely describes fewer than two specific measurements that indicate marketing effectiveness for the product or service.

Response clearly and accurately describes two specific measurements that indicate marketing effectiveness for the product or service.

Demonstrates the same level of achievement as “2” plus the following: Response clearly and accurately describes more than two specific

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measurements that indicate marketing effectiveness for the product or service.

Learning Objective 5.3: Compare data sources that can inform outcomes of marketing activities regarding this product or service.

Comparison of data sources that can inform outcomes of marketing activities regarding this product or service is missing.

Response describes fewer than three data sources. Data sources do not effectively inform outcomes of marketing activities.

Response describes at least three data sources. Data sources effectively inform outcomes of marketing.

Demonstrates the same level of achievement as “2” plus the following: Response describes more than three data sources.

PS001: Written Communication: Demonstrate graduate-level writing skills.

Learning Objective PS 1.1: Use proper grammar, spelling, and mechanics.

Multiple major and minor errors in grammar, spelling, and/or mechanics are highly distracting and seriously impact readability.

Multiple minor errors in grammar, spelling, and/or mechanics are distracting and negatively impact readability.

Writing reflects competent use of standard edited American English. Errors in grammar, spelling, and/or mechanics do not negatively impact readability.

Grammar, spelling, and mechanics reflect a high level of accuracy in standard American English and enhance readability.

Learning Objective PS 1.2: Organize writing to enhance clarity.

Writing is poorly organized and incoherent. Introductions, transitions, and conclusions are missing or inappropriate.

Writing is loosely organized. Limited use of introductions, transitions, and conclusions provides partial continuity.

Writing is generally well- organized. Introductions, transitions, and conclusions provide continuity and a logical progression of ideas.

Writing is consistently well-organized. Introductions, transitions, and conclusions are used effectively to enhance clarity, cohesion, and flow.

Learning Objective Vocabulary and tone are Vocabulary and tone have Vocabulary and tone are Vocabulary and tone are

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PS 1.4: Use appropriate vocabulary and tone for the audience and purpose.

inappropriate and negatively impact clarity of concepts to be conveyed.

limited relevance to the audience.

generally appropriate for the audience and support communication of key concepts.

consistently tailored to the audience and effectively and directly support communication of key concepts.

PS005: Critical Thinking and Problem Solving: Use critical-thinking and problem-solving skills to analyze professional issues and inform best practice.

Learning Objective PS 5.1: Analyze assumptions and fallacies.

Analysis of assumptions is missing.

Response is weak in assessing the reasonableness of assumptions in a given argument. Response does not adequately identify and discuss the implications of fallacies or logical weaknesses in a given argument.

Response generally assesses the reasonableness of assumptions in a given argument. Response identifies and discusses the implications of fallacies and/or logical weaknesses in a given argument.

Response clearly and comprehensively assesses the reasonableness of assumptions in a given argument. Response provides a detailed and compelling analysis of implications of fallacies and logical weaknesses in a given argument.

Learning Objective PS 5.2: Generate reasonable and appropriate assumptions.

Assumptions are missing. Response does not adequately present and discuss key assumptions in an original argument.

Response presents and discusses key assumptions in an original argument.

Response justifies the reasonableness and need for assumptions in an original argument.

Learning Objective PS 5.3: Assess multiple perspectives and alternatives.

Assessment of multiple perspectives is missing.

Response does not identify nor adequately consider multiple perspectives or alternatives.

Response identifies and considers multiple perspectives and alternatives.

Response justifies selection of chosen alternative relative to others.

Learning Objective PS 5.4:

Problems and solutions are not identified.

Response presents solutions, but they are

Response presents solutions that are practical

Response presents compelling supporting

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Use problem-solving skills.

ineffective in addressing the specific problem.

and work in addressing the specific problem.

arguments for proposed solutions.