Marketing HCM 325 Final Project Guidelines and Rubric Overview The final project for this course is the creation of a strategic marketing proposal. D

Marketing HCM 325 Final Project Guidelines and Rubric

Overview
The final project for this course is the creation of a strategic marketing proposal.

D

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HCM 325 Final Project Guidelines and Rubric

Overview
The final project for this course is the creation of a strategic marketing proposal.

Developing and implementing a healthcare marketing proposal requires deep alignment with organizational values, systematic inquiry, and applied, strategic
thinking. By engaging the steps of the marketing process, you will gain skills and perspectives applicable to a range of healthcare management careers.

In this project, you will apply what you have learned about healthcare marketing to a real-world organization of your choice. Specifically, you will identify a
product or service for which you will develop a strategic marketing proposal. In your proposal, you must explain the importance of marketing principles as they
uniquely apply to your chosen healthcare organization. Additionally, you will engage in the marketing process by establishing objectives, analyzing the market
environment, and developing a promotions mix for effectively marketing your product or service.

The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Three and Five. The final submission is due in Module Seven.

In this assignment, you will demonstrate your mastery of the following course outcomes:

• Explain the importance of fundamental marketing principles and processes as they uniquely apply to healthcare organizations
• Determine relevant marketing objectives and target audiences that support the mission, vision, and values of healthcare organizations
• Analyze healthcare markets to identify sociocultural characteristics, customer needs, and economic factors that influence demand for health services
• Develop strategic marketing proposals by applying the marketing mix to support the mission and brand identity of healthcare organizations

Prompt
Your strategic marketing proposal should address the following critical elements:

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.

II. Establish the Context
A. Determine the marketing goals of your initiative. You should develop at least three specific objectives that apply best practices and align to the

organizational mission and vision.
B. Analyze the industry segment for your healthcare product or service. Include all relevant details related to population segment and

demographics, market size, psychographic or health status segmentation, regulatory influences, payer mix, and key success factors.
C. Identify and describe your target markets. Be sure to include all relevant details related to their demographics, characteristics, preferences, and

consumer behaviors. In any area where you are lacking critical information, explain the type of data that you would collect to fully understand
your target markets.

III. Market Analysis
A. Conduct a SWOT analysis for your selected healthcare product or service. Be sure to thoroughly analyze the strengths, weaknesses,

opportunities, and threats by including at least three items in each category.
B. Assess your organization’s competitors using specific supporting examples. You should address at least two competitors, and discuss at least

three strengths and weaknesses for each.
C. Based on your SWOT and competitor assessment, draw informed conclusions about your organization’s current market position and justify your

claims with specific supporting examples.

IV. Marketing Strategies
A. Develop a promotions strategy that effectively applies the media mix. Which traditional marketing techniques (e.g., public relations, advertising,

sales and sales promotion, direct marketing) do you recommend and why? Defend each of your proposals using specific evidence and principles
discussed in the course.

B. Analyze the resource requirements. What are the types of resources you would need for your proposed strategies? What are the categories of
direct and indirect expenses to consider?

C. Propose specific metrics for evaluating the success of your marketing proposals. How would you measure success? What sources of data would
you monitor and how would that data be interpreted?

V. Conclusions: In closing, defend your overall strategy proposal by illustrating the specific ways in which your recommendations would support the
mission, vision, and values of your healthcare organization.

Milestones
Milestone One: Draft of Introduction
In Module Three, 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 the Module Two short paper to assist you in developing your introduction. This milestone is graded with the
Milestone One Rubric.

Milestone Two: Draft of Context and Market Analysis
In Module Five, you will submit a draft of your context and market analysis. Establish the context for your healthcare product or service, and analyze the market.
To establish the context, you will describe the industry segment, describe your target markets, and specify the marketing goals and objectives. In analyzing the
market, you will conduct a SWOT analysis, assess the competitors in the market, and determine the current market position. This milestone is graded with the
Milestone Two Rubric.

Final Submission: Strategic Marketing Proposal
In Module Seven, you will submit your strategic marketing proposal. It should be a complete, polished artifact containing all of the critical elements of the final
product. It should reflect the incorporation of feedback gained throughout the course. This final submission will be graded using the Final Project Rubric.

Final Project Rubric
Guidelines for Submission: Your proposal should be 8–10 pages using 12-point Times New Roman font and double-spacing. Any citations should be in APA
format.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Introduction: Profile

of Organization
Meets “Proficient” criteria and
balances necessary detail with
clear, economical language

Provides a detailed profile of
the organization, including its
type; mission, vision, and
values; its service area and
locations; and its major
products and services

Provides a profile of the
organization, but fails to fully or
accurately define its type;
mission, vision, and values; its
service area and locations; or its
major products and services

Does not provide a profile of
the organization

2

Introduction:
Marketing Initiative

Meets “Proficient” criteria and
balances necessary detail with
clear, economical language

Describes the marketing
initiative, including the product
or service; why it is important
to the organization; its current
issues; and why the initiative is
needed

Describes the marketing
initiative, but fails to fully or
accurately define the product
or service; why it is important
to the organization; its current
issues; or why the initiative is
needed

Does not describe the
marketing initiative

2

Introduction:
Customer Needs

Meets “Proficient” criteria and
demonstrates nuanced
appreciation of the importance
of marketing principles and
processes within healthcare
organizations

Explains the relevance of
knowing customer needs for
the marketing initiative and
illustrates with specific
examples of primary and
secondary customers, as well as
their needs, wants, and
preferences

Explains the relevance of
knowing customer needs for
the marketing initiative, but
fails to fully or accurately
illustrate with specific examples
of primary and secondary
customers or their needs,
wants, and preferences

Does not explain the relevance
of knowing customer needs for
the marketing initiative

7.5

Introduction: “Four
P’s”

Meets “Proficient” criteria and
demonstrates nuanced
appreciation of the importance
of marketing principles and
processes within healthcare
organizations

Clarifies the importance of the
“four P’s” of marketing as they
apply to the healthcare product
or service and illustrates each
with specific examples

Clarifies the importance of the
“four P’s” of marketing as they
apply to the healthcare product
or service, but fails to fully or
accurately illustrate each with
specific examples

Does not clarify the importance
of the “four P’s” of marketing as
they apply to the healthcare
product or service

7.5

Introduction: Drivers
of Demand

Meets “Proficient” criteria and
demonstrates nuanced
appreciation of the importance
of marketing principles and
processes within healthcare
organizations

Characterizes the relevance of
drivers of demand for the
marketing initiative, and
illustrates with specific
examples of factors that drive
demand for the product or
service

Characterizes the relevance of
drivers of demand for the
marketing initiative, but fails to
fully or accurately illustrate
with specific examples of
factors that drive demand for
the product or service

Does not characterize the
relevance of drivers of demand
for the marketing initiative

7.5

Establish the
Context: Marketing

Goals

Meets “Proficient” criteria and
demonstrates sophisticated
ability to determine relevant
marketing objectives

Specifies at least three
marketing goals of the initiative
that apply best practices and
align to the organizational
mission and vision

Specifies marketing goals of the
initiative, but fails to identify at
least three that apply best
practices and align to the
organizational mission and
vision

Does not specify marketing
goals of the initiative

7.5

Establish the
Context: Industry

Segment

Meets “Proficient” criteria and
demonstrates keen insight into
the nature of healthcare
markets

Analyzes the industry segment
for the healthcare product or
service, including all relevant
details related to population
segment and demographics,
market size, psychographic or
health status segmentation,
regulatory influences, payer
mix, and key success factors

Analyzes the industry segment,
but fails to accurately include all
relevant details related to
population segment and
demographics, market size,
psychographic or health status
segmentation, regulatory
influences, payer mix, and key
success factors

Does not analyze the industry
segment for the healthcare
product or service

6

Establish the
Context: Target

Markets

Meets “Proficient” criteria and
demonstrates sophisticated
ability to determine relevant
target audiences

Identifies and describes the
target markets, including all
relevant details related to
demographics, characteristics,
preferences, and consumer
behaviors; where appropriate,
explains the types of data that
would be collected

Identifies and describes the
target markets, but fails to
accurately include all relevant
details related to
demographics, characteristics,
preferences, and consumer
behaviors; or does not explain
the types of data that would be
collected, where appropriate

Does not identify and describe
the target markets

7.5

Market Analysis:
SWOT Analysis

Meets “Proficient” criteria and
demonstrates keen insight into
the nature of healthcare
markets

Conducts a SWOT analysis
including at least three items in
each category

Conducts a SWOT analysis, but
fails to fully or accurately
include at least three items in
each category

Does not conduct a SWOT
analysis

6

Market Analysis:
Competitor
Assessment

Meets “Proficient” criteria and
demonstrates keen insight into
the nature of healthcare
markets

Identifies and assesses at least
two competitors using specific
supporting examples, including
at least three strengths and
weaknesses for each

Identifies competitors, but fails
to assess at least two using
specific supporting examples,
including at least three
strengths and weaknesses for
each

Does not identify competitors 6

Market Analysis:
Market Position

Meets “Proficient” criteria and
demonstrates keen insight into
the nature of healthcare
markets

Draws informed conclusions
about the organization’s
current market position and
justifies all claims with specific
supporting examples

Draws conclusions about the
organization’s current market
position, but not all are
appropriate or justified with
specific supporting examples

Does not draw conclusions
about the organization’s
current market position

6

Marketing
Strategies:

Promotions Strategy

Meets “Proficient” criteria and
demonstrates creative or
sophisticated ability to develop
strategic marketing proposals

Develops a promotions strategy
that effectively applies the
media mix, including traditional
marketing, and defends each
using specific evidence and
principles discussed in the
course

Develops a promotions
strategy, but fails to effectively
apply the media mix or defend
each proposal using specific
evidence and principles
discussed in the course

Does not develop a promotions
strategy

7.5

Marketing
Strategies: Resource

Requirements

Meets “Proficient” criteria and
demonstrates creative or
sophisticated ability to develop
strategic marketing proposals

Analyzes the resource
requirements, including the
types of resources and the
categories of direct and indirect
expenses to be considered

Analyzes the resource
requirements, but fails to fully
or accurately include all the
types of resources or the
categories of direct and indirect
expenses to be considered

Does not analyze the resource
requirements

7.5

Marketing
Strategies:

Evaluation Metrics

Meets “Proficient” criteria and
demonstrates creative or
sophisticated ability to develop
strategic marketing proposals

Proposes specific metrics for
evaluating the success of the
marketing proposals, including
appropriate sources of data and
how the data would be
interpreted

Proposes metrics for evaluating
the success of the marketing
proposals, but not all are
specific or reasonable or fails to
identify appropriate sources of
data or logical methods of
interpretation

Does not propose metrics for
evaluating the success of the
marketing proposals

7.5

Conclusions Meets “Proficient” criteria and
demonstrates advanced skill in
connecting marketing strategies
to the mission, vision, and
values of healthcare
organizations

Defends the overall strategy
proposal by illustrating the
specific ways in which the
recommendations support the
mission, vision, and values of
the healthcare organization

Defends the overall strategy
proposal, but fails to fully or
logically illustrate the specific
ways in which the
recommendations support the
mission, vision, and values of
the healthcare organization

Does not defend the overall
strategy proposal

7.5

Articulation of
Response

Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format

Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization

Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas

Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas

4.5

Total 100%

  • HCM 325 Final Project Guidelines and Rubric
    • Overview
    • Prompt
    • Milestones
      • Milestone One: Draft of Introduction
      • Milestone Two: Draft of Context and Market Analysis
      • Final Submission: Strategic Marketing Proposal
    • Final Project Rubric

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