Marketing HCM 325 Milestone Two Guidelines and Rubric Overview: For Milestone Two, you will establish the context for your healthcare product or service

Marketing HCM 325 Milestone Two Guidelines and Rubric

Overview: For Milestone Two, you will establish the context for your healthcare product or service

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HCM 325 Milestone Two Guidelines and Rubric

Overview: For Milestone Two, you will 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
strengths, weaknesses, opportunities, and threats (SWOT) analysis, assess the competitors in the market, and determine the current market position.

Prompt: Establish the context for your healthcare product or service, and analyze the market.

Specifically, the following critical elements must be addressed:

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.

Rubric
Guidelines for Submission: Your draft must be submitted as a 4- to 5-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-
inch margins, and at least three sources cited in APA format.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value
Establish the Context:

Marketing Goals
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

16

Establish the Context:
Industry Segment

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

16

Establish the Context:
Target Markets

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

16

Market Analysis:
SWOT Analysis

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 16

Market Analysis:
Competitor
Assessment

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 16

Market Analysis:
Market Position

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

16

Articulation of
Response

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

Total 100%

  • HCM 325 Milestone Two Guidelines and Rubric
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