Marketing Strategies

December 3, 2022/in Uncategorized /by SK

FM002: Marketing Strategies: Evaluate marketing strategies to ensure they enhance the organization’s competitive position and align with its mission and social responsibility.

Assessment Rubric

	0 Not Present	1 Needs Improvement	2 Meets Expectations	3 Exceeds Expectations
Part I. Kimball Hospital and Tanner Medical Center Merger Report
Sub-Competency 1: Analyze the long-term impact strategic actions have on the healthcare organization’s key stakeholders.
Learning Objective 1.1: Analyze the impact of issues (i.e., access, cost, and quality) related to mergers on various stakeholder groups.	Analysis of the impact of issues (i.e., access, cost, and quality) related to mergers on various stakeholder groups is missing.	Response vaguely analyzes the potential long-term impacts of issues related to the merger on one or more of the stakeholder groups, or analysis is inaccurate or illogical. Save your time - order a paper! Get your paper written from scratch within the tight deadline. Our service is a reliable solution to all your troubles. Place an order on any task and we will take care of it. You won’t have to worry about the quality and deadlines Order Paper Now Explanation is not supported by academic/professional resources or the resources are not relevant.	Response clearly and accurately analyzes the potential long-term impacts of issues related to the merger on patients, the public, physicians, and payers. Explanation is supported by relevant academic/professional resources.	Demonstrates the same level of achievement as “2,” plus the following: Response accurately explains one pro and one con of the issues related to the merger from the perspective of each of the four stakeholder groups.
Learning Objective 1.2: Analyze the impact of a merger on hospitals.	Analysis of the impact of a merger on hospitals is missing.	Analysis of the impact of the merger is not properly targeted to Kimball’s community-based board members, or analysis is inaccurate or illogical.	Response clearly analyzes the impact of a merger on Kimball and Great Western Hospital Corporation in a way that is clear and understandable to Kimball’s community- based board members.	Demonstrates the same level of achievement as “2,” plus the following: Response clearly and accurately describes one argument in support of Kimball Hospital assuming ownership of the community’s hospital and one argument in support

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				of Tanner Medical Center doing the same.
Sub-Competency 2: Recommend strategies for analysis of healthcare industry issues and trends, including forces that shape a healthcare organization’s mission/vision/strategies, and balance organizational and community interests when making important decisions that affect the healthcare marketplace.
Learning Objective 2.1 Recommend strategies for balancing organizational and community interest during a merger.	Recommendation of strategies for balancing organizational and community interest during a merger is missing.	Report recommends strategies that are illogical or irrelevant for balancing organizational and community interest during a merger. Strategies are not supported by academic/professional resources or the resources are not relevant.	Report recommends logical and relevant strategies for effectively balancing organizational and community interest during a merger. Strategies are supported by relevant academic/professional resources.	Demonstrates the same level of achievement as “2,” plus the following: Response accurately describes the respective interests of the organization and the community in relation to the hospital merger.
Learning Objective 2.2: Justify decisions related to mergers using information about industry issues and trends.	Justification of the decisions related to mergers using information about industry issues and trends is missing.	Report provides an illogical justification of the decision related to the merger, and/or the justification does not use information about industry issues and trends to inform the justification.	Report provides a logical justification of the decision related to the merger. Report uses relevant information about industry issues and trends to inform the justification.	Demonstrates the same level of achievement as “2,” plus the following: Report addresses the alternative perspective in its justification of the decision.
Learning Objective 2.3: Explain how mission, vision, and strategic plan impacts important decisions that affect the healthcare	Explanation of how mission, vision, and strategic plan impacts important decisions that affect the healthcare marketplace is missing.	Report provides an unclear or illogical explanation of how mission, vision, and strategic plan impacts important decisions that affect the healthcare	Report provides a clear and logical explanation of how mission, vision, and strategic plan impacts important decisions that affect the healthcare	Demonstrates the same level of achievement as “2,” plus the following: Report provides an example from an authentic

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marketplace.		marketplace.	marketplace.	healthcare setting that illustrates how mission, vision, and strategic plan impacts important decisions that affect the healthcare marketplace.
Part II: Community Medical Center Presentation
Sub-Competency 3: Analyze information common to a dynamic and competitive healthcare marketplace as part of an organization’s strategic marketing process.
Learning Objective 3.1: Apply a SWOT analysis to an organization.	Application of a SWOT analysis to an organization is missing.	Presentation incompletely or inaccurately applies a SWOT analysis of the organization’s strengths, weaknesses, opportunities, and threats.	Presentation effectively and comprehensively applies a SWOT analysis of the organization’s strengths, weaknesses, opportunities, and threats.	Demonstrates the same level of achievement as “2,” plus the following: Presentation notes accurately analyze the purpose and limitations of a SWOT analysis.
Learning Objective 3.2: Apply a situational analysis for an organization.	Application of a situational analysis for an organization is missing.	Presentation includes a situational analysis that is illogical or that omits an overview of the critical issues facing one of the stakeholder groups.	Presentation includes a comprehensive situational analysis, including an overview of the most critical issues CMC faces regarding physicians, payers, patients, and public customers.	Demonstrates the same level of achievement as “2,” plus the following: Response incorporates an analysis of key industry trends and corresponding impacts on CMC and its stakeholders.
Learning Objective 3.3: Describe market strategy for an organization.	Description of the market strategy for an organization is missing.	Market strategy does not accurately identify the target market and how to reach it.	Presentation includes an effective market strategy that clearly identifies the target market and how to	Demonstrates the same level of achievement as “2,” plus the following:

	0 Not Present	1 Needs Improvement	2 Meets Expectations	3 Exceeds Expectations
		Market strategy does not effectively promote services to existing and new patients. Market strategy recommends fewer than four effective marketing techniques.	reach it. Market strategy effectively promotes services to existing and new patients. Market strategy recommends four effective marketing techniques.	Market strategy includes growth strategies for each of the four marketing techniques.
Part III: Palomar Heart Hospital Report
Sub-Competency 4: Evaluate organizational and marketplace realities when pursing strategic initiatives, including the need for proactive pricing and contracting; sound business and financial modeling; and credible marketing strategies.
Learning Objective 4.1: Describe marketing techniques used to raise the profile of an organization.	Description of marketing techniques used to raise the profile of an organization is missing.	Description of marketing techniques is not logical for raising the profile of the organization in the community. Response identifies fewer than two relevant mass- marketing techniques and fewer than two relevant target-marketing techniques. Response is not supported by academic/professional resources or the resources are not relevant.	Response describes marketing techniques that could effectively raise the profile of the organization in the community. Response identifies two relevant mass-marketing techniques and two relevant target-marketing techniques. Response is supported by relevant academic/professional resources.	Demonstrates the same level of achievement as “2,” plus the following: Response identifies an additional relevant mass- marketing and target- marketing technique.
Learning Objective 4.2:	Recommendation of	Response recommends	Response clearly	Demonstrates the same

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Recommend marketing strategies targeting payers, which will increase access to an organization.	marketing strategies targeting payers, which will increase access to an organization is missing.	fewer than two relevant marketing techniques targeting payers. Marketing techniques recommended would not effectively increase the proportion of the population able to access an organization’s services.	recommends at least two relevant marketing techniques targeting payers that would effectively increase the proportion of the population able to access an organization’s services.	level of achievement as “2,” plus the following: Response recommends at least one additional relevant marketing technique that targets payers and can potentially increase access to healthcare.
Learning Objective 4.3: Recommend the use of social media to drive new business.	Recommendation of how social media can be used to drive new business is missing.	Response recommends fewer than two ways social media can be used to drive new business to PHH. Recommendation of how social media can be used to drive new business is inaccurate or illogical.	Response clearly recommends at least two ways social media can be used to drive business to PHH.	Demonstrates the same level of achievement as “2,” plus the following: Response includes an additional social media resource and the target audience for this medium.
Learning Objective 4.4: Justify whether an organization should amend its mission, vision, and/or scope of services offered.	Justification of whether an organization should amend its mission, vision, and/or scope of services offered is missing.	Justification is unclear, or it does not demonstrate a consideration of organizational and marketplace realities.	Response clearly justifies whether PHH should amend its mission, vision, and/or scope of services offered. Explanation demonstrates a consideration of organizational and market place realities.	Demonstrates the same level of achievement as “2,” plus the following: Response incorporates an accurate and thorough description of PHH’s operating and financial data (Exhibit 1) to support Explanation.
Part IV: Intermountain Healthcare Presentation
Sub-Competency 5: Defend the strategic marketing implications and opportunities of a healthcare organization’s relative position and

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response to its marketplace.
Learning Objective 5.1: Illustrate an organization’s engagement with customers in pursuit of its organizational mission and vision.	Illustration of an organization’s engagement with customers in pursuit of its organizational mission and vision is missing.	Illustration of how Intermountain’s engagement with customers is in alignment with its mission and vision is incomplete or inaccurate.	Presentation accurately illustrates how Intermountain’s engagement with patients, physicians, and payers is in alignment with the organization’s mission and vision.	Demonstrates the same level of achievement as “2,” plus the following: Response incorporates an accurate analysis of how Intermountain links its financial goals to its mission and vision.
Learning Objective 5.2: Illustrate an organization’s strategic advantages.	Illustration of an organization’s strategic advantages is missing.	Illustration of Intermountain’s strategic advantages is inaccurate, or it includes fewer than three strategic advantages.	Presentation clearly and accurately illustrates three of Intermountain’s most significant strategic advantages.	Demonstrates the same level of achievement as “2,” plus the following: Presentation identifies one of Intermountain’s weaknesses.
Learning Objective 5.3: Explain how strategic advantages can be used in a marketing plan to advance the organization’s mission.	Explanation of how strategic advantages can be used in a marketing plan to advance an organization’s mission is missing.	Explanation of how Intermountain’s strategic advantages can be used in a marketing plan to advance its mission is inaccurate, or it includes fewer than two examples.	Presentation clearly explains at least two ways Intermountain’s strategic advantages can be used in a marketing plan to advance its mission.	Demonstrates the same level of achievement as “2,” plus the following: Presentation explains at least one additional way Intermountain’s strategic advantages can be used in a marketing plan to advance its mission.
PS001: Written Communication: Demonstrate graduate-level writing skills.
Learning Objective PS 1.1: Use proper grammar,	Multiple major and minor errors in grammar, spelling, and/or mechanics	Multiple minor errors in grammar, spelling, and/or mechanics are distracting	Writing reflects competent use of standard edited American English.	Grammar, spelling, and mechanics reflect a high level of accuracy in

	0 Not Present	1 Needs Improvement	2 Meets Expectations	3 Exceeds Expectations
spelling, and mechanics.	are highly distracting and seriously impact readability.	and negatively impact readability.	Errors in grammar, spelling, and/or mechanics do not negatively impact readability.	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 PS 1.3: Apply APA style to written work.	APA conventions are not applied.	APA conventions for attribution of sources, structure, formatting, etc., are applied inconsistently.	APA conventions for attribution of sources, structure, formatting, etc., are generally applied correctly in most instances. Sources are generally cited appropriately and accurately.	APA conventions for attribution of sources, structure, formatting, etc., are applied correctly and consistently throughout the paper. Sources are consistently cited appropriately and accurately.
Learning Objective PS 1.4: Use appropriate vocabulary and tone for the audience and purpose.	Vocabulary and tone are inappropriate and negatively impact clarity of concepts to be conveyed.	Vocabulary and tone have limited relevance to the audience.	Vocabulary and tone are generally appropriate for the audience and support communication of key concepts.	Vocabulary and tone are consistently tailored to the audience and effectively and directly support communication of key concepts.
PS003: Technology: Use technology tools effectively.

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Learning Objective PS 3.1: Use images and layout of presentations to effectively communicate content to a specific audience.	Images and layout are inappropriate, hard to read, and/or impede audience understanding of key concepts.	Images or layout provide limited support for audience understanding of key concepts.	Images and layout generally support audience understanding of key concepts.	Images and design elements are used purposefully, and effectively support audience engagement and understanding 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	Assessment of multiple perspectives is missing.	Response does not identify nor adequately consider multiple perspectives or	Response identifies and considers multiple perspectives and	Response justifies selection of chosen alternative relative to

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perspectives and alternatives.		alternatives.	alternatives.	others.
Learning Objective PS 5.4: Use problem-solving skills.	Problems and solutions are not identified.	Response presents solutions, but they are ineffective in addressing the specific problem.	Response presents solutions that are practical and work in addressing the specific problem.	Response presents compelling supporting arguments for proposed solutions.