Marketing Plan Final Paper

Ashford 7: - Week 6 - Final Paper


Final Paper

Your Final Paper will be a ten- to fifteen-page Marketing Plan (excluding title and reference pages). Required components of your Marketing Plan include:
Executive Summary (A summary of the plan’s highlights and objectives)            
         
Market Analysis
Organization and Products/Services Overview
SWOT Analysis
Customers (Customer demographics and needs)
    
Environmental Analysis
Macro-environmental factors (how economic, sociological, technological, legal, and political factors may affect the marketing plan.)
Micro-environmental factors (how customers, competitors, distribution channels, and suppliers may affect the marketing plan.)
    
Marketing Goals and Strategies (A discussion of overall goals and strategies)
Marketing goals (including short-term and long-term goals)
Financial goals (including short-term and long-term goals)
Marketing mix
     
Monitor and Control
Implementation (A discussion of methods of executing, monitoring, and evaluating the plan.)
Contingency plan (if any)
Writing the Final Paper

Must be ten to fifteen double-spaced pages in length and formatted according to APA style as outlined in the approved APA style guide.
Must include a cover page that includes:
Title of Paper
Student’s name
Course name and number
Instructor’s name
Date submitted
Must include an introductory paragraph with a succinct thesis statement.
Must address the topic of the paper with critical thought.
Must conclude with a restatement of the thesis and a conclusion paragraph.
Must use at least ten scholarly sources that were published within the past five years, including a minimum of three from the Ashford University Library.
Must document all sources in APA style as outlined in the Ashford Writing Center. 
Must include, on the final page, a Reference Page that is formatted according to APA style as outlined in the Ashford Writing Center.
Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment.



Total Possible Score: 26.00
Executive Summary
Total: 4.00
Distinguished - Executive summary is logically organized with a well-written synopsis of the highlights and objectives for the creation of a sustainable marketing strategy for the healthcare organization.
Proficient - Executive summary is organized with a synopsis of the highlights and objectives for the creation of a sustainable marketing strategy for the healthcare organization. Some relevant information may be missing.
Basic - Executive summary is somewhat organized with a minimal synopsis of the highlights and objectives for the creation of a sustainable marketing strategy for the healthcare organization. Many relevant details are missing.
Below Expectations - The executive summary has little structure and shows minimal focus on a marketing plan.
Non-Performance - The executive summary is either nonexistent or lacks the components described in the assignment instructions.

Market Analysis
Total: 4.00
Distinguished - Provides a detailed analysis of the organization’s strengths and weaknesses based on the SWOT analysis, areas of specialization in products and services, and population survey of healthcare concerns.
Proficient - Provides an analysis of the organization’s strengths and weaknesses based on the SWOT analysis, areas of specialization in products and services, and population survey of healthcare concerns. Some relevant details may be missing.
Basic - Provides a limited analysis of the organization’s strengths and weaknesses based on the SWOT analysis, areas of specialization in products and services, and population survey of healthcare concerns. Many relevant details may be missing.
Below Expectations - Attempts to provide an analysis of the organization’s competitive standing based on SWOT analysis, competitor profiles, and community demographics. The analysis is incomplete and/or inaccurate.
Non-Performance - The market analysis is either nonexistent or lacks the components described in the assignment instructions.

Environmental Analysis
Total: 4.00
Distinguished - Provides a detailed analysis of the macro- and micro-environmental factors associated with the behavior of consumers and how this data affects the marketing plan.
Proficient - Provides an analysis of the macro- and micro-environmental factors associated with the behavior of consumers and how this data affects the marketing plan. Some relevant details are missing.
Basic - Provides a limited analysis of the macro- and micro-environmental factors associated with the behavior of consumers and how this data affects the marketing plan. Many relevant details are missing.
Below Expectations - Attempts to provide an analysis of the macro- and micro-environmental factors of economics and competitor strategies related to healthcare organizations. Details are not relevant and/or related.
Non-Performance - The environmental analysis is either nonexistent or lacks the components described in the assignment instructions.

Marketing Goals and Strategies
Total: 4.00
Distinguished - Provides a thorough description of the research and findings related to establishing marketing goals. Provides comprehensive long- and short-term strategies to meet marketing goals.
Proficient - Provides a description of the research and findings related to establishing marketing goals. Provides some long- and short-term strategies to meet marketing goals.
Basic - Provides a minimal description of the research and findings related to establishing marketing goals. Provides some long- and short-term strategies to meet marketing goals, though they may be underdeveloped.
Below Expectations - Attempts to provide a description of the research and findings related to establishing marketing goals; however, the description is significantly underdeveloped and/or contains incorrect information.
Non-Performance - The marketing goals and strategies are either nonexistent or lacks the components described in the assignment instructions.

Monitor and Control
Total: 4.00
Distinguished - Excellent analysis of the tools required for the implementation, monitoring and evaluation of the marketing plan. All stakeholders are represented in the ongoing evaluations.
Proficient - Provides a sufficient analysis of the tools required for the implementation, monitoring and evaluation of the marketing plan. Some stakeholders are represented in the ongoing evaluations.
Basic - Provides a minimal analysis of the tools required for the implementation, monitoring and evaluation of the marketing plan; many relevant details are missing. Many stakeholders are not represented in the ongoing evaluations.
Below Expectations - Attempts to provide an analysis of the tools required for the implementation, monitoring and evaluation of the marketing plan; however, the analysis is incomplete and/or inaccurate. Stakeholders may not be represented in the ongoing evaluations.
Non-Performance - The monitor and control analysis is either nonexistent or lacks the components described in the assignment instructions.

Critical Thinking: Influence of Context and Assumptions
Total: 1.30
Distinguished - Clearly evaluates own and others' assumptions and carefully determines the relevance of contexts when presenting a position.
Proficient - Determines own and others' assumptions and clearly identifies the relevance of contexts when presenting a position.
Basic - Determines some assumptions and identifies on a basic level the importance of contexts when presenting a position.
Below Expectations - Recognizes some assumptions, although such recognition may be incomplete. May inadequately identify the importance of contexts when presenting a position.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Applied Ethics: Understanding Different Ethical Perspectives/Concepts
Total: 1.30
Distinguished - States and describes the theory and accurately explains the details of the theory used.
Proficient - States and describes the major theory and attempts to explain the details of the theory, but has some inaccuracies.
Basic - States and describes the major theory she/he uses.
Below Expectations - Only states the major theory she/he uses.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Written Communication: Control of Syntax and Mechanics
Total: 0.85
Distinguished - Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors, and is very easy to understand.
Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors, and is mostly easy to understand.
Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors, which may slightly distract the reader.
Below Expectations - Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors, which distract the reader.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

APA Formatting
Total: 0.85
Distinguished - Accurately uses APA formatting consistently throughout the paper, title page, and reference page.
Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.
Basic - Exhibits basic knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.
Below Expectations - Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Page Requirement
Total: 0.85
Distinguished - The paper meets the specific page requirement stipulated in the assignment description.
Proficient - The paper closely meets the page requirement stipulated in the assignment description.
Basic - The paper meets over half of the page requirement stipulated in the assignment description.
Below Expectations - A fraction of the page requirement is completed.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Resource Requirement
Total: 0.85
Distinguished - Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Proficient - Uses required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.
Below Expectations - Uses inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.




Course Home - Course Materials


Required Text
Hillestad, S. & Berkowitz, E. (2004).  Heath care market strategy: From planning to action (3rd ed).  Sudbury, MA: Jones and Bartlett.
Required Resources

Article
American Hospital Association.  (2012).  Key issues.  Retrieved from http://www.aha.org/aha/issues/index.html
Multimedia
Kmccoypbo.  (2009, June 26).  Why your healthcare practice needs a marketing plan.  [Video file].  Retrieved from http://www.youtube.com/watch?v=KclSAM7U76I
Website
HealthCare.gov.  ( http://www.healthcare.gov/)

Recommended Resources

Articles
Alkhateeb, F. M., Clauson, K. A., Khanfar, N. M., & Latif, D. A. (2008).  Legal and regulatory risk associated with Web 2.0 adoption by pharmaceutical companies.  Journal of Medical Marketing, 8(4), 311-318.  Retrieved from the ProQuest database.

Daniel, K. L., Bernhardt, J. M., & Eroglu, D. (2009).  Social marketing and health communication: From people to places.  American Journal of Public Health, 99(12), 2120-2122.  Retrieved from the ProQuest database.

Davis, J. A., Marino, L. D., & Davis, L. (2007).  Senior services: Exploring nursing home services for community-based senior.  International Journal of Pharmaceutical and Healthcare Marketing, 1(1), 304-317.  Retrieved from the ProQuest database.

Dubey, R., & Dubey, J. (2009).  Pharmaceutical product differentiation: A strategy for strengthening product pipeline and life cycle management.  Journal of Medical Marketing, 9(2), 104-118.  Retrieved from the proQuest database.

Hanna, G. (2006).  Focus on creativity and aging in the United States.  Generations, 30(1), 47-49.  Retrieved from the ProQuest database.

Jung, M. L., & Berthon, P. (2009).  Fulfilling the promise: A model for delivering successful online health care.  Journal of Healthcare Management, 9(3), 243-254.  Retrieved from the ProQuest database.

Kash, B. A., Boyer, G. J., & Beathard, P. K. (2008). Advertising expenditures in the nursing home sector: Evaluating the need for and purpose of advertising.  Journal of Healthcare Management, 53(4), 242-256.  Retrieved from the ProQuest database.

Lindrooth, R. C. (2008).  Research on the hospital market: Recent advances and continuing data needs.  Inquire-Excellus Health Plan, 45(1), 19-29.  Retrieved from the ProQuest database.

Nussbaum, A. K. (2009).  Ethical corporate social responsibility (CSR) and the pharmaceutical industry: A happy couple? Journal of Medical Marketing, 9(1), 67-76.  Retrieved from the ProQuest database.

Patterson, L. (2007).  Taking on the metrics challenge. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 270-276.  Retrieved from the ProQuest database.

Rao, S. K. (2009).  A new paradigm for developing bio/pharmaceutical positioning strategy.  Journal of Medical Marketing, 9(1), 29-39.  Retrieved from the ProQuest database.

Rooney, K. (2009).  Consumer-driven healthcare marketing: Using the web to get up close and personal.  Journal of Healthcare Management, 54(4), 241-251.  Retrieved from the ProQuest database.

Steoger. N. J., & Balog, A. (2010).  Realizing patient-centered care: Putting patients in the center, not the middle.  Frontiers of Health Services Management, 26(4), 15-25.  Retrieved from the proQuest database.

Stewart, D. W. (2006).  Putting financial discipline in marketing: A call to action.  Corporate Finance Review, 11(2), 14-21.  Retrieved from the ProQuest database.

Thomas, M. (2000).  Marketing performance measurement: Directions for development.  Journal of Targeting, Measurement and Analysis for Marketing, 9(1), 70-91.  Retrieved from the ProQuest database.

Yang, W. (2010).  Relationships among internal marketing perceptions, organizational support, job satisfaction and role behavior in healthcare organizations.  International Journal of Management, 27(2), 241-251.  Retrieved from the ProQuest database.