FM002 Marketing Strategies

profileMbide
FM002_Rubric.pdf

© 2021 Walden University 1

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

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations Part 1: Kimball Hospital and Tanner Medical Center Merger Report Learning Objective 1.1:

Analyze the potential impacts of a merger on hospitals.

Report does not provide or provides a vague or inaccurate analysis of the potential impacts of a merger on hospitals.

Report provides a clear and accurate analysis of the potential impacts of a merger on hospitals.

Report demonstrates the same level of achievement as “Meets,” plus the following: Report clearly and accurately describes one argument in support of Kimball Hospital assuming ownership of the community’s hospital and one argument in support of Tanner Medical Center doing the same.

Learning Objective 1.2: Analyze the potential long-term risks/impact of issues (i.e., access, cost, and quality) related to mergers on various stakeholder groups.

Report does not explain, explains fewer than four, vaguely or inaccurately explains at least four potential long-term risks/impact of a merger on stakeholders including such issues as access, cost, quality and concerns the stakeholder groups (patients, the public, physicians, and payers) might have regarding consolidation.

Report clearly and accurately explains at least four potential long-term risks/impact of a merger on stakeholders including such issues as access, cost, quality, and concerns the stakeholder groups (patients, the public, physicians, and payers) might have regarding consolidation.

Report demonstrates the same level of achievement as “Meets,” plus the following: Report explains one pro and one con of the issues related to the merger from the perspective of each of the four stakeholder groups.

© 2021 Walden University 2

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations Report explains the potential

risks/impact of a merger on some but not all issues indicated (access, cost, quality) and/or it explains the concerns of some but not all stakeholders (patients, the public, physicians, and payers). Report does not include references to academic/professional resources, or the resources are not relevant.

Report includes references to relevant academic/professional resources.

Learning Objective 1.3:

Justify decisions related to mergers using information about industry issues and trends.

Report does not provide or provides a vague or 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 clear and logical justification of the decision related to the merger. Report uses relevant information about industry issues and trends that inform the justification.

Report demonstrates the same level of achievement as “Meets,” plus the following: Report addresses the alternative perspective in its justification of the decision.

Learning Objective 1.4: Explain how mission, vision, and strategic plan impacts important decisions that affect the

Report does not provide or provides a vague or illogical explanation of how the mission, vision, and strategic plan impacts important decisions that affect the healthcare marketplace.

Report provides a clear and logical explanation of how mission, vision, and strategic plan impacts important decisions that affect the healthcare marketplace.

Report demonstrates the same level of achievement as “Meets,” plus the following: Report provides an example from an authentic healthcare setting that illustrates how mission, vision, and strategic plan

© 2021 Walden University 3

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations healthcare marketplace.

impacts important decisions that affect the healthcare marketplace.

Learning Objective 1.5:

Recommend strategies to balance organizational and community interests during a potential merger.

Report does not recommend or vaguely or inaccurately recommends strategies to balance organizational and community interests during a potential merger. Or recommendations are illogical or irrelevant.

Report recommends clear, accurate, logical, and relevant strategies to balance organizational and community interests during a potential merger.

Response demonstrates the same level of achievement as “Meets,” plus the following: Report accurately describes the respective interests of the organization and the community in relation to the hospital merger.

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations

Part 2: Community Medical Center Presentation Learning Objective 2.1: Apply a SWOT analysis to an organization.

Presentation does not apply or incompletely or inaccurately applies a SWOT analysis of an organization’s strengths, weaknesses, opportunities, and threats. Response does not include references to academic/professional resources, or the resources are not relevant.

Presentation effectively and comprehensively applies a SWOT analysis of the organization’s strengths, weaknesses, opportunities, and threats. Response includes references to relevant academic/professional resources.

Presentation demonstrates the same level of achievement as “Meets,” plus the following: Presentation notes accurately analyze the purpose and limitations of a SWOT analysis.

© 2021 Walden University 4

Learning Objective 2.2: Apply a situational analysis to an organization.

Presentation does not include or 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.

Presentation demonstrates the same level of achievement as “Meets,” plus the following: Presentation incorporates an analysis of key industry trends and corresponding impacts on CMC and its stakeholders.

Learning Objective 2.3: Describe a marketing strategy for an organization.

Presentation does not offer or offers a vague or illogical marketing strategy or offers a marketing strategy that does not accurately identify the target market for increasing services at the organization. Or the presentation does not propose or vaguely proposes how to effectively reach this market.

Presentation offers a clear and logical marketing strategy that accurately identifies the target market for increasing services at the organization as well as proposes how to effectively reach this market.

Presentation demonstrates the same level of achievement as “Meets,” plus the following: Presentation offers more than one marketing strategy or targets more than one market.

Learning Objective 2.4: Develop a plan of marketing techniques to promote services to new and existing patients.

Presentation does not offer or offers a vague or inaccurate plan of four different marketing techniques for promoting organizational services to existing and new patients. Or presentation offers a plan of fewer than four different marketing techniques for promoting organizational services to existing and new patients.

Presentation offers a clear and accurate plan of at least four different marketing techniques for promoting organizational services to existing and new patients.

Presentation demonstrates the same level of achievement as “Meets,” plus the following: Presentation offers growth strategies for each of the four different marketing techniques.

© 2021 Walden University 5

Rubric Criteria Needs Improvement Meets Expectations Exceeds Expectations

Part 3: Palomar Heart Hospital Report Learning Objective 3.1:

Describe marketing techniques used to raise the profile of an organization.

Report does not describe or describes fewer than two mass- marketing techniques and/or fewer than two target-marketing techniques to raise the community profile of a healthcare organization and increase patient volume. Report includes at least two mass- marketing techniques and at least two target-marketing techniques but the description of each is vague or inaccurate. Report does not include references to academic/professional resources, or the resources are not relevant.

Report clearly and accurately describes at least two mass- marketing techniques and at least two target-marketing techniques to raise the community profile of a healthcare organization and increase patient volume. Report includes references to relevant academic/professional resources.

Report demonstrates the same level of achievement as “Meets,” plus the following: Report identifies an additional relevant mass- marketing and target- market technique.

Learning Objective 3.2:

Recommend marketing techniques targeting payers, which will increase access to an organization.

Report does not recommend, vaguely or inaccurately recommends, or recommends fewer than two target-marketing techniques targeting payers to increase the proportion of the population able to access a healthcare organization’s services. Report does not include references to academic/professional resources, or the resources are not relevant.

Report clearly and accurately recommends at least two target-marketing techniques targeting payers to increase the proportion of the population able to access a healthcare organization’s services. Report includes references to relevant academic/professional resources.

Report demonstrates the same level of achievement as “Meets,” plus the following: Report recommends at least one additional relevant marketing technique that targets payers and can potentially increase access to healthcare.

© 2021 Walden University 6

Learning Objective 3.3:

Recommend the use of social media to drive new business.

Report does not recommend, vaguely or inaccurately recommends, or recommends fewer than two ways to utilize social media to drive new business to a healthcare organization. Recommendation of how social media can be used to drive new business is inaccurate or illogical.

Report clearly and accurately recommends at least two ways social media can be used to drive new business to a healthcare organization.

Report demonstrates the same level of achievement as “Meets,” plus the following: Report includes an additional social media resource and the target audience for this medium.

Learning Objective 3.4:

Justify whether an organization should amend its mission, vision, and/or scope of services offered.

Report does not offer a justification for whether an organization should amend its mission, vision, and/or scope of services offered, or the justification does not demonstrate a consideration of organizational and marketplace realities.

Report clearly justifies whether PHH should amend its mission, vision, and/or scope of services offered. Justification demonstrates a consideration of organizational and marketplace realties.

Report demonstrates the same level of achievement as “Meets,” plus the following: Report incorporates an accurate and thorough description of PHH’s operating and financial data (Exhibit 1) to support the justification.

Rubric Criteria Needs Improvement Meets Expectations Exceeds Expectations

Part 4: Intermountain Healthcare Presentation Learning Objective 4.1: Illustrate an organization’s engagement with customers in pursuit

Presentation does not illustrate or incompletely or inaccurately illustrates how Intermountain’s engagement with customers is in alignment with its mission and vision.

Presentation completely and accurately illustrates how Intermountain’s engagement with patients, physicians, and payers is in alignment with the organization’s mission and vision.

Presentation demonstrates the same level of achievement as “Meets,” plus the following: Presentation incorporates an accurate analysis of

© 2021 Walden University 7

of its organizational mission and vision.

how Intermountain links its financial goals to its mission and vision.

Learning Objective 4.2: Illustrate an organization’s strategic advantages.

Presentation does not illustrate, unclearly or inaccurately illustrates, or illustrates fewer than three strategic advantages.

Presentation clearly and accurately illustrates three of Intermountain’s most significant strategic advantages.

Presentation demonstrates the same level of achievement as “Meets,” plus the following: Presentation identifies one of Intermountain’s weaknesses.

Learning Objective 4.3: Explain how strategic advantages can be used in a marketing plan to advance the organization’s mission.

Presentation does not explain, unclearly or inaccurately explains, or explains fewer than two ways Intermountain’s strategic advantages can be used in a marketing plan to advance its mission.

Presentation clearly and accurately explains at least two ways Intermountain’s strategic advantages can be used in a marketing plan to advance its mission.

Presentation demonstrates the same level of achievement as “Meets,” 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.