FM003 Marketing Opportunities and Challenges

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FM003: Marketing Opportunities and Challenges: Develop a marketing plan for a healthcare organization.

Assessment Rubric

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations Part I: Analysis of a Healthcare Organization’s Strategic Plan Learning Objective 1.1:

Describe a healthcare organization’s strategic plan.

Analysis does not describe, vaguely, inaccurately, or incompletely describes or does not describe all of the following: identification and general description of the organization; organization’s mission; vision; and goals.

Analysis completely, accurately, and clearly describes all of the following: the identification and general description of the organization; organization’s mission; vision; and goals.

Analysis demonstrates the same level of achievement as “Meets,” plus the following: Analysis describes some additional unique aspect of the strategic plan that further exemplifies its focus and mission.

Learning Objective 1.2: Describe the key products and services of a healthcare organization.

Analysis does not describe or unclearly describes the organization’s key products and services.

Analysis clearly and comprehensively describes the organization’s key products and services.

Analysis demonstrates the same level of achievement as “Meets,” plus the following: Analysis describes in greater detail one of the key products or services for which this organization is most noted and explains its relevance to the organization’s mission.

Learning Objective 1.3:

Analysis does not explain, unclearly or insufficiently explains how the key products and services align to the organization’s mission and vision.

Analysis clearly and sufficiently explains how the key products and services

Analysis demonstrates the same level of achievement as “Meets,” plus the following:

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations Explain how key products and services align with the organization’s mission and vision.

align to the organization’s mission and vision.

Analysis also explains the competitive advantage/positioning of the most noted product or service.

Learning Objective 1.4: Describe the marketing opportunities for an organization.

Analysis does not describe, describes fewer than three or inaccurately or unclearly describes three marketing opportunities for the organization. Or marketing opportunities do not align with the company’s strategic plan and/or does not leverage organizational strengths and capacity.

Analysis clearly and accurately describes at least three marketing opportunities for the organization. Marketing opportunities align with the company’s strategic plan and leverages organizational strengths and capacity.

Analysis demonstrates the same level of achievement as “Meets,” plus the following: Analysis describes more than three marketing opportunities for the organization.

Learning Objective 1.5: Describe the market for a healthcare product or service.

Analysis does not identify or inadequately identifies the market demand for a specific product or service and/or who the product or service is being marketed to. Analysis does not identify, identifies fewer than two, or inadequately identifies two special considerations related to the market.

Analysis identifies the market demand for a specific product or service as well as the target market to which the product or service is marketed. With an eye to marketing efforts, the analysis adequately identifies two special consideration to take into account regarding this market.

Analysis demonstrates the same level of achievement as “Meets,” plus the following: Analysis identifies one internal and one external threat the organization may need to take into account in this market and explains why these threats are relevant.

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations Learning Objective 1.6: Describe key competitors of a product or service.

Analysis does not describe, describes fewer than three, or inadequately describes three key competitors, where they are located, market saturation, target market, and/or considerations regarding this market.

Analysis adequately describes at least three key competitors, where they are located, market saturation, target market, and considerations regarding this market.

Analysis demonstrates the same level of achievement as “Meets,” plus the following: Analysis describes more than three competitors and explains why they are key competitors.

Learning Objective 1.7: Explain how a product or service differs from competitors.

Analysis does not explain, explains fewer than two differentiators, or inadequately or vaguely explains two differentiators. Analysis does not explain or vaguely or inaccurately explains a rationale for any competitive advantage.

Analysis adequately and clearly explains at least two differentiators. Analysis clearly and accurately explains why and how these differentiators might provide a competitive advantage.

Analysis demonstrates the same level of achievement as “Meets,” plus the following: Analysis explains more than two differentiators.

Learning Objective 1.8: Describe how a product or service fits into an organization’s strategic plan.

Analysis does not describe, vaguely or inaccurately describes how a product or service fits into an organization’s strategic plan.

Analysis clearly and accurately describes how a product or service fits into an organization’s strategic plan.

Analysis demonstrates the same level of achievement as “Meets,” plus the following: Analysis describes how the product or service supports the mission of the organization.

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations

Part II: Marketing Plan Section 1: Place of Service and Channels of Distribution Learning Objective 2.1.1:

Describe how a product or service can be delivered or offered to its customers.

Marketing plan does not describe, or unclearly or inaccurately describes how a product or service can be delivered or offered to its customers.

Marketing plan clearly and accurately describes how the product or service can be delivered or offered to the customer.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan describes potential distribution channel or place of service that would align with its mission or vision.

Learning Objective 2.1.2:

Evaluate benefits and constraints of a healthcare organization’s place of service and/or distribution channels.

Marketing plan does not evaluate, insufficiently or unclearly evaluates benefits and/or constraints to the organization of its place of service and/or distribution channel(s). Marketing plan evaluation does not provide adequate rationale(s).

Marketing plan sufficiently and clearly evaluates benefits and constraints to the organization and its customers of the place of service and/or distribution channel(s). Marketing plan evaluation explains constraints to the organization and its customers of its place of service and/or of distribution channel(s). Marketing plan evaluation provides rationale for why these constraints might impact the organization in the future.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan evaluation describes a potential distribution change that might turn a constraint into a benefit.

Learning Objective 2.1.3: Describe trends that could impact place of service and/or distribution channel(s).

Marketing plan does not describe, describes fewer than two, or insufficiently describes two trends that might impact the current place of service and/or distribution channel(s). Marketing plan does not provide or provides an insufficient rationale for each trend. Marketing plan provides a rationale for one but not both trends identified.

Marketing plan sufficiently describes at least two trends that might impact the current place of service and/or distribution channel(s). Marketing plan provides a rationale for each trend.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan describes a potential trends-based distribution change that might impact the organization in the future.

Learning Objective 2.1.4: Explain how technology is impacting delivery of a product or service.

Marketing plan does not explain, explains fewer than two, or vaguely explains two examples of how technology is impacting the product or service. Marketing plan does not explain or vaguely or inaccurately explains how technology might impact the concept of place.

Marketing plan clearly explains at least two examples of how technology is impacting the product or service. Marketing plan clearly and accurately explains how technology might impact the concept of place.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan explains more than two examples of how technology is impacting the product or service.

Learning Objective 2.1.5: Describe how distribution channels or place of service relate to the strategic plan.

Marketing plan does not describe or unclearly or vaguely describes how distribution channels or place of service relate to the strategic plan.

Marketing plan clearly and specifically describes how distribution channels or place of service relate to the strategic plan.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan describes how place of service or distribution channels

relate to the strategic plan in at least three different instances.

Section 2: Pricing and/or Contracting Strategies Learning Objective 2.2.1: Describe pricing and contracting strategies apparent in this healthcare organization.

Marketing plan does not describe, describes fewer than two pricing/contracting strategies applied by the organization. Marketing plan does not substantiate or unclearly or insufficiently substantiates a rationale for use of these strategies by the organization.

Marketing plan describes at least two pricing/contracting strategies applied by the organization. Marketing plan provides a clearly and sufficiently substantiated rationale for use of these strategies by the organization.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan provides a brief historical insight on this organization’s pricing/contracting strategies.

Learning Objective 2.2.2: Explain how price might be a strategic issue for the organization.

Marketing plan does not explain, explains fewer than two connections between pricing strategies and the organization’s strategic planning. Marketing plan insufficiently or inaccurately explain the connections between price and the market, such as when price sensitivity is an issue, why patients may not be price sensitive, and who is the target market.

Marketing plan explains at least two connections between pricing strategies and the organization’s strategic planning.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan explains more than two connections between pricing strategies and the organization’s strategic planning as well as provides a rationale for why these strategies align to strategic planning.

Learning Objective 2.2.3:

Marketing plan does not explain or explains fewer than two current trends in healthcare that are

Marketing plan explains at least two current trends in healthcare that are impacting

Marketing plan demonstrates the same level of achievement as

Explain how current trends in healthcare are impacting pricing strategies for a product or service.

impacting pricing strategies within the organization. Marketing plan unclearly and/or insufficiently explains why these trends are impacting pricing.

pricing strategies within the organization. Marketing plan clearly and sufficiently explains why these trends are impacting pricing and what that impact is.

“Meets,” plus the following: Marketing plan explains more than two current trends in healthcare that are impacting pricing strategies within the organization.

Learning Objective 2.2.4: Analyze how competition is impacting pricing of a product or service.

Marketing plan does not analyze, analyzes fewer than two, or unclearly or inaccurately analyzes two effects of competition on the pricing of the product or service.

Marketing plan clearly and accurately analyzes at least two effects of competition on the pricing of the product or service.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan analysis explains one strategy the organization could use or does use to mitigate competition in terms of pricing.

Section 3: Promotional Strategies and Techniques Learning Objective 2.3.1: Describe promotional strategies for a product or service.

Marketing plan does not describe or describes fewer than three different promotional strategies (other than social media) for a healthcare product or service. Marketing plan does not provide a rationale for each promotional strategy or provides an insufficient or invalid rationale for the strategies.

Marketing plan describes at least three different promotional strategies (other than social media) for a healthcare product or service. Marketing plan provides a valid and sufficient rationale for each strategy.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan describes more than three different promotional strategies (other than social media)

for a healthcare product or service.

Learning Objective 2.3.2: Explain the advantages and potential disadvantages of each strategy.

Marketing plan does not explain, explains fewer than three advantages and/or fewer than three possible disadvantages, or vaguely or inaccurately describes three advantages and three possible disadvantages of each strategy.

Marketing plan clearly and accurately explains at least three advantages and at least three potential disadvantages of each strategy.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan explains how one disadvantage of a promotional strategy might be mitigated.

Learning Objective 2.3.3: Describe how social networking could be tapped to engage customers for this product or service.

Marketing plan does not describe or vaguely or inaccurately describes how social networking could be tapped to engage customers for this product or service. Marketing plan does not provide or provides fewer than three different social media strategies for promoting a healthcare product or service. Marketing plan does not provide or provides an invalid or insufficient rationale for each strategy.

Marketing plan clearly and accurately describes how social networking could be tapped to engage customers for this product or service. Marketing plan provides at least three different social media strategies for promoting a healthcare product or service. Marketing plan provides a valid and sufficient rationale for each strategy.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan describes more than three different social media strategies for promoting a healthcare product or service.

Section 4: The Marketing Budget Learning Objective 2.4.1: Hypothesize categories of costs

Marketing plan does not hypothesize, hypothesizes categories of costs of marketing fewer than three, or unclearly and/or insufficiently hypothesizes

Marketing plan clearly and sufficiently hypothesizes categories of costs of marketing at least three promotional strategies.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following:

of marketing promotional strategies.

categories of cost of marketing three promotional strategies. Marketing plan does not clearly and sufficiently cover the categories of costs/expenses.

Marketing plan clearly and sufficiently covers the categories of costs/expenses.

Marketing plan hypothesizes a strategy for determining a marketing budget for the product or service discussed and includes a rationale for the strategy.

Learning Objective 2.4.2: Analyze impact of current trends on marketing budgets.

Marketing plan does not analyze or analyzes fewer than two current trends that are impacting marketing budgets within the healthcare business unit of focus. Marketing plan analysis does not provide or provides an insufficient rationale for the influence of these trends on marketing budgets.

Marketing plan analyzes at least two current trends that are impacting marketing budgets within healthcare business unit of focus. Marketing plan analysis provides a sufficient rationale for the influence of these trends on marketing budgets.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan analysis includes more than two current trends that are impacting marketing budgets within the healthcare business unit of focus.

Section 5: Evaluation of the Effectiveness of a Marketing Plan Learning Objective 2.5.1: Describe variables in creating an approach for evaluating the effectiveness of a healthcare marketing plan.

Marketing plan does not describe or describes fewer than three variables in creating an approach for evaluating the effectiveness of a healthcare marketing plan. Variables poorly evaluate the effectiveness of a healthcare marketing plan.

Marketing plan describes at least three variables in creating an approach for evaluating the effectiveness of a healthcare marketing plan. Variables accurately evaluate the effectiveness of a healthcare marketing plan.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan includes more than three variables.

Learning Objective 2.5.2: Develop measurements that indicate marketing effectiveness for this product or service.

Marketing plan does not develop, develops fewer than two or unclearly, vaguely or inaccurately develops two specific measurements that indicate marketing effectiveness for the product or service.

Marketing plan clearly and accurately develops at least two specific measurements that indicate marketing effectiveness for the product or service.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan clearly and accurately describes more than three specific measurements that indicate marketing effectiveness for the product or service.

Learning Objective 2.5.3: Compare data sources that can inform outcomes of marketing activities regarding this product or service.

Marketing plan does not compare compares fewer than three data sources that can inform outcomes of marketing activities regarding this product or service. Data sources do not effectively inform outcomes of marketing activities.

Marketing plan compares at least three data sources that can inform outcomes of marketing activities regarding this product or service. Data sources effectively inform outcomes of marketing.

Marketing plan demonstrates the same level of achievement as “Meets,” plus the following: Marketing plan compares more than three data sources.