7-1 Final Project: Strategic Marketing Proposal Assignment
HCM 325 Final Project Guidelines and RubricOverviewThe final project for this course is the creation of a strategic marketing proposal.Developing and implementing a healthcare marketing proposal requires deep alignment with organizational values, systematic inquiry, and applied, strategic thinking. By engaging the steps of the marketing process, you will gain skills and perspectives applicable to a range of healthcare management careers.In this project, you will apply what you have learned about healthcare marketing to a real-world organization of your choice. Specifically, you will identify a product or service for which you will develop a strategic marketing proposal. In your proposal, you must explain the importance of marketing principles as they uniquely apply to your chosen healthcare organization. Additionally, you will engage in the marketing process by establishing objectives, analyzing the market environment, and developing a promotions mix for effectively marketing your product or service.The project is divided into two milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Three and Five. The final submission is due in Module Seven. In this assignment, you will demonstrate your mastery of the following course outcomes: Explain the importance of fundamental marketing principles and processes as they uniquely apply to healthcare organizations Determine relevant marketing objectives and target audiences that support the mission, vision, and values of healthcare organizations Analyze healthcare markets to identify sociocultural characteristics, customer needs, and economic factors that influence demand for health services Develop strategic marketing proposals by applying the marketing mix to support the mission and brand identity of healthcare organizationsPromptYour strategic marketing proposal should address the following critical elements:I. IntroductionA. Provide a detailed profile of your selected organization. What type of organization is it? What is its mission and vision, its service area and locations, and its major products and services?B. Describe your marketing initiative in terms of the specific product or service you have selected. Why is it important to the organization? What are the current issues with the product or service? Why is a marketing initiative needed?C. Explain the relevance of knowing your customers needs for marketing your healthcare product or service. Illustrate your response with specific examples of your primary and secondary customers, as well as their needs, wants, and preferences. D. Clarify the importance of the four Ps of marketing as they apply to your healthcare product or service. Illustrate your response with specific examples of how each is or is not relevant. E. Characterize the relevance of drivers of demand for marketing your healthcare product or service. Illustrate your response with specific examples of factors that drive demand for your product or service. II. Establish the ContextA. 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 AnalysisA. 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 organizations 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 organizations current market position and justify your claims with specific supporting examples. IV. Marketing StrategiesA. Develop a promotions strategy that effectively applies the media mix. Which traditional marketing techniques (e.g., public relations, advertising, sales and sales promotion, direct marketing) do you recommend and why? Defend each of your proposals using specific evidence and principles discussed in the course.B. Analyze the resource requirements. What are the types of resources you would need for your proposed strategies? What are the categories of direct and indirect expenses to consider? C. Propose specific metrics for evaluating the success of your marketing proposals. How would you measure success? What sources of data would you monitor and how would that data be interpreted? V. Conclusions: In closing, defend your overall strategy proposal by illustrating the specific ways in which your recommendations would support the mission, vision, and values of your healthcare organization. MilestonesMilestone One: Draft of IntroductionIn Module Three, you will submit a draft of your introduction. Your introduction will include a profile of the organization, a description of the specific product or service including the marketing opportunity, the needs of the target market, the promotions mix, and an explanation of the drivers of demand. Use the feedback you received on the Module One journal and the Module Two short paper to assist you in developing your introduction. This milestone is graded with the Milestone One Rubric.Milestone Two: Draft of Context and Market AnalysisIn Module Five, you will submit a draft of your context and market analysis. 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 SWOT analysis, assess the competitors in the market, and determine the current market position. This milestone is graded with the Milestone Two Rubric.Final Submission: Strategic Marketing Proposal In Module Seven, you will submit your strategic marketing proposal. It should be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This final submission will be graded using the Final Project Rubric.Final Project RubricGuidelines for Submission: Your proposal should be 810 pages using 12-point Times New Roman font and double-spacing. Any citations should be in APA format.Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) ValueIntroduction: Profile of OrganizationMeets Proficient criteria and balances necessary detail with clear, economical languageProvides a detailed profile of the organization, including its type; mission, vision, and values; its service area and locations; and its major products and servicesProvides a profile of the organization, but fails to fully or accurately define its type; mission, vision, and values; its service area and locations; or its major products and servicesDoes not provide a profile of the organization2Introduction: Marketing InitiativeMeets Proficient criteria and balances necessary detail with clear, economical languageDescribes the marketing initiative, including the product or service; why it is important to the organization; its current issues; and why the initiative is neededDescribes the marketing initiative, but fails to fully or accurately define the product or service; why it is important to the organization; its current issues; or why the initiative is neededDoes not describe the marketing initiative2Introduction: Customer NeedsMeets Proficient criteria and demonstrates nuanced appreciation of the importance of marketing principles and processes within healthcare organizationsExplains the relevance of knowing customer needs for the marketing initiative and illustrates with specific examples of primary and secondary customers, as well as their needs, wants, and preferencesExplains the relevance of knowing customer needs for the marketing initiative, but fails to fully or accurately illustrate with specific examplesof primary and secondary customers or their needs, wants, and preferencesDoes not explain the relevance of knowing customer needs for the marketing initiative7.5Introduction: Four PsMeets Proficient criteria and demonstrates nuanced appreciation of the importance of marketing principles and processes within healthcare organizationsClarifies the importance of the four Ps of marketing as they apply to the healthcare product or service and illustrates each with specific examplesClarifies the importance of the four Ps of marketing as they apply to the healthcare product or service, but fails to fully or accurately illustrate each with specific examplesDoes not clarify the importance of the four Ps of marketing as they apply to the healthcare product or service7.5Introduction: Drivers of DemandMeets Proficient criteria and demonstrates nuanced appreciation of the importance of marketing principles and processes within healthcare organizationsCharacterizes the relevance of drivers of demand for the marketing initiative, and illustrates with specific examples of factors that drive demand for the product or serviceCharacterizes the relevance of drivers of demand for the marketing initiative, but fails to fully or accurately illustrate with specific examples of factors that drive demand for the product or serviceDoes not characterize the relevance of drivers of demand for the marketing initiative7.5Establish the Context: Marketing GoalsMeets Proficient criteria and demonstrates sophisticated ability to determine relevant marketing objectivesSpecifies at least three marketing goals of the initiative that apply best practices and align to the organizational mission and visionSpecifies marketing goals of the initiative, but fails to identify at least three that apply best practices and align to the organizational mission and visionDoes not specify marketing goals of the initiative7.5Establish the Context: Industry SegmentMeets Proficient criteria and demonstrates keen insight into the nature of healthcare marketsAnalyzes 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 factorsAnalyzes 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 factorsDoes not analyze the industry segment for the healthcare product or service6Establish the Context: Target MarketsMeets Proficient criteria and demonstrates sophisticated ability to determine relevant target audiencesIdentifies 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 collectedIdentifies 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 appropriateDoes not identify and describe the target markets7.5Market Analysis: SWOT AnalysisMeets Proficient criteria and demonstrates keen insight into the nature of healthcare marketsConducts a SWOT analysis including at least three items in each categoryConducts a SWOT analysis, but fails to fully or accurately include at least three items in each categoryDoes not conduct a SWOT analysis6Market Analysis: Competitor AssessmentMeets Proficient criteria and demonstrates keen insight into the nature of healthcare marketsIdentifies and assesses at least two competitors using specific supporting examples, including at least three strengths and weaknesses for eachIdentifies competitors, but fails to assess at least two using specific supporting examples, including at least three strengths and weaknesses for eachDoes not identify competitors 6Market Analysis: Market PositionMeets Proficient criteria and demonstrates keen insight into the nature of healthcare marketsDraws informed conclusions about the organizations current market position and justifies all claims with specific supporting examplesDraws conclusions about the organizations current market position, but not all are appropriate or justified with specific supporting examplesDoes not draw conclusions about the organizations current market position6Marketing Strategies: Promotions StrategyMeets Proficient criteria and demonstrates creative or sophisticated ability to develop strategic marketing proposalsDevelops a promotions strategy that effectively applies the media mix, including traditional marketing, and defends each using specific evidence and principles discussed in the courseDevelops a promotions strategy, but fails to effectively apply the media mix or defend each proposal using specific evidence and principles discussed in the courseDoes not develop a promotions strategy7.5Marketing Strategies: Resource RequirementsMeets Proficient criteria and demonstrates creative or sophisticated ability to develop strategic marketing proposalsAnalyzes the resource requirements, including the types of resources and the categories of direct and indirect expenses to be consideredAnalyzes the resource requirements, but fails to fully or accurately include all the types of resources or the categories of direct and indirect expenses to be consideredDoes not analyze the resource requirements7.5Marketing Strategies: Evaluation MetricsMeets Proficient criteria and demonstrates creative or sophisticated ability to develop strategic marketing proposalsProposes specific metrics for evaluating the success of the marketing proposals, including appropriate sources of data and how the data would be interpretedProposes metrics for evaluating the success of the marketing proposals, but not all are specific or reasonable or fails to identify appropriate sources of data or logical methods of interpretationDoes not propose metrics for evaluating the success of the marketing proposals7.5Conclusions Meets Proficient criteria and demonstrates advanced skill in connecting marketing strategies to the mission, vision, and values of healthcare organizationsDefends the overall strategy proposal by illustrating the specific ways in which the recommendations support the mission, vision, and values of the healthcare organizationDefends the overall strategy proposal, but fails to fully or logically illustrate the specific ways in which the recommendations support the mission, vision, and values of the healthcare organizationDoes not defend the overall strategy proposal7.5Articulation of ResponseSubmission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to-read formatSubmission has no major errors related to citations, grammar, spelling, syntax, or organizationSubmission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideasSubmission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas4.5Total 100
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