Final Compilation
Submit your final healthcare marketing and communication plan. 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.
1. Final Rubric and overall directions attached
2. Bellevue Hospital And The Heart Health Services is main paper
3. Beleville paper..needs to be added/merged to Bellevue hospital paper at the end
4. Adjustment / corrections need to made and are listed in “Things to be fixed” doc
Please review rubric to make sure all things are covered
Running Head: BELLEVUE HOSPITAL AND THE HEART HEALTH SERVICES 1
BELLEVUE HOSPITAL AND THE HEART HEALTH SERVICES 7
Bellevue Hospital And The Heart Health Services
Southern New Hampshire University
December 1, 2019
Introduction of Bellevue hospital and the heart health service
Bellevue Hospital is the oldest public hospital in the USA and boasts having the most effective staff in line with the goals of the hospital in caregiving. Located at 462 First Avenue in the Kip bay of Manhattan in New York City. Currently, it serves an average of 460000 outpatients and has grown to be one of the most efficient hospitals in New York City. The heart health service is housed in the cardiology, and cardiothoracic surgery department which is world-renowned and the heart health program is among the few departments in the world and has a state of the art labs and have “our door to STEMI” produces better services beyond the average (Root, Schonfeld, Williams, & Poppers, 2017).
Mission, vision and strategic goal of the organization
The mission of the hospital is to provide the highest quality of care to all the needy people in New York and all over the world with honesty, integrity, and dignity even if the patient is not in a position to pay for the service that has been provided to them. The vision of the hospital is to be among the top ten hospitals in the country as far as the provision of quality service is concerned. Further, the hospital has a strategic goal of making the hospital the most popular in terms of compliance and service delivery so that all the people would work better at all times without any failure (Bellevue, 2016). Another strategic goal is improving communication so that the service delivery can be first, efficient and up to date.
The current state of the service using the marketing framework
The current state of the service is that it has invested in technology to serve the goals and ambitions of the hospital. It has incorporated technology to come up with the state of the art lab where people all over the country can be served. It is one of the hospitals where open-heart surgery is performed. Since the need of the hospital is to be the go-to place, it has ensured that the appropriate technology, leadership, and correct values to ensure that the correct virtues of the hospitals are maintained for better service delivery.
Stakeholders of the organization using the marketing framework
The Bellevue hospital has several stakeholders who interact in a very effective way to maintain the business in the hospital. The first stakeholders are the patients who pay for the services and the physicians who work around the clock to ensure that the patients always get what they pay for. The government is yet another stakeholder mainly mandated to monitor and ensure that the organization operates within the dictates of the law. Insurance companies and pharmaceutical companies all work together to ensure that the goals of the organization achieve the targets.
How the current state of the service aligns with the mission, vision and strategic goals?
The current state of the heart health service is perfectly aligned to the mission, vision and strategic goal because the organization has maintained three important concepts in its operation. The first concept is innovativeness and application of technology to provide better services to the population. Secondly it applies strong leadership which ensures that staff is well trained to partake the duties that are assigned to them. In the long run, the goal of serving the people with dignity will be achieved because of the way the leadership handles the entries and trains the physicians will achieve good results. Being in line with the strategic goals and being top ten hospitals in the application of technology in service delivery (Root, Schonfeld, Williams, & Poppers, 2017).
The target population of the heart health service by Bellevue hospital is a range of all people from different geographies in the world but mostly in New York. Special consideration is however given to some categories of people like the LGBTQ youths who are prone to the depressing issues causing heart disease. The older people also receive special consideration and can lead to better treatment. In a nutshell, the Bellevue heart health program targets both the young and the old and serves with dignity because today’s diets have been affected by junk and lifestyle diseases are prone to all the people.
Competition for the services.
Competition in most of the hospitals has been seen to be beneficial to the individual by offering the people the service that they deserve. Some people claim the competition may make the services that are offered to change in terms of efficiency. Other claim competition helps to work for the betterment of the country’s economy, it improves the level of innovativeness as well as bring the most reasonable prices for the services that are offered. Some argue that competition will lower the quality of the services that are offered since the hospital will always be aiming at increasing the profits.
The government will, therefore, need to work on the levels of competition so that it can help to protect the healthcare industry before the services are jeopardized. There are supposed to be strict measured that are put in place so that the hospital can adhere to them as they offer the services and in their daily activities. Competitions will impact the health care practitioners in the ways they are creative and press them to come up with alternative means of treatments that are more effective to the patients.
The current marketing strategies
For this program, there is not any good that is currently used for the involved marketing strategies since it does not exist. The program is termed as an extension of the MITI program that has been using different targeted marketing like patients with diabetes. The marketing technique, as well as the strategies, are very different for it, because of that reason, then the technique and the program are not going to work for the cases of obesity/ weight management program. The other reason is that the target geography and the demographic are very different.
Appropriateness of the marketing for the target market.
The different marketing strategies that are used for the program is because they target different areas and the demographic is also a different one for the target market. There are different social media platforms that are used and they have different numbers of users depending on which they prefer using most. These number keeps on changing each and every day. Some research shows social media is not going anywhere and that is the reason why we have to take advantage of social media for health care in marketing (Anticoli, 2018).
People use social media for emotional support, encouragement, support, emotional comparison and well as for gaining information. This has been therefore made, the social media platform good for the marketing activities and hence it is termed as the best proposed programs.
Ethical criteria
The people who do the health care marking in many time they make the decisions that are full of fairness and they play a very fundamental role in influencing the ways the stakeholders and the employers who are the internal, as well as the public termed as the external, are treated (Cellucci, Wiggins & Farnsworth, 2014). The main role and purpose of the American college of health executive code of ethics are to make sure they serve and also guide the conduct that helps to improve the quality of the entire health care and the healthcare industry at large.
This has been working through the process of putting the emphasis on the importance of the mission that they have and the ways it should be carried out in the right ways. In order to abide by the set rules that are used in marketing the marketing technique need to be very honest and open. More so, it should be in a position to promote the images of the entire Bellevue hospital. This will serve in giving the patients the chance to make better and well informed decisions and take part in the program.
References
Bellevue, (2016). Community Health Needs Assessment.
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6389
Root, M., Schonfeld, E., Williams, R., & Poppers, D. M. (2017). Single Balloon Enteroscopy: A Diversity of Patients, Diagnoses, and Therapeutics-The Bellevue Hospital Experience (2008-2015): 2791. American Journal of Gastroenterology, 112, S1506.
Anticoli, K. (2018 February 26). Behavioral Health Social Media Marketing- Yes, You Need it. Retrieved on November 17, 2018 from
Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare marketing: A case study approach. Health Administration Press.
Running head: MARKETING STARTEGY1
Running head: MARKETING STARTEGY2
Victoria Cordero
Southern New Hampshire University
December 15, 2019
BELLEVUE HOSPITAL
Marketing Strategy
Bellevue Hospital is among the earliest facilities found in New York and is at the top when it comes to provision of medical services. In the recent times, there is an increased rate of heart diseases which is basically as a result of the life style that that people have adopted in areas that experience health inequalities are very high. Thus, developing suitable marketing strategies is of paramount importance as it facilitates implementation of the organization’s objectives and goals together with the 5s used for marketing (Cellucci, Wiggins, & Farnsworth, 2014). Differentiation of products via a highly divided strategy, makes sure that different stakeholders and groups that have been targeted access the intended information at the right time frame. The goals according to Community Health Needs Assessments (CHNA) is to set Heart Health facilities and put areas meant for advertisement addressing this health issue. (Berkowitz, 2017) Use of word of mouth, commercial Tv ads, social media (Twitter, Facebook, YouTube, among others), cross-promotion having internal business and billboards will assist to modify the information and reach the intended market.
Use of social networking can be very important while targeting those people that have been patients in the hospital network system. They are given an opportunity to conduct a follow up on about the wellbeing and the hospitals further progress and understand the current development plans that hospital has undertaken. They can do this via Facebook, Twitter and YouTube. To implement this, it will be conducted via a short video clip which will then be presented to the viewers and explained MITI programs coordinator (Bellevue Hospital, 2017-b). this will also issue relevant information on the process of enrollment together with double-enrollment procedure into this program. This is likely to raise the participation for all the programs which in return will raise the health condition of the patient and fetch more revenue to the hospital.
Ethical Criteria
This marking strategy aligns with the necessary ethical criteria, such as; when conducting the CHNA (Community Health Needs Assessment data was collected (NYC Health+ Hospitals |Bellevue, 2016). The institution collected information on health issues and peoples that are entitled to Medicaid, Medicare, and those who are not insured with any particular issue appertaining health. The data have to gathered according to the terms of Affordable Care Act (ACA) after three years since the institution is designated to IRS-501© (3).
Alignment of the Marketing Goal
The goal of this marketing strategy aligns with the Hospitals vision, mission and strategic plans as it depicts providing care of the highest quality and standards to all the persons living in the area. It ascertains that all patients are embraced and treated with dignity and kindness.
while their families are in the care of this organization. In addition to keeping cost down and serving the community and increase the successes.
Competition
When we reflect to competition of this proposed program is very minimal, since this hospital is a a member of NYC health -hospitals program, it acts in partnership with other hospitals which gives it very little competition in the land. The worst competition would result if the hospital goes ahead to compete with other institutions outside its boundaries like the Mayo Clinic situated in Minnesota. This facility has advanced in that it is able to link its patients to emergency clinical professionals using a number of methods. It is possible for these trained staff to reach out for patients, conduct tests, and provide treatment and support and necessary information to the people as another way of providing Medicare to the rural people via rural clinics (Mayo Clinic Health System, 2018). They are able to access each other using devises that are portable and other important technologies. The used signals are confidential protecting the communication thus it’s a method that is very private and meets the conditions for the Health Insurance Portability and Accountability Act (HIPAA) privacy statutes (American Marketing Association, 2017).
Communication is very important when an institution is trying to set and achieve its goals. For these strategies to be realized, it will be essential to develop good communication skills between the developer, internal and external stakeholders. To achieve internal communication the company should reward, train, recruit and motivate its members towards providing very suitable more effective and satisfying services. This will help to produce and maintain a motivated workforce. It improves the relationships between the people and the organization and produces satisfying results to the people. External communication is important for strengthening the relationship between the hospital and external environment on which the hospital is built.it lays its emphasis on physician relationship, patients’ relationship, the public or the community relationship, conducting activities that aim at improving the conditions of the community. This is very essential as the hospital is built on the fabric of the society in which it is set. If they are unable to develop good relations with the external stakeholders it will become difficult for the to operate and achieve the target goals.
REFERENCES
Austin, E. W., & Pinkleton, B. E. (2015). Strategic public relations management: Planning and managing effective communication campaigns. Routledge.
Hat, H., & be Worn, S. B. M. (2014). BOARD OF HEALTH MEETING 9: 30 am–11: 00 am Hastings & Prince Edward Counties Health Unit Main Office-179 North Park St., Belleville Instruction Rooms 1 & 4.
Meier, D. E., & Beresford, L. (2007). Hospitals and hospices partner to extend the continuum of palliative care. Journal of palliative medicine, 10(6), 1231-1235.
Nash, D. B., Fabius, R. J., Skoufalos, A., & Clarke, J. L. (2015). Population health. Jones & Bartlett Publishers.
Introduction
Describes the stakeholders of the organization using the healthcare marketing framework in a manner that is unclear, incomplete, or inaccurate
Describes the current target market this service focuses on, but explanation is incomplete or unclear
Section 2 (pages 4 to 6)
Develops a marketing goal for the proposed service, applying the SMART goal framework, but goal is incomplete or unclear, or framework is applied inaccurately
Analyzes the competition for the proposed service, but with gaps in detail, clarity, or accuracy
(Belelville3 doc) – This paper should be added to the end of main paper
Describes areas of the Four and Five Ps that will be addressed in the marketing mix, but descriptions are incomplete, unclear, or illogical
Explains why the currently used marketing strategies will not meet the needs of the proposed market, but explanation is incomplete, unclear, or illogical
Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan, but response is incomplete, unclear, or illogical
1
IHP 510 Final Project Guidelines and Rubric
Overview
Healthcare marketing is a multidisciplinary area of public health practice. This approach draws from traditional marketing theories and principles, adding
evidence-based strategies focused on prevention, intervention, and health promotion. It involves the creation, communication, and delivery of health
information to diverse populations. As a healthcare professional, you will be asked to participate in the marketing process, and, as you will learn throughout the
course, there are various elements of a healthcare marketing plan.
The final project for this course is the creation of a marketing and communication plan. The final product represents an authentic demonstration of competency
because when working in a management position at a healthcare organization, you could be involved in selecting or creating a healthcare marketing plan. The
project is divided into three 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, Five, and Seven. The final product will be submitted in Module Nine.
In this assignment, you will demonstrate your mastery of the following course outcomes:
IHP-510-01: Analyze internal and external market factors that impact marketing decisions and strategies in a healthcare setting
IHP-510-02: Evaluate ethical issues considered when creating a healthcare marketing plan for alignment with industry criteria
IHP-510-03: Apply fundamental principles of strategic marketing to healthcare organization strategic planning that align to organizational mission and
goals
IHP-510-04: Evaluate strategic marketing methods used in a marketing plan for their potential to reach specific healthcare audience demographics
IHP-510-05: Recommend communication strategies for effectively collaborating with internal and external stakeholders in the implementation of
marketing plans
Prompt
For the final project, you will develop a marketing and communication plan for Bellevue Hospital. In your plan, you will analyze the healthcare organization,
propose a new service, and develop marketing strategies for this proposed service and identified target market. In addition, you will develop strategies to
effectively communicate your marketing plan to the internal and external stakeholders, to drive collaboration in the implementation of the plan.
To begin, you will review NYC Health + Hospitals/Bellevue. You will use this organization as the base of your final project. Then, review the Bellevue Community
Needs Assessment (2016). This needs assessment will inform decisions you make in your marketing and communication plan around the service you propose,
your target market, and the marketing strategies you develop.
http://www.nychealthandhospitals.org/bellevue/health-care-services/
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6389
https://learn.snhu.edu/d2l/lor/viewer/view.d2l?ou=6606&loIdentId=6389
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Resource:
Bellevue. (2016). Community health needs assessment. New York City Health and Hospitals. Retrieved from
http://www.nychealthandhospitals.org/bellevue/community-health-needs-assessment-report/
Specifically, the following critical elements must be addressed. Most of the critical elements align with a particular course outcome (shown in brackets).
I. Introduction: In this section of the marketing plan, you will be describing the current state of the healthcare organization and selected service.
A. Describe the mission, vision, and strategic goals of the healthcare organization. [IHP-510-03]
B. Describe the current state of the service, using the guidelines of marketing. [IHP-510-01]
C. Describe the stakeholders, using the healthcare marketing guidelines. [IHP-510-01]
D. Evaluate how the current state of the services aligns with the mission statement, vision statement, and goals of the organization. [IHP-510-03]
E. Describe the current target market this service focuses on, including geographies, demographics, psychographics, and behaviors. [IHP-510-04]
II. Situational Analysis: In this section of the marketing plan, you will be conducting a needs analysis to identify and propose a service for the organization.
A. Analyze the internal and external market factors impacting the healthcare organization. [IHP-510-01]
B. Propose a service to market for this organization. Include an explanation as to whether it is addressing an opportunity or weakness from the
market factor analysis. [IHP-510-03]
C. Develop a marketing goal for the proposed service, applying the SMART goal framework. [IHP-510-03]
D. Justify the alignment of the marketing goal to the mission, vision, and strategic goals of the organization. [IHP-510-03]
E. Analyze the competition for the proposed service. [IHP-510-01]
F. Evaluate how the current marketing strategies used by the organization adhere to industry ethical criteria. [IHP-510-02]
III. Marketing Strategies: In this section of the marketing plan, you will be defending specific marketing strategies and tactics to meet the marketing goal of
the proposed service.
A. Select marketing strategies to guide your marketing plan. Be sure that these strategies are aligned to your previously developed marketing goal.
[IHP-510-03]
B. Describe areas of the Four and Five Ps that will be addressed in the marketing mix. For example, one consideration might be how the
organization will be paid for the service and how the service could be impacted by policy and politics. [IHP-510-01]
C. Describe the target market of the proposed service. For example, consider the geographies, demographics, psychographics, and behaviors of
your target market. [IHP-510-04]
D. Explain why the currently used marketing strategies will not meet the needs of the proposed market. [IHP-510-04]
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E. Justify how your proposed marketing strategies are appropriate for your identified target market. [IHP-510-04]
F. Explain how ethical criteria were used to guide your selection of marketing strategies. [IHP-510-02]
IV. Communication Strategies: In this section of the marketing plan, you will explain the communication strategies you will use to involve the internal and
external stakeholders of the healthcare organization that will be impacted by the proposed service. (Note that this is unique from your target market.
These stakeholders are the individuals who will either partner with you to employ the plan or be impacted by the implementation of the plan.)
A. Explain how you will communicate the marketing plan to internal stakeholders. [IHP-510-05]
B. Describe how you will share this marketing plan with indirect and direct external stakeholders. [IHP-510-05]
C. Justify how these communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan. [IHP-
510-05]
D. Explain the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population. [IHP-510-
02]
Milestones
Milestone One: Introduction
In Module Three, you will provide an introduction to the healthcare organization (Bellevue Hospital) that is the basis of your marketing and communication plan.
You will describe the organization’s current services; explain how the organization’s mission, vision, and goals serve its stakeholders; and identify its current
target market. This milestone will be graded with the Final Project Milestone One Rubric.
Milestone Two: Situational Analysis
In Module Five, you will conduct a full situational analysis to identify the internal and external market factors that impact Bellevue Hospital, propose a service to
market for the organization, and generate a marketing goal for this proposed service. This milestone will be graded with the Final Project Milestone Two
Rubric.
Milestone Three: Marketing and Communication Strategies
In Module Seven, you will defend the specific marketing and communication strategies you have come up with to support the service you are proposing for
Bellevue Hospital. In addition, you will explain the communication strategies you will use to involve the internal and external stakeholders of the healthcare
organization that will be impacted by the service you are proposing for the hospital. This milestone will be graded with the Final Project Milestone Three
Rubric.
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Final Submission: Marketing and Communication Plan
In Module Nine, you will submit your final project. 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 submission will be graded with the Final Project Rubric.
Deliverables
Milestone Deliverable Module Due Grading
One Introduction Three Graded separately; Final Project Milestone One Rubric
Two Market Analysis Five Graded separately; Final Project Milestone Two Rubric
Three Marketing and Communication Strategies Seven Graded separately; Final Project Milestone Three Rubric
Final Submission: Marketing and
Communication Plan
Nine Graded separately; Final Project Rubric
Final Project Rubric
Guidelines for Submission: Your analysis paper must be 10 to 15 pages in length (plus a cover page and references) and must be written in APA format. Use
double spacing, 12-point Times New Roman font, and one-inch margins. Include at least 10 peer-reviewed sources that are no more than 5 years old, cited in
APA format.
Critical Elements Exemplary (100%) Proficient (90%) Needs Improvement (70%) Not Evident (0%) Value
Introduction:
Mission, Vision, and
Goals
[IHP-510-03]
Meets all “proficient” criteria
plus description provides insight
into the mission, vision, and
goals of the organization
Describes the mission, vision,
and strategic goals of the
organization
Describes the mission, vision,
and strategic goals of the
organization in a way that is
incomplete or unclear
Does not describe the mission,
vision, or strategic goals of the
organization
3.1
Introduction: State
of the Service
[IHP-510-01]
Meets all “proficient” criteria
plus description demonstrates a
nuanced understanding of the
current state of the service and
the marketing framework
Describes the current state of
the service using the marketing
framework
Describes the current state of
the service using the marketing
framework, but response is
unclear or incomplete, or
framework is applied
inaccurately
Does not describe the current
state of the service using the
marketing framework
3.8
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Introduction:
Stakeholders
[IHP-510-01]
Meets all “proficient” criteria
plus description includes
nuanced insights regarding the
stakeholder
Describes the stakeholders of
the organization using the
healthcare marketing
framework
Describes the stakeholders of
the organization using the
healthcare marketing
framework in a manner that is
unclear, incomplete, or
inaccurate
Does not describe the
stakeholders of the organization
using the healthcare marketing
framework
3.8
Introduction:
Services Align With
Organization
[IHP-510-03]
Meets all “proficient” criteria
plus response includes less
obvious points of alignment on
how the services align with the
mission, vision, and goals of the
organization
Evaluates how the current state
of services aligns with the
mission statement, vision
statement, and goals of the
organization
Evaluates how the current state
of services aligns with the
mission statement, vision
statement, and goals of the
organization, but response is
unclear or incomplete
Does not evaluate how the
current state of services aligns
with the mission statement,
vision statement, and goals of
the organization
3.1
Introduction: Target
Market
[IHP-510-04]
Meets all “proficient” criteria
plus the description
demonstrates deep
understanding of the multiple
layers of the target market
Describes the current target
market this service focuses on,
including geographies,
demographics, psychographics,
and behaviors
Describes the current target
market this service focuses on,
but explanation is incomplete or
unclear
Does not describe the current
target market this service
focuses on
4.75
Situational Analysis:
Market Factors
[IHP-510-01]
Meets all “proficient” criteria
plus analysis demonstrates
nuanced knowledge of market
factors
Analyzes the internal and
external market factors
impacting the healthcare
organization
Analyzes the internal and
external market factors
impacting the healthcare
organization, but analysis is
incomplete or unclear
Does not analyze the internal
and external market factors
impacting the healthcare
organization
3.8
Situational Analysis:
Propose a Service
[IHP-510-03]
Meets all “proficient” criteria
plus explanation demonstrates
nuanced understanding of
relationship between market
factor analysis and proposed
service
Proposes a service to market for
this organization, explaining
whether service is addressing an
opportunity or weakness based
on market factor analysis
Proposes a service to market for
this organization, explaining
whether service is addressing an
opportunity or weakness based
on market factor analysis, but
response has gaps in detail,
clarity, or logic
Does not propose a service to
market for this organization
3.2
Situational Analysis:
Marketing Goal
[IHP-510-03]
Meets all “proficient” criteria
plus the marketing goal
demonstrates keen insight into
the application of the SMART
goal framework
Develops a marketing goal for
the proposed service, applying
the SMART goal framework
Develops a marketing goal for
the proposed service, applying
the SMART goal framework, but
goal is incomplete or unclear, or
framework is applied
inaccurately
Does not develop a marketing
goal for the proposed service
3.2
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Situational Analysis:
Alignment of Goal
[IHP-510-03]
Meets all “proficient” criteria
plus response addresses
complex alignment among goal
and organization’s mission,
vision, and strategic goals
Justifies the alignment of the
marketing goal to the mission,
vision, and strategic goals of the
organization
Justifies the alignment of the
marketing goal to the mission,
vision, and strategic goals of the
organization, but response is
incomplete or unclear
Does not justify the alignment
of the marketing goal to the
mission, vision, and strategic
goals of the organization
3.2
Situational Analysis:
Competition
[IHP-510-01]
Meets all “proficient” criteria
plus analysis demonstrates keen
insight into the competition of
the specific service
Analyzes the competition for
the proposed service
Analyzes the competition for
the proposed service, but with
gaps in detail, clarity, or
accuracy
Does not analyze the
competition for the proposed
service
3.8
Situational Analysis:
Ethical Criteria
[IHP-510-02]
Meets all “proficient” criteria
plus evaluation demonstrates
nuanced understanding of
ethical criteria
Evaluates how current
marketing strategies adhere to
industry ethical criteria
Evaluates how current
marketing strategies adhere to
industry ethical criteria, but
with gaps in detail, clarity, or
accuracy
Does not evaluate how current
marketing strategies adhere to
industry ethical criteria
6.3
Marketing
Strategies:
Strategies
[IHP-510-03]
Meets all “proficient” criteria
plus alignments described are
more complex
Selects strategies aligned to
marketing goals
Selects strategies, but alignment
to marketing goals is unclear
Does not select strategies 3.2
Marketing
Strategies: Four and
Five Ps
[IHP-510-01]
Meets all “proficient” criteria
plus description includes
nuanced application of the Four
and Five Ps
Describes areas of the Four and
Five Ps that will be addressed in
the marketing mix
Describes areas of the Four and
Five Ps that will be addressed in
the marketing mix, but
descriptions are incomplete,
unclear, or illogical
Does not describe areas of the
Four and Five Ps that will be
addressed in the marketing mix
3.8
Marketing
Strategies: Target
Market
[IHP-510-04]
Meets all “proficient” criteria
plus description demonstrates
complex understanding of the
elements specific to the target
market
Describes the target market of
the proposed service
Describes the target market of
the proposed service, but
description is incomplete or
unclear
Does not describe the target
market of the proposed service
4.75
Marketing
Strategies: Currently
Used Strategies
[IHP-510-04]
Meets all “proficient” criteria
plus the explanation
demonstrates nuanced
understanding of the needs of
the proposed market
Explains why the currently used
marketing strategies will not
meet the needs of the proposed
market
Explains why the currently used
marketing strategies will not
meet the needs of the proposed
market, but explanation is
incomplete, unclear, or illogical
Does not explain why the
currently used marketing
strategies will not meet the
needs of the proposed market
4.75
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Marketing
Strategies: Justify
Strategies
[IHP-510-04]
Meets all “proficient” criteria
plus justifications used
demonstrate nuanced
understanding of how to apply
strategies to proposed market
Justifies how proposed
marketing strategies are
appropriate for identified target
market
Justifies how proposed
marketing strategies are
appropriate for identified target
market, but response is
incomplete, unclear, or illogical
Does not justify how proposed
marketing strategies are
appropriate for identified target
market
4.75
Marketing
Strategies: Ethical
Criteria
[IHP-510-02]
Meets all “proficient” criteria
plus explanation demonstrates
nuanced application of complex
ethical criteria
Explains how ethical criteria
were used to guide selection of
marketing strategies
Explains how ethical criteria
were used to guide selection of
marketing strategies in manner
that is incomplete or unclear
Does not explain how ethical
criteria were used to guide
selection of strategies
6.3
Communication
Strategies: Internal
Stakeholders
[IHP-510-05]
Meets all “proficient” criteria
plus explanation demonstrates
deep understanding of nuanced
needs of internal stakeholders
Explains how to communicate
the marketing plan to internal
stakeholders
Explains how to communicate
the marketing plan to internal
stakeholders, but plan is
incomplete or unclear
Does not explain how to
communicate the marketing
plan to internal stakeholders
6.3
Communication
Strategies: External
Stakeholders
[IHP-510-05]
Meets all “proficient” criteria
plus description demonstrates
deep understanding of nuanced
needs of external stakeholders
Describes how to share this
marketing plan with direct and
indirect external stakeholders
Describes how to share this
marketing plan with direct and
indirect external stakeholders,
but description is incomplete or
unclear
Does not describe how to share
this plan with external
stakeholders
6.3
Communication
Strategies:
Collaboration and
Effectiveness of Plan
[IHP-510-05]
Meets all “proficient” criteria
plus response demonstrates
keen insight into the way
communication strategies
contribute to the overall
effectiveness of the marketing
plan
Justifies how communication
strategies will effectively drive
collaboration and contribute to
the effectiveness of the
marketing plan
Justifies how communication
strategies will effectively drive
collaboration and contribute to
the effectiveness of the
marketing plan, but response is
incomplete, unclear, or illogical
Does not justify how
communication strategies will
effectively drive collaboration
and contribute to the
effectiveness of the marketing
plan
6.4
Communication
Strategies: Ethical
Criteria
[IHP-510-02]
Meets all “proficient” criteria
plus explanation demonstrates
deep understanding of nuanced
decisions to communicate with
stakeholders
Explains how the ethical criteria
were used to guide
communication decisions for
stakeholders of varying sectors
of the population
Explains the how the ethical
criteria were used to guide
communication decisions for
stakeholders of varying sectors
of the population
Does not explain how the
ethical criteria were used to
guide communication decisions
for stakeholders
6.4
Victoria Cordero
8
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
5
Total 100%
Victoria Cordero