HCM 325 AMU Health care marketing Mayo Clinic paper
HCM 325 AMU Health care marketing Mayo Clinic paper
CM 325 Milestone One Guidelines and Rubric
Overview: For Milestone One, 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 Module Two short paper to assist you in developing your introduction.
Prompt: Craft an introduction to the organization and product or service that you will promote in your strategic marketing proposal.
Specifically, the following critical elements must be addressed:
I.
Introduction
A. 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 P’s” 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.
Rubric
Guidelines for Submission: Your draft must be submitted as a 2- to 3-page Microsoft Word document with double spacing, 12-point Times New Roman font, oneinch margins, and at least three sources cited in APA format.
Critical Elements
Introduction: Profile of
Organization
Proficient (100%)
Provides a detailed profile of the
organization, including its type;
mission, vision, and values; its
service area and locations; and its
major products and services
Needs Improvement (75%)
Provides 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 services
Not Evident (0%)
Does not provide a profile of the
organization
Value
15
Introduction: Marketing
Initiative
Describes the marketing initiative,
including the product or service;
why it is important to the
organization; its current issues;
and why the initiative is needed
Introduction: Customer
Needs
Explains 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
preferences
Clarifies the importance of the
“four Ps” of marketing as they
apply to the healthcare product
or service and illustrates each
with specific examples
Introduction: “Four P’s”
Introduction: Drivers of
Demand
Characterizes the relevance of
drivers of demand for the
marketing initiative, and
illustrates with specific examples
of factors that drive demand for
the product or service
Articulation of Response
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Describes 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 needed
Explains the relevance of knowing
customer needs for the marketing
initiative, but fails to fully or
accurately illustrate with specific
examples of primary and
secondary customers or their
needs, wants, and preferences
Clarifies 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 examples
Characterizes 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
service
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact readability
and articulation of main ideas
Does not describe the marketing
initiative
15
Does not explain the relevance of
knowing customer needs for the
marketing initiative
20
Does not clarify the importance of
the “four Ps” of marketing as they
apply to the healthcare product
or service
20
Does not characterize the
relevance of drivers of demand
for the marketing initiative
20
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
Total
10
100%
