Analyze internal and external market factors that impact marketing decisions and strategies in a healthcare setting

Assignment:IHP 510 Final Project Guidelines
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Assignment:IHP 510 Final Project Guidelines

Assignment:IHP 510 Final Project Guidelines

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. 1 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] 2 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. [IHP510-05] D. Explain the how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population. [IHP-51002] 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. 3 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 One Two Three Deliverable Module Due Three Grading Graded separately; Final Project Milestone One Rubric Five Graded separately; Final Project Milestone Two Rubric Marketing and Communication Strategies Seven Graded separately; Final Project Milestone Three Rubric Final Submission: Marketing and Communication Plan Nine Graded separately; Final Project Rubric Introduction Market Analysis 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 Introduction: Mission, Vision, and Goals [IHP-510-03] Introduction: State of the Service [IHP-510-01] Exemplary (100%) Meets all “proficient” criteria plus description provides insight into the mission, vision, and goals of the organization Meets all “proficient” criteria plus description demonstrates a nuanced understanding of the current state of the service and the marketing framework Proficient (90%) Describes the mission, vision, and strategic goals of the organization Describes the current state of the service using the marketing framework 4 Needs Improvement (70%) Describes the mission, vision, and strategic goals of the organization in a way that is incomplete or unclear Describes the current state of the service using the marketing framework, but response is unclear or incomplete, or framework is applied inaccurately Not Evident (0%) Does not describe the mission, vision, or strategic goals of the organization Value 3.1 Does not describe the current state of the service using the marketing framework 3.8 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 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 Meets all “proficient” criteria plus the description demonstrates deep understanding of the multiple layers of the target market Meets all “proficient” criteria plus analysis demonstrates nuanced knowledge of market factors Evaluates how the current state of services aligns with the mission statement, vision statement, and goals of the organization 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 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 Introduction: Target Market [IHP-510-04] Situational Analysis: Market Factors [IHP-510-01] Describes the current target market this service focuses on, including geographies, demographics, psychographics, and behaviors Analyzes the internal and external market factors impacting the healthcare organization 5 Describes the stakeholders of the organization using the healthcare marketing framework in a manner that is unclear, incomplete, or inaccurate 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 Describes the current target market this service focuses on, but explanation is incomplete or unclear Does not describe the stakeholders of the organization using the healthcare marketing framework 3.8 Does not evaluate how the current state of services aligns with the mission statement, vision statement, and goals of the organization 3.1 Does not describe the current target market this service focuses on 4.75 Analyzes the internal and external market factors impacting the healthcare organization, but analysis is incomplete or unclear 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 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 analyze the internal and external market factors impacting the healthcare organization 3.8 Does not propose a service to market for this organization 3.2 Does not develop a marketing goal for the proposed service 3.2 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 Meets all “proficient” criteria plus analysis demonstrates keen insight into the competition of the specific service Meets all “proficient” criteria plus evaluation demonstrates nuanced understanding of ethical criteria Justifies the alignment of the marketing goal to the mission, vision, and strategic goals of the organization Marketing Strategies: Strategies [IHP-510-03] Marketing Strategies: Four and Five Ps [IHP-510-01] Meets all “proficient” criteria plus alignments described are more complex Selects strategies aligned to marketing goals 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 Marketing Strategies: Target Market [IHP-510-04] Meets all “proficient” criteria plus description demonstrates complex understanding of the elements specific to the target market Meets all “proficient” criteria plus the explanation demonstrates nuanced understanding of the needs of the proposed market Describes the target market of the proposed service Situational Analysis: Competition [IHP-510-01] Situational Analysis: Ethical Criteria [IHP-510-02] Marketing Strategies: Currently Used Strategies [IHP-510-04] Analyzes the competition for the proposed service Evaluates how current marketing strategies adhere to industry ethical criteria Explains why the currently used marketing strategies will not meet the needs of the proposed market 6 Justifies the alignment of the marketing goal to the mission, vision, and strategic goals of the organization, but response is incomplete or unclear Analyzes the competition for the proposed service, but with gaps in detail, clarity, or accuracy Evaluates how current marketing strategies adhere to industry ethical criteria, but with gaps in detail, clarity, or accuracy Selects strategies, but alignment to marketing goals is unclear Does not justify the alignment of the marketing goal to the mission, vision, and strategic goals of the organization 3.2 Does not analyze the competition for the proposed service 3.8 Does not evaluate how current marketing strategies adhere to industry ethical criteria 6.3 Does not select strategies 3.2 Describes areas of the Four and Five Ps that will be addressed in the marketing mix, but descriptions are incomplete, unclear, or illogical Describes the target market of the proposed service, but description is incomplete or unclear Does not describe areas of the Four and Five Ps that will be addressed in the marketing mix 3.8 Does not describe the target market of the proposed service 4.75 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 Marketing Strategies: Justify Strategies [IHP-510-04] Marketing Strategies: Ethical Criteria [IHP-510-02] Communication Strategies: Internal Stakeholders [IHP-510-05] Communication Strategies: External Stakeholders [IHP-510-05] Communication Strategies: Collaboration and Effectiveness of Plan [IHP-510-05] Communication Strategies: Ethical Criteria [IHP-510-02] Meets all “proficient” criteria plus justifications used demonstrate nuanced understanding of how to apply strategies to proposed market Meets all “proficient” criteria plus explanation demonstrates nuanced application of complex ethical criteria Meets all “proficient” criteria plus explanation demonstrates deep understanding of nuanced needs of internal stakeholders Meets all “proficient” criteria plus description demonstrates deep understanding of nuanced needs of external stakeholders Justifies how proposed marketing strategies are appropriate for identified target market Meets all “proficient” criteria plus response demonstrates keen insight into the way communication strategies contribute to the overall effectiveness of the marketing plan Meets all “proficient” criteria plus explanation demonstrates deep understanding of nuanced decisions to communicate with stakeholders Justifies how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan Explains how ethical criteria were used to guide selection of marketing strategies Explains how to communicate the marketing plan to internal stakeholders Describes how to share this marketing plan with direct and indirect external stakeholders Explains how the ethical criteria were used to guide communication decisions for stakeholders of varying sectors of the population 7 Justifies how proposed marketing strategies are appropriate for identified target market, but response is incomplete, unclear, or illogical Explains how ethical criteria were used to guide selection of marketing strategies in manner that is incomplete or unclear Explains how to communicate the marketing plan to internal stakeholders, but plan is incomplete or unclear Describes how to share this marketing plan with direct and indirect external stakeholders, but description is incomplete or unclear 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 proposed marketing strategies are appropriate for identified target market 4.75 Does not explain how ethical criteria were used to guide selection of strategies 6.3 Does not explain how to communicate the marketing plan to internal stakeholders 6.3 Does not describe how to share this plan with external stakeholders 6.3 Does not justify how communication strategies will effectively drive collaboration and contribute to the effectiveness of the marketing plan 6.4 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 stakehol …
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ADDITIONAL INSTRUCTIONS FOR THE CLASS

Discussion Questions (DQ)

Initial responses to the DQ should address all components of the questions asked, include a minimum of one scholarly source, and be at least 250 words.
Successful responses are substantive (i.e., add something new to the discussion, engage others in the discussion, well-developed idea) and include at least one scholarly source.
One or two sentence responses, simple statements of agreement or “good post,” and responses that are off-topic will not count as substantive. Substantive responses should be at least 150 words.
I encourage you to incorporate the readings from the week (as applicable) into your responses.
Weekly Participation

Your initial responses to the mandatory DQ do not count toward participation and are graded separately.
In addition to the DQ responses, you must post at least one reply to peers (or me) on three separate days, for a total of three replies.
Participation posts do not require a scholarly source/citation (unless you cite someone else’s work).
Part of your weekly participation includes viewing the weekly announcement and attesting to watching it in the comments. These announcements are made to ensure you understand everything that is due during the week.
APA Format and Writing Quality

Familiarize yourself with APA format and practice using it correctly. It is used for most writing assignments for your degree. Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for APA paper templates, citation examples, tips, etc. Points will be deducted for poor use of APA format or absence of APA format (if required).
Cite all sources of information! When in doubt, cite the source. Paraphrasing also requires a citation.
I highly recommend using the APA Publication Manual, 6th edition.
Use of Direct Quotes

I discourage overutilization of direct quotes in DQs and assignments at the Masters’ level and deduct points accordingly.
As Masters’ level students, it is important that you be able to critically analyze and interpret information from journal articles and other resources. Simply restating someone else’s words does not demonstrate an understanding of the content or critical analysis of the content.
It is best to paraphrase content and cite your source.
LopesWrite Policy

For assignments that need to be submitted to LopesWrite, please be sure you have received your report and Similarity Index (SI) percentage BEFORE you do a “final submit” to me.
Once you have received your report, please review it. This report will show you grammatical, punctuation, and spelling errors that can easily be fixed. Take the extra few minutes to review instead of getting counted off for these mistakes.
Review your similarities. Did you forget to cite something? Did you not paraphrase well enough? Is your paper made up of someone else’s thoughts more than your own?
Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for tips on improving your paper and SI score.
Late Policy

The university’s policy on late assignments is 10% penalty PER DAY LATE. This also applies to late DQ replies.
Please communicate with me if you anticipate having to submit an assignment late. I am happy to be flexible, with advance notice. We may be able to work out an extension based on extenuating circumstances.
If you do not communicate with me before submitting an assignment late, the GCU late policy will be in effect.
I do not accept assignments that are two or more weeks late unless we have worked out an extension.
As per policy, no assignments are accepted after the last day of class. Any assignment submitted after midnight on the last day of class will not be accepted for grading.
Communication

Communication is so very important. There are multiple ways to communicate with me: Questions to Instructor Forum: This is a great place to ask course content or assignment questions. If you have a question, there is a good chance one of your peers does as well. This is a public forum for the class.
Individual Forum: This is a private forum to ask me questions or send me messages. This will be checked at least once every 24 hours.

Assignment:IHP 510 Final Project Guidelines