Ashford 7: Week 6 Final Paper Final Paper Your Final Paper will be a ten- to fifteen-page Marketing Plan (excluding title and reference pages). Required components of your Marketing Plan include: Executive Summary (A summary of the plans highlights and objectives) Market Analysis Organization and Products/Services Overview SWOT Analysis Customers (Customer demographics and needs) Environmental Analysis Macro-environmental factors (how economic, sociological, technological, legal, and political factors may affect the marketing plan.) Micro-environmental factors (how customers, competitors, distribution channels, and suppliers may affect the marketing plan.) Marketing Goals and Strategies (A discussion of overall goals and strategies) Marketing goals (including short-term and long-term goals) Financial goals (including short-term and long-term goals) Marketing mix Monitor and Control Implementation (A discussion of methods of executing, monitoring, and evaluating the plan.) Contingency plan (if any) Writing the Final Paper Must be ten to fifteen double-spaced pages in length and formatted according to APA style as outlined in the approved APA style guide. Must include a cover page that includes: Title of Paper Students name Course name and number Instructors name Date submitted Must include an introductory paragraph with a succinct thesis statement. Must address the topic of the paper with critical thought. Must conclude with a restatement of the thesis and a conclusion paragraph. Must use at least ten scholarly sources that were published within the past five years, including a minimum of three from the Ashford University Library. Must document all sources in APA style as outlined in the Ashford Writing Center. Must include, on the final page, a Reference Page that is formatted according to APA style as outlined in the Ashford Writing Center. Carefully review the Grading Rubric for the criteria that will be used to evaluate your assignment. Total Possible Score: 26.00 Executive Summary Total: 4.00 Distinguished Executive summary is logically organized with a well-written synopsis of the highlights and objectives for the creation of a sustainable marketing strategy for the healthcare organization. Proficient Executive summary is organized with a synopsis of the highlights and objectives for the creation of a sustainable marketing strategy for the healthcare organization. Some relevant information may be missing. Basic Executive summary is somewhat organized with a minimal synopsis of the highlights and objectives for the creation of a sustainable marketing strategy for the healthcare organization. Many relevant details are missing. Below Expectations The executive summary has little structure and shows minimal focus on a marketing plan. Non-Performance The executive summary is either nonexistent or lacks the components described in the assignment instructions. Market Analysis Total: 4.00 Distinguished Provides a detailed analysis of the organizations strengths and weaknesses based on the SWOT analysis, areas of specialization in products and services, and population survey of healthcare concerns. Proficient Provides an analysis of the organizations strengths and weaknesses based on the SWOT analysis, areas of specialization in products and services, and population survey of healthcare concerns. Some relevant details may be missing. Basic Provides a limited analysis of the organizations strengths and weaknesses based on the SWOT analysis, areas of specialization in products and services, and population survey of healthcare concerns. Many relevant details may be missing. Below Expectations Attempts to provide an analysis of the organizations competitive standing based on SWOT analysis, competitor profiles, and community demographics. The analysis is incomplete and/or inaccurate. Non-Performance The market analysis is either nonexistent or lacks the components described in the assignment instructions. Environmental Analysis Total: 4.00 Distinguished Provides a detailed analysis of the macro- and micro-environmental factors associated with the behavior of consumers and how this data affects the marketing plan. Proficient Provides an analysis of the macro- and micro-environmental factors associated with the behavior of consumers and how this data affects the marketing plan. Some relevant details are missing. Basic Provides a limited analysis of the macro- and micro-environmental factors associated with the behavior of consumers and how this data affects the marketing plan. Many relevant details are missing. Below Expectations Attempts to provide an analysis of the macro- and micro-environmental factors of economics and competitor strategies related to healthcare organizations. Details are not relevant and/or related. Non-Performance The environmental analysis is either nonexistent or lacks the components described in the assignment instructions. Marketing Goals and Strategies Total: 4.00 Distinguished Provides a thorough description of the research and findings related to establishing marketing goals. Provides comprehensive long- and short-term strategies to meet marketing goals. Proficient Provides a description of the research and findings related to establishing marketing goals. Provides some long- and short-term strategies to meet marketing goals. Basic Provides a minimal description of the research and findings related to establishing marketing goals. Provides some long- and short-term strategies to meet marketing goals, though they may be underdeveloped. Below Expectations Attempts to provide a description of the research and findings related to establishing marketing goals; however, the description is significantly underdeveloped and/or contains incorrect information. Non-Performance The marketing goals and strategies are either nonexistent or lacks the components described in the assignment instructions. Monitor and Control Total: 4.00 Distinguished Excellent analysis of the tools required for the implementation, monitoring and evaluation of the marketing plan. All stakeholders are represented in the ongoing evaluations. Proficient Provides a sufficient analysis of the tools required for the implementation, monitoring and evaluation of the marketing plan. Some stakeholders are represented in the ongoing evaluations. Basic Provides a minimal analysis of the tools required for the implementation, monitoring and evaluation of the marketing plan; many relevant details are missing. Many stakeholders are not represented in the ongoing evaluations. Below Expectations Attempts to provide an analysis of the tools required for the implementation, monitoring and evaluation of the marketing plan; however, the analysis is incomplete and/or inaccurate. Stakeholders may not be represented in the ongoing evaluations. Non-Performance The monitor and control analysis is either nonexistent or lacks the components described in the assignment instructions. Critical Thinking: Influence of Context and Assumptions Total: 1.30 Distinguished Clearly evaluates own and others assumptions and carefully determines the relevance of contexts when presenting a position. Proficient Determines own and others assumptions and clearly identifies the relevance of contexts when presenting a position. Basic Determines some assumptions and identifies on a basic level the importance of contexts when presenting a position. Below Expectations Recognizes some assumptions, although such recognition may be incomplete. May inadequately identify the importance of conte
xts when presenting a position. Non-Performance The assignment is either nonexistent or lacks the components described in the instructions. Applied Ethics: Understanding Different Ethical Perspectives/Concepts Total: 1.30 Distinguished States and describes the theory and accurately explains the details of the theory used. Proficient States and describes the major theory and attempts to explain the details of the theory, but has some inaccuracies. Basic States and describes the major theory she/he uses. Below Expectations Only states the major theory she/he uses. Non-Performance The assignment is either nonexistent or lacks the components described in the instructions. Written Communication: Control of Syntax and Mechanics Total: 0.85 Distinguished Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors, and is very easy to understand. Proficient Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors, and is mostly easy to understand. Basic Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors, which may slightly distract the reader. Below Expectations Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors, which distract the reader. Non-Performance The assignment is either nonexistent or lacks the components described in the instructions. APA Formatting Total: 0.85 Distinguished Accurately uses APA formatting consistently throughout the paper, title page, and reference page. Proficient Exhibits APA formatting throughout the paper. However, layout contains a few minor errors. Basic Exhibits basic knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements. Below Expectations Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA. Non-Performance The assignment is either nonexistent or lacks the components described in the instructions. Page Requirement Total: 0.85 Distinguished The paper meets the specific page requirement stipulated in the assignment description. Proficient The paper closely meets the page requirement stipulated in the assignment description. Basic The paper meets over half of the page requirement stipulated in the assignment description. Below Expectations A fraction of the page requirement is completed. Non-Performance The assignment is either nonexistent or lacks the components described in the instructions. Resource Requirement Total: 0.85 Distinguished Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment. Proficient Uses required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment. Basic Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly. Below Expectations Uses inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly. Non-Performance The assignment is either nonexistent or lacks the components described in the instructions. Course Home Course Materials Required Text llestad, S. & Berkowitz, E. (2004). Heath care market strategy: From planning to action (3rd ed). Sudbury, MA: Jones and Bartlett. Required Resources Article American Hospital Association. (2012). Key issues. Retrieved from http://www.aha.org/aha/issues/index.html Multimedia Kmccoypbo. (2009, June 26). Why your healthcare practice needs a marketing plan. [Video file]. Retrieved from http://www.youtube.com/watch?v=KclSAM7U76I Website HealthCare.gov. ( http://www.healthcare.gov/) Recommended Resources Articles Alkhateeb, F. M., Clauson, K. A., Khanfar, N. M., & Latif, D. A. (2008). Legal and regulatory risk associated with Web 2.0 adoption by pharmaceutical companies. Journal of Medical Marketing, 8(4), 311-318. Retrieved from the ProQuest database. Daniel, K. L., Bernhardt, J. M., & Eroglu, D. (2009). Social marketing and health communication: From people to places. American Journal of Public Health, 99(12), 2120-2122. Retrieved from the ProQuest database. Davis, J. A., Marino, L. D., & Davis, L. (2007). Senior services: Exploring nursing home services for community-based senior. International Journal of Pharmaceutical and Healthcare Marketing, 1(1), 304-317. Retrieved from the ProQuest database. Dubey, R., & Dubey, J. (2009). Pharmaceutical product differentiation: A strategy for strengthening product pipeline and life cycle management. Journal of Medical Marketing, 9(2), 104-118. Retrieved from the proQuest database. Hanna, G. (2006). Focus on creativity and aging in the United States. Generations, 30(1), 47-49. Retrieved from the ProQuest database. Jung, M. L., & Berthon, P. (2009). Fulfilling the promise: A model for delivering successful online health care. Journal of Healthcare Management, 9(3), 243-254. Retrieved from the ProQuest database. Kash, B. A., Boyer, G. J., & Beathard, P. K. (2008). Advertising expenditures in the nursing home sector: Evaluating the need for and purpose of advertising. Journal of Healthcare Management, 53(4), 242-256. Retrieved from the ProQuest database. Lindrooth, R. C. (2008). Research on the hospital market: Recent advances and continuing data needs. Inquire-Excellus Health Plan, 45(1), 19-29. Retrieved from the ProQuest database. Nussbaum, A. K. (2009). Ethical corporate social responsibility (CSR) and the pharmaceutical industry: A happy couple? Journal of Medical Marketing, 9(1), 67-76. Retrieved from the ProQuest database. Patterson, L. (2007). Taking on the metrics challenge. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 270-276. Retrieved from the ProQuest database. Rao, S. K. (2009). A new paradigm for developing bio/pharmaceutical positioning strategy. Journal of Medical Marketing, 9(1), 29-39. Retrieved from the ProQuest database. Rooney, K. (2009). Consumer-driven healthcare marketing: Using the web to get up close and personal. Journal of Healthcare Management, 54(4), 241-251. Retrieved from the ProQuest database. Steoger. N. J., & Balog, A. (2010). Realizing patient-centered care: Putting patients in the center, not the middle. Frontiers of Health Services Management, 26(4), 15-25. Retrieved from the proQuest database. Stewart, D. W. (2006). Putting financial discipline in marketing: A call to action. Corporate Finance Review, 11(2), 14-21. Retrieved from the ProQuest database. Thomas, M. (2000). Marketing performance measurement: Directions for development. Journal of Targeting, Measurement and Analysis for Marketing, 9(1), 70-91. Retrieved from the ProQuest database. Yang, W. (2010). Relationships among internal marketing perceptions, organizational support, job satisfaction and role behavior in healthcare organizations. International Journal of Management, 27(2), 241-251. Retrieved from the ProQuest database.