milestone, due 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.Note that the stakeholders are 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.Prompt: Review the Module Seven resources as well as the activities throughout the course. Pay particular attention to the marketing exercises in which you explored various marketing strategies, as well as the Module Six Worksheet where you considered targeted marketing and communication strategies for a particular healthcare organization.Next, draft a 3- to 5-page paper that addresses the following critical elements:I. Marketing Strategies: In this section of the marketing plan, you will be defending specific marketing strategies and tactics to meet t
ihp_510_final_project_milestone_three_guidelines_and_rubric.pdf
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IHP 510 Final Project Milestone Three Guidelines and Rubric
Marketing and Communication Strategies
Overview: For this milestone, due 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.
Note that the stakeholders are 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.
Prompt: Review the Module Seven resources as well as the activities throughout the course. Pay particular attention to the marketing exercises in which you
explored various marketing strategies, as well as the Module Six Worksheet where you considered targeted marketing and communication strategies for a
particular healthcare organization.
Next, draft a 3- to 5-page paper that addresses the following critical elements:
I.
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. Which strategies have you determined are most effective in meeting your marketing goals?
B. Describe areas of the 4 and 5Ps 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.
C. Describe the target market for your proposed service. What are the geographies, demographics, psychographics, and behaviors of your target
market?
D. Why do you feel the currently used marketing strategies will not meet the needs of the proposed market?
E. How are your proposed marketing strategies appropriate for your identified target market?
F. What ethical criteria guided your selection of the marketing strategies you chose? (Refer back to the frameworks on ethics and ethical decision
making from Module Three.)
II.
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. How will you communicate the marketing plan to internal stakeholders? For example, some internal stakeholders might be employees, doctors,
or administration.
B. How you will share this marketing plan with indirect and direct external stakeholders? For example, some external stakeholders might be
legislators or public health officials.
C. How will these communication strategies effectively drive collaboration and contribute to the effectiveness of the marketing plan?
D. What ethical criteria did you use to guide communication decisions for stakeholders of varying sectors of the population? (Refer back to the
frameworks on ethics and ethical decision making from Module Three.)
Refer to your texts, course resources, and your own research to support your responses. Be sure to incorporate feedback from you instructor on this milestone
into your final submission, due in Module Nine.
Rubric
Guidelines for Submission: This milestone should be submitted as a Word document, 3 to 5 pages in length, double-spaced, using 12-point Times New Roman
font, one-inch margins, and the latest edition of the APA manual for formatting and citations.
Critical Elements
Marketing
Strategies:
Strategies
Marketing
Strategies: Four and
Five Ps
Marketing
Strategies: Target
Market
Proficient (100%)
Selects strategies aligned to
marketing goals
Needs Improvement (75%)
Selects strategies, but alignment
to marketing goals is unclear
Not Evident (0%)
Does not select strategies
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
Describes the target market of
the proposed service, but
description is incomplete or
unclear
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 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
Does not describe areas of the
Four and Five Ps that will be
addressed in the marketing mix
9.5
Does not describe the target
market of the proposed service
9.5
Does not explain why the
currently used marketing
strategies will not meet the
needs of the proposed market
9.5
Does not justify how proposed
marketing strategies are
appropriate for identified target
market
9.5
Does not explain how ethical
criteria were used to guide
selection of strategies
9.5
Describes the target market of
the proposed service
Marketing
Strategies: Currently
Used Strategies
Explains why the currently used
marketing strategies will not
meet the needs of the proposed
market
Marketing
Strategies:
Strategies
Justifies how proposed
marketing strategies are
appropriate for identified target
market
Marketing
Strategies: Ethical
Criteria
Explains how ethical criteria
were used to guide selection of
marketing strategies
Value
9.5
Communication
Strategies: Internal
Stakeholders
Explains how to communicate
the marketing plan to internal
stakeholders
Communication
Strategies: External
Stakeholders
Describes how to share this
marketing plan with direct and
indirect external stakeholders
Communication
Strategies:
Collaboration and
Effectiveness of Plan
Justifies how communication
strategies will effectively drive
collaboration and contribute to
the effectiveness of the
marketing plan
Communication
Strategies: Ethical
Criteria
Explains how the ethical criteria
were used to guide
communication decisions for
stakeholders of varying sectors
of the population
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Articulation of
Response
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
Explains the how the ethical
criteria were used to guide
communication decisions for
stakeholders of varying sectors
of the population
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas
Does not explain how to
communicate the marketing
plan to internal stakeholders
9.5
Does not describe how to share
this plan with external
stakeholders
9.5
Does not justify how
communication strategies will
effectively drive collaboration
and contribute to the
effectiveness of the marketing
plan
Does not explain how the ethical
criteria were used to guide
communication decisions for
stakeholders
9.5
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
5
Total
9.5
100%

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