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COURSE XXX: Title of Course

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Month XX, 202X

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© 2021 Walden University 1

FM002: Marketing Strategies: Evaluate marketing strategies to ensure they enhance the organization’s competitive
position and align with its mission and social responsibility.

Assessment Rubric

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations
Part 1: Kimball Hospital and Tanner Medical Center Merger Report
Learning
Objective 1.1:

Analyze the
potential impacts of
a merger on
hospitals.

Report does not provide or provides
a vague or inaccurate analysis of the
potential impacts of a merger on
hospitals.

Report provides a clear and
accurate analysis of the
potential impacts of a merger
on hospitals.

Report demonstrates the
same level of achievement
as “Meets,” plus the
following:

Report clearly and
accurately describes one
argument in support of
Kimball Hospital assuming
ownership of the
community’s hospital and
one argument in support
of Tanner Medical Center
doing the same.

Learning
Objective 1.2:

Analyze the
potential long-term
risks/impact of
issues (i.e., access,
cost, and quality)
related to mergers
on various
stakeholder groups.

Report does not explain, explains
fewer than four, vaguely or
inaccurately explains at least four
potential long-term risks/impact of a
merger on stakeholders including
such issues as access, cost, quality
and concerns the stakeholder
groups (patients, the public,
physicians, and payers) might have
regarding consolidation.

Report clearly and accurately
explains at least four potential
long-term risks/impact of a
merger on stakeholders
including such issues as
access, cost, quality, and
concerns the stakeholder
groups (patients, the public,
physicians, and payers) might
have regarding consolidation.

Report demonstrates the
same level of achievement
as “Meets,” plus the
following:

Report explains one pro
and one con of the issues
related to the merger from
the perspective of each of
the four stakeholder
groups.

© 2021 Walden University 2

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations
Report explains the potential

risks/impact of a merger on some
but not all issues indicated (access,
cost, quality) and/or it explains the
concerns of some but not all
stakeholders (patients, the public,
physicians, and payers).

Report does not include references
to academic/professional resources,
or the resources are not relevant.

Report includes references to
relevant
academic/professional
resources.

Learning
Objective 1.3:

Justify decisions
related to mergers
using information
about industry
issues and trends.

Report does not provide or provides
a vague or illogical justification of the
decision related to the merger,
and/or the justification does not use
information about industry issues
and trends to inform the justification.

Report provides a clear and
logical justification of the
decision related to the
merger. Report uses relevant
information about industry
issues and trends that inform
the justification.

Report demonstrates the
same level of achievement
as “Meets,” plus the
following:

Report addresses the
alternative perspective in
its justification of the
decision.

Learning
Objective 1.4:

Explain how
mission, vision, and
strategic plan
impacts important
decisions that
affect the

Report does not provide or provides
a vague or illogical explanation of
how the mission, vision, and
strategic plan impacts important
decisions that affect the healthcare
marketplace.

Report provides a clear and
logical explanation of how
mission, vision, and strategic
plan impacts important
decisions that affect the
healthcare marketplace.

Report demonstrates the
same level of achievement
as “Meets,” plus the
following:

Report provides an
example from an authentic
healthcare setting that
illustrates how mission,
vision, and strategic plan

© 2021 Walden University 3

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations
healthcare
marketplace.

impacts important
decisions that affect the
healthcare marketplace.

Learning
Objective 1.5:

Recommend
strategies to
balance
organizational and
community
interests during a
potential merger.

Report does not recommend or
vaguely or inaccurately recommends
strategies to balance organizational
and community interests during a
potential merger.

Or recommendations are illogical or
irrelevant.

Report recommends clear,
accurate, logical, and relevant
strategies to balance
organizational and community
interests during a potential
merger.

Response demonstrates
the same level of
achievement as “Meets,”
plus the following:

Report accurately
describes the respective
interests of the
organization and the
community in relation to
the hospital merger.

Rubric Criteria

Needs Improvement

Meets Expectations

Exceeds Expectations

Part 2: Community Medical Center Presentation
Learning
Objective 2.1:

Apply a SWOT
analysis to an
organization.

Presentation does not apply or
incompletely or inaccurately applies
a SWOT analysis of an
organization’s strengths,
weaknesses, opportunities, and
threats.

Response does not include
references to academic/professional
resources, or the resources are not
relevant.

Presentation effectively and
comprehensively applies a
SWOT analysis of the
organization’s strengths,
weaknesses, opportunities,
and threats.

Response includes
references to relevant
academic/professional
resources.

Presentation demonstrates
the same level of
achievement as “Meets,”
plus the following:

Presentation notes
accurately analyze the
purpose and limitations of a
SWOT analysis.

© 2021 Walden University 4

Learning
Objective 2.2:

Apply a situational
analysis to an
organization.

Presentation does not include or
includes a situational analysis that is
illogical or that omits an overview of
the critical issues facing one of the
stakeholder groups.

Presentation includes a
comprehensive situational
analysis, including an
overview of the most critical
issues CMC faces regarding
physicians, payers, patients,
and public customers.

Presentation demonstrates
the same level of
achievement as “Meets,”
plus the following:

Presentation incorporates
an analysis of key industry
trends and corresponding
impacts on CMC and its
stakeholders.

Learning
Objective 2.3:

Describe a
marketing strategy
for an organization.

Presentation does not offer or offers
a vague or illogical marketing
strategy or offers a marketing
strategy that does not accurately
identify the target market for
increasing services at the
organization.

Or the presentation does not
propose or vaguely proposes how to
effectively reach this market.

Presentation offers a clear
and logical marketing
strategy that accurately
identifies the target market
for increasing services at the
organization as well as
proposes how to effectively
reach this market.

Presentation demonstrates
the same level of
achievement as “Meets,”
plus the following:

Presentation offers more
than one marketing
strategy or targets more
than one market.

Learning
Objective 2.4:

Develop a plan of
marketing
techniques to
promote services to
new and existing
patients.

Presentation does not offer or offers
a vague or inaccurate plan of four
different marketing techniques for
promoting organizational services to
existing and new patients.

Or presentation offers a plan of
fewer than four different marketing
techniques for promoting
organizational services to existing
and new patients.

Presentation offers a clear
and accurate plan of at least
four different marketing
techniques for promoting
organizational services to
existing and new patients.

Presentation demonstrates
the same level of
achievement as “Meets,”
plus the following:

Presentation offers growth
strategies for each of the
four different marketing
techniques.

© 2021 Walden University 5

Rubric Criteria Needs Improvement Meets Expectations Exceeds Expectations

Part 3: Palomar Heart Hospital Report
Learning
Objective 3.1:

Describe marketing
techniques used to
raise the profile of
an organization.

Report does not describe or
describes fewer than two mass-
marketing techniques and/or fewer
than two target-marketing
techniques to raise the community
profile of a healthcare organization
and increase patient volume.

Report includes at least two mass-
marketing techniques and at least
two target-marketing techniques but
the description of each is vague or
inaccurate.

Report does not include references
to academic/professional resources,
or the resources are not relevant.

Report clearly and accurately
describes at least two mass-
marketing techniques and at
least two target-marketing
techniques to raise the
community profile of a
healthcare organization and
increase patient volume.

Report includes references to
relevant
academic/professional
resources.

Report demonstrates the
same level of achievement
as “Meets,” plus the
following:

Report identifies an
additional relevant mass-
marketing and target-
market technique.

Learning
Objective 3.2:

Recommend
marketing
techniques
targeting payers,
which will increase
access to an
organization.

Report does not recommend,
vaguely or inaccurately
recommends, or recommends fewer
than two target-marketing
techniques targeting payers to
increase the proportion of the
population able to access a
healthcare organization’s services.

Report does not include references
to academic/professional resources,
or the resources are not relevant.

Report clearly and accurately
recommends at least two
target-marketing techniques
targeting payers to increase
the proportion of the
population able to access a
healthcare organization’s
services.

Report includes references to
relevant
academic/professional
resources.

Report demonstrates the
same level of achievement
as “Meets,” plus the
following:

Report recommends at
least one additional
relevant marketing
technique that targets
payers and can potentially
increase access to
healthcare.

© 2021 Walden University 6

Learning
Objective 3.3:

Recommend the
use of social media
to drive new
business.

Report does not recommend,
vaguely or inaccurately
recommends, or recommends fewer
than two ways to utilize social media
to drive new business to a
healthcare organization.

Recommendation of how social
media can be used to drive new
business is inaccurate or illogical.

Report clearly and accurately
recommends at least two
ways social media can be
used to drive new business to
a healthcare organization.

Report demonstrates the
same level of achievement
as “Meets,” plus the
following:

Report includes an
additional social media
resource and the target
audience for this medium.

Learning
Objective 3.4:

Justify whether an
organization should
amend its mission,
vision, and/or
scope of services
offered.

Report does not offer a justification
for whether an organization should
amend its mission, vision, and/or
scope of services offered, or the
justification does not demonstrate a
consideration of organizational and
marketplace realities.

Report clearly justifies
whether PHH should amend
its mission, vision, and/or
scope of services offered.
Justification demonstrates a
consideration of
organizational and
marketplace realties.

Report demonstrates the
same level of achievement
as “Meets,” plus the
following:

Report incorporates an
accurate and thorough
description of PHH’s
operating and financial
data (Exhibit 1) to support
the justification.

Rubric Criteria Needs Improvement Meets Expectations Exceeds Expectations

Part 4: Intermountain Healthcare Presentation
Learning Objective
4.1:

Illustrate an
organization’s
engagement with
customers in pursuit

Presentation does not illustrate or
incompletely or inaccurately
illustrates how Intermountain’s
engagement with customers is in
alignment with its mission and
vision.

Presentation completely and
accurately illustrates how
Intermountain’s engagement
with patients, physicians, and
payers is in alignment with
the organization’s mission
and vision.

Presentation demonstrates
the same level of
achievement as “Meets,”
plus the following:

Presentation incorporates
an accurate analysis of

© 2021 Walden University 7

of its organizational
mission and vision.

how Intermountain links its
financial goals to its
mission and vision.

Learning Objective
4.2:

Illustrate an
organization’s
strategic
advantages.

Presentation does not illustrate,
unclearly or inaccurately illustrates,
or illustrates fewer than three
strategic advantages.

Presentation clearly and
accurately illustrates three of
Intermountain’s most
significant strategic
advantages.

Presentation demonstrates
the same level of
achievement as “Meets,”
plus the following:

Presentation identifies one
of Intermountain’s
weaknesses.

Learning Objective
4.3:

Explain how
strategic
advantages can be
used in a marketing
plan to advance the
organization’s
mission.

Presentation does not explain,
unclearly or inaccurately explains,
or explains fewer than two ways
Intermountain’s strategic
advantages can be used in a
marketing plan to advance its
mission.

Presentation clearly and
accurately explains at least
two ways Intermountain’s
strategic advantages can be
used in a marketing plan to
advance its mission.

Presentation demonstrates
the same level of
achievement as “Meets,”
plus the following:

Presentation explains at
least one additional way
Intermountain’s strategic
advantages can be used in
a marketing plan to
advance its mission.