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 0 Not Present 1 Needs Improvement 2 Meets Expectations 3 Exceeds Expectations Part I. Kimball Hospital and Tanner Medical Center Merger Report Sub-Competency 1: Analyze the long-term impact strategic actions have on the healthcare organization’s key stakeholders. Learning Objective 1.1: Analyze the impact of issues (i.e., access, cost, and quality) related to mergers on various stakeholder groups. Analysis of the impact of issues (i.e., access, cost, and quality) related to mergers on various stakeholder groups is missing. Response vaguely analyzes the potential long-term impacts of issues related to the merger on one or more of the stakeholder groups, or analysis is inaccurate or illogical. Explanation is not supported by academic/professional resources or the resources are not relevant. Response clearly and accurately analyzes the potential long-term impacts of issues related to the merger on patients, the public, physicians, and payers. Explanation is supported by relevant academic/professional resources. Demonstrates the same level of achievement as “2,” plus the following: Response accurately explains one pro and one con of the issues related to the merger from the perspective of each of the four stakeholder groups. Learning Objective 1.2: Analyze the impact of a merger on hospitals. Analysis of the impact of a merger on hospitals is missing. Analysis of the impact of the merger is not properly targeted to Kimball’s community-based board members, or analysis is inaccurate or illogical. Response clearly analyzes the impact of a merger on Kimball and Great Western Hospital Corporation in a way that is clear and understandable to Kimball’s community- based board members. Demonstrates the same level of achievement as “2,” plus the following: Response clearly and accurately describes one argument in support of Kimball Hospital assuming ownership of the community’s hospital and one argument in support 1 0 Not Present 1 Needs Improvement 2 Meets Expectations 3 Exceeds Expectations of Tanner Medical Center doing the same. Sub-Competency 2: Recommend strategies for analysis of healthcare industry issues and trends, including forces that shape a healthcare organization’s mission/vision/strategies, and balance organizational and community interests when making important decisions that affect the healthcare marketplace. Learning Objective 2.1 Recommend strategies for balancing organizational and community interest during a merger. Recommendation of strategies for balancing organizational and community interest during a merger is missing. Report recommends strategies that are illogical or irrelevant for balancing organizational and community interest during a merger. Strategies are not supported by academic/professiona.

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
0
Not Present
1
Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
Part I. Kimball Hospital and Tanner Medical Center Merger
Report
Sub-Competency 1: Analyze the long-term impact strategic
actions have on the healthcare organization’s key stakeholders.
Learning Objective 1.1: Analyze the impact of issues (i.e.,
access, cost, and quality) related to mergers on various
stakeholder groups.
Analysis of the impact of issues (i.e., access, cost, and quality)
related to mergers on various stakeholder groups is missing.
Response vaguely analyzes the potential long-term impacts of
issues related to the merger on one or more of the stakeholder
groups, or analysis is inaccurate or illogical.
Explanation is not supported by academic/professional
resources or the resources are not relevant.
Response clearly and accurately analyzes the potential long-
term impacts of issues related to the merger on patients, the
public, physicians, and payers.
Explanation is supported by relevant academic/professional
resources.
Demonstrates the same level of achievement as “2,” plus the
following:

2. Response accurately explains one pro and one con of the issues
related to the merger from the perspective of each of the four
stakeholder groups.
Learning Objective 1.2: Analyze the impact of a merger on
hospitals.
Analysis of the impact of a merger on hospitals is missing.
Analysis of the impact of the merger is not properly targeted to
Kimball’s community-based board members, or analysis is
inaccurate or illogical.
Response clearly analyzes the impact of a merger on Kimball
and Great Western Hospital Corporation in a way that is clear
and understandable to Kimball’s community- based board
members.
Demonstrates the same level of achievement as “2,” plus the
following:
Response clearly and accurately describes one argument in
support of Kimball Hospital assuming ownership of the
community’s hospital and one argument in support
1
0
Not Present
1
Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
of Tanner Medical Center doing the same.

3. Sub-Competency 2: Recommend strategies for analysis of
healthcare industry issues and trends, including forces that
shape a healthcare organization’s mission/vision/strategies, and
balance organizational and community interests when making
important decisions that affect the healthcare marketplace.
Learning Objective 2.1
Recommend strategies for balancing organizational and
community interest during a merger.
Recommendation of strategies for balancing organizational and
community interest during a merger is missing.
Report recommends strategies that are illogical or irrelevant for
balancing organizational and community interest during a
merger.
Strategies are not supported by academic/professional resources
or the resources are not relevant.
Report recommends logical and relevant strategies for
effectively balancing organizational and community interest
during a merger.
Strategies are supported by relevant academic/professional
resources.
Demonstrates the same level of achievement as “2,” plus the
following:
Response accurately describes the respective interests of the
organization and the community in relation to the hospital
merger.
Learning Objective 2.2:
Justify decisions related to mergers using information about
industry issues and trends.
Justification of the decisions related to mergers using
information about industry issues and trends is missing.
Report provides an 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 logical justification of the decision related to
the merger.

4. Report uses relevant information about industry issues and
trends to inform the justification.
Demonstrates the same level of achievement as “2,” plus the
following:
Report addresses the alternative perspective in its justification
of the decision.
Learning Objective 2.3:
Explain how mission, vision, and strategic plan impacts
important decisions that affect the healthcare
Explanation of how mission, vision, and strategic plan impacts
important decisions that affect the healthcare marketplace is
missing.
Report provides an unclear or illogical explanation of how
mission, vision, and strategic plan impacts important decisions
that affect the healthcare
Report provides a clear and logical explanation of how mission,
vision, and strategic plan impacts important decisions that
affect the healthcare
Demonstrates the same level of achievement as “2,” plus the
following:
Report provides an example from an authentic
0
Not Present
1
Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
marketplace.
marketplace.

5. marketplace.
healthcare setting that illustrates how mission, vision, and
strategic plan impacts important decisions that affect the
healthcare marketplace.
Part II: Community Medical Center Presentation
Sub-Competency 3: Analyze information common to a dynamic
and competitive healthcare marketplace as part of an
organization’s strategic marketing process.
Learning Objective 3.1:
Apply a SWOT analysis to an organization.
Application of a SWOT analysis to an organization is missing.
Presentation incompletely or inaccurately applies a SWOT
analysis of the organization’s strengths, weaknesses,
opportunities, and threats.
Presentation effectively and comprehensively applies a SWOT
analysis of the organization’s strengths, weaknesses,
opportunities, and threats.
Demonstrates the same level of achievement as “2,” plus the
following:
Presentation notes accurately analyze the purpose and
limitations of a SWOT analysis.
Learning Objective 3.2:
Apply a situational analysis for an organization.
Application of a situational analysis for an organization is
missing.
Presentation 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.
Demonstrates the same level of achievement as “2,” plus the
following:
Response incorporates an analysis of key industry trends and

6. corresponding impacts on CMC and its stakeholders.
Learning Objective 3.3:
Describe market strategy for an organization.
Description of the market strategy for an organization is
missing.
Market strategy does not accurately identify the target market
and how to reach it.
Presentation includes an effective market strategy that clearly
identifies the target market and how to
Demonstrates the same level of achievement as “2,” plus the
following:
0
Not Present
1
Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
Market strategy does not effectively promote services to
existing and new patients.
Market strategy recommends fewer than four effective
marketing techniques.
reach it.
Market strategy effectively promotes services to existing and
new patients.
Market strategy recommends four effective marketing
techniques.
Market strategy includes growth strategies for each of the four
marketing techniques.
Part III: Palomar Heart Hospital Report
Sub-Competency 4: Evaluate organizational and marketplace

7. realities when pursing strategic initiatives, including the need
for proactive pricing and contracting; sound business and
financial modeling; and credible marketing strategies.
Learning Objective 4.1:
Describe marketing techniques used to raise the profile of an
organization.
Description of marketing techniques used to raise the profile of
an organization is missing.
Description of marketing techniques is not logical for raising
the profile of the organization in the community.
Response identifies fewer than two relevant mass- marketing
techniques and fewer than two relevant target-marketing
techniques.
Response is not supported by academic/professional resources
or the resources are not relevant.
Response describes marketing techniques that could effectively
raise the profile of the organization in the community.
Response identifies two relevant mass-marketing techniques and
two relevant target-marketing techniques.
Response is supported by relevant academic/professional
resources.
Demonstrates the same level of achievement as “2,” plus the
following:
Response identifies an additional relevant mass- marketing and
target- marketing technique.
Learning Objective 4.2:
Recommendation of
Response recommends
Response clearly
Demonstrates the same
0
Not Present
1

8. Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
Recommend marketing strategies targeting payers, which will
increase access to an organization.
marketing strategies targeting payers, which will increase
access to an organization is missing.
fewer than two relevant marketing techniques targeting payers.
Marketing techniques recommended would not effectively
increase the proportion of the population able to access an
organization’s services.
recommends at least two relevant marketing techniques
targeting payers that would effectively increase the proportion
of the population able to access an organization’s services.
level of achievement as “2,” plus the following:
Response recommends at least one additional relevant
marketing technique that targets payers and can potentially
increase access to healthcare.
Learning Objective 4.3:
Recommend the use of social media to drive new business.
Recommendation of how social media can be used to drive new
business is missing.
Response recommends fewer than two ways social media can be
used to drive new business to PHH.
Recommendation of how social media can be used to drive new
business is inaccurate or illogical.
Response clearly recommends at least two ways social media
can be used to drive business to PHH.
Demonstrates the same level of achievement as “2,” plus the
following:
Response includes an additional social media resource and the
target audience for this medium.

9. Learning Objective 4.4:
Justify whether an organization should amend its mission,
vision, and/or scope of services offered.
Justification of whether an organization should amend its
mission, vision, and/or scope of services offered is missing.
Justification is unclear, or it does not demonstrate a
consideration of organizational and marketplace realities.
Response clearly justifies whether PHH should amend its
mission, vision, and/or scope of services offered.
Explanation demonstrates a consideration of organizational and
market place realities.
Demonstrates the same level of achievement as “2,” plus the
following:
Response incorporates an accurate and thorough description of
PHH’s operating and financial data (Exhibit 1) to support
Explanation.
Part IV: Intermountain Healthcare Presentation
Sub-Competency 5: Defend the strategic marketing implications
and opportunities of a healthcare organization’s relative
position and
0
Not Present
1
Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
response to its marketplace.
Learning Objective 5.1:
Illustrate an organization’s engagement with customers in
pursuit of its organizational mission and vision.
Illustration of an organization’s engagement with customers in

10. pursuit of its organizational mission and vision is missing.
Illustration of how Intermountain’s engagement with customers
is in alignment with its mission and vision is incomplete or
inaccurate.
Presentation accurately illustrates how Intermountain’s
engagement with patients, physicians, and payers is in
alignment with the organization’s mission and vision.
Demonstrates the same level of achievement as “2,” plus the
following:
Response incorporates an accurate analysis of how
Intermountain links its financial goals to its mission and vision.
Learning Objective 5.2:
Illustrate an organization’s strategic advantages.
Illustration of an organization’s strategic advantages is missing.
Illustration of Intermountain’s strategic advantages is
inaccurate, or it includes fewer than three strategic advantages.
Presentation clearly and accurately illustrates three of
Intermountain’s most significant strategic advantages.
Demonstrates the same level of achievement as “2,” plus the
following:
Presentation identifies one of Intermountain’s weaknesses.
Learning Objective 5.3:
Explain how strategic advantages can be used in a marketing
plan to advance the organization’s mission.
Explanation of how strategic advantages can be used in a
marketing plan to advance an organization’s mission is missing.
Explanation of how Intermountain’s strategic advantages can be
used in a marketing plan to advance its mission is inaccurate, or
it includes fewer than two examples.
Presentation clearly explains at least two ways Intermountain’s
strategic advantages can be used in a marketing plan to advance
its mission.

11. Demonstrates the same level of achievement as “2,” 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.
PS001: Written Communication: Demonstrate graduate-level
writing skills.
Learning Objective PS 1.1:
Use proper grammar,
Multiple major and minor errors in grammar, spelling, and/or
mechanics
Multiple minor errors in grammar, spelling, and/or mechanics
are distracting
Writing reflects competent use of standard edited American
English.
Grammar, spelling, and mechanics reflect a high level of
accuracy in
0
Not Present
1
Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
spelling, and mechanics.
are highly distracting and seriously impact readability.
and negatively impact readability.
Errors in grammar, spelling, and/or mechanics do not negatively
impact readability.
standard American English and enhance readability.

12. Learning Objective PS 1.2:
Organize writing to enhance clarity.
Writing is poorly organized and incoherent. Introductions,
transitions, and conclusions are missing or inappropriate.
Writing is loosely organized. Limited use of introductions,
transitions, and conclusions provides partial continuity.
Writing is generally well- organized. Introductions, transitions,
and conclusions provide continuity and a logical progression of
ideas.
Writing is consistently well-organized. Introductions,
transitions, and conclusions are used effectively to enhance
clarity, cohesion, and flow.
Learning Objective PS 1.3:
Apply APA style to written work.
APA conventions are not applied.
APA conventions for attribution of sources, structure,
formatting, etc., are applied inconsistently.
APA conventions for attribution of sources, structure,
formatting, etc., are generally applied correctly in most
instances. Sources are generally cited appropriately and
accurately.
APA conventions for attribution of sources, structure,
formatting, etc., are applied correctly and consistently
throughout the paper. Sources are consistently cited
appropriately and accurately.
Learning Objective PS 1.4:
Use appropriate vocabulary and tone for the audience and
purpose.
Vocabulary and tone are inappropriate and negatively impact
clarity of concepts to be conveyed.
Vocabulary and tone have limited relevance to the audience.
Vocabulary and tone are generally appropriate for the audience

13. and support communication of key concepts.
Vocabulary and tone are consistently tailored to the audience
and effectively and directly support communication of key
concepts.
PS003: Technology: Use technology tools effectively.
0
Not Present
1
Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
Learning Objective
PS 3.1:
Use images and layout of presentations to effectively
communicate content to a specific audience.
Images and layout are inappropriate, hard to read, and/or
impede audience understanding of key concepts.
Images or layout provide limited support for audience
understanding of key concepts.
Images and layout generally support audience understanding of
key concepts.
Images and design elements are used purposefully, and
effectively support audience engagement and understanding of
key concepts.
PS005: Critical Thinking and Problem Solving: Use critical-
thinking and problem-solving skills to analyze professional
issues and inform best practice.
Learning Objective PS 5.1:

14. Analyze assumptions and fallacies.
Analysis of assumptions is missing.
Response is weak in assessing the reasonableness of
assumptions in a given argument.
Response does not adequately identify and discuss the
implications of fallacies or logical weaknesses in a given
argument.
Response generally assesses the reasonableness of assumptions
in a given argument.
Response identifies and discusses the implications of fallacies
and/or logical weaknesses in a given argument.
Response clearly and comprehensively assesses the
reasonableness of assumptions in a given argument.
Response provides a detailed and compelling analysis of
implications of fallacies and logical weaknesses in a given
argument.
Learning Objective PS 5.2:
Generate reasonable and appropriate assumptions.
Assumptions are missing.
Response does not adequately present and discuss key
assumptions in an original argument.
Response presents and discusses key assumptions in an original
argument.
Response justifies the reasonableness and need for assumptions
in an original argument.
Learning Objective PS 5.3:
Assess multiple
Assessment of multiple perspectives is missing.
Response does not identify nor adequately consider multiple
perspectives or
Response identifies and considers multiple perspectives and
Response justifies selection of chosen alternative relative to

15. 0
Not Present
1
Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
perspectives and alternatives.
alternatives.
alternatives.
others.
Learning Objective PS 5.4:
Use problem-solving skills.
Problems and solutions are not identified.
Response presents solutions, but they are ineffective in
addressing the specific problem.
Response presents solutions that are practical and work in
addressing the specific problem.
Response presents compelling supporting arguments for
proposed solutions.
Part I: Kimball Hospital and Tanner Medical Center Merger
Report
Read the case study “Hospital Consolidation,” pages 1–5,
from Healthcare Marketing: A Case Study Approach (Cellucci,
Wiggens, & Farnsworth, 2014).
You are Dallin Call, chief executive officer (CEO) and chief
marketing manager of Kimball Hospital. You have considered
all of the factors, and it is time to make a recommendation
regarding a merger of Kimball Hospital with its chief rival,
Tanner Medical Center.
Create a 7-page report to present to the Kimball community-

16. based board that addresses the following:
1. Explain the potential long-term impacts of a merger on the
following stakeholders. Analyze issues, such as access, cost,
and quality, and what concerns each of the following
stakeholder groups might have regarding consolidation.
· Patients
· The public
· Physicians
· Payers
2. Analyze the potential impacts of a merger on Kimball
Hospital and Great Western Hospital Corporation (GWHC).
Explain the impact of this merger in a way that the Kimball
community-based board can understand.
3. Recommend strategies to balance organizational and
community interests as you make the important decision of
whether or not to merge with Tanner Medical Center.
4. Justify whether you would or would not recommend the
merger. Use information about industry issues and trends to
inform your explanation. In addition, explain how the Kimball
Hospital mission, vision, and strategic plan would influence
your recommendation.
Part II: Community Medical Center Presentation
Read the case study “Market Management,” pages 55–63,
from Healthcare Marketing: A Case Study Approach (Cellucci,
Wiggens, & Farnsworth, 2014).
You are Lindsey Chadwick, director of strategic planning and
marketing at Community Medical Centers (CMC), a large
healthcare organization in central California. You have been
tasked with updating the CMC marketing plan in response to
important changes in the local and regional markets. Your
assistant, Rachel, has taken the first step in performing an
environmental assessment.
Based on Rachel’s environmental assessment, create a 15-slide
presentation with extensive notes for CMC’s board of directors
that includes the following:

17. 1. Present an analysis of CMC’s strengths, weaknesses,
opportunities, and threats (a SWOT analysis).
2. Present findings from the situational analysis that include an
overview of the most critical issues facing CMC in regard to its
physicians, payers, patients, and public customers.
3. Present a market strategy. Identify the target market for
increasing services at CMC and how you propose to reach this
market.
4. Present a detailed plan for promoting CMC’s services to
existing and new patients using four different marketing
techniques.
Part III: Palomar Heart Hospital Report
Read the case study “Palomar Heart Hospital,” pages 123–127,
from Healthcare Marketing: A Case Study Approach (Cellucci,
Wiggens, & Farnsworth, 2014).
You are the director of marketing at Palomar Heart Hospital
(PHH). Russell Taylor, Lincoln Healthcare System’s new
executive vice president and chief operating officer, has called
you in for a meeting as he begins the strategic planning process
to turn PHH’s dismal financial performance around. Russell has
tasked you with updating some aspects of PHH’s marketing
plan.
Create a 7-page report that addresses the following requests
from Russell:
1. Describe the marketing techniques you would employ to raise
the profile of PHH in the community and increase patient
volume. Name two mass-marketing techniques and two target-
marketing techniques you would use in this scenario.
2. Recommend at least two marketing techniques you would use
to market PHH to payers to increase the proportion of the
population able to access PHH’s services.
3. Recommend at least two ways you would utilize social media
to drive new business at PHH.
4. Explain whether PHH should amend its mission, vision,
and/or scope of services offered. Explain the organizational and

18. marketplace realities that justify your decision.
Park IV: Intermountain Healthcare Presentation
Read the case study “Intermountain Healthcare,” pages 161–
173, from Healthcare Marketing: A Case Study
Approach(Cellucci, Wiggens, & Farnsworth, 2014).
You are the new director of marketing for Intermountain
Healthcare and are working with the entire marketing
department to update the organization’s marketing plan. To kick
off the project, you have been tasked with presenting an
overview and analysis of Intermountain’s current marketing
operations and opportunities.
Create a 12-slide presentation with extensive notes for an
internal retreat with the Intermountain marketing department.
1. Illustrate Intermountain’s engagement with each of its
customers (patients, the public, physicians, and payers) in
pursuit of its organizational mission and vision.
2. Illustrate Intermountain’s three most significant strategic
advantages. Explain how they could be utilized in the new
marketing plan to advance the organization’s mission.