The learning activity and corresponding assignment in this topic requires students to perform a heritage assessment with families selected by the student from their local community. Click on http://wps.prenhall.com/wps/media/objects/663/679611/box_6_1.pdf in order to access the "Heritage Assessment Tool." Interview three families from different cultures. One family should be from your own culture. Compare the differences in health traditions between these cultures. Assess the three families using the "Heritage Assessment Tool." In 1,000-1,500 words discuss the usefulness of applying a heritage assessment to evaluate the needs of families and develop plans for health maintenance, health protection, and health restoration. Include the following: 1. Perform a heritage assessment on three families. One of these families should be from your own culture. 2. Complete the "Heritage Assessment Tool”. 3. Identify common health traditions based on cultural heritage. Evaluate and discuss how the families subscribe to these traditions and practices. Address health maintenance, health protection, and health restoration as they relate to your assessment. Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required. This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion HCM 325: Final Project Guidelines and Grading Guide Overview The final project for this course is the development of a healthcare marketing plan based on an identified product or service in a healthcare organization. You will choose a product or service of an existing healthcare organization as the subject for this project. The product or service should be chosen based on an assumed potential for increased sales as the result of the marketing plan. After conducting research, you will create a healthcare marketing plan that identifies a target audience, analyzes the market for the product or service, and executes a plan for improving upon the product or service. A SWOT analysis, competitive analysis, and budgeting will be components of the 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 Two, Three, and Five. The final draft will be submitted in Module Seven. This assessment will address the following course outcomes: · Explain common marketing issues present within healthcare organizations · Correlate the relationship between the needs assessment and marketing processes · Interpret market data applicable to the campaign process · Propose strategies to maximize the effectiveness of healthcare marketing campaigns Prompt Choose an existing healthcare organization and identify an issue that exists with on ...

1. The learning activity and corresponding assignment in this topic
requires students to perform a heritage assessment with families
selected by the student from their local community.
Click on
http://wps.prenhall.com/wps/media/objects/663/679611/box_6_1
.pdf in order to access the "Heritage Assessment Tool."
Interview three families from different cultures. One family
should be from your own culture. Compare the differences in
health traditions between these cultures.
Assess the three families using the "Heritage Assessment Tool."
In 1,000-1,500 words discuss the usefulness of applying a
heritage assessment to evaluate the needs of families and
develop plans for health maintenance, health protection, and
health restoration. Include the following:
1. Perform a heritage assessment on three families. One of these
families should be from your own culture.
2. Complete the "Heritage Assessment Tool”.
3. Identify common health traditions based on cultural heritage.
Evaluate and discuss how the families subscribe to these
traditions and practices. Address health maintenance, health
protection, and health restoration as they relate to your
assessment.
Prepare this assignment according to the guidelines found in the
APA Style Guide, located in the Student Success Center. An
abstract is not required.
This assignment uses a rubric. Please review the rubric prior to
beginning the assignment to become familiar with the
expectations for successful completion
HCM 325: Final Project Guidelines and Grading Guide

2. Overview
The final project for this course is the development of a
healthcare marketing plan based on an identified product or
service in a healthcare organization. You will choose a product
or service of an existing healthcare organization as the subject
for this project. The product or service should be chosen based
on an assumed potential for increased sales as the result of the
marketing plan. After conducting research, you will create a
healthcare marketing plan that identifies a target audience,
analyzes the market for the product or service, and executes a
plan for improving upon the product or service. A SWOT
analysis, competitive analysis, and budgeting will be
components of the 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 Two, Three, and Five. The final
draft will be submitted in Module Seven.
This assessment will address the following course outcomes:
· Explain common marketing issues present within healthcare
organizations
· Correlate the relationship between the needs assessment and
marketing processes
· Interpret market data applicable to the campaign process
· Propose strategies to maximize the effectiveness of healthcare
marketing campaigns
Prompt
Choose an existing healthcare organization and identify an issue
that exists with one of its products or services. Create a
healthcare marketing plan that provides suggestions for
improving upon this issue.

3. Specifically, the following critical elements must be addressed:
1. Organization
a. Explain your chosen healthcare organization and describe its
mission, goals, and current products or services.
b. Describe an existing issue with one of the products or
services offered by the healthcare organization.
c. Describe the product or service price and placement within
the market (for example, the Providence outpatient clinic for the
homeless utilizes Medicaid as its main payer source and is
located in downtown Portland).
d. Describe the root cause of the issue, and clearly state
assumptions for improving sales of this product or service.
2.
Target Market
a. Clearly establish the target market that the marketing plan
will address.
b. Describe the demographics of this target market, including
age, sex, job description, and motivation for the product or
service.
3. SWOT Analysis
a. Analyze your organization’s internalstrengths and
weaknesses. Consider factors such as personnel, finances,
manufacturing capabilities, corporate culture, product or service
pricing, current promotion, and so on.
b. Analyze your organization’s external opportunities and
threats. Consider factors such as competitive position,
applicable legislation, technology, and any other
macroeconomic considerations.
4. Competitive Analysis
a. Define the scope and natureof the healthcare industry
segment (pharmaceutical, internal medicine, rehabilitation,

4. etc.).
b. Determine who the competitors are and describe their
individual strengths and weaknesses with respect to your chosen
organization and product or service.
c. Define the key success factors in the chosen industry and rate
competitors based on these factors.
d. Summarize the organization’s market position in light of the
analysis.
5. Proposed Strategies
a. Propose a strategy for solving the identified issue (sales plan,
advertising, process improvement, etc.) and explain the
rationale behind the chosen strategy.
b. Describe how your strategy will fill a need or find a
competitive advantage.
6. Proposed Budget
a. Complete a proposed budget for the entire healthcare
marketing plan. Include a financial estimate for promotional
materials and any advertising that would need to be included in
the budget.
7. Tracking Plan
a. Include a plan for tracking the effectiveness of the marketing
plan.
Milestones
Milestone One: Introduction of Organization and
Product/Service
In Module Two, you will submit a description of your chosen
organization and the product or service that will be the focus of
your marketing plan. Describe the organization’s mission,
vision, values, goals, and market objectives and describe the
product or service, along with your rationale for choosing your
product or service. The format for this assignment is a one-page

5. Word document following APA guidelines. This milestone will
be graded with the Milestone One Rubric.
Milestone Two: Target Market and SWOT Analysis
In Module Three, you will submit the chosen target market with
demographics and complete a SWOT analysis. Describe your
target market’s demographics to include gender, age, income,
occupation, education, household size, and relationship to the
product or service. Then complete a SWOT (strength, weakness,
opportunity, and threat) analysis that addresses the following:
· Analyze your organization’s internal strengths and
weaknesses. Consider factors such as personnel, finances,
manufacturing capabilities, corporate culture, product or service
pricing, and current promotion.
· Analyze your organization’s external opportunities and
threats. Consider factors such as competitive position,
applicable legislation, technology, and any other
macroeconomic considerations.
At least three items should be listed in each category of the
SWOT analysis, accompanied by a brief description of each.
The format for this assignment is a one- to two-page Word
document following APA guidelines. This milestone will be
graded with the Milestone Two Rubric.
Milestone Three: Competitive Analysis
In Module Five, you will complete and submit a competitive
analysis. This analysis will include a list of competitors with
strengths and weaknesses, strategies and objectives, and market
outlook. The format for this assignment is a one- to two-page
Word document following APA guidelines. This milestone will
be graded with the Milestone Three Rubric.
Final Project Submission: Healthcare Marketing Plan
In Module Seven, you will submit your final marketing plan.

6. This plan must contain the three previous milestone elements as
well as additional elements, including the specific strategy to
exploit opportunities identified in your SWOT analysis, specific
promotional techniques, the budget necessary to execute your
plan, and a way to track the effectiveness of the plan. This
submission will be graded with the Final Product Rubric.
Final Product Rubric
Guidelines for Submission: Your submission should be 7–10
pages in length (in addition to the cover page and resources)
and should use double spacing,
12-point Times New Roman font, one-inch margins, and APA-
style citations.
Critical Elements
Exemplary (100%)
Proficient (85%)
Needs Improvement (55%)
Not Evident (0%)
Value
Organization: Mission, Goals, and Current Products or Services
Meets “Proficient” criteria and uses industry-specific language
to establish expertise
Outlines the company’s mission, goals, and current products or
services
Outlines the company’s mission, goals, and current products or
services but lacks specificity
Does not outline the company’s mission, goals, and current
products or services
6
Organization: Existing Issue
Meets “Proficient” criteria and provides specific examples of
how the issue will support or hinder the overall marketing
strategy

7. Defines an existing issue with one of the products or services
offered by the healthcare organization
Defines an existing issue but lacks specificity with regard to the
chosen product or service
Does not define an existing issue
6
Organization: Price and Placement
Meets “Proficient” criteria and provides specific, persuasive
examples of how the pricing and distribution strategy will
support the overall marketing strategy
Describes key attributes of the pricing and distribution strategy
with regard to the chosen product or service’s value and
placement within the market
Details a pricing and distribution strategy but lacks specificity
with regard to the availability or value to the targeted
consumers
Does not describe key attributes of the pricing and distribution
strategies
6
Organization: Assumptions for Improving Sales
Meets “Proficient” criteria and provides specific examples
Clearly states the assumptions for improving salesof the product
or service
States the assumptions for improving sales but lacks specificity
with regard to the chosen product or service
Does not state the assumptions for improving sales of the
product or service
6
Target Market: The Market
Meets “Proficient” criteria and provides specific, persuasive
examples of how the target market will support the overall
marketing strategy
Defines the target market and justifies position with specific
examples from research
Defines target market but does not sufficiently justify position
with specific examples from research

8. Does not define target market
6
Target Market: Demographics
Meets “Proficient” criteria, and methodology aligns with
industry best practices
Selects demographics research that will be used to retrieve
information about the target market and consumers, and justifies
selection with research
Selects demographics research that will be used to retrieve
information about the target market and consumers, but does not
justify selection with research
Does not select demographics research that will be used to
retrieve information about the target market and consumers
6
SWOT Analysis: Internal Strengths and Weaknesses
Meets “Proficient” criteria, and analysis provides detailed
examples
Provides an analysis of the organization’sinternal strengths and
weaknesses, considering factors such as personnel, finances,
manufacturing capabilities, corporate culture, product or service
pricing, and current promotion
Provides an analysis of the organization’s internal strengths and
weaknesses but does not support position with specific
examples from research
Does not provide an analysis of the organization’s internal
strengths and weaknesses
6
SWOT Analysis: External Opportunities and Threats
Meets “Proficient” criteria and provides detailed examples
Provides an analysis of the organization’s external opportunities
and threats such as competitive position, applicable legislation,
technology, and other macroeconomic considerations
Provides an analysis of the organization’s external opportunities
and threats but does not support position with specific examples
from research
Does not provide an analysis of the organization’s external

9. opportunities and threats
6
Competitive Analysis: Scope and Nature of the Healthcare
Industry Segment
Meets “Proficient” criteria and definition is clear, uninhibited,
and persuasive
Defines the scope and nature of the healthcare industry segment
(pharmaceutical, internal medicine, rehabilitation, etc.) and
justifies position with research
Defines the scope and nature of the healthcare industry segment
but lacks specificity or does not justify position with research
Does not define the scope and nature of the healthcare industry
segment
6
Competitive Analysis: Competitors
Meets “Proficient” criteria and provides specific examples of
competitors supported by research
Determines who the organization’s competitorsare and describes
their individual strengths and weaknesses with respect to the
chosen organization’s product/service
Determines who the organization’s competitorsare, but
description of their strengths and weaknesses with respect to the
chosen organization’s product/service is lacking in detail
Does not determine who the organization’s competitorsare or
describe their individual strengths and weaknesses
6
Competitive Analysis: Key Success Factors
Meets "Proficient" criteria, and definition is rooted in
appropriate analysis
Defines the key success factors in the chosen industry and rates
competitors based on these factors
Defines the key success factors in the chosen industry but does
rate competitors based on these factors
Does not define the key success factors in the chosen industry
or rate competitors based on these factors
6

10. Competitive Analysis: Market Position
Meets “Proficient” criteria, and summary provides specific,
persuasive examples
Summarizes the organization’s market position in light of the
analysis and justifies summary with research
Summarizes the organization’s market position but does not
justify summary with research
Does not summarize the organization’s market position in light
of the analysis or justify summary with research
6
Proposed Strategies: Solving the Identified Issue
Meets “Proficient” criteria and provides specific, persuasive
examples of how the proposed strategy will support the overall
marketing plan
Proposes a strategy for solving the identified issue (sales plan,
advertising, process improvement, etc.) and explains the
rationale behind the chosen strategy
Proposes key attributes of the strategy but does not explain the
rationale behind the chosen strategy
Does not propose or explain the chosen strategy
6
Proposed Strategies: Filling a Need
Meets “Proficient” criteria and provides specific, persuasive
examples
Describes how the proposed strategy will fill a need or find a
competitive advantage
Describes how the proposed strategy will fill a need, but does
not describe how the strategy will find a competitive advantage
Does not describe how the proposed strategy will fill a need or
find a competitive advantage
6
Proposed Budget
Meets “Proficient” criteria, and proposed budget aligns with
industry standards
Provides a proposed budget for the entire healthcare marketing
plan, including a financial estimate for promotional materials

11. and any advertising that would need to be included in the
budget
Provides a proposed budget for the marketing plan, but budget
lacks specificity or does not include a financial estimate for
promotional materials and any advertising that would need to be
included in the budget
Does not provide a proposed budget for marketing plan or
include a financial estimate for promotional materials and any
advertising that would need to be included in the budget
6
Tracking Plan
Meets “Proficient” criteria, and tracking plan aligns with
industry standards
Includes a plan for tracking the effectiveness of the marketing
plan
Includes a plan for tracking the effectiveness of the marketing
plan but does not provide detail
Does not include a plan for tracking the effectiveness of the
marketing plan
6
Articulation of Response
Submission is free of errors related to citations, grammar,
spelling, syntax, and organization and is presented in a
professional and easy to read format
Submission has no major errors related to citations, grammar,
spelling, syntax, or organization
Submission has major errors related to citations, grammar,
spelling, syntax, or organization that negatively impact
readability and articulation of main ideas
Submission has critical errors related to citations, grammar,
spelling, syntax, or organization that prevent understanding of
ideas
4
Earned Total
100%

12. HCM 325: Milestone Three Rubric
Prompt: For this milestone, you will submit a competitive
analysis. This analysis will include a list of competitors with
strengths and weaknesses, strategies and objectives, and market
outlook.Specifically, the following critical elements must be
addressed:
· Define the scope and natureof the healthcare industry segment
(pharmaceutical, internal medicine, rehabilitation, etc.).
· Determine who the competitors are and describe their
individual strengths and weaknesses with respect to your chosen
organization and product or service.
· Define the key success factors in the chosen industry and rate
competitors based on these factors.
· Summarize the organization’s market position in light of the
analysis and justifies summary with research.
Guidelines for Submission: This submission should be one to
two pages in length and should use double spacing, 12-point
Times New Roman font, one-inch margins, and citations in APA
style.
Critical Elements
Proficient (100%)
Needs Improvement (70%)
Not Evident (0%)
Value
Scope and Nature of the Healthcare Industry Segment
Defines the scope and nature of the healthcare industry segment
(pharmaceutical, internal medicine, rehabilitation, etc.) and
justifies position with research
Defines the scope and nature of the healthcare industry segment
but lacks specificity or does not justify position with research
Does not define the scope and nature of the healthcare industry

13. segment
20
Competitors
Determines who the organization’s competitorsare and describes
their individual strengths and weaknesses with respect to the
chosen organization’s product/service
Determines who the organization’s competitorsare, but
description of their strengths and weaknesses with respect to the
chosen organization’s product/service is lacking in detail
Does not determine who the organization’s competitorsare or
describe their individual strengths and weaknesses
20
Key Success Factors
Defines the key success factors in the chosen industry and rates
competitors based on these factors
Defines the key success factors in the chosen industry but does
rate competitors based on these factors
Does not define the key success factors in the chosen industry
or rate competitors based on these factors
20
Market Position
Summarizes the organization’s market position in light of the
analysis and justifies summary with research
Summarizes the organization’s market position but does not
justify summary with research
Does not summarize the organization’s market position in light
of the analysis or justify summary with research
20
Articulation of Response
Submission has no major errors related to citations, grammar,
spelling, or syntax
Submission has major errors related to citations, grammar,
spelling, or syntax that negatively impact readability and
articulation of main ideas
Submission has critical errors related to citations, grammar,
spelling, or syntax that prevent understanding of ideas

14. 20
Earned Total
100%
Benchmark Assignment - Heritage Assessment
1
Unsatisfactory
0.00%
2
Less than Satisfactory
75.00%
3
Satisfactory
79.00%
4
Good
89.00%
5
Excellent
100.00%
80.0 %Content
20.0 %Discuss the Usefulness of Applying a Heritage
Assessment in Evaluating the Needs of the Whole Person.
Discussion of the usefulness of applying a heritage assessment
in evaluating the needs of the whole person is not offered.
Discussion of the usefulness of applying a heritage assessment
in evaluating the needs of the whole person is offered, but
incomplete, lacking relevant information, or does not meet
criteria for word count.
Discussion of the usefulness of applying a heritage assessment
in evaluating the needs of the whole person meets requirements
of the assignment.
Discussion of the usefulness of applying a heritage assessment

15. in evaluating the needs of the whole person is offered in detail.
Discussion of the usefulness of applying a heritage assessment
in evaluating the needs of the whole person is offered in detail,
while offering insight and/or reflection.
20.0 %Family Interviews
Interview of three families from different cultures not offered.
Interview of three families from different cultures is offered,
but incomplete, lacking relevant information regarding the
comparison of the differences in health maintenance, health
protection, and health restoration among the cultures.
Interview of three families from different cultures that provides
comparison of the differences in health maintenance, health
protection, and health restoration among the cultures meets
requirements of the assignment.
Interview of three families from different cultures that provides
comparison of the differences in health maintenance, health
protection, and health restoration among the cultures is offered
in detail.
Interview of three families from different cultures that provides
comparison of the differences in health maintenance, health
protection, and health restoration among the cultures is offered
in detail, while offering insight and/or reflection.
20.0 %Identifying Common Health Traditions
Identification of common health traditions based on your
cultural heritage is not offered.
Identification of common health traditions based on your
cultural heritage is offered, but is incomplete, lacking relevant
information.
Identification of common health traditions based on your
cultural heritage meets requirements of the assignment.
Identification of common health traditions based on your
cultural heritage is offered in detail.
Identification of common health traditions based on your
cultural heritage is offered in detail, while offering insight

16. and/or reflection.
20.0 %Evaluate How Families Subscribe to These Traditions
and Practices
Evaluation of how family subscribes to these traditions and
practices is not offered.
Evaluation of how family subscribes to these traditions and
practices is offered, but is incomplete, lacking relevant
information.
Evaluation of how family subscribes to these traditions and
practices meets requirements of the assignment.
Evaluation of how family subscribes to these traditions and
practices is offered in detail.
Evaluation of how family subscribes to these traditions and
practices is offered in detail, while offering insight and/or
reflection.
15.0 %Organizatioan and Effectiveness
5.0 %Thesis Development and Purpose
Paper lacks any discernible overall purpose or organizing claim.
Thesis and/or main claim are insufficiently developed and/or
vague; purpose is not clear.
Thesis and/or main claim are apparent and appropriate to
purpose.
Thesis and/or main claim are clear and forecast the development
of the paper. It is descriptive and reflective of the arguments
and appropriate to the purpose.
Thesis and/or main claim are comprehensive; contained within
the thesis is the essence of the paper. Thesis statement makes
the purpose of the paper clear.
15.0 %Organizatioan and Effectiveness
5.0 %Paragraph Development and Transitions
Paragraphs and transitions consistently lack unity and

17. coherence. No apparent connections between paragraphs are
established. Transitions are inappropriate to purpose and scope.
Organization is disjointed.
Some paragraphs and transitions may lack logical progression of
ideas, unity, coherence, and/or cohesiveness. Some degree of
organization is evident.
Paragraphs are generally competent, but ideas may show some
inconsistency in organization and/or in their relationships to
each other.
A logical progression of ideas between paragraphs is apparent.
Paragraphs exhibit a unity, coherence, and cohesiveness. Topic
sentences and concluding remarks are appropriate to purpose.
There is a sophisticated construction of paragraphs and
transitions. Ideas progress and relate to each other. Paragraph
and transition construction guide the reader. Paragraph structure
is seamless.
15.0 %Organizatioan and Effectiveness
5.0 %Mechanics of Writing (includes spelling, punctuation,
grammar, language use)
Surface errors are pervasive enough that they impede
communication of meaning. Inappropriate word choice and/or
sentence construction are used.
Frequent and repetitive mechanical errors distract the reader.
Inconsistencies in language choice (register), sentence
structure, and/or word choice are present.
Some mechanical errors or typos are present, but are not overly
distracting to the reader. Correct sentence structure and
audience-appropriate language are used.
Prose is largely free of mechanical errors, although a few may
be present. A variety of sentence structures and effective
figures of speech are used.
Writer is clearly in command of standard, written, academic
English.

18. 5.0 %Format
2.0 %Paper Format (use of appropriate style for the major and
assignment)
Template is not used appropriately or documentation format is
rarely followed correctly.
Template is used, but some elements are missing or mistaken;
lack of control with formatting is apparent.
Template is used, and formatting is correct, although some
minor errors may be present.
Template is fully used; There are virtually no errors in
formatting style.
All format elements are correct.
3.0 %Research Citations (In-text citations for paraphrasing and
direct quotes, and reference page listing and formatting, as
appropriate to assignment)
No reference page is included. No citations are used.
Reference page is present. Citations are inconsistently used.
Reference page is included and lists sources used in the paper.
Sources are appropriately documented, although some errors
may be present.
Reference page is present and fully inclusive of all cited
sources. Documentation is appropriate and GCU style is usually
correct.
In-text citations and a reference page are complete. The
documentation of cited sources is free of error.
100 %Total Weightage