Discusses key success factors for urgent care centers

HCM 325 Module Three Journal Guidelines and Rubric In this journal, you will analyze the target market and industry segments in order to develop marketing objectives for an urgent care center. Read Case 6.1 in your textbook and reflect on your own experience with urgent care centers, or interview a friend or family member about their experience. Address the following questions:

1. Based on their market research, did the entrepreneurs in the case find that the urgent care center model would appeal to the general population or that some segments of the population would find it more attractive than others?

2. What was the profile of the customers most likely to use the urgent care center? 3. How did knowledge of the characteristics of the best prospects contribute to an effective marketing campaign? 4. Based on external research (a quick literature search) and drawing upon your own experiences or the experiences of a family member or friend, what

are the key success factors for urgent care centers? 5. Based on the key success factors you have identified, determine one objective for marketing the urgent care center. State the objective as a SMART

objective. Reference the case, your textbook, or other scholarly resources to support your responses. Journal activities in this course are private. Only the instructor can view and comment on your assignments.

Rubric

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

Segments Explains whether the urgent care center model would appeal to the general population or specific segments and references the case to support response

Explains whether the urgent care center model would appeal to the general population or specific segments, but does not reference the case to support response

Does not explain whether the urgent care center model would appeal to the general population or specific segments

17

Customer Profile Profiles customers most likely to use the urgent care center, and references case or text to support response

Profiles customers most likely to use the urgent care center, but does not reference case or text to support response

Does not profile customers most likely to use the urgent care center

17

Characteristics Explains how knowledge of the characteristics of the customer contributes to an effective marketing campaign, and references case or text to support response

Explains how knowledge of the characteristics of the customer contributes to an effective marketing campaign, but does not reference case or text to support response

Does not explain how knowledge of the characteristics of the customer contributes to an effective marketing campaign

22

Success Factors Discusses key success factors for urgent care centers, and references scholarly resource or reflects on personal experience to support answer

Discusses key success factors for urgent care centers, but does not reference scholarly resource or reflect on personal experience to support answer

Does not discuss key success factors for urgent care centers

22

Marketing Objective Develops a SMART marketing objective based on key success factors identified, and references case or text to support response

Develops a marketing objective based on key success factors identified, but does not reference case or text to support response or objective is not stated as a SMART objective

Does not develop a marketing objective based on key success factors identified

22

Total 100%

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