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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Journal Guidelines and Rubric for HCM 325 Module Three
You will study the target market and industry segments in this journal in order to build marketing objectives for an urgent care clinic.
Read Case 6.1 in your textbook and think about your personal experiences with urgent care centers, or interview a friend or family member about theirs.
Respond to the follQQowing 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
