Database Marketing

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This is due on or before Sunday, July 01, 2018 at 6:00 p.m. CST

This week you will obtain information on database marketing to support the Marketing Mix section of your Final Project. As discussed in Chapter 10 of the course text, database marketing centers on gathering customer-based information such as gender, age, occupation, and lifestyles. As an example, to better understand the wants and needs of patients and their families, the Happy Valley marketing director monitors activities on the long-term care center’s web page. Data is collected regarding specific links viewed such as activities, skilled care services offered, and physical therapy. If a certain link is viewed more than other links, this could indicate to the marketing director that potential patients and their family members prefer specific amenities or services. Those amenities or services would then be marketed as a priority for the organization. Considering the marketing plan for your chosen healthcare organization, construct a three- to four-page paper in which you:

Describe your understanding of database marketing and how it could potentially be applied to your marketing plan for the Final Project.

Discuss the benefits and drawbacks of using database marketing.

State the ethical, legal, and HIPAA issues that need to be considered.

Articulate reasons why you would implement or exclude the use of database marketing in your marketing plan for the Final Project.

The paper

Must be three to four double-spaced pages in length (not including the title page and references page) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.)Links to an external site..

Must include a separate title page with the following:

Title of paper

Student’s name

Course name and number

Instructor’s name

Date submitted

Must use at least three scholarly sources in addition to the course text.

Must document all sources in APA style as outlined in the Ashford Writing Center.

Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.
Title 4

Title

Your Name

Course Name and Course Number

Dr. Hall

Date

Introduction

Please use this paragraph (three sentences or more) to highlight your discussion to

address the following requirement: State your choice of HCO and explain why it interests you.

Mission, Vision, Values

Please use this subsection to state the organization’s vision, mission, and values statements.

Purpose and Priorities

Please use this subsection to:

· Discuss whether the organization’s purpose and priorities are clearly defined

· Discuss whether the mission statement clearly separates the HCO from competing organizations.

Competing Organizations

Please use this subsection to:

· Discuss whether the mission statement clearly separates the HCO from competing organizations.

Improving the Mission Statement

Please use this subsection to:

· Include any ideas you have at this point for improving the mission statement in terms of aligning the HCO’s stated priorities with its products and services.

Vision Statement and HCO Path

Please use this subsection to:

· Include any ideas you have at this point for improving the mission statement in terms of aligning the HCO’s stated priorities with its products and services.

Organizational Motivation

Please use this subsection to:

· Could the current vision statement be utilized to motivate the organization’s workforce?

Strategic Plan Aspirations

Please use this subsection to:

· Could the current vision statement be utilized to motivate the organization’s workforce?

Stakeholder Values

· Discuss whether the current values statement takes into consideration the values of multiple participants such as the community, employees, shareholders, and customers.

Priority Reflections

Please use this subsection to:

· How would you reword the current value statement to better reflect priorities found within the HCO’s strategic plan?

Conclusion

Please use this subsection to:

· Provide a conclusion in three or more sentences to summarize your findings.

References

· Must use at least three scholarly sources in addition to the course text.

· Must document all sources in APA style as outlined in the Ashford Writing Center (Links to an external site.) Links to an external site..

· Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.