CAU Profit and Non Profit Discussion Replies

Theme: Monitoring and Controlling

Instructions: Responses to classmates’ posts comprising at least 150 words supporting, challenging, clarifying, or adding to the existing information.

First Post:

• What are the three main objectives of integrated change control?

Integrated change control is the process whereby a review of all change requests is done within a project (Sony & Naik, 2020). The three main objectives of integrated change control are; impacting the factors that create changes to ensure that changes bring benefits, deciding that a change has happened, and managing actual change as they take place. The factors that create changes include but are not limited to; leadership, change in the workforce, and efficiency. Determining that a change has taken place happens when a change is analyzed and seen to have aligned with the organization’s goals (Sony & Naik, 2020). Finally, managing the changes that have taken place involves a systemic approach and applying the knowledge, resources, and tools to deal with change.

• What is involved in monitoring and controlling projects? What outputs of monitoring and controlling are common to all knowledge areas?

Monitoring involves collecting and analyzing the project data gathered while controlling involves the findings from data analysis to make changes. Therefore, project monitoring and control involves reviewing and actively the status of the project in progress (Kerzner, 2022) evaluating and getting to know what the potential obstacles are, and finally, implementing the necessary changes.

The outputs of monitoring and control involve and are common to all knowledge areas including the following; to start with is the change request. This comes as a result of evaluating the project needs. Secondly, are the updates of the work performance, and the third is the update of the plan in project management that has to be updated for the knowledge of the implementation of the changes plan. Finally, we have the update of the project document. This has to be updated due to the changes in the implementation (Barth & Koch, 2019).

Second Post:

Project management is a diverse field that entails several concepts. A common concept includes integrated change control. Integrated change control comprises change detection, management, and monitoring during a project’s life cycle. This process is informed by several objectives. These objectives include influencing change initiators to ensure changes are beneficial, determining change occurrence, and change management. The first objective ensures changes that arise during project execution are beneficial to the project (Martinsuo & Geraldi, 2020). Here, project managers can conduct stakeholder communication to note changes proactively. As the second objective, determining that a change has occurred includes acknowledging change. The project manager uses change requests to review changes, document them, and communicate with other stakeholders. The final objective includes managing changes as they occur within the project. This guideline allows project teams to execute projects alongside changes based on stakeholder goals. However, it is essential to note that project monitoring and control is a receptacle of several tasks. These activities include cost, time, quality, scope, and risk management. These areas have a fundamental impact on project success. Cost management is performed to ensure the project is executed according to budgetary requirements. In so doing, companies evade overspending or underspending. On the other hand, time and scope management ensure projects are realized based on the project schedule and project boundaries respectively. Risk management is essential to mitigate risks that can hamper project success (George, 2020). Finally, quality management explains whether the main deliverables align with stakeholders’ needs. Other areas of project monitoring and control include procurement, stakeholder, and communication management. All these knowledge areas have similar outputs such as project document updates, work performance information, change requests, and project management plan updates.

Theme: Profit and Non Profit

Instructions: Respond to a classmate in a robust manner to futher discussion.

First Post:

Advertising and promotion are vital for both profit and non-profit organizations, tailoring strategies to achieve specific objectives. According to Twin (2023) “Promotions vary depending on what stage of the product life cycle the product is in.” In this reflection, I’ll explore the relative strengths and weaknesses of different promotional approaches, the significance of clear advertising objectives, and the role of sales promotions, events, and public relations (PR) in shaping consumer behavior and organizational perception.

Traditional paid advertising, like television and print ads, offers extensive reach but may come at a high cost. But that is why organizations have an advertising budget. According to Tarver (2022) “An advertising budget is an estimate of a company’s promotional expenditures over a certain time period.” This type of advertising enables organizations to target large audiences, though its impact could be affected by ad fatigue and evolving media consumption habits. In contrast, PR focuses on earned media, such as endorsements and media coverage, which enhance credibility over time. Though PR may take longer to build momentum, it fosters a positive reputation and builds meaningful relationships with stakeholders and the community.

Sales promotions according to Kenton (2023) “focuses on creating brand awareness around your product or service.” On the other hand, sales events excel at creating a sense of urgency and personal significance for consumers. Limited-time discounts and exclusive events prompt immediate consumer action. However, relying solely on these tactics for short-term gains brings risks, like devaluing the brand or attracting customers who are only interested in promotions (Queensland Government et. al, 2022). A well-rounded approach balancing short-term gains with long-term brand building is indispensable for sustained success.

Setting clear advertising objectives plays a crucial role in guiding the entire campaign. Objectives provide direction for budgeting, message creation, media selection, and outcome evaluation. With a well-defined strategy, resources are allocated effectively, contributing to a more successful campaign. This process ensures that messages resonate with the intended audience and are delivered through appropriate channels.

Sales promotions and events create a sense of urgency and foster a genuine connection with consumers, encouraging them to act. However, relying solely on these tactics for short-term gains poses risks, such as potential damage to the brand’s value. In contrast, a balanced approach considers both short-term gains and long-term brand building for enduring success.

The role of PR according to Hayes (2023) is “is to absorb information, process how it may impact a company’s image, and how to externally communicate to shift this image. ”. Unlike traditional advertising, PR focuses on earned media, offering an authentic and unbiased representation of an organization. Successful PR strategies contribute to long-term reputation building, fostering positive relationships with stakeholders and the community.

In conclusion, the effectiveness of advertising and promotion tools relies heavily on alignment with organizational objectives. A strategic and well-balanced approach, considering the strengths and weaknesses of each tool, leads to impactful campaigns and improved brand perception. Clear objectives and careful planning at every stage of the advertising process are essential for success. Organizations must carefully assess short-term gains from sales promotions and events against the long-term benefits of brand building. Public relations, with its emphasis on earned media and authenticity, plays a unique and vital role in shaping public perception and trust, serving as a complement to traditional advertising strategies.

Second Post:

Question 4: Reflect on the role of public relations in shaping public perception and trust. How can effective PR strategies benefit organizations in ways that traditional advertising might not?

Public opinions have a great impact on brand image. As a result, companies are improving their fiscal policies to give public relations significant concern. Public relations entails strategic communication between companies, customers, and other stakeholders to develop and maintain beneficial relationships. There are several reasons why public relations is termed beneficial as opposed to conventional marketing strategies. First and foremost, public relations protects a firm’s image (Quesenberr, 2020). When a crisis occurs, companies use public relations to control existing narratives and manage crises. These crises can escalate into negative debates that can harm a firm’s revenue. Luckily, effective public relations entail engaging media persons to relay positive news and communication plans to control public sentiment. This method ensures companies build a rapport with their clients. When negative remarks are circulated among the public, PR professionals shape public opinion by emphasizing positive brand attributes. As a result, firms use PR to restore client trust and alter public opinion through proactive crisis management.

Secondly, firms use PR to communicate with their audiences. This approach builds an authentic environment where clients can trust information delivered through PR professionals. Unlike traditional advertising where there is no room for client feedback, PR professionals offer clients a platform to communicate their concerns. This feedback is later provided to the business managers to form customer-oriented strategies. In so doing, clients feel valued by the business, and they are likely to become loyal customers. PR strategies are also cost-effective (Reddi, 2019). As opposed to conventional marketing strategies where marketing strategies employ a general approach to reach its customer base, PR utilizes storytelling, strategic communication, and media participation to reach the public. Likewise, PR professionals hold community engagement platforms to enhance public opinion and align with client’s values. As a result, PR cuts costs incurred in generic advertising. These merits enable PR to gain much traction in the corporate sector while business leaders abandon traditional advertising strategies.

Theme: Marketing Consultant

Instructions: Respond to a classmate in a robust manner to futher discussion.

First Post:

The Role of Content, Usability, and Patient Interaction

To optimize the website in marketing and providing patient engagement and education, the three factors, content, usability, and patient interaction, play an important role. Content should be made engaging and up-to-date. The content should convey the available healthcare services while educating the target audience about them. It should be clear as it contributes to search engine optimization efforts (Agarwal et al., 2020). Regarding usability, the company should make its website accessible for the target audience to access the information, quickly creating a positive online experience. This can be achieved by having a clear layout, faster load times, and easy navigation (Agarwal et al., 2020). In terms of patient interaction, healthcare administrators can positively build and maintain relationships with patients through various online channels. This can be achieved by fostering trust, giving valuable information, and responding punctually to inquiries posted by patients (Agarwal et al., 2020).

Potential Targeting and Messaging Approaches

Promising messaging approaches result in good communication, hence improved existence (Agarwal et al., 2020). This attribute enhances the healthcare company’s visibility and thriving online presence. The target audience can quickly grasp short messages and to the point. The language used in the display ads should resonate with the audience. Knowing the audience’s needs through the search history, the health facility should share content that gives information on common health questions and concerns (Agarwal et al., 2020). Understanding the medical needs of a specific demographic (based on age) set, the facility can tailor its messages to match its distinct needs and health preferences (Agarwal et al., 2020). The display ads can be posted on various online platforms, that is, social media, search engine optimization, and email marketing to reach a larger audience.

Use Of Emails to Address the Varying Needs of Patients

The strategy being proposed for the facility to use email marketing effectively is personalized salutations, appointment reminders and follow-ups, feedback and surveys, and medication reminders. The recipient’s name can be used in the greetings through personalized salutations. This adds a unique personal element to the communication (Berkowitz, 2021). The need can, after that, be presented. Messages on the upcoming appointment can be sent to the patients, and a follow-up after the appointment for information related to the visit through email (Agarwal et al., 2020). Humans are bound to forget. To address this need, especially for patients with chronic illnesses, personalized reminders can be emailed to promote adherence to the treatment plan.

Managing Social Media Presence

The healthcare company can manage its presence by engaging and educating the target audience on social media platforms by sharing advice on healthcare tips. In the modern world, people want to keep fit without necessarily walking to health facilities to seek advice (Berkowitz, 2021). It can also offer practical advice on stress management, maintaining good health, and adopting a healthy lifestyle will make people visit the platform (Berkowitz, 2021). Offering live question-and-answer sessions can also be a success. People like real-time engagement, as they get direct firsthand information. This ensures brand engagement (Berkowitz, 2021). Valuable promotional content based on technological improvement can also be shared to inform the audience of their importance.

Encouraging Word-of-mouth and Harnessing the Power of Viral Marketing

The company can encourage positive word of mouth by providing excellent patient care, and giving patient satisfaction is a top priority (Berkowitz, 2021). Well-satisfied patients will share the positive experience. Additionally, engaging in community events and partnerships for visibility can lead to positive reviews (Berkowitz, 2021). Last, disseminating quality information on online platforms to encourage the sharing of valuable resources within patients’ networks.

Integration Of Mobile Marketing Tactics

The company can integrate mobile marketing tactics by implementing text messaging for health tips, appointment reminders, and follow-ups, as text messages provide an immediate communication method (Berkowitz, 2021). It can also incorporate QR Codes that can be scanned to access healthcare information. The provision of mobile payment options for services that enhance the overall patient experience is also relevant (Berkowitz, 2021).

Second Post:

As a marketing consultant for a healthcare company, it is essential to leverage online marketing tools and strategies to optimize the company’s website, improve visibility to potential patients, build and maintain relationships through email marketing, manage social media presence, encourage word-of-mouth, harness viral marketing, and integrate mobile marketing tactics (Kraus et al., 2021). The organization can sell its services, educate patients, and increase patient engagement by considering content, usability, patient interaction, targeting, messaging, personalization, brand engagement, and healthcare information.

The healthcare organization should prioritize content, usability, and patient interaction to optimize the website. First, the company should publish blog posts, articles, and films on healthcare issues, treatments, and prevention. The website establishes the company’s expertise and engages patients by providing helpful and instructional information (García et al., 2019). Second, the website should be easy to navigate, clear, and responsive for cross-device viewing. Live chat and appointment scheduling systems can also improve patient connection and user experience.

Search and display ads can boost healthcare firms’ visibility and acquisition. Targeting keywords related to the company’s services ensures that potential patients searching for those services can find the website. Strategically placing display ads on suitable websites and platforms can boost brand awareness and audience reach (Hermes et al., 2020). To stand out from competition and attract people seeking certain traits, healthcare companies must emphasize their unique value proposition, such as specialized expertise, cutting-edge technology, or patient-centered treatment, in messaging.

Email marketing helps create and sustain patient relationships. To personalize emails, the healthcare organization should segment patients by demographics, medical history, preferences, and interaction. Segmentation enables targeted messaging and tailored content. Patients with chronic diseases may receive educational newsletters, while new patients may receive welcome emails about the company’s services and resources (García et al., 2019). Newsletters can cover healthcare news, prevention, and events. The organization can include personalized recommendations like appointment reminders or health tips based on patient profiles for patient engagement and happiness.

The healthcare organization needs a multiplatform strategy to boost brand engagement and communication on social media. Informational articles, infographics, videos, patient testimonials, and industry news should be included (Hermes et al., 2020). If the company creates polls, surveys, or Q&A sessions, patients can ask questions and share their experiences. Social media may also display the company’s community involvement, charitable alliances, and health campaigns, exhibiting corporate social responsibility and building public trust. Building brand reputation and patient happiness requires prompt and individualized replies to patient questions and feedback.

The healthcare organization should prioritize patient happiness and proactive involvement to boost word-of-mouth and viral marketing. Excellent patient experiences, tailored care, and prompt communication encourage patients to share their positive experiences. Referral programs can reward existing customers for referring new customers. Patients can quickly share relevant content with their networks using social sharing icons on the website and email newsletters. Online communities, forums, and patient support groups can assist the company in developing thought leadership and promoting good healthcare debates, boosting its reputation and public confidence.

Mobile marketing improves patient access to healthcare information and services. The healthcare organization should have a mobile-friendly, responsive, and fast-loading website. Patient portals, appointment scheduling, prescription reminders, and secure healthcare provider communication can be available via mobile apps (Kraus et al., 2021). Personalized health suggestions, preventive screening reminders, and medical research updates can be sent via push alerts. Location-based marketing can also promote clinics, health fairs, and community events to local patients. Mobile marketing helps the healthcare organization reach and engage patients on the go, offering seamless access to healthcare services.

In conclusion, internet marketing makes Healthcare companies thrive in the digital age. Optimizing the website, using search and display ads, managing email marketing, social media, word-of-mouth, and mobile marketing can help the healthcare company market its services, educate patients, and increase patient engagement. Valuable content, user-friendly interfaces, tailored communication, and proactive engagement can help the healthcare organization build trust, attract new patients, and retain existing ones. The organization must constantly evaluate and optimize its online marketing strategy based on patient feedback, industry trends, and digital marketing best practices. In a continuously changing healthcare industry, the organization may traverse the digital terrain and achieve its marketing goals by remaining current on online marketing principles and applying them to healthcare marketing.

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