Module 1 – Assignment – Market Research and Segmentation

  1. The External Environment – Data Gathering
    1. Search the Web and gather relevant general information regarding hospitals for seniors and direct data pertaining to the external environment of the proposed GAH
    2. The proposed points below are just “starter points” for you to expound upon and add to as you see fit.
    3. Common medical conditions of seniors:
      1. Overall health status
      2. Unique illnesses
      3. Other
    4. Medical institutions for seniors:
      1. Types of institutions and clinics serving seniors (their size per population served)
      2. Types of special services provided for seniors and catering to their needs.
      3. Length-of-stay of seniors at various hospitals.
      4. Other
    5. Local (Mission Viejo area) City demographics:
      1. Can be obtained from but not limited to: //www.city-data.com/
      2. Input the nine municipalities (one by one) in the search box.
      3. Scroll through the various data sets, and glean the relevant information: Population, Gender, Age, Household income, Race, Other.
      4. Consolidate all nine city data sets into one table, total where appropriate
  2. Based on the data gathered and the general picture you have obtained, we will now focus on direct market research and segmentation of the senior community in the Mission Viejo area.
  3. In order to do so, you will need to define/address the following points:
    1. Who are your target market subjects?
    2. Where are they located?
    3. What special needs do they require?
    4. What special medical/health services do they wish to get?
    5. What type of physician specialization would they like to have?
    6. Locations: Do they prefer a single medical center (MC) hospital location, or do they prefer a medical center (MC) hospital and a community clinic (CC)?
    7. Other.
  4. Survey Questionnaire:
    1. Complete the following proposed survey table – column A, that you plan to use in order to obtain the preferences and perceptions of the seniors of your target segment, assume n=500. (Click the link to access the GAH Project tables.)
    2. Your instructor will comment on your table and fill out column B (the average response score of the 500 subjects) in his feedback to you, on the basis of which you will be able to further develop your project plan.
2)
    1. The intent of the SLP is for you to transform the theoretical and general aspects as covered and based in each module’s case paper, to a “Board-meeting” presentation.
    2. The SLP (like the cases) is a cumulative project that will demonstrate the culmination of your understanding and your ability to identify the key points of your case work, and transform them into relevant slides utilizing Microsoft PowerPoint software (PPT).
    3. Remember that the presentation will be submitted to the “MHA599 Consulting Team” (MHA599CT) board of directors at their bi-weekly board meeting, so presentation needs to be directed to this executive audience.
    4. I am confident that you will enjoy developing this project, and hone your business presentation skills in the process.
  • Guidelines for Effective PowerPoint Presentations

  1. Do not attempt to dazzle your audience with psychedelic visual effects, multi colors, and eye-boggling animations.
  2. Do not just copy and paste your case text into the slides.
  3. Focus on the content and what message you want to get across to the board.
  4. Think Audience – Ensure that all slides are viewable (i.e., relevant text in viewable font size.)
  5. “one picture is worth a thousand words” – include graphs, diagrams, etc., as appropriate.
  6. Do not use all caps except for titles.
  7. Keep the background consistent and subtle.
  8. Use only enough text when using charts or graphs to explain; clearly label the graphic.
  9. Keep the design clean and uncluttered. Leave empty space around the text and graphics.
  10. Check the spelling and grammar.

SLP – Organization

  1. The number of slides per module should be about 10-15.
  2. Prepare and submit the sectional/modular slides for each module, adding the preceding ones (i.e., in Module 2 you will combine and submit sections 1 and 2, and so on.
  3. Amend each section per the feedback you will get from your instructor.
  4. Finally, you will aggregate all sections into one complete and comprehensive PPT following the SLP framework detailed below, and submit together by the due date of Module 4.

SLP – Framework and Modular Assignments

The complete SLP will consist of the following sections:

  1. Title slide  – to be submitted in Module 1.
  2. Background – to be submitted in Module 1.
  3. The External Environment – Data Gathering – to be submitted in Module 1.
  4. Market Research and Segmentation – to be submitted in Module 1.
  5. Organizational Structures and Functions – to be submitted in Module 2.
  6. Finance and Budgeting – to be submitted in Module 3.
  7. Quality, Ethical, and IT Controls – to be submitted in Module 4.
  8. Conclusions and Recommendations – to be submitted in and for all modules.

SLP Assignment Expectations

As stated in the course and modular outcomes, you are expected to demonstrate critical thinking and a solid analytical and theoretical knowledge of all previous courses in the program.

Furthermore, emphasis should be inputted on applying what you already know to the task of developing an individual project that reflects synthesis, integration, and real-life application (action plans).

As the environment is of a real-life project team, you will be assessed as to how well you present your work to your company and peers (writing and presentations).

Feedback and comments from your instructor and peers should be implemented and early recommendations adjusted accordingly.

The intent of the SLP is for you to transform the theoretical and general aspects as covered and based in each module’s case paper, to a “Board-meeting” presentation.
2.The SLP (like the cases) is a cumulative project that will demonstrate the culmination of your understanding and your ability to identify the key points of your case work, and transform them into relevant slides utilizing Microsoft PowerPoint software (PPT).
3.Remember that the presentation will be submitted to the “MHA599 Consulting Team” (MHA599CT) board of directors at their bi-weekly board meeting, so presentation needs to be directed to this executive audience.
4.I am confident that you will enjoy developing this project, and hone your business presentation skills in the process.
Feedback and comments from your instructor and peers should be implemented and early recommendations adjusted accordingly.As the environment is of a real-life project team, you will be assessed as to how well you present your work to your company and peers (writing and presentations).Furthermore, emphasis should be inputted on applying what you already know to the task of developing an individual project that reflects synthesis, integration, and real-life application (action plans).As stated in the course and modular outcomes, you are expected to demonstrate critical thinking and a solid analytical and theoretical knowledge of all previous courses in the program.SLP Assignment Expectations8.Conclusions and Recommendations – to be submitted in and for all modules.7.Quality, Ethical, and IT Controls – to be submitted in Module 4.6.Finance and Budgeting – to be submitted in Module 3.5.Organizational Structures and Functions – to be submitted in Module 2.4.Market Research and Segmentation – to be submitted in Module 1.3.The External Environment – Data Gathering – to be submitted in Module 1.2.Background – to be submitted in Module 1.1.Title slide  – to be submitted in Module 1.The complete SLP will consist of the following sections:SLP – Framework and Modular Assignments4.Finally, you will aggregate all sections into one complete and comprehensive PPT following the SLP framework detailed below, and submit together by the due date of Module 4.3.Amend each section per the feedback you will get from your instructor.2.Prepare and submit the sectional/modular slides for each module, adding the preceding ones (i.e., in Module 2 you will combine and submit sections 1 and 2, and so on.1.The number of slides per module should be about 10-15.SLP – Organization10.Check the spelling and grammar.9.Keep the design clean and uncluttered. Leave empty space around the text and graphics.8.Use only enough text when using charts or graphs to explain; clearly label the graphic.7.Keep the background consistent andsubtle.6.Do not use all caps except for titles.5.“one picture is worth a thousand words” – include graphs, diagrams, etc., as appropriate.4.Think Audience – Ensure that all slides are viewable (i.e., relevant text in viewable font size.)3.Focus on the content and what message you want to get across to the board.2.Do not just copy and paste your case text into the slides.1.Do not attempt to dazzle your audience with psychedelic visual effects, multi colors, and eye-boggling animations.Guidelines for Effective PowerPoint Presentations
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