Research Paper Marketing Plan

Upon completing these courses, nurses will earn a Master of Science in Nursing (MS) with a focus on the Clinical Nurse Leader (CNN). The CNN oversees the lateral integration of care for a distinct group of patients and may actively provide direct patient care in complex situations.. The CNN puts evidence-based practice into action to ensure that patients benefit from the latest innovations in care delivery. Xavier University School of Nursing wants to enroll at least 20 students each fall in their new MS CNN program with 30% being from a minority and/or disadvantaged population.

The goal is to increase the number of registered nurses with advanced degrees working in rural areas in Ohio. Each site is encouraged to have at least five interested nurses in order to establish a partnership with a hospital. Xavier wants to add new registered nursing students to their MS CNN program while maintaining their current enrollment. With the current trend, the MS CNN has not seen many registered nurses enrolling in this program, so Xavier is looking to develop a better recruitment process in order to obtain new students. This program is to be placed in seven facilities in rural areas of Ohio.

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At this time, there has not been any consistency with new registrations. Out of the sixteen registered students for the fall 2009 semester, Fairfield Medical Center (FMC), only had five new students enroll. There were 3 new students enrolled at Brown County Regional Hospital (BACH) and zero at Wesleyan Senior Living During the fall 2010 semester two new students at FMC, BACH, and Lost Creek Care Center (LCD) registered. A total of nine new students registered at Joint Township District Memorial Hospital OTTOMH), and zero were registered at WSDL.

Saver’s goal is to have at least twenty new students register for each new term. Recruitment has been offering information sessions about the program, answering questions and handing UT information about the CNN role and admission paperwork. Review of Current and Anticipated Organizational Resources The video conferencing equipment was paid for by a federally funded grant totaling approximately $1. 5 million over a three year period to pay for video conferencing technology to be placed in seven facilities in rural areas of Ohio.

It is to be set up in the select sites for students to learn via live broadcasts from the class room on Saver’s campus. The program is purposed to provide real life experiences from far away at a remote location. Although, according to Debbie Davis, Distance Learning Coordinator, a lot of hospitals have had problems using the remote viewing technology. One hospital couldn’t see the lessons on the TV for a few weeks because the technology that allows remote viewing was not working correctly. Due to this technological difficulty, two students have dropped out of the program.

As of right now, Xavier has different locations in rural Ohio to reach out to Urn’s who cannot commute to and from Saver’s main campus. Strengths that the program offers according to Debbie Davis are (1) students can continue their education, (2) improve patient care, and (3) reach their personal goal in becoming Cans. By offering this aerogram, students can continue their education and receive their MS CNN. Debbie spoke with some students and, one 65 year old lady is trying to reach her personal goal of getting her Master’s Degree in nursing and others want to further their education.

The way this program is run limits Xavier to not having a competitive advantage over other schools. Current nurses are not aware of this program as they should be. This knowledge deficit about the CNN role, which is a fairly new role, creates a challenge for potential students. In fact, the majority of hospitals/facilities are not yet incorporating the role into their practice model. In order to achieve future success, Saver’s School of Nursing should try to reach out to prospective students and target those who want to further their education and get their MS CNN degree.

Recruiting and advertising attempts play a major role in gaining the right customer base and students to enroll in these virtual classes. Information sessions presented by Xavier staff members, help educate prospective students about the program in a forum based environment. At these information sessions, Debbie is available for 2-3 hours, usually at a time that is convenient to most nurses and the facility preference. The typical format has been an “open house” so nurses can stop by when it is convenient for them (beginning or end of a shift, or during later afternoon, when it might be a little slower on the floor).

Questions are encouraged and packets of information are given out. Saver’s mission statement says “Xavier aims to provide all students with a supportive learning environment which offers opportunities for identifying personal needs, setting goals, and developing recreational and aesthetic interests and skills for daily living and leadership. These recruiting and mailing advertisement attempts must help Xavier be evidence tort the session statement and achieve this through academic programs of high quality such as the MS CNN.

At this time, recruiting and advertising attempts have failed for this program. Information sessions, newspaper advertisements, and $7,100. 00 spent in post cards have not gained much attention to any Urn’s in the area. After all this money spent only two people registered. Debbie Davis spoke with 125 nurses who requested more information, and none of them enrolled. According to Debbie Davis, the budget is split up to different ways of recruiting. A total of $5,000 will be spent on publication costs for 2010-2011.

Information sessions are allocated $2,800 and the rest of the money is limited since $9,300 has already been spent during this grant period for newspaper ads. If enrollment begins to increase, many benefits will be seen in the upcoming years. As more students take on this CNN role and receive their Master of Science in Nursing, the nurse, and patients will all benefit. Quality, safety, and continuity of patient care will directly be affected by graduating nurses in this program. Upon completing this program, it will provide more inclusive, holistic, and innovative care.

Also, after completing these courses, these nurses will help increase cost effectiveness of patient care through decreased infections and critical care days for patients and elimination of unnecessary procedures. Xavier emphasizes a long-term relationship with its students. The recruitment process is a yearly campaign to reach their short-term goal of 20 new students enrolled in these classes. This program lasts from the beginning of the school year and won’t be offered again until the following fall semester.

Analysis of Customer Environment Please see the MS CNN Customer Research Deck in the Appendix for a detailed analysis of current students. Demographic Information Xavier University Master of Science in Nursing (MS) Clinical Nurse Leader (CNN) customers are currently all female registered nurses (Urns) aged 30 to 55 and live in various towns throughout rural Ohio. Potential Xavier MS CNN students have either earned a two year nursing associates degree, a three year diploma in nursing, or a four year Bachelor of Science in Nursing (BBS).

Potential students that are Urns with either an associates degree or a diploma in nursing must complete a 23 credit RAN to MS bridge program before they can enroll in the MS CNN concentration. Potential students that have already attained a BBS may enter the MS CNN program directly. Because the MS CNN is a graduate program, potential students are male or female Urns, living in rural Ohio, and are presumably in their early ass. Although some hospitals reimburse a portion of educational expenses, all students must finance their tuition independently.

Even though this is a federally granted program, there are no grants or scholarships automatically given to the students for entering the program. Instead, all current and prospective students are recommended to submit FAST form to determine their eligibility for grants, scholarships, and loans. Due to the tuition expense, all potential students must have either substantial disposable income or significant financial assistance to finance their education. According to the most current statistics, the median household income tort O was S while the median salary for a RAN in Ohio was $50,529.

Also, the median starting salary for a full-time RAN with a BBS in Ohio is $21. 33 per hour, whereas the starting salary for a full-time RAN with a MS is $21. 89 per hour. Nurses with a MS receive a higher income when they take on supervisory or administrative roles. Geographic Information Currently, there are five distance learning facilities at partnership sites including Fairfield Medical Center (FMC) in Lancaster, Brown County Regional Hospital (BACH) in Georgetown, Wesleyan Senior Living (WSDL) in Lyric, Lost Creek Care Center (LCD) in Lima, and Joint Township District Memorial Hospital OTTOMH) in SST. Mar’s.

If funding is secured, two more distance learning sites will be established in 2011. For marketing purposes, the counties with currently partnered sites should be the primary focus of student recruitment efforts. Individual counties, instead of specific ties with distance learning facilities, will be evaluated, because it is assumed that students are willing to commute a short distance. See general geographic information below. Geographic Information I Partnership Site I City I County I Population (2009) | Median Household Income (2008) | % of County with Higher Education (2000) | FMC I Lancaster I Fairfield | 143,712 | $58,019 | 13. 0% | BACH I Georgetown I Brown I 44,003 | $44,912 | 8. 80% | WSDL I Elena I Loraine | 305,707 | $52,878 | 16. 60% | LOCI Lit-an I Allen | 104,357 | $44,360 | 13. 40% | JHTML I SST. Marry I Glazier | 46,699 | $52,152 | 13. 0% | Decision Making Process In this case, the potential MS CNN consumer is simultaneously the purchaser and user of Xavier University’s educational service. As a purchaser, the potential students must identify the CNN as their preferred MS concentration and research colleges that offer the CNN program.

Once a college is selected, the potential student must develop a plan to finance their tuition through disposable income, financial aid, hospital remission, or various combinations of the three. The major influencer in this highly involved decision-making process may include their family, friends, leagues, or other members in the community that are aware of Saver’s MS CNN graduate program. According to our research, hospital administrators, supervisors and colleagues most significantly impact the student’s decision to select the CNN concentration and enroll in a MS program.

Xavier University MS CNN Program For the 2010-2011 school year, the tuition for a Xavier University MS CNN students is $566 per credit hour, totaling $3500 per semester for a full-time load. Students have the option of paying tuition in full, enrolling in a five-payment plan, or signing up for the employer reimbursement plan. With the five-payment plan, a student can pay the semester’s tuition in five monthly installments. Under the employer reimbursement plan, students can defer payments until the beginning of the next semester, when their employer refunds their tuition.

If an employer does not reimburse the entire tuition amount, the student is responsible for the remaining balance at the beginning of the semester. In all cases, payment arrangements for tuition must be made prior to class registration . Xavier MS CNN students nave the option of virtually attending class full-time or part-time, making them heavy or light users, respectively. Full-time students, or heavy users, begin the program during the fall semester, continue through the spring and summer semesters, and complete their MS CNN after the following fall semester.

These students take 9-12 credit hours per semester and are finished with the program in approximately 1 h years. Part-time students, or light users, take 5-8 credit hours per semester and are finished with the program in approximately 2 h years, or seven semesters, including summers (Refer to Appendix page 1). Currently, 81% of students attend class part-time and 15% attend class full-time. Both full-time and part-time curriculums require 43 reedit hours and 420 practicum hours, 360 of which are CNN concentrated, to complete their MS CNN certification.

All students attend class at Xavier University virtually via video conferencing facilities set up at the partnership sites located in the rural regions across Ohio previously discussed. Each facility is equipped with approximately $60,000 of audio visual equipment that allows students to see the professor lecture, and for the professor to see his/her students, in real time. Students can also view Powering presentations or other visual aids on a secondary monitor in the remote viewing class mom.

With this set-up, students have the unique ability to attend Xavier University classes, in person, from a local site. To help students plan their work schedules and personal responsibilities, all classes are held consecutively one or more nights per week 4-9:pm. Xavier University Nursing Department Xavier University is located at 3800 Victory Parkway in Cincinnati. Ohio. Current and potential consumers can access information regarding Xavier University or the Nursing Department through exploring the website, visiting the campus in-person, as well as via phone, email, or mail.

On the Xavier University website, potential students can learn more about the MS CNN certification, apply to the program, as well as find contact information for faculty and administrators. Potential consumers can also attend informational sessions at various health care facilities throughout Ohio that have shown interest in the program. These open forum discussions are held every spring at participating partnership sites and intermittently at potential new sites. In these informal meetings, potential students are educated about Saver’s MS CNN certification program and encouraged to ask questions.

At the administrative level, Xavier University’s School of Nursing actively networks with hospital administrators and nurse supervisors. Although an informal process, members of the School of Learning contact hospitals to discuss the advantages of the CNN role and the Distance Learning program. Similarly, hospital administrators and nurse supervisors reach out to Xavier University if they have heard of the program from other sources. Because the CNN role is not used in all hospitals, not all hospitals are receptive to the message or see a need for the program at their location.

However, overall, most hospital administrators and nursing staff see the advantages of the program. When do Customers Select Saver’s CNN Program? Since Xavier University’s MS CNN is a graduate program, customers would decide to enroll after they have received their undergraduate nursing degree. Because these consumers are presumably employed as a RAN, Xavier University should target hospitals, and other healthcare disabilities, located in rural Ohio that utilizes the C position. At these facilities, Xavier University can partner with local Cans to promote both the specialty and Xavier University program.

Since no student has graduated the program yet, alumni are not yet available as a marketing tool. Still, current students should be provided with an incentive to promote the program in the facility or hospital they work in. The decision to become a CNN through the Xavier University MS program occurs in two phases by first determining the focus concentration of their MS and second selecting a college to obtain it through. This dual step decision making process requires a two prong marketing approach. First, Urns need to learn about the advantages of selecting a CNN concentration over other nursing faculties.

This can be accomplished by raising awareness about the CNN program at the undergraduate level by having working Cans visit classrooms and discuss the benefits of the position. Once awareness is improved, Xavier University can become part of a student’s consideration set through targeting specific hospitals and making Urns aware of its unique teaching process via remote viewing. By targeting students at the undergraduate level, Xavier University, and the CNN program, can become part of the evoked set prior to the decision making process.

Why (and How) Students Choose Saver’s CNN Program? Potential MS CNN students select Xavier University for various reasons. Xavier University is one of only approximately 80 colleges nationwide that offer the MS CNN specialization. Of the five other Anion colleges with the program, Xavier University is the one of only two colleges that offers remote learning via video conferencing technology. Unlike its competitors, Xavier University is the also only college actively targeting rural nurses that may have less access to furthering their education.

Xavier University’s program is also arguably the most convenient program for Urns with either an associates degree or diploma in nursing. The 23 credit hour RAN to MS bridge program is shorter than comparable programs at other colleges. Why Potential Customers Don’t Choose Saver’s CNN Program? Ohio Colleges with MS CNN Program Breakdown I I Tuition (per credit) I Teaching Method I Bridge Program I Part-time or Full-time I Xavier University | $566. 00 | Distance Learning I Yes I Both I The Ohio State University | $407. 00 | Online I Yes I Both I Wright State University | $527. 0 | Online Yes I Both I Cleveland State University | $469. 25 | Online I No I Both I Terrine College I $357. 0 | Online, Distance Learning I Yes I Both I University of Toledo I $460. 00 | Online, Classroom I Yes I Both I There are a variety of reasons why potential students do not select Xavier University MS CNN program. First, the CNN concentration is a fairly new MS focus and some potential students may not be aware of it. Launched by the American Association of Critical-Care Nurses (CAN) in 2005, the new specialty was featured at approximately 80 colleges in 35 states.

Today, although the number of colleges offering the program has increased slightly, the CNN concentration is still new to the nursing community. Second, other Anion colleges that offer the CNN specialty have significantly lower tuition than Xavier University. Through its research, the nursing department has identified their two greatest competitors as Wright State University and Ohio State University. Wright State’s MS CNN program costs $3,644 for a student taking 11-18 credit hours; Ohio State’s program costs for 10,713 per year for tuition.

Although Wright State’s and Sow’s CNN programs only offer online courses, both pose a threat to Xavier University MS CNN concentration. Third, the technology used for remote learning at the distance learning sites has proven to be unreliable and defective at select facilities. Due to unfamiliarity with the equipment, these sites often have to learn how to operate the technology. With this learning curve, some sites cannot receive lessons consistently at the beginning of the semester. In one location, students were unable to view the lessons at all for several weeks. This incident ultimately caused two students to drop out of the program.

In order for Saver’s MS CNN program to charge a premium price for tuition and advertise the benefits of distance learning, the technology used must be reliable. Analysis of External Environment Competition Xavier has few competitors that reside in Ohio for the Clinical Nurse Leader (CNN) program, namely Wright State in Dayton, University of Toledo, Terrine College in Westerly, and Ohio State University in Columbus. Because the program is relatively new, not many schools offer it. Their two main competitors, Wright State and Ohio State both offer online courses and initiated their programs before Xavier University.

As for their location, there are not any programs specific to Cincinnati, but there are some similar programs near-by. The closest competitor, Wright State, offers his master’s in nursing as part of a lateral integration of patient care. Their program was developed in collaboration with Miami Valley Hospital, Good Samaritan in Dayton, and the Maria Joseph Living Center as well as Dayton VA Hospital and Kettering Health network in order to prepare individuals to assume this position at their unit level. To apply to their program potential students need a Bachelor of Science in Nursing (BBS), a cumulative of 3. Or above, and 1-2 year’s clinical experience as an RAN are preferred. The cost is approximately $3,644 for a student taking 11-18 hours f credit and there are nearly 18,000 students attending. Their strength resides in the alliance with hospitals surrounding the area that are willing to provide a place to practice this skill. A weakness that may hinder their program would be the lack of higher technology simulation in the classroom. Ohio State University in Columbus offers this specialized MS program of Clinical Nurse Leader in its facilities that spans over networks in Lima, Mansfield, Marion and Newark.

Their program focuses on preparing graduates to function as generalists and to provide and manage “comprehensive client care in acute care facilities. To apply, candidates must meet requirements of both the University Graduate School and College of Nursing; among these are a BBS, minimum of 3. 0 grade point average and competitive scores on the GREG at or near the 50 percentile in each area. This university has strength in numbers, serving 13,600 graduate students, and branding from their value and tradition. Because they are centralized, the population circumference encompasses a greater surrounding area of Ohio.

Another strength in their location is the fact that they have stations outside of the major city for those who cannot make it to main campus. Their program is online, but having resources closer to the end-user build better relationships and create brand value. Economic Growth As the country continues to see the effects of the recession, there are many factors of the economy that influence the market for Xavier University MS CNN program. The U. S continues to fall in macroeconomic stability, ranked eighty-seventh, and continues the fight to rebuild the nation.

The population unemployment rate is low and people are cutting costs wherever they can. Fortunately, education remains a high-value commodity for all and many people are continuing their education in lieu f finding a Job. According to data released by the U. S Bureau of Labor Statistics, the number of private sector Jobs increased by 64,000 led by an increase in healthcare by 24,000. For nurses, their Job skill sets are in higher demand and rising, even though the unemployment rate has remained high (currently at 9. 4 percent but ranging upwards of 10 percent).

With this weak labor market, spending is expected to remain modest throughout the year, having potential hindrance on corporations projected growth and profits. As income falls in households, poverty rate increases and the market for education purposes beyond bachelor’s degrees are less appealing to the budget of lower income consumers. The median income for Ohio was $48,011, down 4. 7% from 2008 and in Kentucky, the median income was $40,074, down 3% from 2008. Because of the shortage of Jobs and the current recession there has been a surge in college enrollments.

Although the market for higher education is a priority of our nation, government funding/state-funding has been cut leaving the financial burden on the end-user: the student. One challenge will be the necessity to include larger reapportions of students from low-income families from underrepresented ethnic groups along with finding a means to provide during times of increased tuition. Part of the problem resides in the lack of funds available for this range of students. Those who want to continue education but without something to offset the cost will be difficult to attract as potential buyers.

The program has funding for the technology and grants for inside the program, but no outside scholarships specific towards this education path. Despite the economy, private schools are seeing steady enrollment. The private education customers are not as equally affected by the conditions of the recession as the entire population due to the high level of importance placed on this sector. Since the recession began, Americans have cut back on spending in areas such as credit cards, car loans, mortgages, vacations and more but this has taken away much from education.

Legal Trends The legal factors are the binding laws and regulations Xavier University must follow in regards to recruitment of potential students. As far as restrictions go, the only things required to enter the program are as follows: * Registered nurse with a BBS Bachelor’s degree from a regionally accredited college or university. * Prerequisite courses required by the first day of class but not necessarily at the time of application. * Anatomy and Physiology (lectures and laboratories), Microbiology (lecture only) and Statistics.

Note: Credits must be within five years. * Graduate nursing application. * Applicants must be licensed registered nurses in the United States. * Applicants must be licensed in the state in which they will participate in clinical experiences. * Completion of an undergraduate statistics course prior to entering the program. One official transcript from all colleges/universities attended. * Official copy of Graduate Record Examination (GREG) scores. * Personal essay describing career goals, ability for two years of full-time study and future plans for employment. Past felony or misdemeanors conviction related to drugs may disqualify him/her from taking the state licensee examination (Section 4273. 28 of Ohio Revised Code). Along with regulators for the admission of a nurse into this program, being a Jesuit University places some guidelines as to the type of person to be accepted and how they are to follow through with their education. Jesuits long- standing mission of “men and women for others” serves as a guideline for these Xavier Graduates to live by.

Jesuit education is “world-affirming,” assisting in the total formation of each individual, which includes a religious dimension that permeates the entirety of their education and promotes dialogue between faith and culture. Being a Jesuit places not a legal burden, but a commitment to an active life that serves faith and does Justice who manifests itself a particular concern for the poor. Generally speaking, nurses must be compassionate and caring for their patients, inking to the Jesuit ideals of “men and women for others” and their concerns for the less fortunate and Justice.

General legalities behind recruitment of a student follow Ohio code along with Saver’s policy such as not knowingly recruiting any foreign national without substantiating documents that prove the alien’s eligibility in accordance with provisions established by policy. Also, federal regulations concerning gender equality and access, the use of human subjects in research, the treatment of animals in laboratories, and access to facilities through the DADA must be art of the initiative to develop this program for students.

Political Trends The factors of political analysis are focused on what extent the governments political changes affect the environment of higher education programs, specifically graduates of nursing. Major changes in the fundamentals for health care in the nation have made an increased awareness of the health education industry and the important role they play in society. Health disparities, inflated costs, and poor quality of health care outcomes have deepened because of today’s shortfall of prepared registered ruses.

At ten years now, the shortage is outpacing the level of federal resources allocated by Congress to help alleviate the situation. There are numerous acts that shape the nursing development. Title VIII of the Public Health Service Act authorizes the Nursing Workforce Development programs that support the supply and distribution of qualified nurses to exceed the nation’s healthcare needs. These programs address the shortages in education, practice, retention, and recruitment. This Title supports mainly full-time students whose career goal is to become a nurse recantation.

Title Vic’s program for recruiting and retaining students in the nursing profession are being advocated by groups such as the National League of Nurses (NIL) to include support for cost-effective initiatives to address the workforce challenges for all nurses. However, in order to achieve an appropriate health system to meet the needs of the people, much more must be done. A core cause in the shortage is the aging and overworked faculty who earn less than nurses entering clinical practices. These faculty members cited their primary reason for departure