Overview: For this task you will first compare the ACHE and AHIMA code of ethics and then review a brief case from Healthcare Marketing: A Case Study that involves ethical decision-making. Then you will discuss the role of the healthcare marketer in relation to ethical behavior and conduct.

● Codes of Ethics:

American College of Healthcare Executives (ACHE) Code of Ethics

American Health Information Management Association (AHIMA) Code of Ethics

1. Compare the code of ethics from these two organizations.

2. What do they have in common?

3. In what ways are they different?

● Ethical Decision Making:

Review the scenario from Exercise 1 in Chapter 4. Then, using one of the ethical decision-making models from Chapter 4, explain how you would address the issue in the scenario.

○ In your position as a marketer in a hospital, do you think Dr. Gray’s Facebook page is an issue what warrants your attention? Why or why not? Please explain in detail.

○ Four Quadrants Model: Review the four quadrants model presented in Exhibit 4.1. How might you define this scenario based on the model? Explain your reasoning.

○ How do you think the AMA policy about physicians and the use of social media (summarized at the top of page 52) relates to Dr. Gray’s Facebook page?

● Role of the Healthcare Marketer:

What do you think is the ultimate role of the healthcare marketer in relation to ethical behavior and conduct?

Cellucci, L. W., Wiggins, C., & Farnsworth, T. J. (2014). Healthcare Marketing: A Case Study Approach. Chicago, IL: Health Administration Press

Fed policy makers announced that October 2014 would conclude their third round of using dollars to buy vast sums of bonds — $1.7 trillion in just the third round of the program, known across the land (or at least the financial world) as QE3.

The idea of increasing the money supply was to keep the economy moving closer to equilibrium in the aggregate and keep interest rates low to spur investment and lower unemployment. We have seen unemployment trend downward since the peak in 2010 and GDP growing in real terms since 2010. However, there are many thoughts as to the actions of the Fed on the overall economy in the long term; both positive and negative. In addition, the Fed has increased interest rates to tighten the money supply as unemployment as dipped below 5%. You can see a history of the Fed Funds Rate by clicking here. The Fed has also started to reduce its balance sheet through its Balance Sheet Normalization process (click here for Fed Press Release). You can also see the trend of the Federal Reserve’s balance sheet by clicking here.

You are to develop an opinion on the Feds actions in the past to use unprecedented monetary policy (the buying of bonds by the Fed Open Market Committee) and to now stop the program now and raise interest rates. Do you think the actions of the Fed were warranted during the recession? Were the actions too great or too little? What do you think will happen to the economy going forward (interest rates, unemployment, growth, Federal debt levels, etc.). Do you think it is time for the Fed to continue to increase interest rates and Balance Sheet Normalization?

Promotion Toolbox

Objectives

• Show how advertising can be used as part of a promotion
• Show how personal selling, sales promotions, and direct marketing can be used as part of a promotion
• Show how PR can be used as part of a promotion
• Explain the use of viral and guerilla marketing

Discussion Overview

This discussion forum explores the variety of tools available to a marketer and speculates on why the company chose the ones that it did.

Deliverables

Your participation in the discussion forum, including the following:

• A response to the initial question(s)
• Responses to at least two other students' posts

Step 1

Find examples of each tool.

Find examples of each tool in the marketer's promotion toolbox in the current press, on the Internet, on TV, or another media source. The marketer's toolbox includes advertising, PR, personal selling, sales promotions, direct marketing, and viral marketing. Research and identify one example for each tool.

• To prepare for writing your first post, speculate on why the company chose that tool for their message and what they hoped to accomplish.

Step 2

Write your first post.

• Be sure to clearly state each tool and provide a link or example so that your classmates know what it is that you are referring to. While most examples will be on-line, it is perfectly acceptable to include references to TV ads, newspaper articles, etc.
• For each tool you must include your thoughts on why the company chose that particular tool. What did it hope to accomplish? Do you believe that they are successful? Why or why not?
• You may scan and attach anything you find that you believe would contribute to your classmates' understanding of your examples.

Recently, Darren has become interested in cryptocurrency, such as Bitcoin and Ethereum. As most cryptocurrencies are subject to limited regulation, Darren believes this alternative investment is the new ‘wild west’. Before allocating wealth into cryptocurrencies, Darren asks you for a short essay to address several questions about Bitcoin.

Provide a brief introduction about how Bitcoin functions and the risks and benefits of holding and using Bitcoin. (Word limit: 500 words)

Should Bitcoin be considered as an investment or a type of money (currency)? (Word limit: 500 words)

What are governments’ attitude towards Bitcoin, such as legislation and taxation? Your dissertation should cover the considerations/perspectives of the Australian government, and at least another foreign government. (Word limit: 500 words)

Outline some of the challenges that Bitcoin has brought to financial institutions around the globe. How have financial institutions responded to this? How can the financial institutions respond to this going forward? (Word limit: 500 words)

Requirements

The marking of this section will be based on research quality and depth.

Students need to undertake comprehensive research using a number of available resources.

Each group needs to cite at least 10 scholarly references as evidence of their research. Exceeding 10 scholarly references would be more favourable. Failing to reach this minimum level will result in losing marks. Scholarly references include book chapters, articles published by mainstream media (paper press and/or their website resources), and peer- reviewed journal articles. Wikipedia or Investopedia CANNOT be used as academic reference.

Word limit: in-text citation will be counted; students can have +/- 10% leeway in the word limit of each question; failing to follow the word limit of each question will result in losing marks.

When responding to a brand crisis it is best to respond quickly and promptly to avoid bad press and losing any customers now or later on.

Question 1 options:

Question 2 (2 points)

If a company chooses to use current products in current markets it is called ________.

Question 2 options:

Question 3 (2 points)

If the parent brand is already associated with multiple products through brand extensions, then it may also be called a _____.

Question 3 options:

Question 4 (2 points)

The _______ helps consumers understand how various brands in the portfolio can satisfy their needs as they change over time, or as the products and brands themselves change over time.

Question 4 options:

Question 5 (2 points)

A line extension often adds a different flavor or ingredient variety for the brand.

Question 5 options:

Question 6 (2 points)

______ can activate and strengthen brand associations that would be virtually impossible to recreate with new advertising today. (Hint see 13-1)

Question 6 options:

Question 7 (2 points)

It's best to take a ____-term view of brand management so that the brand can be proactive and enhance customer brand loyalty over time.

Question 7 options:

Question 8 (2 points)

There are no disadvantages to brand extensions.

Question 8 options:

Jordan is a construction contract company involved in building commercial properties. Its current policy for determining the percentage of completion of its contracts is based on the proportion of cost incurred to date compared to the total expected cost of the contract.

One of Jordan’s contracts has an agreed price of $250 million and estimated total costs of $200 million.

The cumulative progress of this contract is:

Year ended:                               30 September 2011            30 September 2012

                                                          $million                                 $million

Costs incurred                                      80                                         145

Work certified and billed                     75                                         160

Billings received                                  70                                         150

Based on the above, Jordan prepared and published its financial statements for the year ended 30 September 2011. Relevant extracts are:

Statement of Profit and Loss

                                                         $million

Revenue (balance)                              100

Cost of sales                                       (80)

                                                           ––––

Profit (50 x 80/200)                            20

                                                           ––––

Statement of financial position

                                                          $million

Current assets

Amounts due from customers

Contract costs to date                           80

Profit recognised                                  20

                                                             ––––

                                                              100

Progress billings                                  (75)

                                                              ––––

                                                                25

                                                              ––––

Contract receivables      (75 – 70)            5

Jordan has received some adverse publicity in the financial press for taking its profit too early in the contract process, leading to disappointing profits in the later stages of contracts. Most of Jordan’s competitors take profit based on the percentage of completion as determined by the work certified compared to the contract price.

Required:

1. Assuming Jordan changes its method of determining the percentage of completion of contracts to that used by its competitors, and that this would represent a change in an accounting estimate, calculate equivalent extracts to the above for the year ended 30 September 2012

SuperDry Manufactures and sells T-shirts for all kinds of events. The company has two manufacturing operations- shirt-making and printing. When the company receives an order, the shirt-making department obtains the materials requested and has the fabric cut and sewn to sizes. The ready T-shirts are then sent to the printing department where the customer labels or design are prepared and printed onto the surface with hot press machines.

SuperDry has three support departments- Building Maintenance, Human Resources and Design & patterns. For the 1^st quarter of 201X, the direct/direct overhead costs incurred by each department are as follows (direct costs for S1- S3; direct overhead costs for P1, P2, and R):

Shirt-making (P1)                             $260,000              Building maintenance (S1)           $65,000

Printing (P2)                                       $170,000              Human Resources (S2)                  $40.000

Sales (R)                                               $84,000 Design & Patterns (S3)                   $38,000

The cost drivers identified for costs incurred by S1, S2 and S3 are numbers of square footage,

Number of employees and the number of designs respectively.

The following table summarises the usage of the costs driver by each department:

                                                                S1           S2           S3           P1           P2           R

Number of Design -              -              -              16           30           8

Number of Employees 4              2              6              20           12           12

Square feet                                        5,000 10000 10000 15000 25000 5000

Required:

i)SupeDry allocates support department costs using the step-down method. Recommend the order by which SuperDry should do so. Justify your recommendation.

ii)Compute the total amount of overhead costs for P1, P2 and R using the step-down method and based on the order recommended in part (1).

For this lab we will use NFL Scouting Combine data for drafted running backs and wide receivers from years 2012-2014.The combine is a series of tests to evaluate college football players ahead of the NFL Draft. The dataset is available on Canvas. To perform the hypothesis tests below, you will need to upload the data to StatKey and select the appropriate columns. For guidance, refer to the StatKey guide.The dataset contains the following variables:

year Year player participated in combine

position Running Back (RB) or Wide Receiver (WR)

height height in inches

weight weight in pounds

forty yd forty yard dash time in seconds

three cone three cone time in seconds (run between 3 cones in an L shape)

vertical vertical jump height in inches

broad broad jump distance in inches

bench number of bench press repetitions with 225lbs

round round player was drafted (1-7)

Activity 1: Strength and Draft RoundIs there a linear association between a player’s strength, measured using the bench variable,and the round he was drafted in?

1.State the hypotheses of interest.

2.What is the notation and value of the sample statistic?

3.Use StatKey to generate a randomization distribution for these hypotheses. Remember, you will have to upload the dataset to StatKey and select the correct variables.What is the p-value?

4.Complete the p-value interpretation below:If there is ______ linear association between the round he was drafted in and a player’s strength in the population, the chance of seeing a sample correlation of _______ or ___________is _______________.

5.What is the formal conclusion at a significance level of 0.05?

6.What is the conclusion in context?