Research Paper Marketing Plan
Xavier University | School of Nursing
Master of Science in Nursing | Clinical Nurse Leader
Marketing Plan
Prepared By | Shannon Cliff, Nick D’Urso, Katie Hamann
Table of Contents Executive Summary 3 Situational Analysis 5 Analysis of Internal Environment 5 Analysis of Customer Environment 10 Analysis of External Environment 18 SWOT Analysis 28 Strengths 28 Weaknesses 31 Opportunities 33 Threats 37 Marketing Goals and Objectives 39 Goal 39 Objective #1 39 Objective #2 40 Objective #3 41 Marketing Strategy and Tactics 42 Marketing Controls 44 Formal Marketing Controls 44 Informal Marketing Controls 48 Appendix 50
Executive Summary With the aid of a federal grant, Xavier University’s School of Nursing has created a Master of Science in Nursing (MSN) Clinical Nurse Leader (CNL) Distance Learning program with the goal of giving Registered Nurses (RNs) in rural areas of Ohio an opportunity to advance their education. Utilizing remote viewing technology, these students pursue one of the newest MSN concentrations aimed at vertical integration and improved patient care. Despite this innovative educational format, Xavier University’s School of Nursing has not been able to meet grant specifications mandating that they enroll 20 new students each year. This marketing plan is designed to help the Xavier University’s School of Nursing to more effectively market to potential students in order to increase program enrollment. Based on an extensive analysis of the environmental factors and industry trends, goals and objectives were created specifically tailored for the program. The overall goal for Xavier University’s MSN CNL Distance Learning program is to increase enrollment for the 2011-2012 school year. To accomplish this, three primary objectives are proposed below: 1) Enroll at least 20 new students in the distance-learning program by the next Fall 2011 semester. 2) Reach customers by implementing an
Master of Science in Nursing | Clinical Nurse Leader
Marketing Plan
Prepared By | Shannon Cliff, Nick D’Urso, Katie Hamann
Table of Contents Executive Summary 3 Situational Analysis 5 Analysis of Internal Environment 5 Analysis of Customer Environment 10 Analysis of External Environment 18 SWOT Analysis 28 Strengths 28 Weaknesses 31 Opportunities 33 Threats 37 Marketing Goals and Objectives 39 Goal 39 Objective #1 39 Objective #2 40 Objective #3 41 Marketing Strategy and Tactics 42 Marketing Controls 44 Formal Marketing Controls 44 Informal Marketing Controls 48 Appendix 50
Executive Summary With the aid of a federal grant, Xavier University’s School of Nursing has created a Master of Science in Nursing (MSN) Clinical Nurse Leader (CNL) Distance Learning program with the goal of giving Registered Nurses (RNs) in rural areas of Ohio an opportunity to advance their education. Utilizing remote viewing technology, these students pursue one of the newest MSN concentrations aimed at vertical integration and improved patient care. Despite this innovative educational format, Xavier University’s School of Nursing has not been able to meet grant specifications mandating that they enroll 20 new students each year. This marketing plan is designed to help the Xavier University’s School of Nursing to more effectively market to potential students in order to increase program enrollment. Based on an extensive analysis of the environmental factors and industry trends, goals and objectives were created specifically tailored for the program. The overall goal for Xavier University’s MSN CNL Distance Learning program is to increase enrollment for the 2011-2012 school year. To accomplish this, three primary objectives are proposed below: 1) Enroll at least 20 new students in the distance-learning program by the next Fall 2011 semester. 2) Reach customers by implementing an