DUE TOMORROW SUNDAY EST 6 AM
Locate your assigned case study and answer the questions which correspond to the FIRST letter of your LAST name. Then you will respond to the main postings of two other learners; at least one response should be to a peer who has answered questions different from yours.
Aebin NewsomOct 16 8:40am| Last reply Oct 16 4:21pm
Initial Post
Based upon the patient’s presentation and historical data provided I would advise a few modifications to this patient’s treatment plan that are within the scope of practice of a PMHNP in Florida. Firstly, I would recommend that we make changes to her medication regimen. The patient reports that she “gained 25 lbs” since starting Abilify and had to increase her dose of Ozempic and atorvastatin. One of the key potential metabolic side effects of using atypical antipsychotics, especially second-generation antipsychotics, is weight gain (Skonieczna-Zydecka et al., 2020). In circumstances in which patients gain a lot of weight from using an atypical antipsychotic, research evidence suggests that discontinuing that medication or switching to a different medication like bupropion or an SSRI may help to mitigate the negative metabolic effects of the atypical antipsychotic (Hakami et al., 2022).
Secondly, I would refer the patient for dialectical behavioral therapy, cognitive behavioral therapy, and grief counseling. The patient reports that her anxiety and depression started after the unfortunate death of her husband and have remained since then. This indicates that there are likely some ineffective coping strategies in place, and the patient may benefit from professional counseling. This is especially important considering that the patient stated that her anxiety keeps her from going out alone and walking daily for exercising.
Lastly, I would call the office of her primary care provider in a collaborative effort to address her underlying metabolic risk, rather than adjusting these medications myself. Despite being on a therapeutic dose of “atorvastatin for 7 years, Ozempic for three years, and lisinopril for 10 years”, her cholesterol, overall lipid panel, blood pressure, and hemoglobin A1C are much too elevated. Given her history and current lab values, she is at a moderate to high risk of developing cardiovascular disease and having a stroke and/or heart attack.
References
Hakami, A. Y., Felemban, R., Ahmad, R. G., Al-Samadani, A. H., Salamatullah, H. K., Baljoon, J. M., Alghamdi, L. J., Ramadani Sindi, M. H., & Ahmed, M. E. (2022). The association between antipsychotics and weight gain and the potential role
of metformin concomitant use: A retrospective cohort study. Frontiers in Psychiatry, 13, 914165. https://doi.org/10.3389/fpsyt.2022.914165
Skonieczna-Zydecka, K., Loniewski, I., Stachowska, E., Marlicz, W., & Correll, C. U. (2020). Current and novel approaches to mitigate cardiometabolic adverse effects of second-generation antipsychotics.
The International Journal of Neuropsychopharmacology, 23(8), 491–495. https://doi.org/10.1093/ijnp/pyaa026
Ralph AnnamOct 15 11pm| Last reply Oct 18 1:35am
Objective and Subjective Information
The patient is a 70-year-old woman who has high blood pressure, high blood sugar, slight obesity, and high cholesterol. She also has sadness and anxiety that started after her husband died seven years ago. She says she is still worried about going out alone, does not socialize much, and has trouble losing weight even though she records what she eats. She has gained 25 pounds since starting Abilify 5 mg a day and now has desires for carbs.
Current Medications: Atorvastatin 20 mg, Ozempic 1 mg once a week, lisinopril 10 mg, and Abilify 5 mg.
Vitals and labs: Height: 5'2", weight: 176 lbs, BMI: 32.2, blood pressure: 146/83, fasting blood glucose: 115 mg/dL, HbA1C: 6.9%, total cholesterol: 200 mg/dL, LDL: 100 mg/dL, and HDL: 37 mg/dL.
Evaluation: Abilify is linked to mild weight gain, which may make this patient's weight gain and metabolic risk factors worse. Her anxiousness and lack of movement also make her weight and metabolic problems worse. The depression has only gotten better.
Plan / Suggestions
1. Changing the dose of psychotropic drugs:
Gradually decreasing off Abilify and switching to a weight-neutral SSRI like sertraline or escitalopram may help with mood and anxiety symptoms while also reducing metabolic adverse effects. Older adults generally tolerate SSRIs well and have a reduced risk of weight gain (Bishara & Taylor, 2022; Gelenberg et al., 2022). In most U.S. states, PMHNPs can write prescriptions for SSRIs on their own (AANP, 2024).
2. Behavioral Activation and Lifestyle Interventions: To help with weight loss, lower anxiety, and better glycemic control, encourage a daily walking practice, preferably with a friend or a walking group. There is substantial evidence that behavioral activation can help older people feel better and obtain them moving (Dimidjian et al., 2017; Colberg et al., 2016).
3. Collaborative Care: Work with her primary care doctor or endocrinologist to review her Ozempic regimen and determine the best way to control her glucose and cholesterol levels. Consider sending her to cognitive behavioral therapy (CBT) for anxiety to help her become more independent and participate in social activities (Stanley et al., 2020).
References
American Association of Nurse Practitioners. (2024). State practice environment. https://www.aanp.org
Bishara, D., & Taylor, D. (2022). Adverse effects of antipsychotic medication. Advances in Psychiatric Treatment, 28(1), 36–45.
Colberg, S. R., et al. (2016). Physical activity/exercise and diabetes. Diabetes Care, 39(11), 2065–2079.
Dimidjian, S., et al. (2017). Behavioral activation treatments for depression. Annual Review of Clinical Psychology, 13, 1–25.
Gelenberg, A. J., et al. (2022). Practice guideline for the treatment of patients with major depressive disorder.
Stanley, M. A., et al. (2020). CBT for late-life generalized anxiety disorder. Am J Geriatr Psychiatry, 28(2), 143–154.
Marketing Strategy for Good- Part 2
For this Assignment, you will continue to take on the role of a marketing professional to develop a persuasive marketing strategy for good. Your goal is to help society while being cognizant of the organization’s mission and goals. Your task is to continue designing a social media/social marketing campaign for your organization that would promote diversity and inclusion and could help benefit the company. Your decisions must align with the company’s mission and goals. Last week, you chose a company or made up a mock organization, which you will continue to use for this week’s Assignment.
With those thoughts in mind, continue constructing your marketing campaign design document with the following sections, being sure to incorporate appropriate examples, where applicable, as well as citations for relevant academic sources from the classroom, the Walden Library, and/or other appropriate scholarly sources to support your work.
Note: Last week, you submitted Part 1 of your design document. This week, you will use the same file to develop and submit Part 2. In Week 10, you will finish compiling your document with the addition of Part 3.
To prepare for this Assignment:
Submit Part 2 of your design document, to include the following:
Part 2: Marketing With the Customer in Mind (2-3 pages)
Marketing for Competitiveness
Week 9 Learning Resources
Influencer Marketing
With the expansion of social media, the concept of the “influencer” has also continued to grow. Historically, marketers had to rely on their own ability to come up with effective campaigns and messaging to persuade consumers to purchase a brand’s products or services. With the rise of influencers, however, brands are now able to benefit from these individuals’ social media reach to get their messaging to a wider audience. Influencers share videos, review products, and give their feelings about and perspectives on different companies and brands. And their ability to persuade others to change their attitudes, perspectives, and buying behaviors can have a significant impact on the success of a brand. Some marketers might even consider the use of influencers as practically “free marketing.” Through these resources, you will examine the use of social media influencers in marketing.
· Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & coLinks to an external site. . California Management Review , 63 (1), 5–25. https://doi.org/10.1177/0008125620958166
· Schillewaert, N. (2020, July 7). Brand religions: The 3 beliefs of the influencer religionLinks to an external site. . InSites Consulting . https://insites-consulting.com/blog/brand-religions-the-3-beliefs-of-the-influencer-religion/
· TEDx. (2019, March 18). How influencers have transformed modern marketing | Rachel David | TEDx VancouverLinks to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=gbbEXnRG9d8
· Think Media. (2019, September 26). How to use influencer marketing to grow your business (strategies & examples)Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=popowMuKyjY
Social Media and Messaging
Crafting an appropriate message is critical to the success of any marketing campaign, but when those messages are being sent through social media and other online networking platforms, there are particular considerations marketers must make for when, how, and through what means their brand messages are received. Using these resources, you will examine the use of social media to deliver messaging for a company or brand.
· Brand Master Academy. (2020, February 21). Nail your brand messaging strategy with these 6 principles Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=wZapji2x7QE
· Harvard Business Publishing. (2015, September). Vision statement: Why some videos go viral . Harvard Business Review , 93 (9), 34–35.
· HubSpot. (2020, April 13). How to advertise on the top social media platforms Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=VNMIb-wOA_A
· James, L. (2020, September 11). How to develop a social media strategy step by step Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=PKUn7wU5sIc
· Moorman, C., & McCarthy, T. (2021, January 19). CMOs: Adapt your social media strategy for a post-pandemic world . Harvard Business Review Digital Articles , 2–5.
· TEDx Talks. (2018, October 30). How social media is changing the face of marketing | Teresa Heath-Wareing | TEDxTelford Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=ekPGf3QeBlE
Video Marketing and Promotion
Video marketing is the strategy designed by marketing teams to create, curate, and utilize videos as a means of marketing their products or services to their target audience. The idea is to keep audience members engaged with the brand in a way that’s simple and easy to digest. Video marketing is the use of video to raise awareness, create engagement, and drive sales. It’s only a part of digital marketing, albeit a massive one, and overlaps with content marketing. Video marketing is now so widespread that it’s a must-have skill for all marketers.
· Ahrefs. (2020, February 19). How to use marketing to grow your business Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=QCgDIhvFkCM
· 365 Careers. (2017, July 3). The marketing mix – marketing promotion Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=ZBKWqdAS7nA
Diversity and Inclusion in Marketing
Diversity and inclusion in marketing allow for the development and creation of campaigns that can help drive business, but it’s also the right thing to do. As marketers, we need to do the work to reflect our world more accurately and, in turn, create the more just and equitable world we all deserve. Diversity in marketing can bring new perspectives and ideas to the table, as well as promote an understanding of different communities and cultures. Understanding these components can lead to increased revenue and brand loyalty for businesses. Using these resources, you will examine aspects of diversity and inclusion in marketing.
· The Business Professor. (2021, February 9). Cultural factors impact marketing Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=_1_d5-AGq0Q
· Gynn, A. (2020, June 5). How to do diverse and inclusive content marketing that matters Links to an external site. . Content Marketing Institute. https://contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/
· Lumen Learning. (n.d.). Reading: Cultural factors shaping the global marketing environmentLinks to an external site. . In Principles of marketing . https://courses.lumenlearning.com/vccs-mkt100-17fa/chapter/reading-cultural-factors-shaping-the-global-marketing-environment/
· sociallink. (2020, September 19). Diversity and inclusion in marketing Links to an external site. . https://www.sociallink.com/blog/diversity-inclusion-marketing-agency
· Zalis, S. (2019, November). Inclusive ads are affecting consumer behavior, according to new research Links to an external site. . Think With Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/
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Marketing for Competitiveness
Week 8 Learning Resources
Digital Marketing Basics
Digital marketing refers to the type of marketing that utilizes online channels and their associated technologies and platforms to promote products and services for a business. Digital marketing is important because it helps to drive more qualified traffic to a business because of the interest generated. Through these resources, you will explore some of the basic ideas related to digital marketing.
· Alexander, L. (2021, March 16). The who, what, why, & how of digital marketingLinks to an external site. . HubSpot. https://blog.hubspot.com/marketing/what-is-digital-marketing
· Erhart, A. (2019, August 1). What is digital marketing? And how does it work? Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=NvgJ2mPWHX8
Persuasion and Marketing
If marketing is the process of promoting an organization’s products or services, then one of the key foundations of that process is the ability to persuade others to have an interest in those products or services. Using these resources, you will consider what persuasion is and the role it plays in marketing.
· Communication Coach Alex Lyon. (2020, August 25). What is persuasion ?Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=lAxMdswA_-s Note: The approximate length of this media piece is 4 minutes.
· CrashCourse. (2018, April 3). Influence & persuasion: Crash course media literacy #6 Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=VXhLmkrN0-I Note: The approximate length of this media piece is 10 minutes.
· Emerald Works Limited. (n.d.). Powers of persuasion Download Powers of persuasion . MindTools. https://www.mindtools.com/community/pages/article/PowersofPersuasion.php MindTools.com. Powers of Persuasion. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/PowersofPersuasion.php Reprinted by permission of Mind Tools Ltd. via the Copyright Clearance Center. Licensed in 2021. Time Estimate: 7 minutes
· Grant, A. (2021, March 1). Persuading the unpersuadable . Harvard Business Review , 99 (2), 131–135.
· Schillewaert, N. (2021, February 17). 6 principles of persuasive marketing: How to influence peopleLinks to an external site. . InSites Consulting . https://insites-consulting.com/blog/6-principles-of-persuasive-marketing-how-to-influence-people/
· SciShow Psych. (2017, September 18). How ads (and people) persuade you Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=HzevRHUEnVI
Tactical Marketing Tools and Techniques
Tactical marketing tools and techniques are used to execute a marketing strategy to meet the business’s objectives. When developing a product or service, the design focuses on specific people groups that are likely to need it and use it (i.e., the target market(s)); therefore, the tactical marketing tools and techniques are employed in ways that let those groups know about the product or service and how it will be delivered to them. Using these resources, you will consider the use of tactical marketing tools and techniques.
· Frasier, R. (2020, January 30). Persuasive techniques to use in marketing with Robert Cialdini Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=-jvcIanyPfU
· Pietrzak, L. (2019, October 26). It’s not manipulation, it’s strategic communication Links to an external site. [Video]. TEDxGeorgetown. https://www.ted.com/talks/lukas_pietrzak_it_s_not_manipulation_it_s_strategic_communication
· Tracy, B. (2015, January 29). Using the law of reciprocity and other persuasion techniques correctly Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=n1zNwA61Y7g
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Prepared by: Lakenya Campbell
Date: October 19th, 2-25
Walden University
MBAX 6060: Marketing for Competitiveness
Part 1: Laying the Foundation for Persuasive Marketing Tactics
In today's competitive and socially conscious market, companies must sell their products successfully and link their marketing tactics with socially conscious principles. By ethically influencing customer behavior and promoting societal change, persuasive marketing helps achieve this dual goal. According to Week 8 learning resources, persuasion works best when it uses credibility, logic, and emotion to inspire rather than manipulate (Lyon, 2020; Pietrzak, 2019). This project creates a persuasive diversity and inclusion marketing strategy for a real-world firm. This campaign shows how marketing can assist society and business by using persuasive communication and digital marketing. These sections explore Starbucks Corporation's mission, social goals, and strategic approach to establish an inclusive social media campaign that supports its goals.
Selected Organization: Starbucks Corporation
Starbucks is known worldwide for its specialty coffee, beverages, and customer service. Starbucks was founded in Seattle, Washington, in 1971 to “inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.” Through ethical sourcing and social effect, the organization seeks sustainability, inclusion, and community connection. Starbucks serves a diversified customer base that values quality, convenience, and social responsibility at over 38,000 locations.
Young professionals, socially conscious consumers, and ethical brand advocates are the company's main clients. Starbucks' mobile app, rewards program, and social media participation make it well-positioned to launch a persuasive social good marketing campaign.
Positive Social Change Goal: Promoting Diversity and Inclusion
Starbucks is known for its progressive social principles, but current social issues require constant fairness and inclusion investments. The proposed #BrewTogether social marketing campaign promotes community diversity, inclusiveness, and understanding. Starbucks will share true stories of inclusion and belonging from different employees and customers in the campaign.
The program supports the company's objective to “nurture the human spirit” and promote worldwide harmony and acceptance. Starbucks strengthens its ethical commitments and promotes workplace equity and cultural diversity by integrating brand storytelling to societal principles.
Business Opportunities and Campaign Goals
The #BrewTogether campaign aims to boost Starbucks' social responsibility and inclusivity and increase customer emotional engagement and loyalty. Studies suggest that customers expect firms to address social concerns seriously, and authenticity can build brand loyalty (Schillewaert, 2021).
Business-wise, the campaign boosts brand uniqueness, internet engagement, and PR. Persuasion involves empathy and proof, which Grant (2021) says generate credibility and trust. Celebrating actual inclusion stories on social media helps Starbucks humanize its brand and establish neighborhood ties while promoting its mission-driven marketing approach.
Persuasive Marketing Tactics
#BrewTogether will use emotional narrative and ethical influence to persuade. Starbucks will use reciprocity, social proof, and authenticity across digital platforms using Cialdini's persuasion principles (Frazier, 2020).
1. Digital Storytelling: Starbucks staff and customers will share their inclusion stories in short films and posts. Communication specialist Alex Lyon (2020) says good persuasion combines reasoning and emotion to connect. Stories highlight how Starbucks practices inclusivity daily and evoke empathy.
2. Influencer Partnerships: Collaborations with different TikTok, Instagram, and LinkedIn micro-influencers will reach more people. Schillewaert (2021) says that social proof and relevant voices demonstrate authentic support rather than corporate promotion, boosting credibility and persuasion.
3. Interactive Engagement: Starbucks will promote user-generated content with weekly challenges like "Inclusion Fridays," when people celebrate diversity in their areas. Starbucks rewards participants with loyalty points and features top stories on official platforms using reciprocity (Tracy, 2015).
4. Strategic Communication: Transparent, value-aligned communication makes persuasion ethical, according to Pietrzak (2019). Inclusivity will be promoted as a universal advantage rather than a buzzword.
SWOT Analysis
Strengths
Starbucks' global image, digital presence, and successful social initiatives underpin the ad. The company's digital customer interaction spreads messages and encourages participation.
Weaknesses
Racist acts may make people skeptical of inclusion programs. Starbucks must be honest and transparent in its storytelling to overcome this. Internal weaknesses include campaign fatigue and budgetary limits.
Opportunities
Digital marketing lets firms efficiently target specific demographics and personalize engagement, according to Erhart (2019). This can help Starbucks connect various communities, partner with advocacy groups, and lead corporate responsibility. Market potential exists for real, socially conscious brands due to rising consumer demand.
Threats:
Unmanaged backlash or performative activism could damage brand confidence. Competitor brands may copy strategies, limiting campaign originality. Social media misinformation and misinterpretation of campaign messages also jeopardize reputation.
Conclusion
Starbucks remains committed to inclusion and community connection through #BrewTogether. The campaign uses storytelling, reciprocity, and authenticity to encourage meaningful action and brand loyalty through ethical marketing. Emotional, transparent persuasion builds trust and influence. This project promotes Starbucks as a market leader and a social change catalyst, showing how competitive marketing can drive company success and social advancement.
References
Erhart, A. (2019, August 1). What is digital marketing? And how does it work? [Video]. YouTube. https://www.youtube.com/watch?v=NvgJ2mPWHX8
Frasier, R. (2020, January 30). Persuasive techniques to use in marketing with Robert Cialdini. [Video]. YouTube. https://www.youtube.com/watch?v=-jvcIanyPfU
Grant, A. (2021, March 1). Persuading the unpersuadable. Harvard Business Review, 99(2), 131–135.
Lyon, A. (2020, August 25). What is persuasion? [Video]. YouTube. https://www.youtube.com/watch?v=lAxMdswA_-s
Pietrzak, L. (2019, October 26). It’s not manipulation, it’s strategic communication. [Video]. TEDxGeorgetown. https://www.ted.com/talks/lukas_pietrzak_it_s_not_manipulation_it_s_strategic_communication
Schillewaert, N. (2021, February 17). 6 principles of persuasive marketing: How to influence people. InSites Consulting. https://insites-consulting.com/blog/6-principles-of-persuasive-marketing-how-to-influence-people/
Tracy, B. (2015, January 29). Using the law of reciprocity and other persuasion techniques correctly. [Video]. YouTube. https://www.youtube.com/watch?v=n1zNwA61Y7g
Social Media Messaging
Social media has become so deeply ingrained into our society and way of life, for many people, it is hard to imagine life without it! Social media sites and platforms provide a means for people to interact with geographically dispersed friends and family, forge professional networks, quickly and easily share information and ideas, and create virtual communities. Although a lot of good has come from this means of connection, a fair share of problems and sources of contention have come from it as well. For this Discussion, you will explore the influence of social media and share a positive and a negative example of how social media is used to influence others (products, ideas, etc.).
To prepare for this Discussion:
Post an analysis of the effectiveness of social media marketing, to include the following:
Marketing for Competitiveness
Week 9 Learning Resources
Influencer Marketing
With the expansion of social media, the concept of the “influencer” has also continued to grow. Historically, marketers had to rely on their own ability to come up with effective campaigns and messaging to persuade consumers to purchase a brand’s products or services. With the rise of influencers, however, brands are now able to benefit from these individuals’ social media reach to get their messaging to a wider audience. Influencers share videos, review products, and give their feelings about and perspectives on different companies and brands. And their ability to persuade others to change their attitudes, perspectives, and buying behaviors can have a significant impact on the success of a brand. Some marketers might even consider the use of influencers as practically “free marketing.” Through these resources, you will examine the use of social media influencers in marketing.
· Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & coLinks to an external site. . California Management Review , 63 (1), 5–25. https://doi.org/10.1177/0008125620958166
· Schillewaert, N. (2020, July 7). Brand religions: The 3 beliefs of the influencer religionLinks to an external site. . InSites Consulting . https://insites-consulting.com/blog/brand-religions-the-3-beliefs-of-the-influencer-religion/
· TEDx. (2019, March 18). How influencers have transformed modern marketing | Rachel David | TEDx VancouverLinks to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=gbbEXnRG9d8
· Think Media. (2019, September 26). How to use influencer marketing to grow your business (strategies & examples)Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=popowMuKyjY
Social Media and Messaging
Crafting an appropriate message is critical to the success of any marketing campaign, but when those messages are being sent through social media and other online networking platforms, there are particular considerations marketers must make for when, how, and through what means their brand messages are received. Using these resources, you will examine the use of social media to deliver messaging for a company or brand.
· Brand Master Academy. (2020, February 21). Nail your brand messaging strategy with these 6 principles Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=wZapji2x7QE
· Harvard Business Publishing. (2015, September). Vision statement: Why some videos go viral . Harvard Business Review , 93 (9), 34–35.
· HubSpot. (2020, April 13). How to advertise on the top social media platforms Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=VNMIb-wOA_A
· James, L. (2020, September 11). How to develop a social media strategy step by step Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=PKUn7wU5sIc
· Moorman, C., & McCarthy, T. (2021, January 19). CMOs: Adapt your social media strategy for a post-pandemic world . Harvard Business Review Digital Articles , 2–5.
· TEDx Talks. (2018, October 30). How social media is changing the face of marketing | Teresa Heath-Wareing | TEDxTelford Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=ekPGf3QeBlE
Video Marketing and Promotion
Video marketing is the strategy designed by marketing teams to create, curate, and utilize videos as a means of marketing their products or services to their target audience. The idea is to keep audience members engaged with the brand in a way that’s simple and easy to digest. Video marketing is the use of video to raise awareness, create engagement, and drive sales. It’s only a part of digital marketing, albeit a massive one, and overlaps with content marketing. Video marketing is now so widespread that it’s a must-have skill for all marketers.
· Ahrefs. (2020, February 19). How to use marketing to grow your business Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=QCgDIhvFkCM
· 365 Careers. (2017, July 3). The marketing mix – marketing promotion Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=ZBKWqdAS7nA
Diversity and Inclusion in Marketing
Diversity and inclusion in marketing allow for the development and creation of campaigns that can help drive business, but it’s also the right thing to do. As marketers, we need to do the work to reflect our world more accurately and, in turn, create the more just and equitable world we all deserve. Diversity in marketing can bring new perspectives and ideas to the table, as well as promote an understanding of different communities and cultures. Understanding these components can lead to increased revenue and brand loyalty for businesses. Using these resources, you will examine aspects of diversity and inclusion in marketing.
· The Business Professor. (2021, February 9). Cultural factors impact marketing Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=_1_d5-AGq0Q
· Gynn, A. (2020, June 5). How to do diverse and inclusive content marketing that matters Links to an external site. . Content Marketing Institute. https://contentmarketinginstitute.com/2020/06/diverse-inclusive-content-marketing/
· Lumen Learning. (n.d.). Reading: Cultural factors shaping the global marketing environmentLinks to an external site. . In Principles of marketing . https://courses.lumenlearning.com/vccs-mkt100-17fa/chapter/reading-cultural-factors-shaping-the-global-marketing-environment/
· sociallink. (2020, September 19). Diversity and inclusion in marketing Links to an external site. . https://www.sociallink.com/blog/diversity-inclusion-marketing-agency
· Zalis, S. (2019, November). Inclusive ads are affecting consumer behavior, according to new research Links to an external site. . Think With Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/
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Marketing for Competitiveness
Week 2 Learning Resources
The customer’s need (The influencer)
Through these resources, you will examine how to define customers’ needs. Customers’ needs are rooted in seeking solutions a product or service may provide. We identify those needs in marketing by asking the questions that solicit feedback to enhance our processes and practices. Through these resources, you will explore how customers’ needs are met using solid marketing practices.
· Balis, J. (2021, March 10). 10 truths about marketing after the pandemic . Harvard Business Review Digital Articles , 1–11. http://hbr.org
· Breschi, A. (2021). 16 types of customer needs (and how to solve for them)Links to an external site. . HubSpot . https://blog.hubspot.com/service/customer-needs
· Haas, S., McClain, J., McInerney, P., & Timelin, B. (2020, October 16). Reimagining consumer-goods innovation for the next normal Links to an external site. . McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/reimagining-consumer-goods-innovation-for-the-next-normal
· Kiely, T. J. (2017, August 2). How social media can drive product innovation Links to an external site. . Falcon.IO. https://www.falcon.io/insights-hub/topics/customer-engagement/social-media-can-drive-product-innovation-social-listening/
The Industry and Competition/Social Media Being the Influencer
Social media influence refers to the impact of other people’s thinking and behavior in an online community. The more influence a person has, the more appeal that individual has to companies or other individuals who want to promote an idea or sell a product. Social media possesses incredible influential power, and since the advent of the Internet, it has evolved from a simple way for people to keep in touch into a massive global network connecting organizations, communities, and people.
· Christensen, C. M., Ojomo, E., & Dillon, K. (2019, January 1). Cracking frontier markets . Harvard Business Review, 97 (1), 90–101.
· Digital Garage. (2019, January 14). How retargeting works Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=K8_yzdZbOlA
Effective Marketing Strategies
Marketing strategy provides a roadmap to a business’s overall game plan for reaching its prospective consumers and turning them into customers. There are several components to a successful marketing strategy. Through these resources, you will examine some of those key components, like the company's value proposition, key brand messaging, data on target customer demographics, and other high-level elements in these resources.
· Crestodina, A. (2020). Data-driven empathy: 7 charts that show how to make smart marketing decisionsLinks to an external site. . Orbit Media Studios . https://www.orbitmedia.com/blog/data-driven-marketing-decisions
· Karpenkova, A. (2020, April 3). Digital marketing strategies brands often overlookLinks to an external site. . DigitalMarketer . https://www.digitalmarketer.com/blog/overlooked-digital-marketing-strategies Time Estimate: 8 minutes
· Schillewaert, N. (2020, July 7). Brand religions: The 3 beliefs of the influencer religionLinks to an external site. . InSites Consulting . https://insites-consulting.com/blog/brand-religions-the-3-beliefs-of-the-influencer-religion/
Social Media Marketing
We have all been exposed to some sort of social media and its influence on our decision making, but what about when we apply marketing? Social media marketing, sometimes called e-marketing or digital marketing, uses social media platforms and websites to promote a product or service. Using these resources, you will explore how social media marketing builds on the overall marketing strategy.
· Charlesworth, A. (2017). What is social media marketing?Links to an external site. In Social media marketing: Marketing panacea or the emperor’s new digital clothes? (pp. 39–70). Business Expert Press.
· Charlesworth, A. (2017). Social media marketing: What works, what doesn’t…and whyLinks to an external site. . In Social media marketing: Marketing panacea or the emperor’s new digital clothes? (pp. 115–143). Business Expert Press.
· Davis, X. (n.d.). 7 steps for an effective social media marketing plan Links to an external site. . Duct Tape Marketing. https://ducttapemarketing.com/social-media-marketing-plan/
· Digital Garage. (2019, January 14). Social media campaigns for mobile Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=5TQUgS3TNG4
There is an interesting history in the development and evolution of the science of Applied Behavior Analysis (ABA), and our science continues to change and evolve as does the society in which we live. In the text, Applied Behavior Analysis, Cooper et al. (2020) describe Applied Behavior Analysis (ABA) as "a science devoted to understanding and improving human behavior" (p. 2). This course will introduce you to the basic foundation of concepts and principles that underlie the science and goals of ABA.
For this discussion, you will read pages 19-23 in Cooper et al., 2020, the introductory chapter in Case Studies in Applied Behavior Analysis for Students and Adults with Disabilities, and review resources and information at the BACB website's "About Behavior Analysis" page.
Organizational Performance Analysis and Recommendations- Part 2
For this Assignment, you will continue in your role as consultant to the executive team of a midsize copper smelting company in northern Canada. As a reminder, here is a summary of the team’s current situation and need:
Due to some recent changes to the local environmental air quality laws, the company’s large coal-fueled smelting furnace is now operating out of compliance due to high levels of pollutants in the exhaust gases. The regulatory agency has given the company 12 months to demonstrate compliance, after which it will be fined $1,000 per day until the operations meet the regulation. The company has two alternatives. The first alternative is to install air scrubbers to reduce the output pollutant levels. The second alternative is to convert the smelting furnace from coal to natural gas. Both alternatives will meet the current regulatory requirements, but there is a slight concern that the air scrubber solution may not meet future regulatory restrictions. The executive team wants you to perform a financial performance analysis on both alternatives using several different capital budgeting methodologies. The team also is seeking guidance on non-financial considerations regarding the company’s ethical and social responsibilities related to this decision.
Last week, for Part 1 of your report, you conducted a financial performance analysis on both alternatives using several different capital budgeting methodologies. This week, in Part 2 of the report, you will provide company leadership with guidance related to the company’s ethical responsibilities related to this decision.
As a reminder, you will continue adding to the report you began developing last week. In addition to the requirements that follow, be sure to incorporate references to appropriate academic sources, such as those found in this week’s Learning Resources or those in the Walden Library.
To prepare for this Assignment:
Submit Part 2 of your report to the executive team. Part 2 of your report should be approximately 3–4 pages in length (excluding title page and references) and should address the following:
Part 2: Ethical Responsibilities
During several visits to the plant, you have overheard some employees and mid-level supervisors discussing the issues related to the smelting furnace and some potential “solutions” to the current regulatory problem. Some of these conversations are troubling because they are suggesting covering up the issue through false or misleading data reporting. Based on these conversations, you feel obligated to discuss the issue of ethical responsibility with the executive team. Be sure to address the following:
Account for Management Decision Making
Week 9 Learning Resources
Organizational Ethics
Do all organizations act in an ethical manner? Before this question can be answered, it is important to understand what ethics are. Through these resources, you will determine what constitutes ethical behavior and how it impacts the people working in an organization as well as the organizational culture.
· Byars, S. M., & Stanberry, K. (2018). IntroductionLinks to an external site. . In Business ethics . OpenStax. https://openstax.org/books/business-ethics/pages/1-introduction
· Byars, S. M., & Stanberry, K. (2018). 1.1 being a professional of integrityLinks to an external site. . In Business ethics. OpenStax. https://openstax.org/books/business-ethics/pages/1-1-being-a-professional-of-integrity
· Byars, S. M., & Stanberry, K. (2018). 1.2 ethics and profitabilityLinks to an external site. . In Business ethics . OpenStax. https://openstax.org/books/business-ethics/pages/1-2-ethics-and-profitability
· Byars, S. M., & Stanberry, K. (2018). 1.3 multiple versus single ethical standardsLinks to an external site. . In Business ethics . OpenStax. https://openstax.org/books/business-ethics/pages/1-3-multiple-versus-single-ethical-standards
· Hess, M. F., & Broughton, E. (2014, July–August). Fostering an ethical organization from the bottom up and the outside inLinks to an external site. . Business Horizons, 57 (4), 541–549. https://doi.org/10.1016/j.bushor.2014.02.004
· TED-Ed. (2015, June 8). How people rationalize fraud – Kelly Richmond Pope Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=Tb6QX9Yy1GM
Ethics in Accounting
Ethical accounting is extremely important. If anyone with access to the accounting records decides to make changes to those records for whatever reason, the implications can be far reaching. Investors, lenders, customers, and other employees might make decisions—based on the unethical accounting—that they might not have made if they had a true picture of the accounting records.
· Franklin, M., Graybeal, P., & Cooper, D. (2019). 1.4 describe the role of the institute of management accountants and the use of ethical standardsLinks to an external site. . In Principles of accounting, volume 2: Managerial accounting . OpenStax. https://openstax.org/books/principles-managerial-accounting/pages/1-4-describe-the-role-of-the-institute-of-management-accountants-and-the-use-of-ethical-standards
· Gottschalk, P. (2019). Evaluation of fraud examinations: The case of inappropriate accounting practices at Fuji XeroxLinks to an external site. . Deviant Behavior, 40 (11), 1421–1427. https://doi.org/10.1080/01639625.2018.1559640
· Walden University, LLC. (2024). Unethical accounting practices Download Unethical accounting practices [PDF]. Walden University Canvas. https://waldenu.instructure.com
,
Account for Management Decision Making
Week 8 Learning Resources
NVP, ARR, IRR, Payback
In these resources, you will study various accounting measurements that managers use to make decisions regarding the future of their company. Although most of the time the financial arm of the company will do the actual computations, it is important for managers to understand all of the measurements so they can apply them correctly to any situation.
· Franklin, M., Graybeal, P., & Cooper, D. (2019). Why it mattersLinks to an external site. . In Principles of accounting, volume 2: Managerial accounting . OpenStax. https://openstax.org/books/principles-managerial-accounting/pages/11-why-it-matters
· Franklin, M., Graybeal, P., & Cooper, D. (2019). 11.1 describe capital investment decisions and how they are appliedLinks to an external site. . In Principles of accounting, volume 2: Managerial accounting . OpenStax. https://openstax.org/books/principles-managerial-accounting/pages/11-1-describe-capital-investment-decisions-and-how-they-are-applied
· Franklin, M., Graybeal, P., & Cooper, D. (2019). 11.2 evaluate the payback and accounting rate of return in capital investment decisionsLinks to an external site. . In Principles of accounting, volume 2: Managerial accounting . OpenStax. https://openstax.org/books/principles-managerial-accounting/pages/11-2-evaluate-the-payback-and-accounting-rate-of-return-in-capital-investment-decisions
· Franklin, M., Graybeal, P., & Cooper, D. (2019). 11.3 explain the time value of money and calculate present and future values of lump sums and annuitiesLinks to an external site. . In Principles of accounting, volume 2: Managerial accounting . OpenStax. https://openstax.org/books/principles-managerial-accounting/pages/11-3-explain-the-time-value-of-money-and-calculate-present-and-future-values-of-lump-sums-and-annuities
· Franklin, M., Graybeal, P., & Cooper, D. (2019). 11.4 use discounted cash flow models to make capital investment decisionsLinks to an external site. . In Principles of accounting, volume 2: Managerial accounting . OpenStax. https://openstax.org/books/principles-managerial-accounting/pages/11-4-use-discounted-cash-flow-models-to-make-capital-investment-decisions
· Franklin, M., Graybeal, P., & Cooper, D. (2019). 11.5 compare and contrast non-time value-based methods and time value-based methods in capital investment decisionsLinks to an external site. . In Principles of accounting, volume 2: Managerial accounting . OpenStax. https://openstax.org/books/principles-managerial-accounting/pages/11-5-compare-and-contrast-non-time-value-based-methods-and-time-value-based-methods-in-capital-investment-decisions
· Walden University, LLC. (2024). ARR/ROI Download ARR/ROI [PDF]. Walden University Canvas. https://waldenu.instructure.com
· Walden University, LLC. (2024). How to calculate NPV and IRR Download How to calculate NPV and IRR [PDF]. Walden University Canvas. https://waldenu.instructure.com
· Walden University, LLC. (2024). Net present value, accounting rate of return, internal rate of return, and payback to make investment decisions Download Net present value, accounting rate of return, internal rate of return, and payback to make investment decisions [PDF]. Walden University Canvas. https://waldenu.instructure.com
· Walden University, LLC. (2021). What are NPV and IRR? [Video]. Walden University Canvas. https://waldenu.instructure.com
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2
Lakenya Campbell
Walden University
Account for Management Decision Making
Dr. Schmidt
October 19th, 2025
Organizational Performance Analysis and Recommendations—Part 1
This report analyzes two capital investment proposals; the Air Scrubbers and the Furnace Fuel Change in order to get the copper smelting enterprise in line with the new environmental laws. The Net Present Value (NPV), Internal Rate of Return (IRR), Accounting Rate of Return (ARR), and Payback Period methodologies were used in evaluating the financial performance for each proposal (Walden University, LLC, 2024c). The calculations were used to decide the most economical option.
Capital Budgeting Results Summary
The comparison made between the calculated metrics shows that the Furnace Fuel Change project is more financially viable, as it produces greater returns in all the discounted cash flow measures.
|
Metric |
Air Scrubbers |
Furnace Fuel Change |
|
Net Present Value (NPV) |
$835,256 |
$1,674,358 |
|
Internal Rate of Return (1RR) |
14% |
21% |
|
Accounting Rate of Return (ARR) |
20.00% |
21.66% |
|
Payback Period (Years) |
6.00 |
4.40 |
Financial Performance Analysis and Recommendation
The analysis contributes greatly to the choice of the Furnace Fuel Change project. The main technique used to maximize the shareholder wealth is the NPV, and it yielded a positive value of $1,674,358, approximately twice that of the Air Scrubbers project (Walden University, LLC, 2024a). Moreover, the Furnace Fuel Change had an IRR of 21%, greater than the 6% capital cost, which means that the rate of return on the investment is great. Conversely, the Air Scrubbers proposal returned a lower IRR of 14%.
Besides profitability, it is important to evaluate how much time a project would take to recover the initial capital (Walden University, LLC, 2024b). The Payback Period of the Furnace Fuel Change is about 4.40 years and much lower than the 6.00 years of the Air Scrubbers. As a result, the fast recovery decreases the exposure of the company to risk and makes capital available for reinvestment at an earlier point. Although the Accounting Rate of Return is not based on the time value of money, it also prefers the Furnace fuel change at 21.66% (Franklin et al., 2019). With the dominance in all financial indicators, the Furnace Fuel Change project shall provide the maximum return, thus the best option.
References
Franklin, M., Graybeal, P., & Cooper, D. (2019). 11.5 Compare and contrast non-time value-based methods and time value-based methods in capital investment decisions. In Principles of accounting, volume 2: Managerial accounting. OpenStax. https://openstax.org/books/principles-managerial-accounting/pages/11-5-compare-and-contrast-non-time-value-based-methods-and-time-value-based-methods-in-capital-investment-decisions
Walden University, LLC. (2024a). How to calculate NPV and IRR [PDF]. Walden University Canvas. https://waldenu.instructure.com
Walden University, LLC. (2024b). ARR/ROI [PDF]. Walden University Canvas. https://waldenu.instructure.com
Walden University, LLC. (2024c). Net present value, accounting rate of return, internal rate of return, and payback to make investment decisions [PDF]. Walden University Canvas. https://waldenu.instructure.com
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Module 3 Assignment: Organizational Performance Analysis and Recommendations
Prepared by: Replace this text with your name.
Date: Replace this text with the submission date.
Walden University
MBAX 6050: Accounting for Management Decisions
Executive Summary
Replace this text with your executive summary.
Part 1: The Financial Performance Analysis
Replace this text with introductory information. Add or remove headings as necessary.
[Heading]
Insert your calculations of the NPV, payback, IRR, and ARR from Excel. Add or remove headings as necessary. For information on inserting data from Excel into Word, refer to the following: Microsoft. (n.d.). Insert a chart from an Excel spreadsheet into Word. https://support.microsoft.com/en-us/office/insert-a-chart-from-an-excel-spreadsheet-into-word-0b4d40a5-3544-4dcd-b28f-ba82a9b9f1e1
[Sub-Heading]
Replace or remove this text. Add or remove headings as necessary.
Part 2: Ethical Responsibility
Replace this text with introductory information. Add or remove headings as necessary.
[Heading]
Replace or remove this text. Add or remove headings as necessary.
[Sub-Heading]
Replace or remove this text. Add or remove headings as necessary.
Part 3: The Triple Bottom Line and Positive Social Change
Replace this text with introductory information. Add or remove headings as necessary.
[Heading]
Replace or remove this text. Add or remove headings as necessary.
[Sub-Heading]
Replace or remove this text. Add or remove headings as necessary.
References
[Please delete this note before submitting your Assignment. For more information about formatting your reference list, please visit the following site: https://academicguides.waldenu.edu/writingcenter/apa/references .]
Include appropriately formatted references to support your Assignment. Refer to the Assignment guidelines for further information on the requirements.
Page 5 of 15
Ethical Responsibility in Managerial Accounting
Through managerial accounting, organizations receive the information they need so that they can plan, make decisions, and oversee business processes. Although an organization’s accounting statements (both internal and external) should fully and transparently reflect the organization’s actual financial situation, sometimes they do not. Sometimes there is intentional deception or fraud. Yet, even when an organization uses legal and accepted accounting practices, accounting statements may fail to present risks or explain unusual costs, profits, or assumptions. In this Discussion, you will consider your professional experience to recommend ways to ensure ethical responsibility within an organization.
To prepare for this Discussion:
Post your proposed recommendations for ensuring ethical responsibility within an organization, to include the following:
Account for Management Decision Making
Week 9 Learning Resources
Organizational Ethics
Do all organizations act in an ethical manner? Before this question can be answered, it is important to understand what ethics are. Through these resources, you will determine what constitutes ethical behavior and how it impacts the people working in an organization as well as the organizational culture.
· Byars, S. M., & Stanberry, K. (2018). IntroductionLinks to an external site. . In Business ethics . OpenStax. https://openstax.org/books/business-ethics/pages/1-introduction
· Byars, S. M., & Stanberry, K. (2018). 1.1 being a professional of integrityLinks to an external site. . In Business ethics. OpenStax. https://openstax.org/books/business-ethics/pages/1-1-being-a-professional-of-integrity
· Byars, S. M., & Stanberry, K. (2018). 1.2 ethics and profitabilityLinks to an external site. . In Business ethics . OpenStax. https://openstax.org/books/business-ethics/pages/1-2-ethics-and-profitability
· Byars, S. M., & Stanberry, K. (2018). 1.3 multiple versus single ethical standardsLinks to an external site. . In Business ethics . OpenStax. https://openstax.org/books/business-ethics/pages/1-3-multiple-versus-single-ethical-standards
· Hess, M. F., & Broughton, E. (2014, July–August). Fostering an ethical organization from the bottom up and the outside inLinks to an external site. . Business Horizons, 57 (4), 541–549. https://doi.org/10.1016/j.bushor.2014.02.004
· TED-Ed. (2015, June 8). How people rationalize fraud – Kelly Richmond Pope Links to an external site. [Video]. YouTube. https://www.youtube.com/watch?v=Tb6QX9Yy1GM
Ethics in Accounting
Ethical accounting is extremely important. If anyone with access to the accounting records decides to make changes to those records for whatever reason, the implications can be far reaching. Investors, lenders, customers, and other employees might make decisions—based on the unethical accounting—that they might not have made if they had a true picture of the accounting records.
· Franklin, M., Graybeal, P., & Cooper, D. (2019). 1.4 describe the role of the institute of management accountants and the use of ethical standardsLinks to an external site. . In Principles of accounting, volume 2: Managerial accounting . OpenStax. https://openstax.org/books/principles-managerial-accounting/pages/1-4-describe-the-role-of-the-institute-of-management-accountants-and-the-use-of-ethical-standards
· Gottschalk, P. (2019). Evaluation of fraud examinations: The case of inappropriate accounting practices at Fuji XeroxLinks to an external site. . Deviant Behavior, 40 (11), 1421–1427. https://doi.org/10.1080/01639625.2018.1559640
· Walden University, LLC. (2024). Unethical accounting practices Download Unethical accounting practices [PDF]. Walden University Canvas. https://waldenu.instructure.com
Summarize what new information you learned from this course related to healthcare reimbursement and revenue cycle management. In a short paper, respond to the following:
Submit short paper assignments as 2–4-page Word documents with double spacing, 12-point Times New Roman font, one-inch margins, with APA citations.
