Assignment: Database Marketing
You will obtain information on database marketing to support the Marketing Mix section of your Final Project. Database marketing centers on gathering customer-based information such as gender, age, occupation, and lifestyles. As an example, to better understand the wants and needs of patients and their families, the Happy Valley marketing director monitors activities on the long-term care center's web page. Data is collected regarding specific links viewed such as activities, skilled care services offered, and physical therapy. If a certain link is viewed more than other links, this could indicate to the marketing director that potential patients and their family members prefer specific amenities or services. Those amenities or services would then be marketed as a priority for the organization. Considering your marketing plan for Trinity Health, construct a three- to four-page paper in which you:
• Describe your understanding of database marketing and how it could potentially be applied to your marketing plan for the Final Project.
• Discuss the benefits and drawbacks of using database marketing.
• State the ethical, legal, and HIPAA issues that need to be considered.
• Articulate reasons why you would implement or exclude the use of database marketing in your marketing plan for the Final Project.
Format your assignment according to the give formatting requirements:
• The answer must be using Times New Roman font (size 12), double spaced, and typed, with one-inch margins on all sides.
• The response also includes a cover page containing the student's name, the title of the assignment, the course title, and the date. The cover page is not included in the required page length.
• Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.