mh0056 smu mba summer 2014 IVth sem assignment

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ASSIGNMENT

DRIVE	Summer 2014
PROGRAM/SEMESTER	MBADS – (SEM 4/SEM 6) / MBAN2 / MBAFLEX – (SEM 4) / PGDISMN (SEM 2)
SUBJECT CODE & NAME	MH0056 - Public Relations & Marketing for Healthcare Organizations
BOOK ID	B1320
CREDITS	4
MARKS	60

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.

1 SWOT analyse the hospital you are in and evaluate the same in the light of hospital service  offered, from the customer’s point of view and write a report.

Answer : Strategic planning demands realistic and objective assessment. At least twice each year, use the SWOT analysis to discover key internal and external issues and refresh the strategies and tactics of your marketing plan. Understanding where you are today is fundamental to achieving your future goals.

The well-known SWOT analysis appears disarmingly simple. But avoid the temptation do it quickly or casually. Taking this valuable analysis for granted would be downright unfortunate.

2 Explain the types of public relations research.

Answer : AREAS OF PUBLIC RELATIONS

Public relations is a multifaceted activity involving different audiences as well as different types of organizations, all with different goals and objectives. As a result, there are several specific areas of public relations.

PRODUCT PUBLIC RELATIONS Public relations and marketing work together closely when it comes to promoting a new or existing product or service. Public relations plays an important role in new product introductions by creating awareness, differentiating the product from other similar products, and even changing consumer behavior. Public relations can help introduce new products

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3 Define e-marketing. Explain the various components of an e-marketing activity plan.

Answer : It is important to recognise that planning for e-marketing does not mean starting from scratch. Any online e-communication must be consistent and work with the overall marketing goals and current marketing efforts of your business.

The main components of an e-marketing plan will typically include the following stages:

Identify your target audience - if you identify multiple targets, rank them in order of importance so that you can allocate resources accordingly. Profile each target group and understand their

4 Discuss the current scenario of medical tourism in India.

Answer : These days it seems like every country in the world promotes itself as a haven for medical tourism. The reality is that in most cases they offer sub-standard facilities and limited skills/qualifications.

India has tens of thousands of skilled physicians and nurse practitioners. Over the last two decades, the economic boom in India has led to the building of medical facilities & infrastructure that rival the very best that western medical care that the west has to offer. Many of the physicians that practice

5 Describe the future of healthcare marketing.

Answer : For many years, healthcare trends have looked unsustainable - ageing populations result in more people needing care, while a declining workforce means fewer people to pay for, and actually deliver, that care. At the same time, an inexorable rise in the costs of care linked to long term conditions reflects the impact of modern lifestyles, as well as positive advances in medicine and

6 Discuss brand building on the internet.

Answer : In a world of print magazine ads, television commercials and billboards, what the face of your brand looked like was more important than just about anything.

You had to get the exact print colours right so they'd know it's your green, and it had to go through a million sign offs before you finally released it to the printer - just to be sure no one had missed a single copy error.

Like it's changed the face of so many things though, the internet is changing the way that brands operate too - because search engines don't read pictures.

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mh0057 smu mba summer 2014 IVth sem assignment

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ASSIGNMENT

DRIVE	Summer 2014
PROGRAM/SEMESTER	MBADS – (SEM 4/SEM 6) / MBAN2 / MBAFLEX – (SEM 4) / PGDISMN (SEM 2)
SUBJECT CODE & NAME	MH0057–Management of Healthcare Human Resources
BOOK ID	B1321
CREDITS	4
MARKS	60

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme

1 Discuss management development in healthcare organisations.

Answer : While delivering patient care has always been a primary goal of health care organizations, financial outcomes have long been the metric by which success is measured. Increasingly, however, health care leaders are being held accountable for both medical and financial outcomes. As a result, health care executives and providers must understand the determinants of organizational

2 Describe recruitment in healthcare services.

Answer :

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3 Explain the objectives of HRM in healthcare.

Answer : The concept of Human Resource Management (HRM)

To begin with, HRM can be accurately termed as a paradigm that is accountable for administration stratagems and actions that effect the relation between employees and organization (Schuler, 2000). Human Resource Management encompasses several strategies necessary for successful management of the staff members working in the organization. HRM also makes sure that

4 Define performance appraisal. Describe the components of performance appraisal.

Answer : Performance appraisals sometimes have the reputation of creating tension between a supervisor and subordinate. However, sound and effective performance reviews share common components that make them positive experiences and maximize the benefit of conducting and participating in them. Emphasizing the good and helping an employee on the road to improvement are important components of effective performance appraisals.

5 Discuss HR audit process.

Answer : Phases in HR Audit :

HR audit process is conducted in different phases. These phases include:

1. Pre-Audit Information:

This phase involves the acquiring and review of relevant HR manuals, handbooks, forms, reports and other information. A pre-audit information request is forwarded to the client who compiles the necessary information for review by our auditor.

6 What is collective bargaining? Explain the principles and characteristics of collective bargaining.

Answer : Collective bargaining :

The term collective bargaining refers to a good-faith business mechanism people use to reach an agreement. Through basic negotiation and other techniques, the people involved find solutions to work-related issues such as vacation time, pay, work hazards, training and work hours that ultimately benefit everyone. People call these processes “collective” because the opinion and well-

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mh0058 smu mba summer 2014 IVth sem assignment

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ASSIGNMENT

DRIVE	Summer 2014
PROGRAM/SEMESTER	MBADS – (SEM 4/SEM 6) / MBAN2 / MBAFLEX – (SEM 4) / PGDISMN (SEM 2)
SUBJECT CODE & NAME	MH0058 – Legal Aspects in Healthcare Administration
BOOK ID	B1322
CREDITS	4
MARKS	60

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme

1 What is professional secrecy? Discuss the exceptions to the rule of confidentiality.

Answer : Someone who is bound by professional secrecy cannot tell anyone what has been entrusted to him or what he has found out in the execution of his duties. The oath of secrecy of medical doctors, lawyers, notaries etc. can be lifted by a judge in view of the common good. The professional secrecy of a Roman Catholic priest, including the secret of the confessional, cannot be lifted by a judge (only by the Pope). Student Chaplain Mark-Robin Hoogland cp is a Roman Catholic priest. Hence he is not accountable to the University or anyone as for the content of the conversations.

2 Explain the following concepts:       

a. Accountability to patients        

Answer : Comprising physicians from around the state and numerous specialties, and including legal experts and patient safety advocates from the consumer and hospital arenas, the Workgroup has crafted a long-term strategy to achieve these ends:

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3 Which are the 3 types of inquest’s in India? Explain.

Answer : An inquest is a judicial inquiry in common law jurisdictions, particularly one held to determine the cause of a person's death.[1] Conducted by a judge, jury, or government official, an inquest may or may not require an autopsy carried out by a coroner or medical examiner. Generally, inquests are only conducted upon deaths which are suspicious, due to violence, involving law enforcement officials, or of persons held in state custody. An inquest may be called at the behest of a coroner, judge, prosecutor, or, in some jurisdictions, upon a formal request from the public.[2] A coroner's jury may be convened to assist in this type of proceeding. Inquest can also mean such a

4 Define abortion. Explain medical termination of pregnancy act in detail.

Answer : Abortion is the termination of pregnancy by the removal or expulsion from the uterus of a fetus or embryo prior to viability.[ A abortion can occur spontaneously, in which case it is usually called a miscarriage, or it can be purposely induced. The term abortion most commonly refers to the induced abortion of a human pregnancy.

Abortion, when induced in the developed world in accordance with local law, is among the safest procedures in medicine.

5 Explain medical negligence. List the various rights and responsibilities of the patient.

Answer : WHAT IS MEDICAL NEGLIGENCE?

The medical profession is considered a noble profession because it helps in preserving life. We believe life is God given. Thus, a doctor figures in the scheme of God as he stands to carry out His command. A patient generally approaches a doctor/hospital based on his/its reputation. Expectations of a patient are two-fold: doctors and hospitals are expected to provide medical treatment with all the knowledge and skill at their command and secondly they will not do anything to harm the patient in any manner either because of their negligence, carelessness, or reckless

6 Discuss the important documents and ethical codes in medical ethics.

Answer : Important documents in medical ethics :

There are various medical records which are important according to the codes of medical ethics. These need to be well organized and up to date. The most common types of medical records that needs to be maintained are :

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mh0059 smu mba summer 2014 IVth sem assignment

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ASSIGNMENT

DRIVE	Summer 2014
PROGRAM/SEMESTER	MBADS – (SEM 4/SEM 6) / MBAN2 / MBAFLEX – (SEM 4) / PGDISMN (SEM 2)
SUBJECT CODE & NAME	MH0059 – Quality Management in Healthcare Services
BOOK ID	B1323
CREDITS	4
MARKS	60

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme

1 Explain the principles of quality in healthcare.           

Answer : Principles for Health Care

If we're going to fix our economy, we must fix America's broken healthcare system - we cannot afford to wait. Crushing healthcare costs have made it impossible to strengthen our economy, with families and businesses all struggling to make ends meet. Reforming healthcare means: keeping the healthcare you have, if you like it, seeing the doctor of your choice, increasing the quality of care

2 Differentiate between Six sigma and Total quality management.

Answer : Six Sigma and Total Quality Management in Healthcare        

Quality improvement in health care has developed gradually as emerging ideas have been explored and implemented within various clinical and non-clinical settings.  One of the more recent methods of quality improvement which has been introduced into healthcare organizations is Six Sigma.  Six Sigma is “a rigorous set of processes and techniques to measure, improve, and control the quality of care and service based on what is important to the customer (Woodard, 2005, p. 229).”

3 Explain the implementation of QMS in healthcare organisation.

Answer : Steps to Creating a Total Quality Management System

1.  Clarify Vision, Mission and Values

Employees need to know how what they do is tied to organizational strategy and objectives which makes it important that all employees understand where the organization is headed (its vision), what it hopes to accomplish (mission) and the operational principles (values) that will steer its priorities and decision making.

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4 Define accreditation and certification. List the benefits of accreditation and certification of hospitals.

Answer :  Certification and Accreditation (C&A or Can) is a process for implementing information security. It is a systematic procedure for evaluating, describing, testing and authorizing systems prior to or after a system is in operation. The C&A process is used extensively in the U.S. Federal Government. Some C&A processes include FISMA, NIACAP, DIACAP and DCID 6/3.

NIST Special Publication 800-37, "Guide for Applying the Risk Management Framework to Federal Information Systems," transforms the traditional Certification and Accreditation (C&A) process into the six-step Risk management framework (RMF).

5. Define total quality management. Discuss the importance of TQM in healthcare.

Answer : Total quality management :

Total Quality Management / TQM is an integrative philosophy of management for continuously improving the quality of products and processes. TQM is based on the premise that the quality of products and processes is the responsibility of everyone involved with the creation or consumption of the products or services which are offered by an organization, requiring the involvement of management, workforce, suppliers, and customers, to meet or exceed customer expectations. Total quality management can be summarized as a management system for a customer-focused

6 Discuss the methods of performance evaluation in healthcare services.

Answer : : Evaluation can only take place in fertile ground. This means that key actors should have an appreciation of the analysis enterprise and a desire to use analysis as a tool for decision-making. In addition, there needs to be active discussion between the evaluator and decision-makers about what new knowledge is to be developed and what research questions and operational definitions of key concepts will be used in the evaluation. (An operational definition is one which identifies objective and measurable variables as being representative of an abstract concept.

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mk0015 smu mba summer 2014 IVth sem assignment

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DRIVE- SUMMER 2014

PROGRAM- MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)

SUBJECT CODE & NAME- MK0015- SERVICES MARKETING & CUSTOMER RELATIONSHIP MANAGEMENT

BK ID- B1808

CREDIT & MARKS- 4 Credits, 60 marks

Q.1: Given your understanding of market identification, elaborate on how, in terms of market share, a firm is expected to play certain roles.

Explanation about market identification (3 Marks)

Explanation about each role (7 Marks)

ANS:

Explanation about market identification:

Marketing research is "the process or set of processes that links the consumers, customers, and end users to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required

Q.2: Discuss the purchase process of a service customer.

Definition of consumer behaviour and service (3 Marks)

Purchase process of a service customer (7 Marks)

ANS:

Definition of consumer behaviour and service:

Customer behaviour analysis is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer.Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re- discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on

Q.3: “Interaction plays a lead role in building customer relationships”. Explain Customer Information Management (CIM) in this context.

Definition of CIM (2 Marks)

Explanation about CIM (8 Marks)

ANS:

Definition of CIM:

Customer Relationship Management (“CRM”) is a strategy for managing all your company’s interactions with current and prospective customers. CRM enables your company to increase productivity, close more business, and improve customer satisfaction and retention.

Q.4: Explain gap analysis in detail.

Explanation about gap analysis (2 Marks)

Explanation about each gaps (8 Marks)

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ANS:

Explanation about gap analysis:

This model offers an incorporated view of the relationship between the customer and the company. This model is based on a substantial research performed by several service providers. As in the Gronroos model, it shows the perception gap and summarise the contributory elements.

Q.5: Explain the benefits and opportunities of an effective e-CRM.

Definition of e-CRM (2 Marks)

Opportunities and benefits of e-CRM (8 Marks)

ANS:

Definition of e-CRM:

e-CRM or Electronic CRM concerns all forms of managing relationships with customers making use of Information Technology (IT).

Opportunities and benefits of e-CRM:

The main task of e-CRM is to keep connecting to the valuable customers so that whenever they require a particular service from the company, company is able to deliver the same on time. e-CRM helps the

Q.6: Discuss different customer retention strategies.

Definition of customer retention (2 Marks)

Retention strategies (8 Marks)

ANS:

Definition of customer retention:

Customer retention refers to focusing the organisation’s marketing efforts towards the existing customer base. Rather than seeking new customers, organisations engaged in customer retention efforts, works to satisfy existing customers with the intent of developing long term relationships between the organisation

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