Case Study


Nameof author

CaseStudy on Evaluationof a Marketing Campaign

Fromthe case study, the initial marketing plan conducted targeting menaged about 45 years and above involved sending direct letters to thehouseholds. Other methods employed were print ads, published in thelocal newspaper in the sports and financial columns. The other methodused to target this group was social media sites with a highpotential of reaching vast scores of the target group (Westwood,2013).Some of the sites included Facebook, where they used boosted postsand other pay-per-click advertisements. After building the awareness,the team decided to initiate their program. During this initiative,the team would conduct free health screening for the patients andhold educational learning programs for the community members. Theseefforts would enhance the team’s ability to make an impact in thecommunity. The first marketing initiative was not as effective as theteam expected. Very few individuals attended the classes andscreening while there was no raise in the appointments made forprostate cancer. The social media advertisements were also asdisappointing as the other initiatives. Very few activities wereobserved in the sites, which was disappointing for the team.

Duringthe initial assessment, the team thought that they were using theright type of marketing tools that would help them to reach thetarget group. However, they had not analyzed some factors such as theflow of information and the decision-making mechanisms in thissociety. After initiating the marketing techniques, the team shouldhave determined what indicators could be associated with the successof the project (Armstrong,Adam, Denize &amp Kotler, 2014).By employing several evaluation tools, the process of identifying theindicators of success should have been an easy one (Sun,Sheng &amp Liu, 2014).These tools would assist the team to analyze and report the progressof their marketing efforts and initiatives. Evaluation mechanismhelps the researchers to keep track of the performance of a projectwhile indicating the outcomes that are essential for takingcorrective action for the strategies or for an addition ofreinforcing features (Castellanos,Guerri &amp Arce, 2015).

Afterdetermining the indicators of project success, it is important todevelop some measures that aid in achieving long-term effects of theproject and maximizing the results of the project. Some of the usefulevaluation techniques for the marketing plan would have been ageneral analysis of the expected number of participants in the targetgroup (Simmons&amp Lehmann, 2013).This data can be obtained from evaluating the available medicalrecords that would have assisted to determine the possible number ofpeople suffering from the condition than making just mereassumptions. Another evaluation method is the observation of thebehavior of the patients who had gone through the treatment therapy(Kotler,Burton, Deans, Brown &amp Armstrong, 2015).It means evaluating how open the patients were at disclosing theirmatters. If the patients exhibited difficulty in expressing theirproblems, it means that the team would have to use a marketing methodthat is convincing enough and one that can observe the sensitivity ofthe matter.

Beforedeveloping any marketing initiative, it is important to evaluate thecharacter traits of the target population as well as the generalperception of the group on the matter one wishes to deliver (Chong,2012).It would assist to design the most appropriate solutions to themarketing initiatives. It is important to identify some indicatorsthat one may use to evaluate the success of the marketing techniquesas just anticipating for good results may bring about disappointmentin the end (Castellanos,Guerri &amp Arce, 2015).A continuous assessment of the progress of the methods would assistto identify several niches in the process as well as assist inidentifying potential areas to make adjustments (Sun,Sheng &amp Liu, 2014).

Conductinga survey of the users of the program is essential in determining thebest methods that would reach them and prompt their responseeffectively (Simmons&amp Lehmann, 2013).Surveys are easy to use especially now with technologicaladvancements one can administer online and mobile surveys which arecost effective. The model depends on the context and the demographicnature of the target group (Westwood,2013).Surveys can be developed in less time and can facilitate thecollection of a broad set of data such as opinion and attitudes thatare essential in developing an efficient marketing plan (Simmons&amp Lehmann, 2013).If the respondents are not entirely aware of the purpose of thestudy, then they mail fail to give sufficient information and itcould lead to biased findings that would mislead the research. It isalso important to conduct a cost-benefit analysis of the proposedmethods of marketing. It would assist to determine how effective themethods may be at achieving the desired results (Castellanos,Guerri &amp Arce, 2015).This approach would help to evaluate the strengths and weaknesses ofthe techniques used but it may have some shortcomings such as somecosts and benefits cannot be quantified. The assessment of theeffectiveness of the marketing plan should be carried out on aregular basis and if possible on a daily basis (Simmons&amp Lehmann, 2013).

Itis important to use more than one evaluation to limit the possibilityof the assessment tool bias (Kotler,Burton, Deans, Brown &amp Armstrong, 2015).Analyzing the nature of the target population as well as theeffectiveness of the assessment tool is essential for developing anefficient marketing plan. The best method of presenting the resultsof this analysis is the use of pie charts. This technique is usefulas it would assist to rate the number of respondents under differentcategories as well as assist in evaluating the general performance ofthe marketing tool against the specified standards (Simmons&amp Lehmann, 2013).


Armstrong,G., Adam, S., Denize, S., &amp Kotler, P. (2014).&nbspPrinciplesof marketing.Pearson Australia.

Castellanos,W., Guerri, J., &amp Arce, P. (2015). SVCEval-RA: an evaluationframework for adaptive scalable video streaming.&nbspMultimedTools Appl.

Chong,R. (2012). Towards Better Evaluation Tools.&nbspJournalOf Novel Physiotherapies,&nbsp02(07).

Kotler,P., Burton, S., Deans, K., Brown, L., &amp Armstrong, G.(2015).Marketing.Pearson Higher Education AU.

Simmons,C. &amp Lehmann, P. (2013).&nbspToolsfor strengths-based assessment and evaluation.New York: Springer.

Sun,L., Sheng, W., &amp Liu, Y. (2014). Background modeling and itsevaluation for complex scenes.MultimedTools Appl,&nbsp74(11),3947-3966.

Westwood,J. (2013).&nbspHowto write a marketing plan.Kogan Page Publishers

Case Study


The article isabout a patient with abnormal clotting profile who gets a cardiactamponade which is as a result of the removal of pulmonary arterycatheter. The patient is a 4-month old infant. A significant thing tonote is that the patient had an abnormal clotting profile which,therefore, accentuated the continuous blood oozing into thepericardium.

According toBooth (2013), an acute cardiac tamponade after cardiac surgery is arare surgical complication among infants that is life-threatening.The reported incidence of cardiac tamponade after a patient undergoesa cardiac surgery ranges from about 0.04% to 7%. In pediatricpatients, most of the cases are as a result of the removal ofarterial catheters after surgery. This iatrogenic complication arisesfrom either removal or placement of a central venous line. Sometimesit can be as a result of fluid administration through the centralvenous line. Cardiac tamponade has a notable increase in patientmorbidity and mortality (Booth K, 2013).

In suchpatients, performing an immediate pericardiocentesis can be the onlymeans of improving the patient’s cardio-respiratory status.Pericardiocentesis is a life-saving procedure because it improves thehemodynamic state of the patient immediately. (Iniesta N, 2015)

Pathophysiologyof cardiac tamponade and Diagnosis

Infants have aweak and poorly formed muscular wall of the myocardium. Fluid willdiffuse out of the damaged and thin walls to form an effusion in thepericardium leading to a cardiac tamponade. Among the important signsof cardiac tamponade can be weak peripheral pulses with cyanosis andincreased deterioration of cardiopulmonary status which cannot beexplained (Booth K, 2013).

In diagnosingthis condition, the fluid collected from the pericardiocentesis canundergo a chemical and cellular analysis to rule out any possiblecauses of pericardial effusions like infections. A collection ofblood is itself a diagnosis of cardiac tamponade due to bleeding intothe pericardial sac (Scoggins J, 2014).


Booth K, A. W. (2013). Agiant complication ata an eaarly age: an unusual cause of cardiac tamponade. Asian Cardiovascular and Thoracic Annals, 496- 497.

Iniesta N, F.-M. (2015). Tamponade and Severe Pericardial Effusion in Systemic Sclerosis. Annals of the Rheumatic Disease, 1138- 1138.

Scoggins J, T. (2014). thirty-day incidence of cardiac tamponade and mortality following catheter or surgical ablation of atrial fibrillation circulation. cardiovascular quality and outcomes, 330.

Works Cited

Booth K, A. W. (2013). Agiant complication ata an eaarly age: an unusual cause of cardiac tamponade. Asian Cardiovascular and Thoracic Annals, 496- 497.

Iniesta N, F.-M. (2015). Tamponade and Severe Pericardial Effusion in Systemic Sclerosis. Annals of the Rheumatic Disease, 1138- 1138.

Scoggins J, T. (2014). thirty-day incidence of cardiac tamponade and mortality following catheter or surgical ablation of atrial fibrillation circulation. cardiovascular quality and outcomes, 330.

Case Study

Running Head CASE STUDY 1



Chapter8- Exercising Strategy Question 1

Carmen at the Progress Rail Services could stop making bogus repairs onrail cars if the company adopted measures to monitor performance, foreach part replaced proof of broken parts should be submitted, and themanager should be present to ensure a smooth running of operations.The employees should be rated according to the quality of workemployed not the number of repairs made. When an employee identifiesa large number of repair work and completes it efficiently he is tobe rewarded, for it shows initiative and dedication to service (Loew,2015).


Theapproach to be adopted by Progress Rail Services to ensure onlyaccurate repairs are made should be the attribute approach (Noe,Hollenbeck, Gerhart, &amp Wright, 2012), this is because itevaluates the workers against a set of qualities and features such ascreativity, problem solving abilities, judgment, and teamwork. Theattribute approach uses a graphic rating scale that utilizes a numberrating system where the Evaluator will rate an employee based ondemonstration on each of the given characteristics (Sarieddine,2015).


Accordingto figure 8.8 (Noe, Hollenbeck, Gerhart, &amp Wright, 2012),Consequence influenced poor performance in that, when the employeesdid not generate sufficient repair revenue they were threatened withbeing fired, so they did bogus repairs just to generate enoughrevenue. Under feedback, only the employee who was named the employeeof the month would be treated favorably by the supervisor, and thisposition was only attained by bringing in the highest revenue.Employee characteristics played a part In that most employees wereunethical they pursued recognition and job retention other than doingthe job in the correct manner.

Chapter9- Managing People Question 1

Successionplanning will be useful in reviewing, preparing, and identifyingleadership talent at the American Cancer Society (ACS) it woulddevelop strategies to determine what the organization need forpresent and prospect needs of the industry. Establish a procedure formeasuring skill, creation of growth tools and process to makeavailable specific approaches dependent on employee personal needs.Identifying ways to recruit and keep persons critical to success,establish an appropriate plan for dealing with employees who nolonger abide by company objectives, and assessing the procedures sothat policy can continually be restructured to refine performance(Cannon &amp McGee, 2011). Succession planning works towardscategorizing posts vital to organization’s success and providetraining to satisfy future needs, and develop approaches to regulatethe best combination of environmental requirements.


Thefollowing process should be adopted by ACS to ensure that women andminorities have a chance at upper-level management positions. ACSshould provide its employees with access to workshops, informationalpieces and exposure to speeches on the importance of embracingdiversity. Training of employees on their duties should be extendedtowards activating experiences that change perceptions, especially onwomen and minorities, to help the targeted group grow in actions thatare necessary for dealing with diversity concerns that they areprobable to encounter when in office. ACS should also institutetargeted recruitment programs aimed at able women and minorities(Zevallos, 2013).

Chapter10- HR in Small Business Question 1

Recognitionis employed when an astounding employee receives a thank you notefrom the founder. Good leadership practice is seen when the founderand managers take the time to evaluate performances of employees andstrive to make them feel appreciated Good manager relationships isperceived when all managers come together to review employeeperformance and delegate the job of thanking employees. Feedback andsupport are evident when the founder shifted to a new approach torecognizing employees when the employee of the month method failed.The company could also employ advancement, personal growth, and cleardirection of objectives to ensure employee satisfaction (Dugguh &ampAyaga, 2014).


Tomeasure the success of its employee retention efforts, Datotel shouldview the communication between management and staff. If thecommunication has improved, it is a sign that the efforts employed toretain employees are working. When performance surpasses that ofprevious years, the loyalty of employees has increased and thecompetitive edge of Datotel increases, these are all sure signs thatemployee retention measures are working (Mehta, Kurbetti &ampDhankhar, 2014).


Theproblem of an underperforming manager at Datotel can be solved by thefounder through giving the manager feedback about his/ herperformance David Brown should speak to the manager to change andprovide a timeframe for the change to take place. Mr. Brown shouldlisten to the manager’s arguments as to why things are wrong. Mr.Brown should then address companywide concerns, by calling a meetingof all managers. What they would like to see improved and how it canbe accomplished without the fear of repercussions, find out whatmakes the employee happy and productive. Their goals, aspirations,career plan, and value in the organization, create performance goalstogether, ask them how they would like to improve, what they wouldlike to achieve and the new skills he would like to acquire for theemployees to strive for betterment. And follow up with the employees,once a goal is set, Mr. Brown should follow up on the progress. Holdthe employees accountable. Improved employees should be recognizedand rewarded. He should then formally act on continuedunderperformance, let the employee know that underperformance wouldnot be tolerated. The last resort should be to cut ties with theemployee if underperformance is continued (Phillips, 2014).


Cannon,&nbspF.&nbspA.,&amp McGee,&nbspR. (2011). Talent Management and SuccessionPlanning.

Dugguh,&nbspS.&nbspI.,&amp Ayaga,&nbspD. (2014). Job satisfaction theories: Traceabilityto employee performance in organizations. IOSRJournal of Business and Management,16(5),11-18.

Loew,&nbspL.(2015). PerformanceManagement 2015: Coaching For Development Needed.Retrieved from Brandon Hall website: Performance Management 2015:Coaching For Development Needed

Mehta,&nbspM.,Kurbetti,&nbspA., &amp Dhankar,&nbspR. (2014). Review Paper –Study on Employee Retention and Commitment. InternationalJournal of Advance Research in Computer Science and ManagementStudies,2(2),154-163. Retrieved from International Journal of Advance Research inComputer Science and Management Studies

Noe,&nbspR.&nbspA.,Hollenbeck,&nbspJ.&nbspR., Gerhart,&nbspB., &amp Wright,&nbspP.&nbspM.(2012). Exercising Strategy, Managing People, HR in Small Business.In HumanResource Management: Gaining a Competitive Advantage(10th&nbsped.). New York, NY: McGraw Hill Education.

Phillips,&nbspA.(2014, August 7). ways to manage under perfoming employees [web logpost]. Retrieved from

Sarieddine,&nbspI.(2015). Effective Performance Management Process: Five approachesdefined. ExcellenceEssentials Article.Retrieved from

Zevallos,&nbspZ.(2013, December 2). How to promote gender equality in your workplace.Retrieved from

Case Study




1. Which articledid you choose to write about? Include the year, author’s name, andarticle title.

The article waswritten by Richard H. Steckel in 1986. It is entitled “A PeculiarPopulation: The Nutrition, Health, and Mortality of American Slavesfrom Childhood to Maturity.” The article was contained in TheJournal of Economic History.

2. Conciselydescribe the viewpoint that the author is responding to with thisarticle.

Previous researchhas focused on how nutrition and health affected adult slaves. Inthis regard, height data has been used to draw conclusions on theliving conditions experienced by various populations. In fact, finalestimates imply that slaves ultimately achieved fine health.

3. Summarize thereasoning and/or evidence that has been offered to support thisviewpoint.

Stanley andEngerman and Robert Fogel used the disappearance method to show thatthe diet of slaves was not only sufficient but also surpassed therecommended level of nutrients. However, some criticism was leveledagainst the initial research for providing generous estimates.Notwithstanding, Richard Sutch also argued that the diet wassufficient to support the slave’s body weight and health.Furthermore, Kenneth and Virginia Kiple theorized that nutritionaldeficiencies in children were enhanced by the biological heritage ofslaves due to their adaptation to African conditions.

4. According tothe author, what is the most important problem with this viewpoint?

The authordisputes the use of final heights as a measure of the livingstandards, nutrition, and wellbeing of different populations. Suchfigures yield little information with regards to an individual’scourse of health by age.

5. What viewpointdoes the author argue for instead?

The author arguesthat the greatest variation in systemic nutrition and health occurredby age. In fact, slave children had exceedingly poor nutrition. Onthe other hand, adults were relatively well fed. Notably, theunprecedented growth-by-age profile for slaves has numerousimplications. For example, it influences the views on the postwareconomic status of blacks. It also contributed to the decisions ofslaves, the makeup of their families, and their personality. Inaddition, the author’s findings can have a significant impact onthe interpretation of other height studies.

6. What reasoningor evidence does the author provide to support his or her ownviewpoint?

The author shows that nutrition has a bearing on the slavepersonality. Therefore, poorly nourished children had a greaterlikelihood of being emotionally detached as adults. The author showsthat the diets of young slaves were devoid of calcium, iron, andsufficient protein. Also, the supplementation of suckling infantsbegan earlier since the mothers of such children were subjected toheavy workloads. The author mentions the discussions that werecustomarily held among slave-owners. For instance, planters resolvedto supply meat to working slaves to enable them endure under toughconditions. Children received less rations since they had fewercontributions towards the work done at the farms. Besides, parentsand other workers may have claimed nutritional foods at the expenseof younger family members. Nevertheless, noteworthy improvements inheight and mortality estimates were discovered after adolescence. Theauthor attributes such changes to the manifestation of higherefficiency during field work. In fact, many teenage slaves wererelatively inexperienced and had greater energy requirements forgrowth. Therefore, efficiency in their work assignments could availmore nutrients from a given diet. The author also showed a smalldeparture from adult standards with regards to height and mortality.Consequently, adaptations to African conditions had an understatedrole in slave health.

7. What furtherevidence, if discovered, might strengthen the author’€™sargument?

Further evidenceconcerning the attitudes of both slave-owners and working captivescould strengthen the author’s argument. In this respect, it wouldreinforce the narrative that planters preferred to feed slaves, whoprovided direct labor in farms. Hence, children received marginallyless proportions. Also, slave families must have overlooked theyoungest members by consuming most of the solid food. Additionalevidence could support the supposition that women with sucklingchildren contributed to malnutrition in their children.

8. What furtherevidence, if discovered, might weaken the author`s argument?

Granted, evidencethat seems to show usual height rates among children of slaves couldweaken the author’s argument. Moreover, research could be done todisprove the theory that nutrition had a significant role inpersonality development. Alternative height estimates could also showthat slave diets were sufficient throughout all ages.