Scent Marketing

M2 Practitioner Application

Scent Marketing

Your M2 Practitioner Application will require devoted inquiry, assimilation, reflection, and refinement in order to achieve the highest possible score. Specifically, you are to take the scenario listed below, address it in full, and submit your work in accordance with the instructions contained herein. Importantly, this is an independent assignment to be completed by you and you alone. Sharing work with fellow students, supplying advice to your student peers, gaining assistance from outside parties, and similar actions will constitute violations of the academic code of conduct and will carry significant penalties in accordance with University policy.

The Challenge

One of your M2 readings focused on scent marketing. Scent is being used increasingly in certain business contexts to create more pleasing customer experiences. By conducting some Internet research, you’ll quickly come to see that the strategic use of scent, in fact, is being used by at least some in the healthcare industry, with some applications being obvious and others less so.

 

For this Practitioner Application, you are to place yourself in the role of Marketing Director for a soon-to-be-established nursing home based in the city of your choice. (An actual city must be selected as this assignment calls for formal market research.) The entity will be known as  Salford Hills Manor and it will offer the usual and customary array of services provided by nursing homes. (If you aren’t familiar with this modality of healthcare, conduct Internet or field research to gain a proper understanding.)  The nursing home’s owner desires using scent to improve the resident experience and has requested your assistance and expertise. Your task is to investigate scent research, seeking insights regarding common applications, healthcare-specific applications, and applications which might be particularly helpful in long term care contexts. Then, supply a report which communicates research findings and provides scent recommendations and associated methods of application which have the potential to enhance the experiences of residents receiving care at the nursing home.

The Submission Requirement

 

 

Your submission in its entirety (i.e., all inclusive) must be at least 1500 words. It is to be typed (or pasted) directly into the Moodle posting window, after which you will submit your work. After submission, students are advised to verify that the assignment was submitted successfully by revisiting the submission link in advance of the assignment deadline. (Warning: After the assignment deadline, do not return to the Practitioner Application to check the status of your submission, as doing so can change the submission date, forcing issuance of penalties for lateness.) Note that attachments of any kind are prohibited and will carry no points value. Given the length of the submission, it is advised that students prepare it in a word processing program, and when finalized, copy and paste the text into the Moodle posting window. Moodle can be very finicky and often will distort formatting, so care must be taken in preparing your submission. It is understood that Moodle formatting is limited; simply make your submission look as nice as possible.

Your paper must be well referenced, with at least three (3) of the references being from scholarly academic journals. (If you cannot ascertain whether a journal does or does not qualify as scholarly academic, contact the Noel Library and request assistance.) References may be prepared using the style guide of your choice (e.g., APA, MLA); just be sure to consistently use the selected style. As Moodle formatting is limited, style guide requirements apply only to the preparation and presentation of references. Treat this as a formal report, rather than an informal web post. Note that references consisting merely of web links are unacceptable and will result in a 30-point deduction.

In presenting your work, identify the title, your name and student ID number, and submission date at the top of your submission and supply the following headings, exactly as they appear below, placing each in bold text:

 

  • Abstract (Your paper must include an abstract of approximately 150-250 words. An abstract is a stand-alone summary of your submission; it must be presented at the beginning of your paper, although, for obvious reasons, it is prepared after you finish your paper. If you aren’t familiar with writing abstracts, simply Google “how to write an abstract” or similar phrases for a wealth of helpful tips.)
  • Introduction (In this section, supply a brief introduction, helping the reader grasp the intent of the forthcoming work.)
  • Background
    • City Profile (In this section, supply a brief overview of the city of focus, noting its name, population, demographic characteristics, and any other helpful background information.)
    • Service Profile (In this section, supply an overview profiling nursing homes. Provide a definition, note major areas of focus, and convey other helpful details, demonstrating your grasp of this particular area of healthcare.)
  • Research and Recommendations
    • Applicable Scent Research Findings (In this section, summarize general scent research findings and direct specific attention toward scent research findings in medical contexts.)
    • Recommended Scent(s) and Method(s) of Application (In this section, identify the scent(s) recommended for the nursing home and discuss the method(s) recommended for applying scent in the facility.)
  • Conclusions (In this section, summarize the report, being sure to express your expectations regarding how the recommended scent enhancements will impact the resident experience.)
  • References (In this section, supply a list of references conforming with the instructions listed elsewhere in this communication.)

 

Assessment Criteria

 

Your submission will be assessed based on the following:

 

  • Compliance quality: The degree to which your submission complies with noted guidelines, including word count and reference specifications,
  • Communication quality: The degree to which your work meets standards expected in business communications, including matters concerning the use of proper grammar and punctuation, and
  • Content quality: The quality of the content presented in your work.

 

Take care when determining word counts; Moodle automatically supplies these details to instructors. If word count requirements are not met, a 30-point deduction is assessed. (Note that Moodle’s word count algorithm may differ from the one used by your word processor, presenting yet another reason supporting an early submission, affording adjustment opportunities, if needed.)

Another interesting and engaging array of reading assignments awaits us in this module, as noted below:

 

  • Thomas RK. Marketing Health Services, 2nd ed. Chicago: Health Administration Press, 2010. Reading assignment: Chapters 6 and 7. (Available via the eBook Collection (EBSCOhost) database at LSU Shreveport’s Noel Memorial Library)
  • Gombeski WR Jr, Taylor J, Britt J, Riggs K, Wray T, Springate S, Blair G, Bernard P. Customer Advisory Groups: Another Way to Listen to the Marketplace. Health Marketing Quarterly. 2010;27(1):86-96. (Available via the Business Source Complete database at LSU Shreveport’s Noel Memorial Library)
  • Rimkute J, Moraes C, Ferreira C. The Effects of Scent on Consumer Behaviour. International Journal of Consumer Studies. 2016;40(1):24-34. (Available via the Business Source Complete database at LSU Shreveport’s Noel Memorial Library)

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