Saturday, October 5, 2019
Social media has negatively changed our culture Essay
Social media has negatively changed our culture - Essay Example The aim of this paper is to examine some of the popular accusations of social media and explain that the positive consequences of social media for the culture outweigh the suggested threats. At present, the world of social media is broad and presented by the variety of widely available networking sites that provide opportunities for socialization. The most popular among them can be considered Facebook, Twitter, YouTube, and other actively used by people across generations and social groups. All together they created the new digital arena for maintaining relationships, communicating, making business, or sharing news. (Sawyer, 2011) Obviously, such extensive popularity and influence which social media managed to gain in relatively short period of time could not leave one ignorant of the possible consequences of the tendency to spend time online instead of the real-life alternatives. As a result, the possibility of both positive and negative outcomes of social media is recognized. Both sides have elaborated particular set of arguments that seemingly contain the grain of truth and common sense, therefore, they need to be closely and thoroughly examined in order to formulate a personal position in this regard. The base of arguments of people who are trying to prove that social media represents a destructive force for a culture is the long one, but, to my mind, includes issues that can be prevented by careful use and conscious approach to social media. Among such negative claims can be mentioned disregard of privacy and sharing too much personal information that can be used for inappropriate goals. Also, much is being said about cyberbullying, online harassment that make people feel insecure and treat peace in the society. ("Technology can have,") Apart from that, social media is often blamed for promoting the culture of narcissism – excessive interest in oneself and one’s appearance. ("Technology can have,") All
Friday, October 4, 2019
Strategies to increase teamwork among nurses Essay
Strategies to increase teamwork among nurses - Essay Example Nurses just as any other category of human resource requires appropriate motivation in order to encourage productivity. Nurses are important in improving the quality and fidelity of medical services (Mu?ller, 2010). The fact that they interact with humans makes their services vital for the growth and sustenance off the society. This implies that they require appropriate management in order to encourage productivity thus the improvement of the quality of health services. Key among the motivational factors employable to nurses is teamwork as discussed in the essay below. Teamwork is a scenario in which all the employees works as a completely unified entity, in situations where people work as a team, every individual undertakes specific tasks that complements the work of the other. This way, the entire organization becomes a system in which the efforts of every individual results in the unified good and efficient service delivery. Depending on the size of a health facility, the number o f nurses would vary. However, the teamwork concept would help develop a formidable and efficient team of nurses who deliver high quality services to their patients. This makes teamwork an essential asset to managers of health facilities. By developing such a staff, a manger rests assured of an efficiently functioning heath facility as every nurse would complete their assignment in time and show concern for each other in the organization. While such sounds ideal and desirable by every manager, the daunting tasks is the creation and sustenance of teamwork among a group of nurses. Key among the most efficient ways of developing effective team works in a group of nurses in a health facility is the development of effective management. The management of an organization is always the pace setter in the organization. They develop the nature of the work place often building specific organizational cultures that influence the productivity of the rest of the staff. This makes the management of a health facility fundamental in the development of teamwork and a group of nurses at the organization (Thomas, 2009). The management acts as a motivational factor thus influencing the development of the staff. Additionally, an effective management apportions every department appropriate resources thus determining the nature of the work place for most of the nurses thereby influencing their ability to work efficiently as a team. A staff that functions as a team operates efficiently and undertakes all their tasks within the appropriate time. Team building is an integral part of management. A key step in developing a team among the staff members is the elevation of the work environment. Nurses require specific work environments. The management must influence the nature of the organization in order to improve the suitability of the work place. The development of teamwork is a management responsibility that involves the determination of the best management features that will endear to the nurses thereby making them love both their jobs and their colleagues. This implies that teamwork is attitudinal and the management must appeal and influence the attitudes of the nurses in order to develop teamwork in the health facilities. Communication leadership is one way of facilitating the development of teamwork in health facilities among the nurses. The management of the facilities must exhibit competence leadership thereby determining appropriate ways of communication at the facilities. This compels the management to heed the
Thursday, October 3, 2019
Psychology Learning Essay Example for Free
Psychology Learning Essay Introduction     The following account should probably come under the heading â€Å"Strange but True.†It describes a psychologist’s use of self-administered punishment to change a socially unacceptable behavior.     A person once knew a psychologist who, for reasons which will be discovered shortly, shall remain anonymous. For the sake of the study, this person is named Richard. Richard had a bad habit. He chewed his nails. Well, that’s not actually correct; he chewed his nails off and then spit them out, usually while he was lecturing. Once in a great while, this practice was called to his attention, and it always embarrassed him. He said that he wasn’t aware that he was doing it. It had become such an ingrained habit that he could chew off all ten nails, spit in all directions, and still be totally unconscious of what he was doing.     Richard was a respected learning theorist, and he decided that if anyone could devise a behavior-modification technique to eliminate his habit, he would. The next day he arrived, all smiles, and said he had a request: If any of those around see him biting his nails, this should be brought to his attention. It wasn’t long that before someone said, â€Å"Uh, Richard, you’re doing it.†He stopped and looked at his nails and said, â€Å"So I am.†Then as everyone was watched, pulled up his shirtsleeve, grabbed hold of a heavy-duty rubber band that had wrapped around his wrist, stretched it out a distance of about ten inches, and let is go. There was a vicious snap. He yelled, cursed, and shook his hand. Everyone looked on amazement. Surely learning theorist were all a little insane. â€Å"Punishment,†he said. â€Å"Punishment is the answer!†    What happened to the people around Richard was interesting. Some took relish in pointing out that he was biting his snails, just to see him snap the huge rubber band around his wrist; others preferred to ignore his habit, because they couldn’t stand to see him in that much pain. Happily, after two days, Richard’s habit had been broken.     One person asked him how he thought his program worked. He said, â€Å"Well, if I unconsciously unlearn it. Whenever I was chewing my nails, I administered this punishment. Pretty soon my brain learned that nail chewing resulted in something very unpleasant.†He said that the last time he reached his hand up to his mouth (quite unconsciously), he got a terrible sinking feeling that something awful was about to happen. â€Å"It made me aware.†he said. â€Å"I looked at my hand and saw it was approaching my mouth. Somewhere deep in my brain the little gray cells were screaming, â€Å"Don’t do it!†    It was reported that some days later Richard was wearing rubber bands around his ankles, but nobody wanted want to ask why (Dworetzky, 1994). Discussion     Learning pervades people’s lives. It is involved not only in mastering a new skill or academic subject but also in emotional development, social interaction, and even personality development. People learn what they fear, what to love, how to be polite, hoe to be intimate, and so on. Given the pervasiveness of learning in lives of people, it is not surprising that there have been instances of it – how, for example, children to perceive the world around them, to identify with their own sex, and to control their behavior according to adult standards (Atkinson, 1993). However, there is a more systematic analysis of learning.     Learning may be defined as a relatively permanent change in behavior that results from practice; behavior change that are due to maturation (rather than practice)or temporary conditions of the organism (such as fatigue or drug-induced states) are not included. All cases of learning are not the same though.     Psychology is the study of behavior. Psychologists study learning because among most animals, especially humans, the vast majority of behavior is learned. Learning may also be defined as a relatively permanent change in behavior resulting from experience (Dworetzky, 1988).  Experts, however, tell that when somebody says â€Å"relatively permanent change,†this excludes the effects of such factors as fatigue. Fatigue, which occurs because of experience, may change behavior, but only temporary, whereas learning implies a more lasting change.     Learning is defined by Craig et al., as a process through which one’s capacity or disposition is changed as a result of experience. Whitaker (1972) defines it also as the process by which behavior originates or is altered through experience, while Wittig (in Bernstein et al., 1991) and Hilgard (1975) view it as behavior that occurs as a result of experience.     Apparently while learning can be defined as a process and as a product, more definitions stress learning more as a process. This idea suggests that it is not the product but the process that is important since the products of learning both what one is capable of and what one is predisposed to. Changes resulting from development and experience are emphasized; changes resulting from maturation such as growing older, innate tendencies like reflexes and conditions caused by fatigue, drugs, and diseases are strictly not considered as learned behavior. Adaptive value of Learning (Classical Conditioning) ~Overeating: Taste-Aversion Learning     Taste-aversion learning involves associating particular sensory cues (smells, tastes, sounds or sights), with an unpleasant response, such as nausea or vomiting. Taste-aversion learning can also occur from overindulgence. For example, children report taste aversions to food after overeating and becoming sick. Similarly, the majority of college students’ report taste versions after drinking too much alcohol and getting sick. In these examples, taste aversions to food or drink developed after a single trial and lasted an average of four to five years (Logue et al., 1981). ~Conditioned Emotional Response: Why a certain Christmas song elicits pleasant childhood memories.     In the conditioned emotional response, one feels some positive or negative emotion, such as happiness, fear, or anxiety, when experiencing a stimulus that initially accompanied a painful or pleasant event.     For example, many couples have a special song that becomes emotionally associated with their relationship. When one in the absence of the other hears this song, it can elicit strong emotional and romantic feelings.     In other cases, conditioned emotional responses may develop into irrational fears that are called phobias.     A phobia is an anxiety disorder characterized by an intense and irrational fear that is out of all proportion to the danger elicited by the object or situation. In comparison, a fear is a realistic response to a threatening situation (Bernstein, 1991).     About 73 percent of people with phobias were able to trace the start of their phobias to fearful, painful, or traumatic situations that involved classical conditioning (Atkinson et al., 1993 in Kleinknecht, 1994 and Kuch et al., 1994). For example, about 5 victims involved in moving car accidents had developed fears of sitting or riding in cars, and another third developed the corresponding phobias (Kuch et al., 1994). Just as classical conditioning can result in fears and phobias, however, it can also be used to reduce them. ~Prejudice     In the mid-1940s, psychologist Kenneth Clark held a black doll and a white doll in his hands and asked the following questions of young white children living in the South:     â€Å"Which doll looks like you?†    â€Å"Now tell me which doll is the good doll?†    â€Å"Which doll is the bad doll?†These children knew that the white doll looked like them. most children also indicated that the white doll was the â€Å"good doll†and the black doll was â€Å"dirty†or â€Å"ugly†( Clark and Clark, 1947). How had these southern white children learned to make such association? During the decades of racial prejudices that had come before, darer skins had become associated with poverty and with being â€Å"inferior,†not just in the South, but generally throughout the United States. The white children had learned to attribute these characteristics to black people.     The racist attitude is what the white children had been taught; it is also what the black children had been taught. The black had been raised in the same general environment, the same country. They, too, had seen that the whites had better and they had worse. And, as the Clarks discovered in further research, a majority of black children also chose the white doll as the good one and the black doll as the bad one.     A conditioning experiment conducted by researcher Staats (1958 in Atkinson et al., 1993) helped to show how association process could be responsible for the prejudice, Dr. Clark observed. In their experiment, college students were asked to look at one word while pronouncing another. Without being aware of the purpose of the experiment, the students were manoeuvred into pairing pleasant words or unpleasant words with a particular name (Tom or Bill) or a certain nationality (Swedish or Dutch). In short, subjects revealed obvious differences in attitudes towards these names and nationalities, simply because those words had been paired with positive or negative words. Advertisers, politicians, movie makers, and just about everyone else try to use this kind of conditioning to affect people’s emotions. Then a politician associates himself with a positive symbol such as the flag, or when a movie maker uses dramatic music, or when someone dresses well for a job interview, each is invoking the same process: Each is attempting to render something – the politician, the movie maker, or the job seeker – more appealing through association with positive stimuli.     What appears to be occurring in the instances of association, like those just described, is a kind of higher order conditioning (Dworetzky, 1998). Conclusion     In classical conditioning, the conditioned response often resembles the normal response to the unconditioned stimulus: salivation, for example,  is a dog’s normal response to food. But when you want to teach an organism something novel – such as teaching a dog new trick – you cannot use classical conditioning. What unconditioned stimulus would make a dog sit up or roll over? To train the dog, you must first persuade it to do the trick (Bernstein et al., 1991).     Much of the real-life behavior is like this: responses are learned because they operate on, or effect the environment. Referred to as an operant conditioning, this kind of learning occurs in human individuals, as well as in animals. Alone in a crib, a baby may kick and twist and coo spontaneously. When left by itself, a dog may pad back and forth, sniff, or perhaps pick up a ball, drop it, and play with it.     Neither organism is responding to the onset or offset of a specific external stimulus. Rather, they are operating on their environment. Once the organism performs a certain behavior, however, the likelihood that the action will be repeated depends on its consequences. The baby will coo more often if each such occurrence is followed by parental attention, and the dog will pick up the ball more often if petting or a food reward follows this action. If we think of the baby as having a gaol of parental attention, and the dog as having the goal of food, then operant conditioning amounts to learning that a particular behavior leads to attaining a particular goal (Rescorla, 1987). Reference: Atkinson, R.L., R.C. Atkinson, E.E. Smith, D.J. Bem, and S.    Nolen-Hoeksema, 1993. Introduction to Psychology, 13th ed.  New York: Harcourt College Publishers. Bernstein, D.A., E.J. Roy, T.K. Srull, and C.D. Wickens, 1991.     Psychology. New Jersey: Houghton Mifflin Company. Bootzin, R.R. 1991. Psychology.  New York: Gilford Press. Clark, L., A.D. Watson, and S. Reynolds, 1995. Diagnosis and     classification of psychopathology: Challenges to the current system and future directions. Annual review of    Psychology 46: 121-53. Dworetzky, J.P. 1988. Psychology.3rd Ed. Mew York: West    Publishing Company. Logue, A.W., I.Ophir, and K.E. Strauss. 1981. The Acquisition  of taste aversions in humans. Behavior Research and Therapy,19:3:19-35. Morgan, Clifford T. 1977. A Brief Introduction to Psychology.  2nd ed. New York: McGraw-Hill Book Company. Rescorla, R.A. 1987. A Pavlovian analysis of goal-directed     behavior. American Psychologist 42:119-129, 265.
Corporation tax and tax avoidance essay
Corporation tax and tax avoidance essay After the financial crises, the public has started to raise their attentions to the tax avoidance of some of the Global firms, such as Starbucks, Google and Amazon. These companies have a huge business turnover in UK, but they just pay a few or even no corporation tax to the government. Since that, the public has labeled this tax avoidance action as â€Å"immoral†. Before discussing the â€Å"immoral†behavior, I would like to briefly explain the rules of HMRC on corporation tax. The government levies the corporation tax on the limited companies incorporated in the UK and the foreign-based companies with a permanent place of business in the UK and the amount of corporation tax is based on the amount of profit that the company has made. However some of the global companies just pay a small amount of corporation tax comparing with their profits, and it is due to the loophole of the rules. These companies transfer their profits to the tax heaven countries, therefore they can reduce the tax liabilities to the minimum. Google, a multinational corporation which provides Internet searching service, declared a profit of  £3 billion for 2012, but the company paid UK corporation tax of  £11.2 million, which is around 0.37% of its profit. This unbalance tax-profit ratio is because of the loophole of the rules. Although Google has set up offices in UK, and the advertisements of the business have made in the same country, the company does not close up the offers in UK, and the transactions are made in Ireland, which is a tax heaven. Since the profit of the business is not made in UK, it is not obligated to pay the corporation tax for their business profit. Due to the tax avoidance of Google, UK has lost a huge amount of taxation revenue. Someone has been suggested that the behavior of Google tax avoidance is â€Å"immoral†. First, it is unfair to the hardworking, honest UK taxpayer and the public. Taxation revenue is one of the main revenue of the government. It is the source of fund of supporting the public benefits, such as child benefit, carers and disability benefits, etc. For the taxpayer in UK, they pay different taxes to the governments, based on the requirement of the UK tax law. Since they have fulfilled their responsibilities of paying the taxes, they should have the right of enjoying the benefits which provided by the government. However, Google paid just around  £11 million for the corporation tax, in spite of making a profit of  £5.5 billion in the UK business, and it is because of the tax avoidance scheme used by the company. One of the former employees from Google said that his former employer has â€Å"cheated†British taxpayers out of hundreds of millions of pounds. (The independent, Sunday 19th May 2013) Due to the behavior of â€Å"cheating†, the revenue of UK govern ment has been reduced, and some of the public benefits have been taken away, such as children’s centers, legal aid, etc. It will be unfair to the public as they have fulfilled their responsibilities, but they cannot enjoy their benefits that provided by the government due to the tax avoidance of those companies. Secondly, Google has an unfair competitive advantage to the UK companies. According to the rules of HMRC, limited companies incorporated in UK is required to pay corporation tax. In 2013, the small profits rate is 20%[1] and the main rate of corporation tax is 23%[2], which means that if the company is making a profit that exceed  £1,500,000 after deduct the allowance, it will require to pay 23% of its profit as a corporation tax. However, Google just paid less than 1 % of its profit by using a tax avoidance scheme. It developed a system that able to transfer the profit of UK business through Ireland to the tax heaven. Since the tax rate in tax heaven is lower than UK, therefore Google is able to reduce its tax liabilities to a low level even it has a great turnover in the UK business. This behavior helps Google to gain a huge but unfair advantage over UK companies. Since Google develop the tax avoidance system, it able to lower the company’s tax liabilities, as well as rema ins more profits in the company. Also, it has a higher opportunity to optimize its business than other UK companies, as other UK companies may not have enough resources focusing on optimizing the business after paying the corporation tax. These unfair advantages makes Google more attractive to be invested than other companies and the investors may not be willing to invest in other UK companies. Finally, someone suggested that the behavior of Google is immoral as it is bad for the economic growth. Google claimed that they did pay tax on profits generated from the services that they provided, but the profit on sales to UK business were transacted in Ireland. These actions have caused a great tax gap[3] in UK, and it has affected on the development of the economy. Since government will plan to develop and improve its economy, and the budget is supported by the tax revenue of the government. If there is a huge tax gap in the country, there may be insufficient finance to support the plan and therefore the budget may need to postpone or cancelled. Referring to the case of Google, Google has avoided part of the corporation tax by using transferring the profit to Ireland, it has caused a tax gap in UK. Due to the tax gap in UK, the development of the country has been delayed and leads to a decreasing competitive to other countries. Therefore someone said the behavior of Google is i mmoral as it is taking advantages by damaging the development of the country. However, someone argued that it is the responsibility of Google to maximize the profit of the company. The main goal of every company is to act on the shareholders’ interest and help them to maximize their wealth. Therefore, Google will try their best to reduce the expenses of the company, as well as keeping the tax cost at a minimum level within the realms of what is legal. Since if Google is being â€Å"moral†and does not reduce the tax liabilities to the lowest level, the profit of the company will decrease, which means that the earning of each shareholder will decrease too, and they may not continue to invest in the company. Also, Google may not distribute a high level of dividends to the shareholders as the profit has decreased and Google may decide to reserve more profit in the company instead paying dividends to the shareholders. Investors then may not continue to invest in Google as the company will not maximize their wealth and they may think investing in othe r companies will be better than investing in Google. It may lead to lack of extra financial from new investors, and therefore the business cannot improve or expand, and its competitive will decrease in the long term, leading to a potential risk of bankrupt. Hence that it is the responsibility of Google to reduce the tax cost to the minimum level in order to reach the company’s goalâ€â€maximize the shareholders’ wealth. Moreover, there are arguments that it is not the fault of Google avoid to pay part of the corporation tax, it is the fault of the lawmakers that making the companies too easy to avoid tax. UK tax system is huge and complicated, and most of the tax laws are introduced in an early time by the lawmakers. Since the commercial society when the laws are introduced is different from the present commercial society, therefore the laws may not suitable for the present commercial society or there are loopholes which the company can take advantage of. Hence Google able to avoid a huge amount of corporation tax legally through these loopholes. Since the loophole of the tax laws has caused a great tax gap in the country, the lawmakers has introduced different strategies to seal the loopholes and therefore company will not able avoid the tax easier and the tax gap can be reduced. Thus it is the responsibility of the lawmakers to seal the loophole of the laws so the corporate company like Google can not avoid the tax easily. Finally, even if Google has used some â€Å"evil†systems to reduce its tax liabilities, but the company has â€Å"compensated†the public with different moral activities. The public complained because of the immoral behavior of Google, it has affected the government to reduce the public benefits, and it did not fulfill its moral obligation to contribute to the public. However, Google has contributed to the society by using different methods. For example, Google has provided free training and tools for the charities in UK, and helped them to increase their fundraising and popularity through the Internet. Also Google has offered grants to the charity in the UK through the Google AdWords Grant Account, so those charities can raise more funds from Google and use the account to reach more donors, volunteers and consumers. Besides that, Google provides different products with a discount rate or for free to the non-profit making organizations, so the organizations can manage with cost effective and high flexibility. Therefore, Google has compensated the public with different methods even if it is immoral for Google to use the system to avoid the corporation tax. Lastly, even if the loophole of the tax law has been sealed and the companies are paying the expected amount of corporation tax, it may solve the moral problem of those companies, but it may have negative impact on the economy of UK. Once the loopholes are sealed, the tax gap of UK will narrow down since the companies are difficult to avoid the tax. However, the foreign companies may think the tax laws will be too strict and it is difficult to making profits in UK, therefore these companies may set up businesses in the countries that have low tax rates instead of investing in UK. Decreasing investment from foreign investors may affect the economic growth of the country, since less business is set up in the country, the gross domestic product (GDP) may have a negative impact and it may decrease the competitive of the country comparing with the tax heaven. To conclude, there is always a conflict between the main goal of a company and the morality and since morality is very subjective, there is no exact answer for the discussion. In the case of Google, they have developed a system to divert the business profit to the tax heaven, someone suggested that the behavior of Google is immoral because it is unfair to the UK taxpayers, as they have fulfilled their responsibility to pay the tax, but they can’t enjoy the public benefits provided by the government as the behavior of Google has reduced the revenue of the government. Secondly, Google has taken unfair advantages over the UK local companies, as Google is paying an extremely low corporation tax rate comparing the tax rate of the local UK companies due the tax avoidance system, it allows to remain more profit in the company, therefore it will have higher opportunity to optimize and improve the quality of business by using the profit effectively. Finally, the behavior of Google is b ad for economic growth. A tax gap has caused in UK as the tax avoidance of Google, therefore the development plan of the country may need to be postponed or cancelled and it may caused a navigate effect on the economic growth in the long term. On the other side, someone argued that it is the responsibility for Google to reduce the tax cost of the company, since the main goal of a company is to maximize the business profit and the shareholders’ wealth. Fail to fulfill the goal may affect the future development of the company and the benefits of the shareholders. Moreover, it is not the fault of Google to avoid the tax, but it is the fault of the lawmaker to let the company can avoid the tax easily through the loophole. Last but not least, even if the behavior of Google is immoral, the company has contributed to the society through different activities, for example: providing free tools and training to the charities, offering grants to the charities and providing products with a discount rate or for free to the non-profit making organizations. Even if sealing the loopholes of the tax laws solves the moral problem, it may affect the economy of the country, as the strict tax law may discourage the investors to set up businesses in the country, leading to low competitive by comparing with other countries. [1] Small profits rate applies when augmented profit is less than  £300,000 [2] Main rate applies when augmented profit exceeds  £1,500,000 [3] The different between the actual amount of corporation tax that have received and the amount that should be received without tax avoidance
Wednesday, October 2, 2019
An Analysis of Aria: A Memoir of a Bilingual Childhood by Richard Rodri
An Analysis of Aria: A Memoir of a Bilingual Childhood by Richard Rodriguez Aria: A Memoir of a Bilingual Childhood by Richard Rodriguez is an essay that shows his readers a part of life that many have never experienced. Rodriguez uses this essay to show how he fights through his childhood to understand English. Speaking clear English will help him to fit in to society. He faces society while forfeiting his happy home life, to try to become a typical English-speaking student. Â Â Â Â Â As a young child, Rodriguez finds comfort and safety in his noisy home full of Spanish sounds. Spanish, is his family's' intimate language that comforts Rodriguez by surrounding him in a web built by the family love and security which is conveyed using the Spanish language. "I recognize you as someone close, like no one outside. You belong with us, in the family, Ricardo.? When the nuns came to the Rodriquez?s house one Saturday morning, the nuns informed the parents that it would be best if they spoke English. Torn with a new since of confusion, his home is turned upside down. His sacred family language, now banished from the home, transforms his web into isolation from his parents. "There was a new silence in the home.? Rodriguez is resentful that it is quiet at the dinner table, or that he can't communicate with his parents about his day as clearly as before. He is heartbroken when he overhears his mother and father speaking Spanish together but suddenly stop w hen they see Rodriguez. Thi...
Tuesday, October 1, 2019
Style and Supervenience :: Technology Computers Computer Essays
Style and Supervenience ABSTRACT: Cope's Computers and Musical Style (1991) describes a computer program that allegedly can represent and replicate musical styles solely on the basis of compositions that have been entered into it. If this claim is correct, then it must be that an oeuvre ¡Ã‚ ¦s stylistic characteristics locally supervene on its textual features, which roughly means that its stylistic properties are entirely determined by its textual properties. In my paper I argue that stylistic properties do not locally supervene on textual properties, and thus that neither Cope ¡Ã‚ ¦s program nor any other that essentially works like it can represent or replicate styles. Cope (1991) describes a computer program that allegedly can represent and replicate musical styles solely on the basis of compositions that have been entered into it (ix, xi ¡Xall page-references are to Cope 1991). If this claim is correct, then it must be that an oeuvre ¡Ã‚ ¦s stylistic characteristics locally supervene on its textual features, which roughly means that its stylistic properties are entirely determined by its textual properties. This paper argues that stylistic properties do not locally supervene on textual properties, and thus that neither Cope ¡Ã‚ ¦s program nor any other that essentially works like it can represent or replicate styles. 1. Cope's Composing Computer David Cope is a composer and music theorist who got interested in the applications of computer science to music. The direct cause of his interest was a composer ¡Ã‚ ¦s block; this made him turn to computer programming in the hope to find a  ¡Ã‚ ¥composing partner ¡Ã‚ ¦ (18). Eventually his search resulted in a program he termed Experiments in Musical Intelligence (EMI). Let me briefly sketch what EMI does and how it works. What EMI does is easily explained: musical data, like for instance a number of Mozart piano-sonatas, are (in coded form) fed into the computer, which then outputs new musical material. This new material is then hoped to be and, according to Cope, also often is, in the style of the music that was entered. How the program works is not so easily explained, but the following simplified account will do for the purposes of this paper (cf. 152ff for details). The two most important components of EMI are a pattern-matcher and a so-called Augmented Transition Network. The first searches for common patterns in the works that have gone into the computer, and stores these in a  ¡Ã‚ ¥style dictionary ¡Ã‚ ¦ (together with a weight, indicating how  ¡Ã‚ ¥common ¡Ã‚ ¦ they are).
Feu You and Me
EXECUTIVE SUMMARYThere are four (4) key success factors which are critical to the success of a regular law school industry. These are :1) Good reputation of the school;2) High quality of instruction;3) Consistently high passing percentage of graduates in the bar examinations;4) Consistency of graduates making it to the top 10 in the bar examinations.Currently, Far Eastern University Institute of Law (FEU-IL) has an average of 22. 4% passing percentage in the bar examinations in the last five years. Compared to leading law schools such as Ateneo de Manila University School of Law, University of the Philippines and San Beda College of Law (average passing percentage in the last five years is 89. 6%, 77. 37% and 84. 29% respectively), Far Eastern University definitely does not belong to one of the preferred law schools in the country. At present, FEU-IL has inadequate facilities and library collection. It does not join in Law Debating Competitions and does not even have an official FEU-IL Journal which other leading law schools would normally have. However, FEU-IL has a dynamic and proactive Dean who has strong linkages with Law schools in the Philippines. This distinct competitive advantage can be utilized in order to make the Marketing Plan an effective and successful one for purposes of 100% enforcement. Several marketing strategies were formulated for the FEU-IL. Some of these are as follows: ) Product Development Strategy = This includes enhancement of the Mission / Vision Statement of the FEU-IL, improvement of the facilities and library collection, enhancement of the IL curriculum which would eliminate the Socratic Method of teaching, involvement of faculty members in the syllabi construction and curriculum development for IL, creation of the FEU-IL journal, and conducting seminars for lawyers under the Mandatory Continuing Legal Education Program (MCLE) 2) Product Positioni ng Strategy = This includes the formation of the FEU-IL Debating Council, and the formation of the FEU-IL Website. ) Predatory Marketing Promotion Strategy = This distinct strategy involves campus visits by the Dean of the Institute of Law in cooperation with the Admissions and Placement Office. 4) Other advertising and PR blitz – This includes print advertisements and write-up showcasing the top graduates of Far Eastern University, distribution of flyers, TV guestings and other press releases. The marketing expense rate for 2006 (1. 72%) is considered within acceptable range. As a result, marketing plan will post a phenomenal growth rate of 46. 0% by SY 2006-2007. With the execution of this marketing plan, FEU-IL will become the preferred law school in the Philippines as it achieves the following in the year 2007: 1. Increase market share by 5%. 2. Reinforce the brand to aspiring lawyers through niche marketing. 3. Increase visibility in all legal fora. 4. Attract better qua lity students in order to raise the bar passing percentage of the school. 5. Increase profit by 10%. CURRENT MARKETING SITUATION TYPE OF INDUSTRY:Regular Law School IndustrySIZE OF THE INDUSTRY:This marketing plan will focus only on the regular law school industry in the NCR Region (such as Ateneo de Manila University (AdMU), University of the Philippines (UP), San Beda College (SBC), University of the East (UE), Lyceum University (Lyceum), Arellano University School of Law (AUSL), San Sebastian College (SSC), Manuel L. Quezon University (MLQU) and Far Eastern University (FEU). This excludes hybrid programs such as the JD-MBA program. Over the years, the number of law schools has steadily increased and recently, the Commission on Higher Education (CHED) reported that there are 104 law schools operating in the country. The great majority of lawyers graduated from private law schools. Of the 59 law schools listed by the Supreme Court in 1999 in connection with the bar examinations for that year, only eight are state or public law schools. Of the eight state-supported schools, two are established by chartered cities, five are regional schools, and one national law school which is the UP College of Law. About 28 law schools are university-based. At least nine schools are run by Catholic religious orders. One law school forms part of a state university established for the Muslim community and maintains education in Islamic Law. The Commission on Higher Education (CHED) supervises law schools in the country. Graduates earn a Bachelor of Laws (LL. B. ) or Juris Doctor (J. D. ) degree. The potential market would comprise fresh graduates, holders of MBA and PhD Degrees, doctors, nurses, accountants, engineers, architects and government officers STRUCTURE AND DYNAMICS OF THE INDUSTRY: Around 80% of the average law school population are working students who study at night being taught mostly by part time faculty, while the rest are enrolled in day or weekend classes. Most Philippine law schools subscribe to the American law school teaching model. Law teaching was done through lectures. English is the medium of instruction. Class attendance is compulsory. The â€Å"modified Socratic method†in which questions and answers were generally derived from assigned texts and the case study system are the most widely used. A strategic weakness of the legal education in the Philippines is the part time character of the faculty. Law schools draw lecturers from the courts and law firms. Pursuing their full time work in the Court of Appeals or Regional Trial Courts and in law offices, law teachers go to the law schools in the evening to lecture or hold classes, within the duration of their contracts. Moreover, hardly is there a full-time law dean. The only exception prevails in the U. P. College of Law which keeps a full-time dean and 20 full-time faculty members, in addition to 30 adjunct or non-regular professorial lecturers. The annual bar examinations is a rite of passage deemed locally to be the ultimate test of excellence for students and for law schools. Each year, on four Sundays in September, around 4,000 law graduates take the bar examination. About 20% pass each year, or about 800 new lawyers. Applying this gauge, a little over 15% of law schools are performing above par. The Supreme Court is constitutionally vested with the exclusive power over admission into the bar. It exercises this power through the bar examinations, administered by the Court itself. By way of example, the Court, by identifying the subjects and the coverage of each subject, effectively tells the law schools what courses to offer and what laws to teach. Tools that were utilized in order to assess the structure of the industry are: 1) Porter Framework – The ultimate function of this framework is to identify companies competing with each other and analyze the four factors affecting the competitive situation of the Regular Law School Industry (NCR) 2) Mckinsey Matrix – One of the tools used in order to analyze the competition. This matrix is composed of two parts such as the business position in the vertical analysis and market attractiveness in the horizontal axis. 3) Winner Analysis – It is used to analyze what makes a competitor a winner and a loser. The FEU-IL will be evaluated based on the industry’s assessment of winners and losers. 4) Competitor Fact Sheet (Figure 4. 1)– contains comprehensive facts about the competitors in the regular law school industry. Detailed facts are presented such as: how old is the law school, size of enrollment, number of topnotchers for the last five (5) years, Average passing percentage for the last five (5) years, tuition fees, best features, professor-student ratio, and areas for improvement. PORTER FRAMEWORK [pic] REGULAR LAW SCHOOL INDUSTRY This framework establishes the market segments which the FEU-IL can tap (i. . New graduates and Entrepreneurs). There is also a need to be competitive on facilities and library collections as this affect the regular law school industry where FEU-IL belongs MCKINSEY MATRIX (Figure 6. 1) The matrix utilized two (2) components that determined the over-all performance of the regular law school industry, namely: Business Position and Market Attrac tiveness. The business position is based on the following criteria: 1. Revenues 2. Enrollment 3. Stability 4. Growth On the other hand the market attractiveness is based on the following criteria: 1. Track Record 2. Reputation 3. Quality Instruction 4. Facilities 5. Reasonable tuition fees The matrix will indicate that UP, SBC and AdMU are leaders of the industry. However, UST and AUSL are beginning to make their marks in the industry. UST and AUSL have the potential of becoming the leaders in the industry. MLQU lags behind among the law schools mentioned. WINNER ANALYSIS (Figure 6. 3) In the Winner Analysis, you will see that FEU is considered a loser, having 3 out of 4 characteristics of a loser. THE STATE OF THE PHILIPPINE LEGAL EDUCATION In a recent study, it was observed that schools that do well in the bar examinations â€Å"remain to be producers of higher percentage of passing rates and they share similar policies such as the rigid/screening process, maintenance of high level of academic performance in their law subjects, adoption of the quotient point index (QPI) to remain in the law school, hiring of deans with pro-active hands-on management style, and infusion of financial resources to the law library to better equip the faculty and students with the mass of the legal knowledge, data and materials to enhance their skills and aptitude in the field of law. The study recommended that the law curriculum/program be improved and developed so as to produce competent world-class lawyers with proper sense of ethical values in exercising their profession. It is also stressed the need for new policy standards on the law program that will take into account several major developments in the field of law during the past decade and the trend towards globalization of the practice of the profession. THE USE OF TECHNOLOGY The Arellano University School of Law is the only law school in the Philippines with a comprehensive legal database and which is available for free on the internet. Lex Libris, which is on subscription basis, and which provides practically the same data, is another Philippine database. Many of the younger law faculty in Metro Manila use computers to illustrate material in class through powerpoint presentations. They are likewise already transmitting syllabi and course materials to students over the Internet. Electronic casebooks and textbooks are now being marketed locally although they are not very popular among law students. No law school in the Philippines, as of this writing, has required students to own or bring computers.KEY SUCCESS FACTORSConsidering the current external environment, the following constitutes the key success factors critical to the success of the industry: 1. Good reputation of the school 2. High quality of instruction 3. Consistently high passing percentage of graduates in the bar examinations. 4. Consistency of graduates making it to the top ten in the bar examinations.OPPORTUNITY AND ISSUE ANALYSIS BRIEF HISTORY OF THE COMPANYThe FEU Institute of Law opened its doors in 1934, making it one of the older colleges of law in the country. It prides itself as a pedigreed law school from whose ranks two other law schools located in the university belt were formed. The Institute is proud of its alumni whose accomplishments have honored their alma mater and the legal profession. These include two justices of the Supreme Court, a Secretary of Justice, several Justices of the Court of Appeals and Sandiganbayan, regional and municipal trial court judges and government prosecutors. In addition, many of its graduates now occupy positions of leadership in the community and play vital roles in legal practice, business and government service. Also, the Institute has the unique distinction of having two Senate Presidents serve as Dean – Jovito Salonga from 1957-1961 and Neptali Gonzales from 1976-1986. In 2003, the Institute teamed-up with the De La Salle University Graduate School of Business to offer the JD-MBA program, the first graduate dual degree program in law and business administration. The dual degree program prepares students to approach problems from the perspectives of both a business executive and a lawyer. This program is designed to provide students with the knowledge and skills necessary to excel in two interrelated disciplines and to understand the interrelationships between them. It has been the Institute’s consistent policy to provide quality legal education at an affordable cost. The Institute of Law endeavors to maintain its tradition of being a law school that remains a haven for the working but deserving class. VISION STATEMENT It has been the Institute’s consistent policy to provide quality legal education at an affordable cost. The Institute of Law endeavors to maintain its tradition of being a law school that remains a haven for the working but deserving class. MISSION STATEMENT To complement the objectives of the legal education enumerated in Republic Act 7662, the Institute of Law is committed to pursue the following: †¢ To impart to the law students a broad knowledge of law and its various fields, and of the role and functions of legal institutions; †¢ To develop their legal research skills and to analyze, articulate and apply the aw effectively, as well as to enable them to gain a total approach to legal problems and issues †¢ To prepare law students for advocacy, counseling and decision-making and imbue them with the ability to deal with legal problems; †¢ To inculcate in them the ethics and responsibilities of the legal profession; †¢ To train young men and women for the legal profession known for their technical competence, professional zeal and unblemished integrity. BUSINE SS SYSTEMS MODEL a) Admission of students b)Processing of students [pic] [pic] The FEU-IL Business System Model describes the processing of human resources, particularly lawyers. It has two components: 1) Admission of Students  Before a student is admitted in the FEU-IL program, he has to take an entrance examination. Once he passes the entrance examination, he becomes eligible to enroll in the FEU Institute of Law. 2) Processing of Students – Once a student becomes eligible to enroll at the FEU Institute of Law, he now enrolls the subjects which he is required to complete. All methods of instruction are done inside the classrooms with the Professors of Law supervising the students. Final grades will be given to the students through the professors of law at the end of every semester. Upon completion of all the academic requirements, he now becomes eligible to take the Bar Examination administered by the Supreme Court. The graduate reviews for six months and once he passes the bar examinations, he is now admitted to the bar. It is important to take note of the business system model because this will be the blue print for making the marketing plan for the FEU-Institute of Law SWOT ANALYSIS A SWOT analysis is a tool in determining the company’s strengths and weaknesses, exploiting the different opportunities which the company might face and thinking of ways in order to ward off the possible threats that it may face. It tends to present alternative courses of actions that will be the basis for the various marketing strategies that will be utilized for the marketing plan of FEU-IL. The strategies should address the following issues: †¢ How can the company overcome its weaknesses to ward off the threats it faces? (WT Strategies) †¢ How can the company utilize its strengths to ward off the threats it faces? (ST Strategies) †¢ How can the company utilize its strengths to exploit the opportunities it faces? (SO Strategies) †¢ How can the company overcome its weaknesses to exploit the opportunities it faces? (WO Strategies) |Opportunities (O) |Threats (T) | | |MRT |Bad pronouncements about lawyers | | |Good write-up about FEU |Many lawyers are dragged in scandals | | |TV guestings |High attrition rate in the bar examination | | | |High cost of living | |Strengths (S) |SO Strategies |ST Strategies | |Good location |Flyer Distribution at MRT (O1,S1, S3) |Print Ad showcasing top gradua tes of FEU-IL| |Reasonable fees |TV pluggings (O2, O3, S4) |(T1, T2, S3) |Good Instruction |Press releases of testimonials who |Intensive Review for the bar examinations | |Proactive dean |benefited from the reasonable tuition fees |(T3, S2, S3) | |Offers the MBA-JD Program in cooperation |(O2, O3, S2, S3) |Inviting bar lecturers and appointing them | |with the DLSU School of Graduate Studies |Conduct a Tamaraw Tour in chosen |as professorial chairs (S2, S3, T1, T2, T3)| | |universities and provide promotional CDs |Aggressive improvement of the physical | | |for give away (S4, O2, O3) |plant and library collection of the | | | |Institute (S4, T3) | | | | | |Weaknesses (W) |WO Strategies |WT Strategies | |Inadequate facilities |Full scholarship to honor graduates with |Creation of the FEU IL Journal containing | |Low passing percentage rate as compared to |stipend (W3, O2, O3) |the published works of the FEU-IL Faculty | |the leaders |Creation of the FEU Law Debating team to |with th e latest legal updates and Supreme | |No topnotchers for the last five (5) years |prepare FEU-IL students to win in |Court Resolutions (T1, W4,) | |Current image: not a preferred law school |competitions (W2, W3, W4, W5, S3) | | |Inability to attract quality students |Creation of the FEU-IL Website containing | | |Support Staff service |the IL Curriculum, syllabi and other | | |Lack of financial resources |activities that are pertaining to the | | |Faculty unrest |Institute of Law (i. e. bar exam operations,| | |No fulltime Associate Dean |articles published by FEU-IL faculty, etc. )| | |Inadequate library collection |(W4, W14, O2) | |Absence of professorial chairs | | | |Problem in salary structure of faculty | | | |members | | | |Weak U-belt Consortium Bar Review | | | |Lack of published research colloquia within| | | |the Institute | | | |Faction in the IL Alumni Foundation and IL | | | |Management | | | STRATEGIC ISSUES 1) How will the Far Eastern University Institute of Law inc rease its market share? 2) How will Far Eastern University Institute of Law become the preferred law school in the Philippines? DISTINCT COMPETITIVE ADVANTAGE FEU-IL has a pro-active, young and charismatic Dean who is elected President of the Association of Law Schools in the Philippines for three consecutive terms and who finished his Master of Laws at Harvard University, U. S. A. SUSTAINABLE COMPETITIVE ADVANTAGE The FEU  Institute of Law has produced a total of 74 topnotchers for the last 71 years of forefront in the law school industry. One of them is Artemio Panganiban, now the Supreme Court Justice of the Philippines, and Jose N. Nolledo, an author of various books in Commercial Law and Remedial Law. MARKETING GOALS / OBJECTIVES 1. Within 2007, FEU Institute of Law will increase market share by 5%. 2. Reinforce the FEU Institute of Law brand to aspiring lawyers through niche marketing. 3. Within SY 2006-2007, the FEU Institute of Law will increase visibility in all legal fora. 4. Within 2007, FEU Institute of Law will be able to attract better quality students in order to raise the bar passing percentage of the school. 5. Within 2007, FEU Institute of Law will increase profit by 10%. MARKETING STRATEGIES I. PRODUCT DEVELOPMENT STRATEGY a. Enhancement of the Mission and Vision Statement of the FEU-IL The Vision and Mission Statement of FEU-IL should be improved and enhanced in order to achieve the above marketing goals. The following is the suggested Mission/Vision for FEU-IL: We are committed to produce lawyers equipped with globally relevant, competitive and real world skills. Our graduates are trained to be service-oriented to their clients but at the same time mindful of their social responsibilities to the community and their ethical duties towards the administration of justic e. †â€Å"Through our core values of teamwork, responsibility and integrity, we shall passionately dedicate ourselves to the development of the mind and spirit of our students by adequately preparing them to become committed and responsible citizens responding to the changing needs of the global community and ready to provide the required specialized legal services. †b. Physical Plant: There is a need to be aggressive in purchasing law books that will be utilized by students for their studies. The FEU Law Library must be physically equipped and ready for the acquisition and storage of new books that will be used as a tool for effective instruction. There is also a need to improve the physical plant of the Institute. Most of the law schools in the University belt area are now having sound proof rooms and sturdy chairs with AVR facilities. Some law schools have their own exclusive law building to accommodate more enrollees with state-of-the-art facilities. Today, there is no escape for the need of becoming globally competitive in terms of facilities and instruction. It is also appropriate for the University to have an image of a technologically oriented institution with a view of providing quality but affordable legal education for the working class. c. Enhancement of the IL Curriculum: In a recent study of the Best Practices of Law Schools in the United States and United Kingdom, the following were noted: 1. A law school can best achieve excellence and have the most effective academic program when it possesses a clear mission, a plan to achieve that mission, and the capacity and willingness to measure its success or failure. Absent a defined mission and the identification of attendant student and institutional outcomes, a law school lacks focus and its curriculum becomes a collection of discrete activities without coherence. If a school does not assess its performance, it can easily be deluded about its success, the effectiveness of its pedagogical methods, the relevance of the curriculum, and the value of its services to its constituencies. A law school that fails to assess student performance or its performance as an institution, or that uses the wrong measures in doing so, has no real evidence that it is achieving any goals and objectives. A law school that lacks evidence of achievement invites demands for accountability (Gregory Munro, Outcomes Assessment For Law Schools 3-4, Institute for Law Teaching 2000) 2. It is especially important for law schools to clearly articulate specific outcomes for their programs of instruction. 3. Law schools should be encouraged to coordinate their programs of instruction and to integrate the teaching of theory, doctrine and practice. Legal educators should be discouraged in relying on the case method / Socratic dialog, to make problem-based learning the primary mode of instruction and to be more attentive to basic principles of effective education. 4. There is a need for law schools to employ teachers who are 100% committed to excellent teaching and to establish improved teacher development programs. 5. There must be a regular evaluation of the school’s program of instruction to determine whether its objectives are achieved effectively or efficiently. This can be done by soliciting and incorporating opinions from outside the academy, and gathering information from students about their needs and objectives. 6. Best practices for delivering instruction are: 1) Coordinate the Program of Instruction; 2) Integrate the teaching of theory, doctrine and practice; 3) Employ basic principles of effective educational programs; 4) Encourage active learning and give prompt feedback; 5) Effective Time Management; 6) Use of technology. In this regard, it is suggested that the Institute of Law enforce the following in the enhancement of its Faculty Instruction: 1. The problem method (as opposed to the Socratic Method) should be used to achieve clear, appropriate objectives. It requires students to analyze and answer legal problems in context. Extensive research of the students is required. If possible, cases and Supreme Court rulings should be assigned to facilitate legal problems in context. It is also advised that there must be integration of teaching theory, doctrine and practice. Exposure to real life situations (i. e. interviews or sponsored tours) should also be incorporated in each subject so that students will have to apply what they have learned in theory. 2. All subjects offered by the FEU-IL must have a syllabi in modular format, specifying the topics to be discussed with the objectives to be achieved every meeting. Activities every topic should be indicated to guide students on what is expected of them every meeting. 3. Recruitment of efficient and effective teachers who are 100% committed to teaching is imperative. That is why a regular evaluation of quality of instruction of teachers should be done on a regular basis (i. e. monthly) to determine if effectiveness of the instruction is being done consistently and regularly. Feedback from students regarding their suggestions and concerns should be addressed immediately, favorable or unfavorable. 4. It is imperative that faculty members take part in the program development of the Institute’s curriculum. Committees should be formed among the faculty members in the Institute of Law to make faculty members involved in IL’s growth and development. 5. In determining the placement of law graduates who newly passed the bar, continuous collection of data on educational outcomes will be used for the school to articulate how these educational outcome data is used to improve individual student and overall program performances. This can be done by soliciting and incorporating opinions from different employers outside the academy. 6. Strategic planning workshop is therefore imperative to achieve excellent quality of instruction. Participants will be the Dean of the Institute, the Associate Dean, chosen faculty of the Institute, the Supervisor and a Supreme Court Justice (if possible) to map out program of activities and wish list for the Institute of Law. d. FEU-IL Journal The formation of the FEU-IL Journal is an excellent tool for research and development and a good forum for IL faculty members to publish their works. It is suggested that FEU-IL coordinate closely with the Office of Research and Development of Far Eastern University for the mechanics. e. MCLE Provider For your information, the Mandatory Continuing Legal Education (MCLE) is a requirement for all lawyers to comply. In this regard, all members of the bar are required to attend the MCLE seminars to be abreast of the new laws and procedures in the legal profession. Currently, some agencies and universities (i. e. UP College of Law, Arellano Law School, Integrated Bar of the Philippines) are already MCLE providers, giving seminars for the lawyers. As of this date, no agency or law school in the University Belt Area has become an MCLE provider. It is suggested that the FEU Institute of Law would apply as an MCLE provider. To be an MCLE provider at an affordable fee will be a good promotion for the school, aside from the fact that it is a good source of funding for the FEU Institute of Law for the improvement of its facilities and physical plant. f. Administration of the FEU Institute of Law: A delineation of duties and responsibilities is now appropriate and forthcoming for the FEU Institute of Law with respect to its Dean and Associate Dean. The Associate Dean should now be directly in-charge in serving the needs of the students and faculty in the Institute of Law while the Dean is directly in-charge of networking and promoting FEU Institute of Law with other universities and colleges Managing the Curriculum, Instruction, faculty and students should be done by the Associate Dean. Staff members should also be pro-active in walking the extra mile in giving excellent service, not only to students, but also to visiting prospective students. There should be series of training for the staff members of FEU-IL to prepare them for the SY 2005-2006. II. PRODUCT POSITIONING STRATEGY a. Formation of the FEU-IL Debating Council There must be an active Law Debating Council to compete with the different law schools within the country. The formation of an active Law Debating Council will expose the students to various debating competitions. With the aim of becoming No. 1 in debating competitions, it will help boost the image of the FEU Institute of Law across all law schools in the country. The Oracle and Debating Council is the official debating council in Far Eastern University. It is suggested that the FEU Oracle and Debating Council should help in the formation of an active FEU Institute of Law Debating Council to help boost the FEU Institute of Law’s image in winning debate competitions. b. FEU-IL Website There must be a regular, effective and comprehensive FEU-IL Website that will show the Institute’s Vision, Curricula and syllabi of the different subjects. The Website is also a good tool for the Institute to make it as a forum for bar exam operations. III. PREDATORY MARKETING PROMOTION STRATEGY AGGRESSIVE ARTICULATION CAMPAIGN (TAMARAW CAMPUS TOUR) Leading law schools in the industry do not engage in an aggressive articulation campaign since they are confident that there will have enrollees, considering their reputable image in the industry. Therefore, a flank attack is necessary to attack the weakness of these leading law schools. It is suggested that the Dean of the Institute of Law, in coordination with the Admissions, Placement Office, establish a strategy on how to go to different colleges and universities in the Metro Manila Area, and possibly in the provincial areas, to articulate the FEU Institute of Law. No dean in Metro Manila has done any aggressive articulation campaign by going to different universities and colleges. It will be the first time in history that a dean will be doing school to school articulation on behalf of the FEU Institute of Law. In-campus entrance exams, in coordination with the Registrars of the universities involved, may also be conducted to further facilitate the admission of students who desire to take up Bachelor of Laws. That is why there is a need for a fulltime Associate Dean who should be the one in-charge of the management and administration of the FEU Institute of Law while the Dean is busy establishing network and doing articulation within the country. IV. ADVERTISING AND PR BLITZ The company will engage into the following advertising and promotion strategies: 1. Print ads or write-up showcasing the top graduates of Far Eastern University (i. e. Justice Artemio Panganiban) 2. Distribution of flyers near the MRT UBelt station regarding the FEU-IL 3. Engage in TV guestings to give FEU-IL the opportunity plug its IL program. 4. Press release of testimonials of several FEU-LAW Alumni. 5. Distribution of brochures and promotional CDs during the Tamaraw Campus Tour CURRENT MARKET SEGMENTATION STRATEGY OF FEU-IL [pic] Proposed Segmentation Strategy for FEU-IL: Within 2008, the market segmentation will be composed of 90% Fulltime students and 10% Working professionals as hereto indicated: ACTION PROGRAM FOR SY 2005-2006 Sales Plan June – August 2005 |Activity |In-Charge |Target Date |Budget |Expected Output | |Printing of brochures |Associate Dean |June 1, 2005 |Printing |10,000 brochures printed | | | | |P4 x 10,000 = P40,000 | | |Training of Office Staff |Associate Dean |July 15, 2005 |Food |Trained office staff | | | | |P135 X 7 = P945. 0 | | |Printing of Flyers |Associate Dean |June 1, 2005 |P2 X 20,000 = P40,000 |20,000 flyers printed | |Promotional CDs |Associate Dean |August 1, 2005 |P25 X 200 = P5,000 |200 Promotional CDs for give| | | | | |away | |TAMARAW CAMPUS TOUR / |Dean / Admissions and |July 15, 2005-August|Transportation |Visited 45 schools | |Articulation , Metro |Placement Office |30, 2005 |P200 X 3 (schools)=P600 X 15 | | |Manila Area | | |days= P9,000. 00 | | |MCLE provider |Associate Dean |June 30, 2005 |Application fee =P2,000. 00 | | September – November |Activity |In-Charge |Target Date |Budget |Expected Output | |Printing of the FEU IL |Dean / Associate Dean / |October 15 |P45,000. 0 |Printed Journal | |Journal |Director for Research and| | |containing published | | |Development | | |works of faculty | | | | | |members of the FEU-IL, | | | | | |with up to date laws | | | | | |and Supreme Court | | | | | |rulings | |School Tour / Articulation |Dean / Admissions and |September 15- November|Transportation |Visited 45 schools | |, Metro Manila Area |Placement Office |15 |P200 X 3 (schools)=P600 X 15 | | | | | |days= P9,000. 0 | | |Information Dissemination |Dean |November 30, 2005 |Flyers |Printed flyers and | |for the MCLE Seminars | | |P4 x10,000 = P40,000 |posters for the MCLE | | | | |Posters |Seminars | | | | |P25 X 200 = P5,000 | | December 2005-February 2006 |Activity |In-Charge |Target Date |Budget |Expected Output | |School Tour / Dean / Admissions and |January 15-February |Transportation |Visited 15 schools | |Articulation, Provincial|Placement Office |28, 2006 |P400 X 3 (schools)=P1,200 X 5= | | |Area | | |P9,000. 00 | | |MCLE Semi nar |Dean / Associate Dean |January, 2006 |Food |An MCLE accredited | | | | |P60 x 75 = P4,500 |seminar for the lawyers | | | | |Production of handouts | | | | | |100 pages x P2 x 75=P15,000. 0 | | March 2006-May 2006 |Activity |In-Charge |Target Date |Budget |Expected Output | |School Tour / |Dean / Admissions and |March 15, 2006-May |Transportation |Visited 15 schools | |Articulation, Provincial|Placement Office |15, 2006 |P400 X 3 (schools)=P1,200 X 5= | | |Area | | |P9,000. 00 | | |Printing of the FEU-IL |Associate Dean / Director |April 15, 2006 |P45,000. 0 |An informative journal | |Journal |for Research and | | |containing the latest | | |Development | | |laws, decisions of the | | | | | |Supreme Court and | | | | | |administrative bodies; and| | | | | |articles written by | | | | | |Faculty members of the | | | | | |FEU-IL | |Promotional CDs |Associate Dean |March 1, 2005 |P25 X 200 = P5,000 |200 Promotional CDs for | | | | | |give away | ADVERTISING PLAN June – Augus t 2005 Activity |In-Charge |Target Date |Budget |Expected Output | |Production of posters |Associate Dean |August 15, 2005 |Printing |50 sets of printed posters | | | | |P20 x 50 = P1,000. 00 | | |Production of T-Shirts |Associate Dean |July 1, 2005 |Printing |50 shirts produced | | | | |P50 x 250 =P5,000. 00 | | March 2006-May 2006 Activity |In-Charge |Target Date |Budget |Expected Output | |AD regarding the FEU-IL |Dean |March 15, 2006- |Billboard = P30,000. 00 |-Billboard advertising the | |and its successful | | |Newspaper Ad (for |FEU-IL | |graduates or topnotchers | | |PDI)=P50,000. 00 |-printed advertisement of | | | | | |the FEU-IL | PR PLAN June – August 2005 Activity |In-Charge |Target Date |Budget |Expected Output | |TV Guesting |Dean |July 15, 2005 |Tranportation= P200 |Guested in a TV program to | | | | |Honorarium= P2,000 |give his legal opinion on an | | | | | |important issue; Plugged | | | | | |FEU-IL | September – November 2005 |Activity |In-Charge |T arget Date |Budget |Expected Output | |Write-up in a newspaper |Dean |October 15, 2005 |Honorarium for the writer |Published article | |regarding testimonial of | | |P5,000. 0 |regarding the testimonial | |an FEU-IL Alumnus (PDI) | | | |of one of the successful | | | | | |FEU-IL Alumnus | |Write-up in a magazine |Dean |November 15, 2005 |Honorarium for the writer |Published article | |regarding one of the top | | |P5,000. 00 |regarding one of the top | |graduates in the FEU-IL | | | |graduates in the FEU-IL | December 2005-February 2006 |Activity |In-Charge |Target Date |Budget Expected Output | |TV Guesting |Dean |July 15, 2005 |Tranportation=P200 |Guested in a TV program | | | | |Honorarium=P2,000 |to give his legal opinion| | | | | |on an important issue; | | | | | |Plugged FEU-IL | FAR EASTERN UNIVERSITY INSTITUTE OF LAW FINANCIAL PROJECTION OF REVENUES AND EXPENSES FOR SY 2005-2006 a) Growth Rate | |Revenues |Increase (Decrease) |% | |SY2004-2005 |P14,063,233. 00 | | | |SY2005- 2006 |P14,488,740. 0 |P 425,517. 00 | 3. 02 | |SY2006-2007 |P21,285,000. 00 |P6,796,260. 00 | 46. 90 | b) Marketing Expense Rate | |Revenue |Attributed Marketing Expense |Marketing Expense Rate | |SY 2005-2006 |P14,488,740. 00 |P267,124. 00 |1. 84% | |SY 2006-2007 |P21,285,000. 00 |P365,885. 00 |1. 72% | ) Revenue-Marketing Expense Ratio NR – OR â€â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€= 21,285,000. 00 – 14,488,740. 00 =P6,796,260. 00 NME-OME â€â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ â€â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ 365,885 – 267,124. 00 P98,760. 00 P68. 82 ** For every P1 spent on marketing expense, FEU-IL generates P68. 82 return. Thus, the marketing plan is deemed cost effective. The additional P98,760. 00 marketing budget can yield an incremental tuition revenue of P6,796,260. 00 (Note: The impact of a marketing budget can only be reflected in the succeeding schoolyear) RISK ASSESSMENT AND CONTROLS Predicted Problems to be encountered |Suggested Control Measure | |Marketing Budget might not be approved by top management |Always provide a justification for the approval of the marketing | | |budget | |Press releases may not be cost-effective |PR Company must submit copy of press releases for documentation | | |purposes. Press releases should be filed properly with all the | | |expenses allotted to it. The papers should be placed under Public| | |Relations file with the indispensable back-up in case of | | |misplacement; | | |There must be proper recording and filing of all expenses | | |incurred. | |Students, Staff and Faculty members might not cooperate |Make the students, staff and faculty members appointed responsible| | |and accountable in certain tasks | |Desired outputs of the Marketing plan are not met. A regular post-evaluation per activity must be done to determine | | |the problems encountered and the solutions to be done in order to | | |arrest future problems; | |A scandal may erupt which could lead to tarnish the name of |The IL Dean, Associated Dean and Faculty should guide properly IL | |the FEU-IL |students and graduates | |Factionalism could affect marketing efforts |Infuse new blood. | A P P E N D I X â€â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€œ Promotion of the school Substitutes Good income Entrepreneurship Managerial work Overseas work Stud ent enrolls ee To be an esteemed professional Pursue other high income professions such as medicine, architecture, accountancy, engineering Professional Growth in legal practice Diploma / Certificate of Participation in Seminars sponsored by the IBP The need to pass the bar exams Enroll in Hybrid programs (MBA-JD Program) To go to law schools outside NCR Customers: †¢ New graduates †¢ Professionals †¢ Entrepreneurs †¢ Government employees 3-time flunkers in the Bar †¢ exams †¢ Transferees COMPETITORS SBC (Leader) UP (Leader) AdMU (Leader) FEU (Laggard); UST (Laggard) Lyceum (Laggard) SSC (Laggard) AUSL (Laggard) Suppliers: * Publishing Companies * E-learning resources * Office Equipment Distributors * Office Supplies Distributors * Furniture Distributors * Staffing * Law Professors New Entrant None Graduate reviews for the bar exams Student attends class and professor teaches, mentors and counsels student If prospective student passes, he enrolls Prospe ctive student takes entrance exam Will student graduate? If no If yes Graduate fails bar exams Graduate is admitted to the bar. [pic]
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