| Code |
17381
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
6
|
| Workload |
TP(30H)
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| Scientific area |
Management
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|
Entry requirements |
None
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Learning outcomes |
This unit aims to provide a wide perspective of the marketing concept application to health care services, as well as of the marketing strategies implementation, taking into consideration the specificities of this sector.
At the end of this unit the student should be able to:
- Identify services specificities and their implications to the marketing process in health care services;
- Understand the health care service delivery process and its specificities;
- Establish appropriate marketing strategies for health care services;
- Understand the different challenges to research in the field of health care services marketing.
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Syllabus |
I- Introduction to the marketing concepts in the health care sector
II- Introduction to services
III - The Service Delivery process
IV – Customer satisfaction
V – Service quality
VII - People at services
VIII - Managing demand and supply
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Main Bibliography |
- John L. Fortenberry Jr (2011) Cases in Health Care Marketing. Jones & Bartlett Publishers.
- Eric N. Berkowitz (2010) Essentials of Health Care Marketing, Third Edition. Jones & Bartlett Learning
- Richard K. Thomas (2009) Marketing Health Services, Second Edition. Health Administration Press
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Teaching Methodologies and Assessment Criteria |
Through the written test, competences are assessed in terms of knowledge of both the contents and the establishment of strategies for solving hypothetical situations, but which were worked through case studies in class. Through the preparation, presentation, and discussion of case studies in class, the current state of literature in the areas developed in this curricular unit is discussed and apprehended by students, as well as its relationship with practice.
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Language |
Portuguese. Tutorial support is available in English.
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