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Health Services Marketing

Code 8947
Year 1
Semester S1
ECTS Credits 6
Workload TP(30H)
Scientific area Management
Entry requirements None
Mode of delivery Face-to-face
Work placements NA
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, having in consideration the specificities of this sector.
At the end of this unit the student should be able to:
- Identify services specificities and its implications to the marketing process in health care services;
- Understand the health care service delivery process and its specificities;
- Establish appropriate marketing strategies to health care services;
- Understand the different challenges to research in the field of health care services marketing.

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
Main Bibliography - Richard K. Thomas (2009) Marketing Health Services, Second Edition. Health Administration Press
- Eric N. Berkowitz (2010) Essentials of Health Care Marketing, Third Edition. Jones & Bartlett Learning
- John L. Fortenberry Jr (2011) Cases in Health Care Marketing. Jones & Bartlett Publishers.
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.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-18

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