| Code |
8947
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
6
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| Workload |
TP(30H)
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| Scientific area |
Management
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|
Entry requirements |
None
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Mode of delivery |
Face-to-face
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Work placements |
NA
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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, 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.
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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 |
- 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.
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Teaching Methodologies and Assessment Criteria |
The teaching activities of this curricular unit consist of theoretical and practical classes. At the
In each class there is an exposition of theoretical concepts by the teacher, followed by
a debate with the students. Each class is accompanied by a presentation of scientific paper by the students on the subject under analysis and applied to the health sector. There is also an analysis and discussion of group case studies on the topic of marketing in health services. materials are provided to students through moodle. The written test evaluates the competences in terms of knowledge of both the content and the establishment of strategies to solve hypothetical situations, but which were worked through case studies in class. Through the preparation, presentation and discussion in class of scientific papers is discussed and learned by students the current state of literature in this area of ??research.
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Language |
Portuguese. Tutorial support is available in English.
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