Health Care Services Marketing and Strategy

Code:

2GESS07

Acronym:

EMSS

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2016/2017 - 2S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Health Care Economics and Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
GESS	25	Bologna Syllabus since 2012	1	-	7,5	56	202,5

Teaching language

Portuguese

Objectives

To familiarize students with basic concepts of strategy and marketing in services and to apply them to health services; - Health services  in a strategic point of view: the strategic context, generic strategies, how to develop a new health service; - To understand the evaluation of quality in health services

Learning outcomes and competences

Topics chosen aim not only to familiarize students with marketing and strategy in healthcare services, the main objective of the course, but also to teach them basic marketing and strategy tools.

Working method

Presencial

Program

1.Introduction to Strategy Management 2. The Healthcare Sector: Emerging Business Models 3. Strategic Positioning, Differentiating Strengths and Value Creation: the Patient-Centred System 4. Developing a Strategic Plan 5. Introduction to Marketing
6. The nature of Marketing in Services. Service characteristics. Marketing in Health Services. Service process and service experience. 7. Marketing Strategies in Healthcare Services

Mandatory literature

Ginter, Peter M; The Strategic Management of Health Care Organizations, Jossey-Bass, 2013. ISBN: ISBN: 978-1-118-46646-9

Complementary Bibliography

Thomas, Richard K.; Marketing Health Services, Health Administration Press, Chicago, AUPHA Press, Arlington, VA., 2004. ISBN: ISBN-13: 978-156793234-8; ISBN-10: 156793234-7
Laing, A.; Fischbacher, M. Hogg, G. and Smith, A.; Managing and Marketing Health Services, Thomson, GB, Padstow, Cornwall, 2002. ISBN: 1-86152-678-4
Brito, Carlos Melo e Lencastre, Paulo (eds.);; Os Horizontes do Marketing, Verbo, 2000
James A. Fitzsimmons, Mona J. Fitzsimmons; Service management : operations, strategy, information technology (8th Ed.), McGraw-Hill. ISBN: 978-007-128927-6
Hoffman, K. Douglas; Bateson, John E. G.; Wood, E. H. and Kenyon, A. K. K.; Services Marketing – Concepts, Strategies & Cases, South-Western Cengage Learning EMEA, lONDON., 2009. ISBN: 978-1-84480-813-7

Teaching methods and learning activities

Theoretical/experimental classes. Case studies illustrating actual corporate problems.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	40,00
Trabalho escrito	60,00
Total:	100,00

Calculation formula of final grade

Evaluation includes:- Class participation and team case presentation: 60% - Written test: 40%