Health Care Services Marketing and Strategy

Code:

2GESS07

Acronym:

EMSS

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2023/2024 - 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	28	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

Students should be able not only to describe marketing and strategy concepts in healthcare services, the main objective of the course, but also to identify basic marketing and strategy tools.

Working method

Presencial

Program

1.Introduction to Marketing Strategy 2. Environmental Analysis 3. Strategic Positioning, Differentiating Strengths and Value Creation 4. Developing a Marketing Plan 5. Introduction to Marketing 6. The Nature of Marketing in Services. Service Characteristics. Marketing in Healthcare 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
Philip Kotler; Principles of marketing. ISBN: 978-1-292-09248-5
Lovelock, C., Wirtz, J.(2016); Services Marketing: People, Technology, Strategy

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
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

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	82,50
Frequência das aulas	56,00
Trabalho escrito	64,00
Total:	202,50

Eligibility for exams

n/a

Calculation formula of final grade

Final exam: 40%; Group assignment:60%