Strategic Marketing and Communication applied to the Health Subject

Code:

OPT07

Acronym:

CMES

Keywords
Classification	Keyword
OFICIAL	Medicine

Instance: 2016/2017 - SP

Active?	Yes
Responsible unit:	Public Health and Forensic Sciences, and Medical Education Department
Course/CS Responsible:	Integrated Master in Medicine

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MIMED	50	Mestrado Integrado em Medicina- Plano oficial 2013 (Reforma Curricular)	2	-	3	26	81
			3

Teaching language

Portuguese

Objectives

The learning outcomes that this curricular unit aims to attain are motivating the students for the importance of the part of the Brand and Communication subjects in a global strategy of competitive differentiation that will allow them to obtain gains in terms of value for the enterprises, institutions, persons and overall organizations, with which they’ll relate; and developing in the students skills related with the decision taking process, always aiming to assure and effective management of their relationships with their main stakeholders, under the perspective of a new scientific paradigm that places the Client in the center of the management of all Health interactions

Learning outcomes and competences

On the market of health offers, where the access to information and the principle of free choice have an increasingly presence, health professionals and the health institutions with which they relate will only be able to stand out if they’ll be able to develop structured marketing and communication strategies, that, in each moment, allow them to provide an answer to the ever changing needs, expectations and preferences of their clients and to start their professional careers.

The presentation and disclosure of tools and concepts that will allow to the students of this curricular unit to create personalized communication and marketing and health interaction plans, built to fit the individual demands of their future clients, will be a fundamental part in the process of standing them out in the global and open market where they’ll have to compete when their graduation ends

Working method

Presencial

Program

Analysis

• The analysis of Marketing and Communication Strategies applied to the Health Sector
• The applicability of Marketing and Communication Strategies to the Health market
• Theories of Strategic Marketing and Communication and their importance as elements of Strategic Management

Strategy

• How to implement an integrated Marketing and Communication strategy
• How to manage the interactions with participatory health clients
• The evolution of the Health concept: Health 1.0, 2.0 and 3.0

Decision

• How to develop brands that stand out in markets that everyday present globalization marks evermore patent, trends and opportunities in this sector
• How to promote the role of the participatory client in health interactions using health empowerment as a tool.
• Concepts, models and tools that enable to have an integrated perspective of the management process and of the relationship with clients.

Research and Evaluation

• · How to develop competitiveness in the Health sector
  · How to manage the process of strategic planning in Health organizations
  · Critical analysis of the best practices of change management, both nationally and internationally.

Mandatory literature

Aaker, D. & Joachimsthaler; The Brand Relationship Spectrum: The key to the Brand Architecture Challenge
Bridges, W. e Bridges; Managing Transitions: Making the Most of Change
Clifton, R; Brands and Branding
Coulter, A; Engaging Patients in Healthcare

Complementary Bibliography

De Chernatony, L.& McDonald; Creating Powerful Brands
Kapferer; Strategic Brand Management
Keller, K; Strategic Brand Management
Lambin, J.-J; Marketing Estratégico
Kotler, P. & Kartajaya, H. & Setiawan; Marketing 3.0.

Teaching methods and learning activities

Methodologies:

Classes will follow two different strategies:

(1) Systematic presentation of the syllabus, made by the teachers;

(2) Creation and discussion of research works, made by the students.

 

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	55,00
Participação presencial	7,50
Trabalho escrito	37,50
Total:	100,00

Calculation formula of final grade

The learning methodologies that are proposed aim to develop, with the help of the students of this curricular unit, a knowledge structure in a scientific field that starts to apply its methods to the Health sector, and therefore needs to be widely improved and is an increasable, ambitious and necessary challenge that makes sense in the modern world.

The strong bet that is made in the investigation area is made precisely to launch a much needed discussion and to disclose possible innovative concepts, contemporary strategies and clear explanations to the subjects that are taught in this Curricular Unit.

The 360º evaluation that is proposed as a strategy for presenting the syllabus of this curricular unit during its classes, presents challenge; to disclose to the widest possible number of students the scientific knowledge in an area were explanations and answers are still very recent, and, by the other hand, creates the opportunity for debating several possible themes and explanations for the problems that remain open. That task, as was mentioned, is easily understood as vast in a Knowledge area were only now the scientific method as started to be applied and that professional are forced to apply in their daily work in a market which is increasingly competitive and were quality standards are set at an international level.