Strategic Marketing and Communication applied to the Health Subject

Code:

OPT07

Acronym:

CMES

Keywords
Classification	Keyword
OFICIAL	Medicine

Instance: 2022/2023 - 2S

Active?	Yes
Responsible unit:	Department of Medicine
Course/CS Responsible:	Integrated Master in Medicine

Teaching language

Portuguese

Objectives

The objective of the Curricular Unit is to make the student aware of the importance of Communication, Branding and Marketing as a global strategy of competitive differentiation that generates value for companies, institutions, people and organizations in general, as well as developing in students the ability to take decision making in order to ensure an effective management of relationships with its main stakeholders, according to a new paradigm that places the client at the center of the management of interactions in Health.

Learning outcomes and competences

In a market for health offers, where, increasingly, access to information and freedom of choice will be a reality, health professionals and the institutions to which they are connected will only be able to differentiate themselves if they manage to develop marketing and structured communication, which are appropriate to the needs, expectations and preferences of its customers, at any given moment.

The availability of tools and the dissemination of concepts that will help the students of this curricular unit in the creation of communication, marketing and health interaction plans, customized according to the requirements of their future customers, will be decisive to make them stand out in the market where will have to apply when they finish their training and start their professional life.

Working method

Presencial

Program

Analyze

• Analysis of Communication and Marketing in Health
• Reasons for the applicability of Communication and Marketing
• Theories of Communication and Strategic Marketing and their importance as an element of Management

 

Strategy

• Implementation of an Integrated Communication and Marketing policy
• Relationship management with stakeholders and participating health clients
• The evolution of the concept of Health 1.0, 2.0 and 3.0

 

Decision

• Brand development for increasingly global markets, trends and opportunities in the sector
• The client participating in therapeutic interactions using empowerment in Health
• Knowing the concepts, models and tools providing an integrated view of management and   its relationship with the customer

 

Evaluation and Research

• Development of the sector's competitiveness
• Manage the strategic planning process in healthcare organizations
• Critically analyze national and international best practices in terms of innovation and change management

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

Teaching methods and learning activities

Methodologies:

Classes will have two components:

(1) Systematic exposition of the syllabus, by the teacher;

(2) Preparation and discussion of research works by students.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Participação presencial	7,50
Exame	55,00
Trabalho prático ou de projeto	37,50
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	15,00
Estudo autónomo	20,00
Frequência das aulas	19,00
Total:	54,00

Eligibility for exams

According to the Pedagogical Regulation

Calculation formula of final grade