Health Marketing

Year
1

Academic year
2018-2019

Code
02032839

Subject Area
Economics and Business Sciences

Language of Instruction
Portuguese

Mode of Delivery
Face-to-face

Duration
SEMESTRIAL

ECTS Credits
2.0

Type
Compulsory

Level
Non Degree Course

Recommended Prerequisites

Teaching Methods

Teaching will involve the exposition of theoretical content, discussing videos and solving case studies.

Learning Outcomes

Develop skills to diagnose the context where marketing methods are valid instruments of analysis and make decisions that increase the level of satisfaction of patients with health services.

Work Placement(s)

Syllabus

1. Introduction to marketing

1.1. The marketing concept and market orientation

1.2. Market analysis, segmentation, positioning and marketing mix

2. Services Marketing

2.1. Services and their specificities

2.2. The gap model of service quality

2.3. Gap I: Knowing customer expectations

2.4. Gap 2: Developing the service

2.5. Gap 3: Delivery of the planned service

3. Marketing in health services: An application

Head Lecturer(s)

Filipe Jorge Fernandes Coelho

Assessment Methods

Assessment
Assessment is based on solving case studies: 100.0%

Bibliography

- Kotler, Philip; Keller, Kevin Lane (2015). Marketing Management, 15th ed./Global ed., Boston: Pearson.

Wilson, Alan, Zeithaml, Valarie A.; Bitner, Mary Jo; Gremler, Dwayne D. (2012), Services marketing: Integrating customer focus across the firm, 2^nd ed., McGraw-Hill.