Health Marketing
1
2018-2019
02032839
Economics and Business Sciences
Portuguese
Face-to-face
SEMESTRIAL
2.0
Compulsory
Non Degree Course
Recommended Prerequisites
NA
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)
NoSyllabus
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, 2nd ed., McGraw-Hill.