Markkinointiprosessit ja -ratkaisut terveysalalla (5 op)

Tavoitteet

Opiskelija
• ymmärtää asiakassuhteiden roolin kilpailuedun saavuttamisessa
• tuntee organisaatioiden markkinointiprosesseja
• on tiedot ja taidot kehittää, suunnitella ja toteuttaa tapoja, joilla yritykset voivat hankkia ja palvella asiakkaita
• tuntee erilaiset markkinointijärjestelmät
• osaa mitata ja seurata markkinointitoimien vaikutuksia monikanavaisessa ympäristössä
• osaa soveltaa asiakassuhdelähestymistapaa työelämässä.

Sisältö

• Markkinointiprosessit
• Markkinointikanavat
• Markkinointijärjestelmät, -ratkaisut ja -työkalut
• Markkinointitoimien mittaaminen ja seuranta
• Markkinointiprosessien kehittäminen organisaatioissa

Työmuodot

Interactive lecturers
Workshops
Presentations
Autonomous studying

Aika ja paikka

• 2.9, 2h, 14-16 (lecture and workshop)
• 9.9, 2h, 14-16 (lecture and workshop)
• 16.9, 2h, 14-16 (lecture and workshop)
• 23.9, 2h, 14-16 (lecture and workshop)
• 30.9, 2h, 14-16 (final presentations)

Oppimateriaali ja suositeltava kirjallisuus

Required readings:
Berkowitz, E. N. (2016). Essentials of healthcare marketing. Jones & Bartlett Publishers.
Other material recommended by the lecturers.

Opintojaksototeutuksen valinnaiset suoritustavat

n/a

Harjoittelu- ja työelämäyhteistyö

Oppimistehtävät ovat kytköksissa työelämään

Tenttien ajankohdat ja uusintamahdollisuudet

n/a

Kansainväliset yhteydet

The lecturer's main affiliation is a British university

Opiskelijan ajankäyttö ja kuormitus

Lectures and workshops, 10 hrs
Autonomous studies, 125 hrs

Sisällön jaksotus

The course is based on foundational knowledge of the principles of marketing and their particular application in health care. The course focuses on these principles explore the changing environmental forces that are unique to the healthcare market. Topics covered include the meaning of marketing, elements of successful marketing, and the changing healthcare marketplace.

Learning outcomes:
The students will become familiar with marketing essentials, particularly within the healthcare industry. The students will acquire practical skills in customer relationships, marketing processes, branding, and ways to pitch an original business idea for the healthcare market

Lisätietoja opiskelijoille

Lecturer: Alex Atanasova

Arviointimenetelmät ja arvioinnin perusteet

Video pitch, business plan

Arviointiasteikko

0-5

Arviointikriteerit arvosanalle 1 tyydyttävä

The student has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Arviointikriteerit arvosanalle 3 hyvä

The student can apply and articulate concepts and information well both verbally and in writing, certain areas of individual or team output require further attention; shows appropriate level of interest and motivation in individual and team activities. Good presentation delivery and analysis.

Arviointikriteerit arvosanalle 5 kiitettävä

The student demonstrates interest and motivation in individual and team activities and assignments, fully applies and clearly articulates concepts and information both verbally and in writing. The student is able to support their arguments with references to the recommended reading and lecture content. Excellent presentation delivery and analysis.

Arviointikriteerit arvosanalle hyväksytty

The student has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.