Marketing Processes and Solutions in Health Business (5 ECTS)

Learning outcomes

The student
• understands the role of customer relationships for competitive advantage
• is familiar with the marketing processes in business organisations
• has the knowledge and skills to develop, plan and implement the ways companies can acquire, sell and serve customers
• is familiar with various marketing systems
• is able to measure and follow-up the impact of marketing actions within a multichannel environment
• can apply the customer relationship approach in working life.

Content

• Marketing processes
• Marketing channels
• Marketing systems, solutions and tools
• Measurement and follow-up of marketing actions
• Developing marketing processes within organisations

Teaching methods

Interactive lecturers
Workshops
Presentations
Autonomous studying

Location and time

• 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)

Learning materials and recommended literature

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

Alternative completion methods of implementation

n/a

Internship and working life connections

All components of learning are linked with the professional working life

Exam dates and retake possibilities

n/a

International connections

The lecturer's main affiliation is a British university

Student workload

Lectures and workshops, 10 hrs
Autonomous studies, 125 hrs

Content scheduling

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

Further information for students

Lecturer: Alex Atanasova

Assessment methods and criteria

Video pitch, business plan

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

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.

Assessment criteria, good (3)

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.

Assessment criteria, excellent (5)

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.

Assessment criteria, approved/failed

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.