Course Details

1. Identify the basic marketing principles as they are applied in the Health Services sector
2. Develop marketing plans, taking into consideration the special characteristics of the health sector
3. Identify the aspects and importance of consumer behaviour, especially in health services and the use of marketing research
4. Identify and apply the concepts of market segmentation, targeting and positioning
5. Evaluate marketing mixes applied by various health service providers

Marketing in the Health Service Sector

What is marketing?

The main philosophies underlying the marketing concept and the basic principles of marketing

Differences between goods and services,

The role of marketing for health service organizations.

Marketing planning

Analysis of the basic steps of developing a marketing plan for a health organization

The marketing environment

Analysis of the distinct characteristics of the marketing environment of a Health Service organization

Porter’s 5 forces of competition

Understanding the micro environment

Understanding the macro environment

Understanding users of Health Services

Consumer behaviour

The distinct characteristics of users of health services

Understanding and ability to apply the basic principles of market segmentation, targeting and positioning

Marketing Research

The importance of marketing research.

Analysis of the basic tools for conducting marketing research (qualitative and quantitative research)

Developing a Health services marketing mix

Product: image, differentiation, new product development and product life cycle

Price: Factors that influence pricing strategies

Distribution for health services: Selecting distribution channels

The promotion mix and integrated marketing communications: marketing communications models, marketing communications objectives, promotional tools and restrictions in the Health Service sector.

The distinct elements of services marketing mix and their importance for health service providers

People: Customers and service providers

Process

Physical evidence: the tangible elements of the service environment

Building customer relationships

Customer relationship management

Service quality

• Thomas, R. K. (2008) Health Services Marketing. New York: Springer

• Berkowitz, E. N. (2006) Essentials of Health Care Marketing. London: Jones & Bartlett Pub
• Blackwell, R., Miniard, P. and Engel, J. (2001) Consumer Behavior. USA: Harcourt.
• Jobber, D. (2001) Principles and Practice of Marketing. UK: McGraw Hill.
• Kotler, P., Shalowitz, P. and Stevens, R.J. (2008) Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System. New Jersey: Jossey-Bass
• Lovelock, C. and Wirtz, J. (2004) Services Marketing. New Jersey: Pearson Education
• Zeithaml, V and Bitner (2000) Services Marketing. London: McGraw Hill
• Zickmund, W. (2001) Exploring Marketing Research. The Dryden Press
• Πασχαλούδης, Δ. και Ζαφειρόπουλος, Κ. (2002) Έρευνα Marketing, Αθήνα: Εκδόσεις Γκιούρδας
• Ranchhod, A. and Guraau, C. (2007) Marketing Strategies: A Contemporary Approach. NY: Prentice Hall.

We use a variety of teaching methods to meet different learning styles and needs of the course. This means that the student can expect a set of lectures, seminars, case studies and learning based on group discussions and problems (problem solving, student oriented). The result is a rich learning experience where students can benefit from courses which are relevant, practical and current.
Graduate students are required to participate during their studies in scientific activities (conferences, workshops) objects associated with the Program enriching their knowledge with additional knowledge to the theoretical and practical training in relation to their practical training and preparation of their thesis work.
Courses other than teaching or instructional books proposed by each teacher to study their contents usually offer several other forms of additional teaching materials such as notes, educational CD / DVD, Internet courses, or hung on the website of the Department or the educational platform (e-class) of the graduate program                                                         .
It is possible, at the discretion of the teacher, lessons supplemented by classroom exercises and assignments, individual or group, to better their strengthening. In any case, at the discretion of the teacher to determine the specific requirements of the exercise (or exercises) in each course, or other work, which should prepare the student for the course.