Course Details
Course Information Package
Course Unit Title | MARKETING IN HEALTH ORGANISATIONS | ||||||
Course Unit Code | MHM504 | ||||||
Course Unit Details | |||||||
Number of ECTS credits allocated | 5 | ||||||
Learning Outcomes of the course unit | By the end of the course, the students should be able to:
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Mode of Delivery | Face-to-face | ||||||
Prerequisites | NONE | Co-requisites | NONE | ||||
Recommended optional program components | NONE | ||||||
Course Contents | 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
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Recommended and/or required reading: | |||||||
Textbooks |
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References |
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Planned learning activities and teaching methods | 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. | ||||||
Assessment methods and criteria |
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Language of instruction | Greek | ||||||
Work placement(s) | NO |