Innovation, Change Management and the New Healthcare Client
Objectives
- Know the concepts, models and marketing tools providing a comprehensive and integrated vision of service organizations management and their relationship with the new customer in healthcare
- Understanding and facing the challenge of innovation and change from different angles
- Understand the blockages to change and know the organisational innovation models that encourage change
- Know how to manage the process of marketing planning and change management in health organizations
- Critically analyse national and international best practices in innovation, change management and health service marketing.
General characterization
Code
400009
Credits
7.5
Responsible teacher
Guilherme Hidalgo Barata Martins Victorino
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
Not Applicable
Bibliography
AAKER, David A. – “Brand Relevance: Making Competitors Irrelevant”, Jossey-Bass, EUA (2011); BAKER, S.K. –“Managing Patient Expectations”, 1992 –Jossey-Bass Publishers, São Francisco ; BERKOWITZ, Eric N. –“Essentials of Health Care Marketing”, Jones and Bartlett, EUA 2004 ; KOTLER, Philip, Gary Armstrong -“Principles of Marketing”, Prentice Hall College, Janeiro 1996 ; KOTTER, John – “Leading Change”, Harvard Business
Teaching method
Theoretical classes, Case Study Analysis, Advanced Simulation
Evaluation method
Papper Critical Analyses / Case Study (individual / group 2) - 15%
Classroom Project - 15%
Simulator Change Management (group) - 20%
Exam (Frequency) - 50%
or
Final Exam - 100%
Subject matter
I - Marketing Analysis in Healthcare Organizations
a. Determinants of a new Health Consumer: Information, Access and Expectations
b . Marketing Strategies towards a new competitive environment : Fundamental Concepts of Marketing Services in Healthcare
c . Marketing Mix : Product, Distribution , Price and Integrated Marketing Communication in healthcare organizations
d. The Brand Value and the Importance of Intangible assets as a strategic focus in health management
e. " Moments of Truth " in Management of Health Services
f . Patient Satisfaction / Customer as Performance Indicator of Hospital Management
II . INNOVATION AS A DRIVER OF COMPETITIVE ADVANTAGE IN HEALTH ORGANIZATIONS
a. Types and main stages of an innovation process
b . The big global issues and challenges in the health sector as a catalyst for innovation process
c . Innovation as a key factor for the survival and relevance of a brand
d. Organizational innovation in health: analysis and applicability of cases of innovation in other industries
III . PLANNING AND MANAGING CHANGE
a. Planning for effective change
b . Culture , Leadership and Motivation: central or contextual factors for change
Programs
Programs where the course is taught: