Inovação, Gestão da Mudança e o Novo Cliente em Saúde
Objetivos
- 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.
Caracterização geral
Código
400009
Créditos
7.5
Professor responsável
Guilherme Hidalgo Barata Martins Victorino
Horas
Semanais - A disponibilizar brevemente
Totais - A disponibilizar brevemente
Idioma de ensino
Português. No caso de existirem alunos de Erasmus, as aulas serão leccionadas em Inglês
Pré-requisitos
Not Applicable
Bibliografia
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
CASTRO, João Pinto e ¿ ¿Comunicação de Marketing¿, Edições Sílabo, Lisboa 2002
EIGLIER, Pierre; Eric Langeard, ¿Servuction: a gestão marketing de empresas de serviços¿, Lisboa, Editora McGraw-Hill de Portugal, 2001.
HERZLINGER, Regina - ¿Market Driven Healthcare¿, 1997 ¿ Perseus Books
KOTLER, Philip, Gary Armstrong - ¿Principles of Marketing¿, Prentice Hall College, Janeiro 1996
KOTTER, John ¿ ¿Leading Change¿, Harvard Business
LENDREVIE, J., Rodrigues, V., Dionísio, P., ¿ ¿Mercator XXI: Teoria e Prática do Marketing¿, D. Quixote, 10.º Edição, Lisboa 2004.
LOVELOCK, Christopher H., ¿Services marketing: people, technology, strategy¿, New York, Prentice-Hall, 2001
SHEAFF, Rod - ¿Responsive Healthcare¿, 2002 ¿ Open University Press
Método de ensino
Theoretical classes, Case Study Analysis, Advanced Simulation
Método de avaliação
Papper Critical Analyses / Case Study (individual / group 2) - 15%
Classroom Project - 15%
Simulator Change Management (group) - 20%
Exam (Frequency) - 50%
or
Final Exam - 100%
Conteúdo
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
Cursos
Cursos onde a unidade curricular é leccionada: