Inovação, Gestão da Mudança e o Novo Cliente em Saúde

Objectivos

  1. 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
  2. Understanding and facing the challenge of innovation and change from different angles
  3. Understand the blockages to change and know the organisational innovation models that encourage change
  4. Know how to manage the process of marketing planning and change management in health organizations
  5. 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: