ITA | ENG
B020325 - ECONOMICS AND BUSINESS MANAGEMENT
Main information
Teaching Language
Course Content
Suggested readings
Learning Objectives
Teaching Methods
Type of Assessment
Course program
Academic Year 2017-18
Course year
Second year - Second Semester
Belonging Department
Experimantal and Clinical Medicine
Modulo di sola Frequenza of
Scientific Area
SECS-P/08 - MANAGEMENT
Credits
3
Teaching Hours
24
Teaching Term
01/03/2018 ⇒ 30/04/2019
Attendance required
No
Type of Evaluation
Giudizio Finale
Course Content
show
Course program
show
Lectureship
Teaching Language
Italian
Course Content
1) The External Environment
2) Demand and Supply in the Health System
3) The service offer in the Health Industry
4) The segmentation of Users in the Health System
5) The Marketing mix of Health organizations
Suggested readings (Search our library's catalogue)
Selection of Chapters from:
Kotler et al. (2010), Il marketing per la sanità. Logiche e strumenti, McGraw-Hill, Milano; Gronroos C. (1994), Management e Marketing dei Servizi, Isedi, Torino.
Learning Objectives
The main objective of the Course is to explain the complexity of the relationship between supply and demand in the contemporary health care system. The course aims to provide students with the knowledge of the marketing approach for a variety of stakeholders operating in the health sector (public and private hospitals, local health services, nursing homes, etc.). Students will acquire specific skills and capabilities to offer a specific health service offer, to manage complex distribution and communication strategies, to organize social and recreational events, etc. addressed to a wide range of users and customers.
Teaching Methods
Interactive lectures, in class assignment, group projects
Type of Assessment
Assessment of a project work
Course program
1) The Marketing Environment
2) Demand and Supply in the Health System
3) The service offer in the Health Industry
4) The segmentation of Users in the Health System
5) The Marketing mix of Health organizations