Universidade Nova de Lisboa

Universidade Nova de Lisboa

NOVA Information Management School

Innovation, Change Management and the New Healthcare Client

Code

400009

Academic unit

NOVA Information Management School

Credits

7.5

Teacher in charge

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Objectives

Understand the concepts, models and marketing tools within services organizations and their relationship with the new client in healthcare
Meet the challenge of innovation and change from different angles
Understanding the blocks to change and discuss models of organizational innovation that encourage change.
Knowing how to manage the process of marketing planning and change management in healthcare organizations.
Critically analyze the best national and international practices in terms of innovation, change management and marketing of health services.

Prerequisites

Not Applicable

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

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
KOTLER, Philip, Gary Armstrong -“Principles of Marketing”, Prentice Hall College, Janeiro 1996

Teaching method

_

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%

Courses