|
Lecturer(s)
|
-
Kantorová Kateřina, Ing. Ph.D.
|
|
Course content
|
Marketing as a tool for increasing management efficiency. Specifics of marketing in healthcare. Strategic marketing and its tools. Marketing mix and its management in relation to patient communities and the social system. Public relations in healthcare and its strategies, target groups, communication techniques, and tools. Marketing in healthcare. Marketing mix in healthcare. Marketing communication in healthcare The customer Effective promotion in healthcare Public relations in healthcare Media in healthcare Creating messages Presentation of student work
|
|
Learning activities and teaching methods
|
|
Dialogic (discussion, interview, brainstorming)
|
|
Learning outcomes
|
The aim of the course is to provide a comprehensive set of knowledge and basic concepts in the field of marketing, including the specifics of marketing in healthcare. Learn how to properly use marketing as a tool to increase management efficiency. Acquire knowledge and skills in the field of healthcare marketing towards patient communities and other stakeholders, strategic marketing as part of strategic management, and marketing mix management towards patient communities and other stakeholders. Understand the importance of and learn how to prepare an appropriate mix of marketing communication tools as an effective means of achieving the goals of a healthcare facility. Acquire basic concepts and knowledge in the field of public relations (PR), understand the role of PR as part of integrated marketing communication. Become familiar with PR strategies, target groups, communication techniques, and tools. Master the basics of media relations, including the preparation of press releases.
The student knows and applies knowledge from the field of healthcare marketing, how to properly manage and implement the marketing mix.
|
|
Prerequisites
|
unspecified
|
|
Assessment methods and criteria
|
Oral examination
Specified compulsory attendance at lectures and seminars Seminar paper submission. Passing a written test or oral examination as decided by the course guarantor.
|
|
Recommended literature
|
-
Karlíček, Miroslav. Jak na marketingovou komunikaci. Praha: Grada, 2023. ISBN 978-80-271-5013-7.
-
Karlíček, Miroslav. Základy marketingu. Praha: Grada, 2018. ISBN 978-80-247-5869-5.
-
Mlázovský M., Svoboda O., Kantorová K. The impact of environmental attitudes and information processing on decision-making in transport services: a case study of Gen Z students. 2025.
-
Slouka, David. Vedení a marketing malých zdravotnických zařízení . Praha: Grada Publishing, 2017. ISBN 978-80-271-0469-7.
-
Staňková, Pavla. Marketingové řízení nemocnic. Žilina: Georg, 2013. ISBN 978-80-89401-64-2.
|