Module/Course Description

Course Title: Operational Management and Marketing in Health Organizations

Course Code: UU-MBA-705-ZM

Programme: Master of Business Administration - Health Management

Credits: 25.00

Course Description:

This module aims to provide an understanding of the issues and techniques of strategic management in the health care section, as well as how to promote health care services and the general business aspect of the health care units and systems. Students will be able develop skills in competitive analysis and the ability to apply those skills in the workplace.

Students will be expected to have developed their knowledge about the business research and its applications in the field of health, in order to be able to evaluate specific implementation options of mathematical models in the administrative decision-making.
Distinguish the contribution of Operational Research in management science.
Understand and analyse the importance of the evaluation of health services by applying methods of quantitative analysis.
Understand the basic concepts related to linear programming.
Understand the concerns rising during the human resource management and planning production programmes or health services.
Understand the factors that should be taken into account in the evaluation of health services using methods of operations research/quantitative.
Enhance the knowledge and competence in business plan development and implementation of specific assessment tools of health services.
Understand the basic characteristics of health services and how they are affected the marketers’ decisions in creating marketing strategies.
Understand the basic principles of marketing and the importance of marketing for healthcare providers.
They are able to identify and assess the key elements of the marketing mix (marketing mix extended) any health service.
Recognize the characteristics and peculiarities of the users of health services.
Understand the concepts of segmentation, targeting and positioning, and the procedure to be followed by a healthcare provider to offer services and products that meet the needs of each market.
Recognize the importance of developing relationships with service users and build long term loyalty bonds between provider and user.
Understand the concerns raised during the reserve policy health units.

Prerequisites: UU-MBA-710-ZM, UU-MBA-712-ZM, UU-MBA-714-ZM, UU-MBA-717-ZM, UU-MBA-718-ZM, UU-Msc-IND100-ZM, UU-FNT-203-ZM, UU-MBA-703-ZM

Prerequisites Categories: -

Typical Module duration: 7.0 Week(s)


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