| Course title | MANAGEMENT A MARKETING |
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| Course code | KSZD/MMO9 |
| Organizational form of instruction | Lecture + Seminary |
| Level of course | Master |
| Year of study | 1 |
| Semester | Winter |
| Number of ECTS credits | 7 |
| Language of instruction | Czech |
| Status of course | Compulsory |
| Form of instruction | Face-to-face |
| Work placements | This is not an internship |
| Recommended optional programme components | None |
| Lecturer(s) |
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| Course content |
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Lecture topics: 1. Introduction to management as a scientific discipline - managerial techniques 2. Manager's personality in the organization 3. Planning and organizing in a medical facility 4. Leadership of staff in health care 5. Health care team 6. The decision-making process in a healthcare facility 7. Communication and communication techniques of health care facility manager 8. Controlling process in health care 9. Marketing in health care, its specifics 10. Marketing management in health care 11. Analysis of external and internal environment 12. Marketing mix - product, price in health care 13. Marketing mix - distribution and promotion in health care 14. Marketing communication in health care 15. Public Relations as the main tool of communication of healthcare facilities Seminar topics: 1. Practical explanation of individual managerial terms 2. Managerial roles in health care 3. Types of organizational structures in health care 4. Specific examples of leadership style and motivation of people in health care 5. Importance of the team in health care 6. The decision-making process in a healthcare facility in examples 7. Practical examples of communication in healthcare 8. Process of control system in medical facility 9. Problems of market segmentation in health care, application of marketing elements in health care 10. Process of marketing management in health care 11. Influence of marketing environment on medical facilities 12. Concepts of 4P and 4C in health care 13. Application of price and distribution in health care 14. Success of marketing communication in health care 15. Application of PR tools in health care
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| Learning activities and teaching methods |
| unspecified |
| Learning outcomes |
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Subject "Management and Marketing" is aimed at acquiring basic theoretical knowledge concerning management and marketing with regard to the possibility of application in health care system. The aim of the course is to teach basic managerial methods and techniques of decision making in management, organization and leadership. Students will understand marketing management in this area, which will enable them to adjust the offer to the public.
Expertise: Student demonstrates knowledge in terms of management, marketing, is oriented in techniques used for example in changes of the organizational structure. Student demonstrates knowledge of management roles at various levels of management and is able to determine the predominant type of management and activities of managers. The student knows the techniques used in problem solving and managerial decision making. Student knows basic characteristics of management cycle and management roles and processes. Professional skills: The student is able to choose the suitable organizational structure in relation to a particular type of institution and to fill individual positions with suitable staff. They can identify existing organizational culture and participate actively in influencing and changing it. |
| Prerequisites |
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unspecified
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| Assessment methods and criteria |
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unspecified
Requirements for passing the exam: oPassing the credit test oWritten test Credit requirements: oThe maximum is 100 points oThe minimum is 60 points oCredit must be obtained by the end of the second week of the examination period oThe student gets points for evaluation from the following activities: continuous tests (max. 70 points, 4 tests), activity on exercises (max. 10 points), semestral project (max. 20 points) |
| Recommended literature |
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| Study plans that include the course |
| Faculty | Study plan (Version) | Category of Branch/Specialization | Recommended semester |
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