Marketing of medical technology

Lecturer:

Tutor:

Supervisor:

Department of Biomedical Technology

Synopsis:

Marketing fundamentals, products management, basic knowledge concerning export activities in the field of marketing and commercial health care technology. Practical cases are presented including health care technology companies from the Czech Republic. Discussion and analysis of the real products are included in the exercises.

Requirements:

Syllabus of lectures:

1.Marketing: philosophy, systems and basic terms

2.Target group: health care institutions and social care in the Czech republic

3.Analysis of the external environment

4.Analysis of the internal environment

5.Marketing strategy and planning

6.Product politics - product management

7.Marketing and management in the production

8.Price politics

9.Distribution

10.Promotion and reklama

11.Communications and PR

12.Product introduction into the market

13.International marketing of the health care technology

14.Summary and preparation for the exam

Syllabus of tutorials:

Exercises are devoted to the:

1.team work,

2.lectures of an experts from the field of special branches of marketing,

3.actual info from the health care,

4.consulting of term project within the students groups under supervising of teacher

Study Objective:

To introduce with marketing theory fundamentals, define and present rules concerning health care technology commercial marketing, marketing theory applied to the most common cases in health care technology teach students marketing fundamentals in practical situations.

Study materials:

[1] Kotler, P.: Marketing management. Prentice Hall. 11th edition. 2002.

[2] Kotler, P., Armstrong, G.: Marketing: An Introduction. Prentice Hall. 2006.

Note:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• Bakalářský studijní obor Biomedicínský technik - prezenční v angličtině (compulsory course)