Stratégie hospitalière et marketing

• Marketing concept

• Strategy concept

• How suit these concept to hoaspital sector ?

• Structuration of a strategic process in an hospital

• Limitations of the possibilities of marketing in an hospital

At the end of this unit, the student will be able to settle the steps of a strategy process in an hospital, and qualify and use the marketing tools in order to realize it.

Public lectures and supervised exercises in groups.

Contribution to the teaching profile

Knowledge of relationship between actors and consumers of the health care system, adaptation of the corporation strategy and marketing theories to the health care sector.

References, bibliography, and recommended reading

Bernard Dubois, "Le marketing management hospitalier", Berger-Levrault, 1987.

Stéphane Aubert, "De l'opportunité d'une démarche marketing à l'hôpital, exemples issus du Centre Hopspitaliers de Lisieux", EHESP, 2008

Michael Porter, "Choix stratégiques et concurrence", Economica, 1999.

Contacts

Stephane Rillaerts, stephane.rillaerts@bordet.be

Method(s) of evaluation

• Other

Other

Oral exam at the end of the course, on the exposed theory and on a previous prepared exercise (15 minutes)

Mark calculation method (including weighting of intermediary marks)

Mark at the oral exam, if needed supported by a positive apreciation of the group-exercise.

Language(s) of evaluation

• french