Code: F7ABBMAT |
Marketing of Medical Technology |
Lecturer: Ing. Petra Hospodková Ph.D., MBA |
Weekly load: 2P |
Completion: GA |
Department: 17110 |
Credits: 2 |
Semester: S |
- Description:
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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.
- Contents:
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1.Marketing: philosophy, systems and basic terms/ SWOT analysis - Case study (MedTech marketing)
2.The Medtech industry: Conceptual clarification and description of MedTech MKT
3.Sinua MedTech model: MKT idea
4.Market value and market estimate, Pricing, The Business model, The Business case, Different investment opportunities
5.Customer segmentation, Sales funnel and sales cycle, User involvement, Key opinion leaders
6. Intended use, Features and benefits, Key messages, Value proposition, Competitive positioning
7. Market access and commercial tactics, Regulation of MD worldwide, EU regulation - steps for entering to the market,
8. Hierarchy of evidence, Types of documentation
9. The communication plan, Communication developement process, Communication tools
10. Different perspectives of on the MedTech industry - the business view
11. Different perspectives of on the MedTech industry - the customer view
12. Selected chapters in MedTech Marketing
13. Selected chapters in MedTech Marketing
14. Overview /Final test
- Seminar contents:
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Without exercises.
- Recommended literature:
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[1] Piester, C.: MedTech marketing. Gyldendal Akademisk. 2017
[2] Kotler, P.: Marketing management. Prentice Hall. 11th edition. 2002.
[3] Kotler, P., Armstrong, G.: Marketing: An Introduction. Prentice Hall. 2006.
Abbreviations used:
Semester:
- W ... winter semester (usually October - February)
- S ... spring semester (usually March - June)
- W,S ... both semesters
Mode of completion of the course:
- A ... Assessment (no grade is given to this course but credits are awarded. You will receive only P (Passed) of F (Failed) and number of credits)
- GA ... Graded Assessment (a grade is awarded for this course)
- EX ... Examination (a grade is awarded for this course)
- A, EX ... Examination (the award of Assessment is a precondition for taking the Examination in the given subject, a grade is awarded for this course)
Weekly load (hours per week):
- P ... lecture
- C ... seminar
- L ... laboratory
- R ... proseminar
- S ... seminar