Base Knowledge
The student should have knowledge of the different clinical areas of the scientific field of Audiology, with emphasis on Aural Rehabilitation. Knowledge of communication and counseling skills in audiology, as well as the psychology of interpersonal relationships, should be emphasized.
Teaching Methodologies
Theoretical-practical classes
The lecture method will be used using audiovisual resources, with active individual and group moments of interaction between student and teacher, which allow for the understanding of the program content and the active participation of the student in the learning process. The classes are in person, allowing for distance learning up to a limit of 25%.
Students will be accompanied throughout the semester with clarification of doubts, whenever requested and as a complement to their training. Two hours a week are made available, with a predefined timetable or one to be agreed with the student.
Each student is also provided with teaching aids for all the material taught, with the recommended bibliographical references for the subject, at the beginning of the semester.
Learning Results
Describe marketing strategies and apply them in the context of Audiology intervention in its different aspects.
Effectively apply knowledge, analysis, planning and development tools for ideas and businesses.
Acquire and relate knowledge about the national and international hearing rehabilitation market.
Program
Definition of Marketing and its application in Audiology (1h)
Marketing Principles (2h)
Marketing Mix 4P’s (Products) 7P’s (Services)
Development of a marketing strategy and plan
Markets and consumers (2h)
The customer as a central element
Strategies and competitiveness (2h)
Market Analysis (Porter’s Diamond, PEST and PESTEL, SWOT)
Competitive advantages
Market research; Market classification; market segmentation
Aural Rehabilitation Marketing (7h)
Product and Service Marketing
Relationship marketing and the value of customer relationships
Retention strategies
Sale
Required Skills for Sales Professional
The Sales phases according to the AIDA method and the Sales Seven Steps method
Diagnostic Marketing (4h)
Service Marketing
Quality in Services
The five dimensions of service quality
Service quality management and assessment
Prevention Marketing Cause (2h)
Marketing or Social Marketing
Marketing and people’s behavior in relation to hearing care
Individual work – Social Marketing
Digital Marketing (2h)
Personal Marketing (2h)
Presentation of individual work and group work (4h)
Evaluation (2h)
Curricular Unit Teachers
Carla Sofia Duarte de Matos SilvaInternship(s)
NAO
Bibliography
Main Bibliography:
Helfer, J.P., J. Orsoni. (1996), Marketing, Lisboa: Sílabo.
Lendrevie, J., de Baynast, A. & Emprin, C, Publicitor (2008). Comunication Online and Off Line, Paris: Dunod
Lindon, D. Mercator XXI. (2011). Teoria e Prática do Marketing: Lisboa: Dom Quixote.
Lopes, J.L.P. (2011). Fundamental dos Estudos de Mercado, Lisboa: Sílabo.
Machuret, J. J., Deloche, D. & D` Amart, J. (1996). Comerciator. Teoria e práticas da vida da qualidade nos sistemas de venda. Dom Quixote.
Pereira, P. S. & Rousseau J.A. Estudos de Mercado e Consumidores, Sociedade Portuguesa de Inovação.
Rudden D. (2016). Can You Hear Me Now? Marketing Essentials for Audiologists in a Noisy Health Care World. Seminars in hearing, 37(4), 325–339. https://doi.org/10.1055/s-0036-1593998
Taylor, B. (2015) Marketing in audiology practice, San Diego, Plural Publishing, ISBN 978-1-59756-569-1
Hosford-Dunn et al (2008) – Audiology – Practice Management, Cap5. (pp. 79-127), Thieme
Complementary Bibliography:
Hooley, G., Piercy, Nigel F. & Nicoulaud, B. (2008). Marketing strategy and competitive positioning. Harlow; United States: Prentice Hall/Financial Times.
Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2004). Principles of Marketing: European Edition. Prentice Hall Europe.
Kotler, Philip, Lee, N. (2008). Social Marketing: Influencing Behaviors for Good. 3rd Ed. CA: Sage Publications.
Kotler, P., Lane Keller, K., Brady, M., Goodman, M., & Hansen, T. (2012). Marketing Management. (2. ed.) Pearson Education Ltd.