Teaching Methodologies
Expository lectures with audiovisual resources.
Up to 25% of hours can be taught in remote mode. Students will be monitored throughout each semester with questions as a complement of education.
Are offered two hours per week, with pre-defined schedule with the student.
Are also delivered to each student teaching holders of all matter taught or bibliographical references recommended for discipline, at the beginning of the semester.
Continuous evaluation;
A written frequency corresponding to 50% of the evaluation, whose classification must be higher than 9 values;
A group assignment, written and presented orally at classroom, which corresponds to 25% of the evaluation, whose classification must be higher than 9 values;
Individual written work and presented orally, 25% of the evaluation, whose classification must be higher than 9 values.
The final grade will be the weighted average of the grades obtained in each evaluation and must be equal to or greater than 9.5 values.
Learning Results
Acquire knowledge about the national and international market of hearing aids and aural rehabilitation.
Develop marketing strategies and apply them within the scope of the aural rehabilitation program.
Program
Definition of Marketing and its application in Audiology
Marketing Principles
Marketing Mix 4P’s (Products) 7P’s (Services)
Markets and consumers
The customer as a central element
Strategies and competitiveness
Market Analysis (Porter’s Diamond, PEST and PESTEL, SWOT)
Competitive advantages
Market research; Market classification; market segmentation
Aural Rehabilitation Marketing
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
Service Marketing
Quality in Services
Dimensions of service quality
Service quality management and assessment
Prevention Marketing Cause
Marketing or Social Marketing
Marketing and people’s behavior in relation to hearing care
Individual work – Social Marketing
Presentation of individual work and group work
Evaluation
Internship(s)
NAO
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