You are here

17ABBMAT - Marketing of Medical Technology

Code Completion Credits Range Language
17ABBMAT KZ 2 2P English
Garant předmětu:
Department of Biomedical Technology

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.


Conditions for completing the course:

A. The condition for the successful completion of the course is processing of case study and performing a test.

B. Case Study is entered and processed during the semester and test is carried out during the exam period after completion of the course or at the end of the semester (e.g. last week).

Case study is processed by the students within the team and evaluation of the results is performed for the whole team.

D. Processing of the case study means maximum of 40 points but for a successful evaluation within the scope of assessment is required at least 20 points.

E. Within the test student can obtain maximum of 60 points for successful completion of the test but there is requirement to obtain at least 30 points.

F. Test contains a total of 30 questions rated in points 1-5 points.

Graded credit (assessment), i.e. the overall rating of the course:

-Assessment Test is one of the factors within the overall evaluation of the course,

-final grade arises from the arithmetic average rating of work during the semester (case studies) and test evaluation.

Syllabus of lectures:

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

Syllabus of tutorials:

Exercises are devoted to the: work,

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

3.actual info from the health care, 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] 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.

The course is a part of the following study plans:

File Case Study1.16 MB
File MKT_01_AJ17.1 MB
PDF icon MKT_01_AJ_pdf2.71 MB
File MKT_02_AJ12.54 MB
PDF icon MKT_02_AJ_pdf2.7 MB
PDF icon Apendix_02a4.44 MB
PDF icon Apendix_02b593.38 KB
File Porter ´s model _ Case study549.62 KB
File MKT_03_AJ17.15 MB
PDF icon MKT_03_AJ_pdf3.37 MB
File MKT_04_AJ7.16 MB
PDF icon MKT_04_AJ_pdf2.54 MB
File Questions_01_0417.31 KB
File MKT_05_AJ8.98 MB
PDF icon MKT_05_AJ_pdf2.38 MB
PDF icon Apendix_05_Features and benefit MD example1.17 MB
File MKT_06_AJ5.03 MB
PDF icon MKT_06_AJ_pdf1.46 MB
File MKT_07_AJ28.16 MB
PDF icon MKT_07_AJ_pdf1.76 MB
File MKT_08_AJ8.81 MB
PDF icon MKT_08_AJ_pdf2.19 MB
File MKT_092.67 MB
PDF icon MKT_09_AJ_pdf1.24 MB
File Questions_05_0917.86 KB
File MKT_10_AJ2.78 MB
PDF icon MKT_10_AJ_pdf1005.72 KB