Ateneo - UPO

The 15-hour course will focus on a broader view of the capabilities and resources needed to enter and operate in given markets. It will delve into the strategically coordinated application of expertise in various domain (management, science, politics and public relations) that is functional in achieving consensus among a large number of stakeholders, in order to enter and/or operate in a given market. Topics in pharmacoeconomics, marketing and law will be addressed and discussed, and the operational processes put in place to carry out the various collaborative operations with national and regional institutions in the healthcare sector will also be explored. All the tools and technical methodologies used in Institutional Affairs activities will be presented, explained and tested through “role play” methodology with the students.

“Lobbying in Europe Public Affairs and the Lobbying Industry in 28 EU Countries”
Editors: Bitonti, Alberto, Harris, Phil (Eds.) Palgrave Macmillan ed
“Marketing management”
Kotler, Ancarani Pearson Ed.
“Relazioni pubbliche e corporate communication”
Emanuele Invernizzi, Stefania Romenti, Mc Graw Hill ed.
The lecturer will also provide articles, slides, case studies and working papers to further explore specific course topics.

The objective of the Course is to develop in-depth knowledge of the processes that preside over the communication of corporate interests to the relevant stakeholders in the healthcare sector, the preparation of decision-making activities of institutions and public entities of the National Healthcare System, to provide an understanding of the mechanisms underlying consensus building, the management of a complex relationship systems and a good awareness of the practices of interest representation. It will also seek to impart an autonomy of judgment on specific institutional communication strategies and an operational ability to transfer the elements of analysis and planification learned to the communication level, with the use of business-cases based, tools and methodologies that reproduce real business situations.

Not required

Given its practical-application setting, the course will use a balanced set of different teaching methodologies (lectures, analysis and resolution of case studies) in order to enable adequate understanding of the contexts under study and to develop the participants' problem setting and problem solving skills.

Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/services students-physical-or-learning-disabilities Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.
The course is lectured by Massimo Giuseppe Barberio, Director, Institutional & Health Economics Affairs, at General Electric Healthcare Italia SpA

Teamwork collectively discussed in class

• Areas of Communication in Healthcare
• Mktg Mix in Communication in Healthcare
• Institutional marketing communication
o WEB Marketing
• How to operate in a changing scenario
• Knowledge of the context of reference: lobbying
• Communicating with public institutions in healthcare Institutional relations
• Beyond Relationship Marketing
• Megamarketing and Institutional Relations
o The function of institutional relations
o The technologies of institutional relations
o The institutional partnership relationship in MA: evidence creation and planning
• The lobbying process in Italy
• Public affairs and lobbying: Healthcare & Lobbying
• The phases of public affairs activities
o The relational chain of lobbying activities
o The tools of public affairs activity
o The relationship in a complex system
o The value of the relationship in a complex system
• Crisis communication: principles and definitions
• The need for an effective Advocacy Plan - case studies
Activities for the integration of gender dimension are included in the main chapters of this course.

knowledge of basics of Megamarketing