1. Enhancement of study programs in Public Health Law, Health
ERASMUS+ KA2 PROJECT:
Enhancement of study programs in Public Health Law, Health
Management, Health Economics and Health Informatics in Montenegro
Plan for implementation at University Mediterranean
Meeting in Innsbruck 22th January 2019 in Montenegro
Project web site:

2. Enhancement of study programs in Public Health Law, Health
ERASMUS+ KA2 PROJECT:
Enhancement of study programs in Public Health Law, Health
Management, Health Economics and Health Informatics in Montenegro
Curricula innovations at University Mediterranean
Doc. dr Anđela Jakšić Stojanović & doc. dr Marija Janković
Project web site: .

3. Existing courses
Public health lectures at the Mediterranean University are based on the description of activities on the very explicit identification of the integrated knowledge, skills and values that are needed in this field.
The content of these lectures is based on what students need to know and what they should be able to do, as determined according to the needs of students and society.
Learning outcomes on subjects in these areas are based on a careful and broad analysis of what a competent person should do in different contexts. Learning should be relevant to the various roles of the individual, including the roles in work, social and private life.
There are the following subjects in these areas at the Faculty of Tourism and Hospitality: Medicine and Tourism, Principles of Nutrition, Food Preparation and Welness and Spa, while the Faculty of Law has the subject of Judicial Medicine.

4. I:Medicine and Tourism
Within the subject Medicine and Tourism, the following areas are studied:
Introduction to tourism medicine, the significance of climate, physical and epidemiological impacts on the health of tourists
Infectious diseases and tourism
The meaning of urgent medicine in tourism and cardiovascular disease
More common gastrointestinal diseases
Intoxicants to various agents
Skin diseases related to tourism medicine
Diseases and conditions related to accidents at sea
More often tourists hurt

5. Principles of Nutrition
Within the course of the Principles of Nutrition, among others, the following areas are studied:
Nutritional substances, their role. Macro-nutrients: Carbohydrates, fats and proteins
Micro-nutrients: vitamins and minerals. The role of vitamins and minerals in the body and diseases that result from insufficient input.
Nutrient nutrition. Supplements and additives in nutrition. Metabolic reactions in the body.
Determining individual energy needs. Energy metabolism.
Evaluation of nutrition. Nutrition disorders: obesity and anorexia
Planning a daily menu
Nutrition of patients with heart disease, gastrointestinal tract, kidney, liver, pancreas. Diet of anemia and diabetes.
Energy metabolism.

6. Food Preparation Technology
In the course of Food Preparation Technology, students learn:
Basic food preparation processes - mechanical (washing, cleaning, grinding, crushing, peeling), thermal (blanching, cooking, ironing, baking, frying), cooling (freezing),
Importance and role of flavour correction, hydrocolloids, antioxidants and preservatives in food preparation
Types of meals. Menu
Food preparation system
Planning and organizing various food preparation systems and their division
Catering
Technique of handling food products in warehouses, transport and food preparation
Levels of processing of food products and their technological and economic significance.

7. Wellness and SPA
Within the Wellness and SPA course, students study the following topics:
Reception business of Wellness & SPA
Code of Conduct and Hygiene of Space
Procedures on standards of behaviour and dressing.
Information on status and on current events in Wellness & SPA
Software programs for Wellness & Spa
Organizational chart in Wellness & SPA and hotel - Organization and supervision of hygienists and auxiliary workers in Wellness & SPA

8. The following areas are studied in the field of Forensic Medicine:
Forensic autopsy, reasons for indication
Pathology of traffic injuries
Thermal injuries; Death in a fire
Sexual violence and rape
Injury injuries by harsh means
Medical practice and penalties
Abuse of children
Deaths due to taking drugs
Going to the place of death, signs of death, time of death, forensic autopsy.
Forensic Medicine  

9. ACCREDITATION: Health Management and Health Economics
r.br.
SUBJECT P V
CREDITS 01
FINANCIAL ANALYSE 3 2 7 02
INSURANCE AND RISK MANAGEMENT 6 03
CONTROL AND AUDIT 04
FINANCIAL MARKETS
05*
*E- BUSINESS 5
*ACCOUNTING OF NON-PROFIT ORGANIZATIONS
*MANAGEMENT IN HEALTH INSTITUTIONS
*FINANCIAL PLANNING IN PUBLIC HEALTH INSTITUTIONS
*ENGLISH
Total 13 12 30
Total third year 27 23 60

10. ACCREDITATION : Health Management and Health Economics
r.br.
SUBJECT P V
CREDITS 01
MARKETING OF MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES 3 2 6 02
DIGITAL MARKETING 03
INTERNATIONAL MARKETING 04
PUBLIC RELATIONS 7
05*
*MARKETING OF NON PROFIT SECTOR 5
*MARKETING IN BANKS
*MARKETING MANAGEMENT IN HEALTH INSTITUTIONS
*ENGLISH
TOTAL 6 SEMESTER 13 12 30
Total third year 26 24 60

11. ACCREDITATION : Health Management and Health Economics
MASTER: MASTER: STUDY PROGRAM - MARKETING MANAGEMENT
WINTER SEMESTER P V
ECTS 1
MARKETING MANAGEMENT 2 8
BRAND MANAGEMENT 3
STRATEGIC MARKETING 4
ECONOMETRY 6 30
SUMMER SEMESTER
FINANCIAL ANALYSIS IN MARKETING
MARKETING METRICS 7
MARKETING CHANNEL MANAGEMENT
MARKETINGI IN FIN.INSTITUTION
WINTER SEMESTER (II YEARS)
ECO MARKETING
TRADE MARKETING
METHODOLOGY OF SCIENTIFIC RESEARCH WORK
*ENTERTAINMENT MARKETING
*SOCIAL MEDIA MARKETING -
*MARKETING AND MANAGEMENT IN SPORT
*MARKETING IN PUBLIC HEALTH
*EVENT MARKETING
SUMER SEMESETER (ii YEAR)
MASTER THESIS

12. ACCREDITATION : Health Management and Health Economics
I SEMESTAR
THE NAME OF SUBJECT (WINTER SEMESTER)
P+V
CREDITS 1.
QUANTITATIVE METHODS FOR FINANCE
2+2 8 2.
ECONOMIC ANALYSIS 3.
ECONOMETRY 6 4.
FINANCIAL REPORT ANALYSIS AND VALUATION OF THE COMPANY 30
II SEMESTER/
CORPORATE FINANCE
2+1
INVESTMENTS IN SECURITIES
FINANCIAL REGULATIONS AND CONTROL 7
BANKING MANAGEMENT 60

13. ACCREDITATION : Health Management and Health Economics
III SEMESTER
SUBJECTS NAME
P+V
CREDITS 1.
METHODOLOGY OF SCIENTIFIC WORK
2+1 6 2.
INVESTMENT BANKING 8 3.
RISK MANAGEMENT
4.*
*FINANCIAL DERIVATIVES
* FINANCIAL ANALYSIS IN BANKING SECTOR
*FINANCIAL MANAGEMENT IN HEALTH INSTITUTIONS
IV SEMESTER
MASTER THESIS 30 60

14. TEACHING PROGRAM DESCRIPTION
Since the health care sector as a whole is facing increasing demand, the ability to identify and meet effectively users’ needs and expectations is paramount for any healthcare organization. This is needed not only by private healthcare providers in order to ensure financial viability, but also by public providers, in order to guarantee consensus.
On the background of this development, the courses aim to provide students with the basic knowledge and skills needed to manage the marketing and financial function in health care organizations, as well as to understand the dynamics of marketing and management and social advocacy.
A special focus will be placed on the development of marketing and financial plans coherent with the specific environment of different healthcare services, since they are integral to the development and implementation of successful strategic plans, and on the importance of communication for healthcare organizations, which is vital to ensure an effective fit with the expectations of external stakeholders.

15. Program objectives
The objective of this course is to provide students with the necessary knowledge and skills required to appreciate, evaluate and apply marketing and management theory, concepts and tools to Montenegrian healthcare organizations in general, and their own sphere of professional and managerial practice in particular.
In overall terms, students will better understand the key principles and practical implications of a demand-based approach to health management and be able to relate and apply these in their own work environment.

16. Learning outcomes
Upon successful completion of the course, students should be able to:
understand the features of marketing and financial management in healthcare organizations, and the steps by which it helps an organization identify the needs of and focus on its customers;
identify health marketing environmental, customer and competitive issues, and know how the variables of the “marketing mix” must be adapted to address the peculiar challenges of marketing healthcare products and services;
draft a marketing and financial plan suitable for inclusion in a broader strategic plan, including both demand analysis and recommendations for the definition of an appropriate product mix;
understand the importance of communication in healthcare organizations and contribute to the design of communication campaigns using social marketing techniques, both addressing individual behaviour and public will.

17. Teaching time and methods
Total of one hundred and fifty hours (150 hrs): fifty seven hours (57 hrs) under supervision and ninety three hours (93 hrs) for individual work.
Fifty seven hours (57 hrs) under supervision consist of thirty hours (30 hrs) devoted to lectures, twenty four hours (24 hrs) devoted to advisory support by the instructors to the preparation of the final assignment and three hours (3 hrs) devoted to a review of the course topics and a clarification of questions and doubts prior to the final exam.
Ninety three hours (93 hrs) will be for course work without supervision. Students are expected to participate actively in course (preparing for lectures, seminars and exercises, doing necessary homework and carrying out the appropriate assignments).
Each course comprises 150 hours: 55 hours (± 3 hours) active teaching. That includes 30 hours lecturing plus hours e-learning, consultation and others. The rest of the hours are without supervision.

18. Means of evaluating student performance
Evaluation will be based upon:
10% participation (attendance, discussion of readings, participation in small group and individual work). Several times throughout the course, cases will be circulated or posted on the web-site; these cases will form the basis for class discussions on the date assigned.
60% final assignment, to be developed throughout the course. The final assignment is a comprehensive marketing and financial plan for a Montenegrian healthcare organization, a unit there of or a specific service, including a section devoted to demand analysis and segmentation and a communication plan. The evaluation of each part will weigh 20% of the final grade. The plan will have to be developed by groups of two students, although exceptions can be granted to students who wish to work on an individual basis.
30% final exam. The final exam will have five multiple-choice questions (each answer weighting 2% of the final grade) and four open-ended questions (each answer weighting 5% of the final grade).

19. III ACCREDITATION : PUBLIC HEALTH LAW
Subject: Health Law and Human rights
Course objective is improving knowledge in the field of human rights and health law for provision of contemporary health services in Montenegro and to make awareness of law in relation to health privacy.
Learning outcomes
An advanced understanding of international and local human rights framework for provision of contemporary health services in Montenegro
Awareness of law in relation to health privacy and critical incident review committee workings
Appreciation of patients’ entitlements to specific forms of medication
Awareness of entitlements and complexities in obtaining international health services
A detailed understanding of distinctions in relation to human rights issues between life and death
Understanding of the concept and repercussions of the body as property, in a variety of rights contexts including burial, cremation, organ donation and post-mortem reproduction
Awareness of the role of the coroner as a decision-maker in relation to rights to autopsy, exhumation; inquests and decision-making about causes of death
Understanding of rights issues in wrongful life, wrongful birth and wrongful death actions

20. III ACCREDITATION : PUBLIC HEALTH LAW
Subject: Right of the patient
Corse objectives: Imrpoving knowledge in the field of the rights of the patients and to make awareness of this law, in order to respect these rights by the health care institutions and its workers.
Learning outcomes:
Acquire specialized theoretical and practical knowledge of civil and other aspects of patients 'rights
Acquisition of competencies and skills for the legal aspect of patients' rights

21. III ACCREDITATION : PUBLIC HEALTH LAW
Subject : Labour and Social Law in public health system.
Course objective: The purpose of this course is to acquire knowledge about the main institutes of Labor and Social law in the field of Public health, as well as labor and social status of health care workers, and how to improve and protect their status.
Learning outcomes 
Knowledge of the main institutes of Labor and Social law
Improving of the existing and acquiring new knowledge about the labor law and social status of health care workers
Legal protection of health care workers
Strengthening of self-confidence and sense of safety of health care workers in the workplace better and more productive job performance
Acquiring knowledge to be able to daily apply in the workplace, especially in large medical institutions with thousands of employees.

22. Examples: Results of a survey in the Italian National Health System
Corporate marketing
Sector-wide
marketing
Brand marketing
Social marketing
Local Health Authorities
Competitive positioning 44%
Support to
health policy implementation 19%
Promotion of the brand 61%
Health education campaigns 78%
Hospital Trusts
Competitive positioning 66%
Promotion of the brand 78%
Health education campaigns 47%

23. Challenges to the adoption of a marketing orientation
Corporate marketing
Difficulties in segmentation and positioning, since often profitability cannot be used as a benchmark (for political and technical reasons)
The complexity in the relationships with patients is often overlooked
Sector-wide marketing
Problems in joint planning
Difficult identification of criteria for priority-setting
Equity is a key goal ( measurement problems)

24. Challenges to the adoption of a marketing orientation (2)
Brand marketing
Poor link between communication and actual service delivery patterns ( risk of unmet expectations)
Limited or no involvement of professionals
Social marketing
Operational orientation: objectives are already given
Core activities are overlooked
No specification of organizational responsibilities and milestones

25. The marketing process in Health Organizations
Analysis
Demand
Competitors
Individual
Corporate
Direct
Indirect
Current
and
potential
Market
research
Strategy
Segmentation
Targeting
Product / market
matrix
Implementation
Marketing mix
Product
Place
Price
Promotion
People
Process
Physical
evidence
Control
Revenues, margins, etc.
Patients’ satisfaction
Brand equity

26. Why demand analysis is relevant
The purpose of health care marketing is to aim at customer satisfaction to gain a competitive advantage or to meet patients’ expectations
This goal can not be reached without a deep knowledge about demand; a sound demand analysis is especially important when
competition is intense (“exit”)
customers are sophisticated and demanding (“voice”)
dynamic change is the rule rather than the exception

27. Demand analysis in health care
Need vs. demand vs. use
Information asymmetry (ethical issues  regulation)
The efforts to understand need and predict demand rely on critical assumptions
nature of the goods and services users want from their health system
bases upon which users make consumption decisions
extent to which they are in control of those decisions

28. Demand analysis and features of the health care system
Individual users do not act alone: their choices are influenced by the actions of other influential groups, complicating the decision-making process:
health services providers
third-party payers (insurance companies, Ministries, employers, charities, international organizations, etc.)
Each player makes decisions that will influence the other, usually using different and conflicting criteria

29. Patients as customers
Patients are a heterogeneous group with different values and decision criteria ( need for segmentation)
Decision-making processes are extremely different depending on the product or service patients are seeking
voluntary or compulsory health insurance
health services provider (physician or hospital)
medications and therapies

30. Patients as customers (2)
Patients tend to value
relationship with physician (USA: 60% of Medicare beneficiaries changed health plans to maintain physician relationship)
opinions of friends and family: word of mouth is seen as more trustworthy than summary satisfaction scores
BUT are more well-informed about available options, and less willing to give exclusive control of care over to their physician (“consumer-driven healthcare” / patients’ rights movement)

31. Gap analysis (2)
Total market gap = overall theoretical demand – total existing demand
Market gap for a given organization = market potential – satisfied demand
The market gap for a given organization can be broken down into three main components:
non-users of the product or service
“light” users (only sometimes or consumption of small amounts anytime)
users of competitors’ products or services

32. Bangladesh: reported reasons for not seeking care in obstetric emergencies
Unable to identify emergency problems (59,5%)
Financial costs are relatively high (45,5%)
Unaware of the availability of specific services at the facility (39,3%)
Required medicines not always available (38,2%)
In-laws object (35,6%)
Religion does not allow to leave the house, especially during pregnancy (35,3%)

33. Bangladesh: reported reasons for not seeking care in obstetric emergencies
Shyness (32,3%)
Facility too far from home (28,3%)
Doctor not available when needed (25,2%)
Poor communication facilities (17,8%)
Husband objects (17,0%)
Difficult to get admission (14,1%)
Unfriendly attitude of service providers (5,6%)
(Barkat et al. 1995; multiple answers possible)

34. Thank you for your attention
ERASMUS+ KA2 PROJECT:
Enhancement of study programs in Public Health Law, Health
Management, Health Economics and Health Informatics in Montenegro
Plan for implementation at University Mediterranean
Doc. dr Anđela Jakšić Stojanović & doc. dr Marija Janković
Thank you for your attention
Project web site: .