634-3015/01 – Marketing and Management in Healthcare (MMZ)

Gurantor departmentDepartment of Economics and Management in IndustryCredits6
Subject guarantorprof. Ing. Kamila Janovská, Ph.D.Subject version guarantorprof. Ing. Kamila Janovská, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageCzech
Year of introduction2016/2017Year of cancellation2023/2024
Intended for the facultiesFMTIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
JAN48 prof. Ing. Kamila Janovská, Ph.D.
S1K47 Ing. Eva Švecová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 3+3

Subject aims expressed by acquired skills and competences

Introduce the basic terms, techniques, skills and management theories in terms of the overall view of the management of people, process and the management of organizations to students. Attention is also paid to the development of the personality of the manager, especially to the acquisition of knowledge and skills for developing managerial capabilities with a focus on healthcare. Students will be able to - name the basic relations in company economic management; - define the requirements for the personality of the manager in healthcare. Students will be able - consider and assess the issues related to the funding of healthcare, health insurance, monitoring and ensuring the quality of health care; - apply the knowledge to solve problems of public health insurance, the terms of provision, reporting and reimbursement of health care.

Teaching methods



The aim of the course is to acquaint the student with basic concepts, techniques, skills and theories of economics, management and marketing with focus on health care.

Compulsory literature:

OZCAN, Y., A. Health care benchmarking and performance evaluation: an assessment using data envelopment analysis (DEA). Second edition. New York: Springer, 2014. ISBN 978-1-4899-7471-6.

Recommended literature:

MYNÁŘ, M. Economics of health institutions: standardization of evaluation of economic and financial indexes in the Czech Republic health institutions (HI). Ostrava: VSB - Technical University, 2010. ISBN 978-80-248-1919-8.

Way of continuous check of knowledge in the course of semester


Other requirements

- Written credit test


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. The basic definitions and terms from the area of management. The historical pillars of management. 2. The basic management functions - planning, organizing, management, control. 3. The person of the manager. Education. Communication skills. Personal management: self-assessment, career, time management, stress resistance. 4. Personal management, the theory of motivation and leadership. 5. Management of changes. Crisis management, Risk management. 6. Specific features of management in healthcare. 7. The basic concepts and terminology of marketing, the nature, objective and role of marketing in healthcare practice. 8. Marketing analysis - methods, techniques and tools of marketing analysis. The basic marketing strategies. Marketing mix. 9. Systems of quality management in healthcare facilities. 10. Healthcare systems in the Czech Republic, the issue of integration of the Czech healthcare in the systems of EU countries. 11. Funding of healthcare facilities in the CR. 12. Health insurance companies in the CR, their role in the management and funding of healthcare. 13. The economic essence, demand and supply of healthcare services, the methods of reporting of health care. 14. Professional organizations in the Czech healthcare system.

Conditions for subject completion

Full-time form (validity from: 2016/2017 Summer semester, validity until: 2023/2024 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 30  15
        Examination Examination 70  51 3
Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2020/2021 (N3923) Materials Engineering (3901T077) Biomechanical Engineering P Czech Ostrava 2 Compulsory study plan
2019/2020 (N3923) Materials Engineering (3901T077) Biomechanical Engineering P Czech Ostrava 2 Compulsory study plan
2018/2019 (N3923) Materials Engineering (3901T077) Biomechanical Engineering P Czech Ostrava 2 Compulsory study plan
2017/2018 (N3923) Materials Engineering (3901T077) Biomechanical Engineering P Czech Ostrava 2 Compulsory study plan
2016/2017 (N3923) Materials Engineering (3901T077) Biomechanical Engineering P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction

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