Health Project Management

Category: Discipline
  • Kerzner H.; (2020); Gestão de Projetos - As Melhores Práticas; 4ª ed.; Bookman Weiller J.A.B., (2020); Gestão Da Mudança e de Projetos Em Saúde; Editora Senac, São Paulo Dwyer J., Liang Z., Thiessen V.; (2019); Project Management in Health and Community Services; 1ª Ed., TAYLOR & FRANCIS David Shirley (2020) Project Management For Healthcare; 2ª Ed., CRC Press Akindote O.J. et al., (2024) Evaluating the Effectiveness of it Project Management in Healhcare Digitalization: a Review; International Medical Science Research Journal, Volume 4, Issue 1, pp.37-50 Chiocchio F., Rabbat F., Lebel P. (2015); Multi-Level Efficacy Evidence of a Combined Interprofessional Collaboration and Project Management Training Program for Healthcare Project Teams; Project Management Journal, 46, 4, pp. 20-34
  • Data and Technology Management in Health
  • 7055
  • 26603
  • Health Project Management
  • ISLA Santarém7055-26603
  • 3
  • 5
  • 0
  • 25
  • Não
  • Português
  • Students are expected to gain a comprehensive understanding of the topics covered, their interconnections, and the ability to solve proposed problems. Thus, the following methodologies will be used: Synchronous sessions (distance): MET 1. Expository methodology aimed at presenting fundamental concepts and demonstrating main results. In-person sessions: MET 2. Active methodologies, including cooperative learning, peer learning, case studies, and project-based learning, with the resolution of practical exercises and applications in Health Project Management. Autonomous work: MET 3. Availability of various educational resources (videos, links, apps, handouts, exercises, applications, instructor notes, etc.) on the Moodle platform. The instructor provides feedback (Tutorial Guidance - OT) on the results obtained by the student in solving the practical exercises through the Moodle platform.  
  • Mandatory
  • O1. Understand the main concepts of project management and know how to interpret and apply them in the health context. O2. Understand the importance of planning, control, and evaluation in health projects within organizations. O3. Relate the project life cycle to the cycle of action plans in health organizations. O4. Understand and apply the Pert Chart, Gantt Chart, matrix management, and block flowcharts. O5. Understand the success factors of a project, including the human and physical factors inherent to effective project management. O6. Introduce and apply the concepts of agile methodologies for project management. O7. Understand the competencies required for a Project Manager.
  • 1.Project management 1.1 Concepts in project management (e.g., project structuring plan, operation, program, portfolio, responsibility matrix, milestones and KPIs, schedules, and time, cost, and deviation controls) 1.2 Health planning methodology and project management 1.3 Project evaluation and risk impact assessment 1.4 Criteria and success factors for health projects 2. Project life cycle management 2.1 The finite project life cycle and the continuous cycle of health action plans 2.2 PMBOK (Project Management Body of Knowledge) 2.3 Dependencies and their representation: Pert Chart and Gantt Chart; matrix management; block flowcharts; project management support software 3.Agile methodologies in project management  4.Project management support in health 4.1 Behavioral competencies and human resources 4.2 Leadership and negotiation in projects 4.3 Project management support software 5. IPMA certification system framework

  • Avaliação Curricular (contínua (presencial):
    Esta modalidade de avaliação é constituída por:
    AVAL 1. Participação ativa nos exercícios e questionários das aulas.
    AVAL 2. Apresentação do Trabalho prático em grupo (relatório e apresentação oral). AVAL 3. Teste final teórico/prático.
    A classificação final é calculada através da fórmula Classificação Final = 0,2*AVAL1+0,4*AVAL2 + 0,4 *AVAL3. O estudante é aprovado se obtiver classificação igual ou superior a 9,5 valores.

    Avaliação Final (presencial) - A: O estudante realiza o exame teórico-prático (100%) e é aprovado se obtiver uma classificação igual ou superior a 9,5 valores em 20.
    Época de Recurso e Época Especial (presencial) - A: O estudante realiza o exame teórico-prático (100%) e fica aprovado se obtiver uma classificação igual ou superior a 9,5 valores em 20.
     

     
  • Semestral
  •   

Artificial Intelligence Applied to Marketing

Category: Discipline
  • Aggarwal, C. C. (2021). Artificial Intelligence A Textbook. Springer. Gentsch, P. (2019). AI in Marketing, Sales and Service. How Marketers without a Data Science Degree can use AI, Big Data and Bots. Palgrave Macmillan Cham Kaput, M. (2022). Marketing Artificial Intelligence. BenBella Books Russell, S., & Norvig, P. (2021). Artificial intelligence: a modern approach. Pearson. Vvaa (2024). Inteligencia Artificial Para El Marketing. ESIC Editorial.  
  • Marketing
  • 7153
  • 27437
  • Artificial Intelligence Applied to Marketing
  • ISLA Santarém7153-27437
  • 3
  • 5
  • 0
  • 25
  • Não
  • Português
  • The teaching methodology combines synchronous online activities, in-person sessions, and independent study. The online sessions focus on presenting and exploring the content through expository, demonstrative, and interrogative methods, including formative assessment activities conducted on the Moodle platform. In-person classes utilize simulated exercises, incorporating AI tools, the analysis and discussion of case studies, and practical applications using Python (Anaconda, Scikit-learn, and Pytholog), including integration into a cloud computing environment (AWS). Independent study is based on guided research, conducted in accordance with scientific research principles, to explore the topics covered in greater depth. The instructor provides support through tutorial guidance and feedback, either in person or via Moodle.
  • Mandatory
  • O1. Distinguish the differences between Artificial Intelligence (AI) and Machine Learning. O2. Analyse the implications of AI technologies in the context of marketing-related activities, namely in the development of predictive analyses and forecasts of market trends, customer personalization and segmentation, campaign optimization, etc. O3. Apply AI technologies in the context of marketing strategies. O4. Discuss the impact of artificial intelligence on the workforce, marketing processes and consumption in the future.
  • 1 Introduction to Artificial Intelligence (AI) in Marketing. 2. Fundamentals of AI and Machine Learning. 3. Applications of AI in Digital Marketing Strategies. 4. Predictive Analysis and Forecasting Market Trends. 5. Personalization and Customer Segmentation with AI. 6. Pattern Recognition and Sentiment Analysis on customers. 7. Optimizing Advertising Campaigns with Intelligent Algorithms. 8. Optimizing Customer Service with Chatbots and Virtual Assistance. 9. Case Studies and Practical Examples of AI Applications in Marketing. 10. Emerging Perspectives and Trends in AI in Marketing.

  • Conforme previsto no Guião de Procedimentos - Inteligência Artificial Generativa

     
  • Semestral
  •    

Introduction to Marketing

Category: Discipline
  • Clow and Baack (2021). Integrated Advertising, Promotion, and Marketing Communications. Pearson Education Limited. Kotler, P. e Kartajaya, H. e Setiawan, I. (2021). Marketing 5.0 - Tecnologia para a humanidade. Lisboa: Actual Kotler, Philip, Gary Armstrong, and Sridhar Balasubramanian (2023). Principles of Marketing. 19th Ed. Pearson. Pride, W. M., & Ferrell, O. C. (2024). Marketing (21st ed.). Cengage Learning.
  • Business Processes and Operations Management
  • 1860
  • 7032
  • Introduction to Marketing
  • ISLA Santarém1860-7032
  • 1
  • 6
  • 0
  • 25
  • Não
  • Português
  • In person: 1. Theoretical/practical classes: exposition of concepts, discussion and application of programme contents in various contexts. 2. PBL Problem/Project-based learning Autonomous: 3. Consolidation of the contents taught in class by researching additional information on the different themes and contents covered and developing complementary work.
  • Mandatory
  • O1. Present the basic concepts of marketing. O2. Characterize the role of marketing in organizations. O3. Identify marketing attitudes, techniques, and models. O4. Present the fundamental concepts of operational marketing—the product and service mix. O5. Present new trends and applications in marketing. O6. Analyze and assess the company's position in terms of marketing. 07. Distinguish and combine the variables of the marketing mix. 08. Discuss new trends in marketing.
  • 1. Basic concepts about marketing 2. Marketing as a business function and the various approaches 2.1. The attitude, techniques and marketing models 2.2. Forms of organization of the marketing function 3. The strategic marketing - The plan and the external and internal analytical models 4. The operational marketing - The product mix and service mix 5. The marketing B2B and B2C 6. New trends and applications of marketing

  • Avaliação curricular (contínua):
    A avaliação curricular é composta pela realização de um trabalho de grupo e um teste, em que são aplicados os principais conteúdos programáticos.
    Fórmula de cálculo:
    - TP (Trabalho de Pesquisa) - 40%
    - T (Teste) – 60%
    Todos os estudantes que neste regime de avaliação tenham obtido média inferior a 9,50 valores são avaliados em avaliação final.
    Avaliação final:
    Nas épocas normal, de recurso e especial a avaliação será orientada pelos mesmos objetivos e baseia-se num exame (100%) integrando a componente teórica e a componente prática da unidade curricular.

     
  • Semestral
  • The course presents the basic and operational concepts of marketing, characterizes its role in organizations, identifies attitudes, techniques, and models, analyzes the marketing mix (product, price, distribution, communication), and discusses new trends, allowing students to gain perspective on the company's position in the market.  

Quality and Continuous Improvement in Health

Category: Discipline
  • Robert Lloyd, (2017). Quality Health Care, 2nd Ed., Jones & Bartlett Publishers.  Macfarlane, A.J.R. (2019). What is clinical governance?, BJA Education, 19, Issue 6, Robbins, S., Judge, T. (2018). Essentials of Organizational Behavior, Pearson Education Limited (Global Edition), UK. Brandrud A. S. et al. (2017); Domains associated with successful quality improvement in healthcare - a nationwide case study; BMC Health Services Research Claire Willmington et al. (2022); The contribution of benchmarking to quality improvement in healthcare. A systematic literature review; BMC Health Services Research Bowman, C., et al.; (2023), "Evidence of successful interprofessional education programs-models, barriers, facilitators and success: a systematic review of European studies", Journal of Health Organization and Management,
  • Data and Technology Management in Health
  • 7055
  • 26695
  • Quality and Continuous Improvement in Health
  • ISLA Santarém7055-26695
  • 3
  • 5
  • 0
  • 25
  • Não
  • Português
  • Students should acquire a comprehensive understanding of the topics covered, their interconnections, and the ability to solve the proposed problems. Thus, the following methodologies will be used: Synchronous (distance): MET 1. - Classes are mixed (theoretical-practical) with an expository component, presenting fundamental concepts and demonstrations. In-person: MET 2. - Active methodologies, including case-based learning and Problem-Based Learning (PBL). Autonomous: MET 3. - Various educational resources (videos, links, apps, handouts, exercises and applications, instructor notes, etc.) will be made available on the Moodle platform. The instructor provides feedback (Tutorial Guidance - OT) on the results obtained by the student in the case studies and on their progress in solving the proposed problems, either in person during classroom sessions or asynchronously through the Moodle platform.  
  • Mandatory
  • O1 Intervene critically and discuss theories and models inherent to the QMC of health services, while developing communication and argumentation skills in defence of the principles of Quality. O2 Apply the KSA in the development of quality in healthcare provision in line with the Organisation's quality strategy. O3 Apply the KSA in adapting recent management tools and techniques for training and empowering professionals and for assessing organisational performance. O4 Critically develop indicators and metrics in the construction of internal quality systems. O5. Intervene in organisational transformation processes that respond effectively to the increase in QC in Health.
  • 1 Theories and models inherent in the quality of health services: 1.1 Deming cycle /PDCA applied to health services 1.2 National Strategy for Healthcare Quality 2. Management of people and/or the community and its resources as a strategy for quality and continuous improvement. 3. Quality in healthcare provision and alignment with the Organisation's quality strategy and policy. 4. Organisational commitment and quality and safety policy. 5. Performance assessment criteria and indicators for assessing the Organisation's results. 6. Training and capacity building for professionals, as instruments of quality and continuous improvement. 7. Clinical governance structure and their role in transforming the organisation. 8. Professional structure and internal quality assurance systems: dimensions and metrics.

  • Avaliação Curricular (contínua (presencial):
    Esta modalidade de avaliação é constituída por:
    AVAL 1. Participação ativa nos exercícios e questionários das aulas.

    AVAL 2. Trabalho prático (relatório e projeto).
    AVAL 3. Teste final teórico/prático.
    A classificação final é calculada através da fórmula Classificação Final = 0,2*AVAL 1+0,4*AVAL 2 + 0,4 *AVAL3. O estudante é aprovado se obtiver classificação igual ou superior a 9,5 valores.

    Avaliação Final (presencial) - A: O estudante realiza o exame teórico-prático (100%) e é aprovado se obtiver uma classificação igual ou superior a 9,5 valores em 20.
    Época de Recurso e Época Especial (presencial) - A: O estudante realiza o exame teórico-prático (100%) e fica aprovado se obtiver uma classificação igual ou superior a 9,5 valores em 20.
     

     
  • Semestral
  •   

Digital Marketing

Category: Discipline
  • Gouveia, M. (2022). Marketing Digital - o guia completo. Ideias de Ler. Hollensen, S.; Opresnik, M. & Kotler, P. (2023). Social Media Marketing. Editor: Lidel. Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers. Marques, V. (2022). Marketing Digital de A a Z, Guia essencial de marketing digital (4ª Edição revista e atualizada). Editor: Digital 360.  
  • Marketing
  • 7153
  • 14507
  • Digital Marketing
  • ISLA Santarém7153-14507
  • 3
  • 5
  • 0
  • 25
  • Não
  • Português
  • The teaching methodology combines synchronous online activities, in-person sessions, and independent study. The online sessions use lecture-based and interactive methods to present and explore the content, supplemented by oral discussions and Moodle forum discussions on practical case studies. In-person classes emphasize practical application through exercises and Problem-Based Learning (PBL), involving the development of digital marketing plans using tools such as Google Analytics and RD Station. Independent study includes guided research to reinforce the content and support the projects being developed. The instructor monitors student progress through tutorial guidance and feedback, provided either in person or via the Moodle platform. Students can also use the virtual tutor Philix.ai as a supplementary learning support resource.
  • Mandatory
  • O1. Understand the fundamentals of digital marketing, including its principles, key concepts and theoretical models. O2. Analysing the digital environment and market trends, identifying opportunities and threats for organizations. O3. Explore the different digital tools and platforms available for implementing digital marketing strategies. O4. Evaluate the effectiveness of digital marketing strategies through relevant metrics and performance indicators. O5. Master digital tools and platforms in digital marketing. O6. Master metrics and performance indicators in digital marketing. O7. Develop and implement digital marketing plans adapted to the context.
  • 1. Framing digital marketing. 2. Digital Marketing Strategy. 3. Digital Marketing Metrics and Analysis. 4. Social Media Marketing and Automatic and Content Marketing. 5. Online Advertising and SEO (Search Engine Optimization) 6. Digital marketing plan: Design; Implementation; Monitoring; Evaluation.

  • Avaliação Curricular (contínua):
    A1. Trabalho prático (grupo).Consiste num trabalho com uma componente de aplicação e um relatório escrito. O trabalho é submetido na
    plataforma LMS Moodle.
    A2. Teste teórico/prático (individual). Teste escrito a realizar no final do semestre.
    A classificação final é calculada através da fórmula Classificação Final = A1*0,5+A2*0,5.
    O estudante é aprovado se obtiver classificação igual ou superior a 9,5 valores.
    A classificação mínima na avaliação curricular (continua) é a seguinte:- Trabalho prático (grupo): 10 valores- Teste teórico/prático - no final do semestre (individual): 8 valores.
    A avaliação dos trabalhos práticos em grupo, inclui a avaliação individual dos estudantes que terá uma ponderação de 40% na
    classificação do estudante nessa componente.
    Avaliação Final ou em Época de Recurso ou Época Especial (A):
    Hipótese 1:
    A1. Trabalho prático (grupo). O estudante participou no trabalho de grupo e obteve classificação positiva na componente individual:
    mantém a nota que será considerada nestas épocas de avaliação.
    A2. Teste teórico/prático (individual). O estudante realiza este Teste escrito em qualquer das épocas em que se submeta a avaliação.
    A classificação final é calculada através da seguinte fórmula: A1*0,5+A2*0,5.
    Hipótese 2:
    O estudante não participou no trabalho de grupo ou participando obteve classificação negativa na componente de avaliação individual.
    Avaliação Final, Avaliação em Época de Recurso/Especial (A): O estudante realiza o exame teórico-prático escrito (A=100%) e é aprovado
    se obtiver uma classificação igual ou superior a 9,5 valores em 20.

     
  • Semestral
  •    
  1. Mathematics I
  2. Telehealth
  3. Finantial Management
  4. Organizational Management

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