Module description

Medical Engineering (MTM)

Documentation and Marketing

Recommended prior knowledge

Basic principles of quality assurance and quality management in medical technology / Principles of clinical examination / Interest in Marketing / Curiosity

Teaching Methods Lecture/Seminar
Learning objectives / competencies

After successfully visiting this module
• the students have in-depth knowledge about the complete chain from development through production, quality assurance, documentation, marketing and distribution of medical devices,
• the students know the laws, standards and guidelines for the technical documentation of medical products,
• the students are able to prepare the technical documentation of a medical device,
• the students have in-depth knowledge about marketing and its various fields of application,
• the students are able to distinguish B2B, B2C, B2G, etc., and are familiar with the specifics of different marketing orientations,
• the students understand the importance of marketing in the value-added process,
• the students know the essential strategic and operational tasks in marketing,
• the students understand the importance of market research,
• the students know the most important tools and tools to support the marketing tasks,
• the students understand the attitudes and values underlying marketing.

Duration 2
SWS 4.0
Effort
Classes 60h
Self-study / group work: 90h
Workload 150h
ECTS 5.0
Requirements for awarding credit points

Project work and exam (K60)

Credits and Grades

7 ECTS

Responsible Person

Prof. Dr.-Ing. Harald Hoppe

Recommended Semester 1-2
Frequency Annually (ss)
Usability

Master Medical Engineering

Lectures

Seminar Marketing

Type Vorlesung/Seminar
Nr. EMI2504
SWS 2.0
Lecture Content

1. Marketing
1.1 Definition, 1.2 Development, 1.3 Object
2. Marketing strategy I:
2.1 Definition and objectives of strategies, 2.2 Search for strategic success factors
3. Marketing Strategy II:
3.1 Analysis of the market
4. Marketing strategy III:
4.1 Market management strategies, 4.2 How can I grow?
5. Brand Management:
5.1 Managing successful brands
6. Brand Management - II:
6.1 Driving successful brands - II
7. Market segmentation:
7.1 Exploring the market, the brand and the human being
8. The instruments of the marketing mix (I):
8.1 Product policy - I, 8.2 Innovation
9. The instruments of the marketing mix (II):
9.1 Product policy - II, 9.2 How to introduce innovations ?, 9.3 Positioning, 9.4 Brand portfolio
10. The instruments of the marketing mix (III):
10.1 Price policy, 10.2 Price Strategies, 10.3 What are the advantages and disadvantages of skimming and penetration strategies?
11. The tools of the marketing mix (IV):
11.1 Distribution policy, 11.2 What distribution partners are there, 11.3 Conflicts between manufacturers and trade, 11.4 Distribution forms
12. The tools of the marketing mix (V):
12.1 Communication policy

Literature

Scharf, A., Schubert, B., Hehn, P., Marketing: Einführung in Theorie und Praxis, 5. Auflage, Schäffer-Poeschel, 2012

Kotler, P., Lane, K., Keller, Bliemel, F., Marketing-Management, 12. Auflage, Pearson, 2007

Meffert, H., Bruhn, M., Dienstleistungsmarketing: Grundlagen - Konzepte - Methoden, 12. Auflage, Juni 2015

Backhaus, K., Industriegütermarketing: Grundlagen des Business-to-Business-Marketings, Vahlens Handbücher der Wirtschafts- und Sozialwissenschaften

Farris, P.W., Bendle, N.T., Marketing messbar machen: Die 50 wichtigsten Methoden aus dem Marketing, die jeder Manager kennen sollte, Pearson Studium - Business, 2007

Wirtz, J., und Lovelock, C.H., Services Marketing: People, Technology, Strategy, 2016

Technische Dokumentation

Type Vorlesung
Nr. EMI2505
SWS 2.0
Lecture Content

Overview of the requirements for content and structure of the technical documentation for medical products
New legal framework for medical products in Europe
Classification of medical devices
Conformity assessment procedures and competent authorities
Content and structure of the technical documentation
Control and availability of the technical documentation
Technical documentation for OEM products
Essential elements of the technical documentation: Risk assessment / Biocompatibility / Usability / Proof of sterility safety / Compatibility / Storage and transport stability / Clinical evaluation / Documentation management / Labeling / Usage information / Data sheets / Design documents / Technical drawings / General description of the product / Production specifications / List of applicable standards and regulations

Literature

Drewer, P., Ziegler, W., Technische Dokumentation, Vogel Business Media, 1. Auflage, 2011
Juhl, D., Technische Dokumentation: Praktische Anleitungen und Beispiele, Springer, 2. Auflage, 2005