Study programme and subjects 2020-2021
|Subjects in course||Type||Term||ECTS|
|Estrategias y Herramientas de Marketing OFF/ON LINE||OB||Anual||3,00|
|Gestión Económica y Fincanciera||OB||Anual||3,00|
|Gestión Estratégica y Definición Modelo de Negocio||OB||Anual||3,00|
|Gestión de Personas y Organización Interna||OB||Anual||3,00|
|Organización Legal y Fiscal||OB||Anual||3,00|
|Trabajo Final de Postgrado||OB||Anual||5,00|
- ECTS: European Credit Transfer System
- Term: calendar term
Unit 1: Strategic management and establishing a business model
Introducing the main concepts and tools required to implement strategic management as a clinic work philosophy, and to produce the final postgraduate project.
— Historical perspective of the profession and analysis of the current market situation
— Methodology and tools for implementing strategic management
— Sources of competitive advantage for your clinic
— Defining a business model
— Description and guidelines for producing the final postgraduate project
Unit 2: Online and offline marketing strategies
Making your clinic more visible to customers, identifying the main strategies and online/offline marketing tools to increase business and improve customer satisfaction.
— Service marketing adapted to dental clinics
— Defining your dental clinic’s value proposition
— Tools and strategies to attract new clients and gain customer loyalty
— Tools to increase customer satisfaction
— Tools and strategies for digital marketing
— Omnichannel marketing: integrating different channels in your clinic
— Customer Journey Map
— Case study
Unit 3: People management and internal organisation
Establishing processes that encourage team motivation, improving skills, learning and excellence across all the services provided.
Implementing processes that optimise and improve the quality of the different activities at the clinic.
— Organising dental clinic employees
— Motivation strategies
— Conflict management
— Internal communication: process flows
— Communication between your team and patients
— Practical exercise: role play
— Organising dental clinic processes and protocols
— Coordination between clinic departments
— Time management
— KPIs for management and monitoring: stock management, patient appointments.
— Practical exercise
Unit 4: Economic and financial management
Introduction to basic accounting and finance required knowledge. Managing clinic income and expenses, analysing profitability, correctly assessing investments and analysing their rate of return.
— Drawing up operating accounts
— Setting up treasury and balance-sheet accounts
— Statistical and dynamic analysis of balance sheets
— Analysis and use of economic and accounting ratios
— Calculating deadlock provisions
— Financial planning for clinics
— Practical exercise
Unit 5: Legal and tax organisation
Knowing the main legal aspects (contractual and employment issues) when choosing the best options for your clinic.
Acquiring basic knowledge on taxation by analysing the best formulas for channelling investment.
— Key legal figures: alternatives and differences
— Taxation on dentists as a natural person: Income tax and legal standing: Company Tax and Income Tax
— VAT for dental entrepreneurs
— Dental teaching activity: tax aspects
— Making tax declarations
— Different types of contracts for clinic team members
— Practical exercise
Unit 6: Entrepreneurship: Presentation and conclusions of final projects
Session 14 and 15
— Presentation and conclusions of the individual projects produced out by course participants, with support from teaching staff, over the duration of the course.
- Rafel Ferrer
- José M.ª García-Valdecasas
- Enrique Viola
- Continuous evaluation, taking into account student participation and an exam on the subject matter.
- Participation in practical exercises.
- Completion of planned activities.
- Assessment of the final postgraduate project.
Participants will receive support from tutors for their project from the beginning of the course until it is presented.
Passing this project will award participants the Postgraduate Degree.