What is the role of marketing in the non-commercial world ? Patient orientation in public hospitals

This course aims to demonstrate how marketing can be used in a non-commercial setting and in a service logic, using the example of patient care in public hospitals. This 3-hour hybrid course will take place in Sceaux, France (Université Paris-Saclay), and will consist of a conference and discussions with students. Students from EUGLOH partner universities can join the activity online. No ECTS are associated. 

The conference will adopt a reflective perspective to examine the evolution of the role of marketing from its origins in the XIX century to its current function in non-commercial settings, specifically public hospitals. It aims to facilitate discussion among students about the importance of marketing and how it can enhance our understanding of individuals' needs and inform solutions that meet those needs in a non-commercial context. This discussion will be followed by a debate on whether marketing has the potential to make a positive contribution to societal challenges or whether, on the contrary, it exacerbates them.

Requirements :  Undergraduate students need to know the basics of marketing and need to be interested in discovering how it can be applied to other contexts. Students are expected to read the research article in reference prior to the conference.