Academic Year/course:
2023/24
429 - Degree in Public Management and Administration
29023 - Public Services: Quality and Marketing
Syllabus Information
Academic year:
2023/24
Subject:
29023 - Public Services: Quality and Marketing
Faculty / School:
228 - Facultad de Empresa y Gestión Pública
Degree:
429 - Degree in Public Management and Administration
ECTS:
6.0
Year:
4
Semester:
First semester
Subject type:
Optional
Module:
---
1. General information
This subject develops the logic of quality thinking, its organizational implications, and its applicability in the field of public administrations. At the same time, it offers an overview of the application of marketing and its usefulness in public administrations ; as well as its practical application through satisfaction surveys and the use of institutional advertising.
These approaches and goals are aligned with the Sustainable Development Goals (SDGs) of the United Nations Agenda 2030 and specific targets, such that the acquisition of the learning results of the subject will contribute to some extent to the achievement of objective 16.6 and 16.7 of Goal 16, and objective 4.7 of Goal 4.
2. Learning results
In order to pass this subject , students must demonstrate that they understand the quality systems used in the Administration, understand the importance of quality in the relationships established within the organization and between the Administration and citizens, and apply this knowledge to a real situation. It shall:
1. Identify, analyze and solve problems by making decisions and playing a determined role within the team.
2. Solve as a team the design and processing of a survey of a public service that allows to measure the level of user satisfaction.
3. Solving problems/exercises in which process, cost or tool problems of are analyzed to help diagnose the level of internal quality achieved In the practical sessions the following should be done: work in groups on specific topics, problems, case studies, comments and discussion of readings and news. All of the above will be communicated well in advance to.
3. Syllabus
Unit 1. Modernization of the Administration. The Administration: where it should be heading. Quality. The Service Charter.
Unit 2. Total quality management. What is TQM and what does it imply. Back to the origin: the administrative cycle.
Unit 3. Quality planning. Gurus and quality philosophy: Is it applicable? Seeking continuous improvement.
Unit 4. Utility for the civil service. Adjustment of excellence models. Ethical considerations.
Unit 5. Public management and marketing. Introduction. Marketing approach in public services.
Unit 6. Marketing variables in the public sector. Peculiarities. Product. Price. Distribution and communication.
Unit 7. Market studies in the public sector. Phases. Secondary sources of information. Sources of information primary: observation and communication. Consumer satisfaction.
Unit 8. Institutional advertising and communication. Public image. Communication tools: institutional advertising.
4. Academic activities
4.1. FACE-TO-FACE ACADEMIC ACTIVITIES
Master class: 30 hours (theoretical-practical sessions in which the contents of the subject will be explained).
Practical exercises: 30 hours (problem solving and case studies, assignments, face-to-face tutorials and field visits to).
Personal study and preparation of practical assignments: 85 hours.
Assessment tests. 5 hours.
4.2. VIRTUAL ACADEMIC ACTIVITIES
Synchronous and asynchronous activities: 15 hours (theoretical-practical sessions [videoconferences and/or learning pills] at where the contents of the subject will be explained).
Distance learning activities: 15 hours (virtual network work or activities on the Moodle platform or online tutorials).
Personal study and preparation of practical assignments: 115 hours.
Assessment tests. 5 hours.
5. Assessment system
5.1. VIRTUAL MODE
In the first call there are two alternatives, which are detailed below.
In the second call and for both modalities, only the global evaluation is considered.
5.1.1. Continuous assessment system, based on the monitoring of the active participation of students by delivering a series of practical activities, together with the passing of an objective individual test. The practical activities (30% of the final grade) will consist of a practice for each subject of the subject, and all will be individual, unless otherwise indicated . They will be delivered throughout the term and may consist of comments on readings, news, exercises and case studies. These activities together with the objective individual test (70% of the final grade) will be carried out online at through the digital teaching ring (ADD) with Moodle videoconferencing tools, assignments and quizzes.
5.1.2. Global assessment, based on a single test consisting of a 10-point written exam. It will consist of two parts: 70% of the grade will deal with all the concepts, both theoretical and practical, covered in the subject. A second part, of 30%, of questions based on one or more practical cases.
5.2. PRESENCE-BASED MODALITY
The evaluation system for the face-to-face modality has the same two alternatives as the virtual modality. The only difference between the face-to-face and the virtual mode is in the continuous evaluation, and is that in the former both the discussion and resolution of the practices and the objective individual test are carried out in the physical classroom with the presence of students, while in the latter these activities will be performed online with the ADD tools.