Postgraduate Course in Hospital Management: the Chief of Service as a Product Manager

Learn to manage all activities related to a hospital product or service to ensure profitable, quality provision of services for the patient.

  • Product Manager
  • Hospital Management
  • Chief of Service
Next edition
Classes start
13 April, 2021
Classes end
18 May, 2021
Program ends
08 June, 2021
Tuesday from 9 am to 1:20 pm and from 3 pm to 7 pm.
ECTS credits
1650 €

On the Postgraduate in Hospital Management: the Chief of Service as a Product Manager you will learn to extrapolate the role of the business product manager to the figure of the chief of hospital service.

The health model is a sub-model of the society model. Therefore, when society changes its values, the health model must adapt to them. When the health model acquires a new conformation, its devices (PHC, Hospitals, Social Health, etc.) must adapt to its new role.

Hospitals must therefore reinvent themselves and, with them, clinical and central services. Those who are in charge of these services, the service managers, will have to understand their function in a different way and acquire new conceptual references, and new tools, to carry out their function in an excellent way. The management of the COVID-19 crisis has provided lessons that must also be incorporated into the conceptual and instrumental framework of the chief of service.

From a business approach, you will learn to manage all the activities related to a hospital product or service to ensure a profitable and quality provision of services for the patient. You will acquire a deep knowledge of the market and the product, and you will be able to develop a service plan by identifying the consumer or customer.

Why choose this program


The Chief of Service as Product Manager

The main objective of the postgraduate course is to extrapolate the function of the product manager to that of the chief of the hospital service and thus facilitate the cultural movement, and the organizational techniques and management instruments, necessary to make this new conception operational, as well as to provide the keys to manage the best possible current scenario.


Market knowledge

The postgraduate program provides students with knowledge of the market, mastery of the product and ensures that, by identifying the consumer or customer, you are able to develop a marketing plan (service plan) and take responsibility for both the provision of effective and useful quality services for the patient and for the operating account of the service.


Public and private sphere

In the postgraduate studies, there are no distinctions between public and private spheres, but only the adaptation to one setting or another of a core of common doctrine that constitutes the raison d'être of the course.

Who is it for?

The Postgraduate is aimed at current and professional service chiefs that aspire to develop these functions in the future, public sector executives who want to adopt a new management model in their centres, professionals with private practices who wish to improve their results in this area, and managers of private clinics who want to optimize their operating accounts.

Admission and enrolment


The study plan of the Postgraduate in Hospital Management: the Chief of Service as a Product Manager is structured over 12 subjects that provide participants with the necessary knowledge to act as chiefs of service with the gaze of the product manager.

A new health model for a new society
  • The break points of 1973, 1989, 2008, and 2020.
  • Relevant changes in the social environment. A new concept for health.
  • From the welfare state to the welfare society: its translation in the health sector.
  • The 21 challenges of the Health model for the beginning of the 21st century.
  • A new hospital for a new society.
A review of the conventional hospital
  • Its mission, vision, and values.
  • Its organization and management model.
  • Problems related to its design.
  • Problems related to its operation.
  • Problems related to its control.
The reinvention of the hospital
  • Turning hospitals into companies.
  • The difference between business and company. The hospital as a business of businesses. From strategic planning to strategic adaptation in the context of a strategic direction.
  • The client-centred hospital, the PFC (patient focused care) model in a networked hospital.
  • Changes in the healthcare model and their impact on conventional services; from diagnostic and therapeutic medicine to prognostic and precision medicine.
  • The Quality Policy; doing it well is not enough. Do our clients realize what we do well? From art medicine to science medicine.
  • The management of people; the democratization of the hospital, from employees to partners.
  • Clinical management and "clinic management", from uncertainty to risk, and new deontological values.
  • The inversion of the organization chart and from hierarchy to holocracy.
  • Intelligent purchasing mechanisms, from "selling" what I do to "manufacturing what I sell." The value chain of purchasing services.
  • The e-hospital. Digital transformation. Hospital 4.0 and the circular hospital.
The Chief of Service as a Product Manager
  • The Product Manager in the service company and the homologation of their function with that of Chief of Service.
  • Marketing as a strategy and its instrumental panoply.
  • The strategic and tactical variables of marketing.
  • The basic functions of the Product Manager:
    • Know the market.
    • Master the product.
    • Take responsibility for the service to the consumer/client.
    • Prepare the Marketing Plan (DPO management contract).
    • Take responsibility for the operating account.
  • The conditions of the hospital model for the implementation of the functions.
Know the market: identification, influencing factors, and dimensioning
  • What is our business? The Canvas model.
  • Need and demand: epidemiological pattern.
  • Health plan and health planning. How does it affect us?
  • Changes in the market due to technological evolution.
  • Impact on the market of sociocultural values. Social marketing and Demarketing.
  • Conditioners PEST and the 5 Porter forces.
  • Public market and other markets: the "niche" strategy.
  • Competition, competitiveness, and collaboration.
  • How do purchasing systems affect us?
  • Sizing of the market and its translation to the needs of infrastructures and people.
Mastering the product: designing it, producing it, training your agents
  • The range of products offered and the mix of clients. The life cycle of products. The portfolio of services.
  • Alternative, substitute, and complementary products. Make or buy.
  • From protocolization as standardization of products to clinical practice guidelines and clinical trajectories. From standardization to customization. The Management Risk.
  • The intrinsic quality, the apparent quality, and the concept of "plus produced". Total quality and excellence in quality; the EFQM model. Risk management. Legal responsibilities of the health activity.
  • The service process map and process management. From the Lean method to Design Thinking.
  • The definition of the product and the patient classification systems, DRG,CMP, etc.
  • Teaching management.
  • R&D. Development of professional intellect. The management of innovation.
  • Strategic alliances to increase "n" and its management; multi-services.
  • The management of production/servuction and its organization and management model; a new organization chart for the Service.
Taking responsibility for the relationship with the client and the consumer
  • Difference between consumer and customer.
  • The customer chain. The management of the continuum (PHC-Specialist Care-SHC).
  • The consumer chain. Accessibility and waiting lists. The management of the Surgery Department
  • Customer marketing. The tangibility of the product/service and the collaboration of the client/consumer to increase productivity.
  • Relationship marketing: inform, train, and adhere. Listening to the patient.
  • Internal marketing: aligning partners on value promises.
  • From "work with" to "work for". From "think of" to "think like" the customer.
Marketing Plan
  • The marketing mix as a mix of market strategies, products, and services. Your translation in the management contract.
  • Where we are, where we want to go, and how we will get there (analysis of the situation, definition of objectives, and development of actions).
  • From the market, product, and customer to assistance, teaching and research, from "business" to "company".
The operating account
  • From spending centre to profit centre.
  • From the total cost to direct costing. Structure, process, and customer costs.
  • The expense budget.
  • The income budget.
  • The operating account.
Change management strategies: people management
  • The difference between satisfaction, motivation, and involvement and commitment.
  • Knowledge and talent management.
  • Permanent change as a vital attitude of organizations.
  • Sources and causes of resistance to change; how to implement changes. Keys to success.
  • Human capital and Social Balance; corporate social responsibility.
The lessons learned in the management of COVID-19 and its translation to the day-to-day management of the Chief of Service as a Product Manager
  • Specialists or experts? Hybrid professionals and teamwork are reinforced.
  • Transcendent motivations ahead of intrinsic and extrinsic ones.
  • Idle capacity, flexibility, productivity improvement.
  • The management "of the" leading clinic; quality and warmth.
  • The cuts of these past 10 years have taken their toll.
The Product Manager facing their task
  • The Chief of Service as Product Manager. From the conventional Chief of Service to the "businessman".
  • The Product Manager in the public hospital.
  • The Product Manager in the private clinic.
  • The Doctor as Product Manager in his career.
  • Recommendations for surviving today's crisis.

Qualification obtained

Once you have passed the program, you will be awarded the degree of Curso de Postgrado en Gestión Hospitalaria: El Jefe de Servicios como Product Manager, issued by the Pompeu Fabra University.


Academic directors

Francesc Moreu Orobitg


Francesc Moreu Orobitg


The postgraduate course is developed through master classes and with different methodologies that allow students to express their reflections on Hospital Management.


Case methodology

The methodology of the course is based on real examples, showing them to the participants to discuss the possible solutions in each of the situations.


Content tailored to the participants

Students should write journals after each session, reflecting on which topics they found most useful for their work, which aspects were of most interest to them, and what they missed. This forces them to think about the contents of the session and makes it easier for the teacher to adjust the contents to the real interests of the participants.


Evaluation through the reflective diary that the participants must write after each session.


Project-oriented learning and the combination of lectures and active methodologies such as case studies, flipped learning, solving real problems and professional simulations allow the student to connect theory and practice, acquire advanced skills and achieve learning which is transferable to work.

You will have:

  • Master's or postgraduate work to learn by doing
  • A personal mentor to monitor your Master's Final Project (TFM) or Postgraduate Final Project (TFP)
  • Digital resources to achieve transversal skills
  • Interdisciplinary activities and workshops

Professional Future

The Postgraduate Course in Hospital Management: the Chief of Service as a Product Manager teaches you to think and act like a product manager. You will learn to master the organizational techniques and management instruments necessary to operationalize this new business concept for hospital management. You will also learn the hospital marketing necessary to understand the market, control the product, and develop a marketing plan (service plan) by identifying the consumer or customer.

Student profile

On the Postgraduate Course in Hospital Management you will share a classroom with students from different parts of Catalonia, which will facilitate communication and interaction. Participants come from various academic and business areas. This contributes to creating a multidisciplinary and collaborative spirit, enriching for all.


Average age


Average number of years of professional experience


Previous studies in Medicine

Admission and enrolment

Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.

Who can apply?

You will need a university degree to be able to apply.

How to apply?

To apply for admission to this program, students must read and accept the Terms and Conditions of Contract once they start the application for admission through the following form.

Application for admission

Complete your application within the next admission rounds:

RoundApplication deadlineAdmission resolution

Applications for admission will be evaluated when you complete the following steps:

  • Complete the online admission form.
  • Pay the €120 admission fee. This amount will be returned if you are not admitted.
  • Send the following documents through the online platform e-registrar:
    • Presentation letter or video
    • CV
    • Scanned copy of university degree (if you are in the last year of your degree, you can provide your academic records)
    • Scanned copy of Transcript of Records. Make sure that it includes your GPA (Grade Point Average)
    • Scanned copy of ID Card or Passport
    • Passport-size photo (jpg format)

Additional documents may be requested in certain cases.
Application rounds are subject to the number of places available on the program.


  • The Admissions Committee will select the candidates on the basis of a personal or CV-based interview.
  • You will be notified of the admission decision in writing.


  • Registration must be paid within a 15 days after the admission.
  • Once the letter of acceptance to the program has been received, you will need to submit the following original documents before the course begins:
    • Stamped and/or authenticated photocopy of your university degree.
  • If you have a foreign degree you may need to submit additional documents.
  • Paying the reservation fee (25% of the program's tuition fees) is essential in order to reserve your place
  • If you pay the tuition fees by bank transfer you will be required to introduce the program code. The program code for this course is 3102.
  • The remaining tuition fees must be paid 2 weeks before the start of the course.

Grants, scholarships and financing


The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.


Apply for one of our UPF-BSM Scholarships, awarded specifically to Pompeu Fabra University students with a good academic record.

Social Value Scholarships

UPF Barcelona School of Management, for this next academic year, and aiming at the commitment for social welfare, offers the Social Value Scholarships with the objective of supporting and favoring the groups that the School considers a priority. Enter and consult the details.

Grants and discounts

Alumni discounts

If you are a member of our alumni associations or of one of our partner universities, we offer you a series of applicable discounts on the amount of tuition for your program.

UPF Employee Discounts

If you are a member or family member of an employee of the UPF group or belonged to the collaborating institutions of the UPF Barcelona School of Management, you can enjoy a series of applicable discounts on the tuition fees for your program.

Application for admission
You are applying for admission to the program:
Postgraduate Course in Hospital Management: The Chief of Service as a Product Manager
Modality: Presencial
Language: Spanish
Price: 1650
Admission fee: 120
We will deduct this amount from the total registration fee if your application is accepted. If your application is rejected, we will reimburse you.

Postgraduate Course in Hospital Management: the Chief of Service as a Product Manager