The Postgraduate certificate in Marketing in Veterinary Centers will lead the student to acquire the necessary knowledge and skills and the practical application of these, in a stimulating and effective work environment. 

Turn knowledge into real skills and start acting as an expert in Marketing in Veterinary Centers"

Syllabus

This program has been created to enable students to acquire the necessary knowledge in this area in an intensive and efficient manner. An opportunity to improve their skills, with the convenience of the most effective online teaching method on the market. TECH provides students with the opportunity to incorporate knowledge in this area into their CV. In addition, with this Postgraduate certificate, they will have access to a way of working that is designed to be fully compatible with their professional or personal life. 

If you want to improve your knowledge, achieve a positive change at a professional level, interact with the best through an interesting online universe and belong to the new generation of professionals, able to develop their work anywhere in the world, this may be your path. 

Throughout this program, the student analyzes a multitude of practical cases through individual and teamwork. It is, therefore, a real immersion in real situations.

Its content is designed to promote the development of skills that enable more rigorous decision making in uncertain environments.

This program takes place over 12 weeks and is delivered entirely online.  

Module 1. The Customer/User of Veterinary Centers 
Module 2. Marketing Applied to Veterinary Centers  

Where, When and How is it Taught?

TECH offers the possibility of developing this Postgraduate certificate in Marketing in Veterinary Centers completely online. Over the course of 12 weeks, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time. 

Module 1. The Client/User of Veterinary Centers

1.1. Customer Service in Veterinary Centers

1.1.1. Excellence in Customer Service
1.1.2. Management of Customer Service
1.1.3. Compliance in Veterinary Centers as a Loyalty Tool

1.2. Face-to-Face Communication in Veterinary Centers

1.2.1. Practical Advantages of Communicating with Customers
1.2.2. Current Paradigm
1.2.3. Customer Needs
1.2.4. Management of Quality of Customer Service

1.2.4.1. Channels of Communication with the Customer
1.2.4.2. Computer Systems/Databases (CRM)
1.2.4.3. Quality Assessment Surveys

1.3. Essential Communication Skills for Vet Center Professionals

1.3.1. The Question in Professional Communication
1.3.2. Listening in Professional Communication
1.3.3. Non-Verbal Communication
1.3.4. Verbal Communication
1.3.5. Proxemia in Veterinary Centers

1.4. Empathy as a Fundamental Skill in the 21st Century in the Relationship with Customers at Veterinary Centers

1.4.1. Definition and Description
1.4.2. Expressions of Empathy
1.4.3. Tools for Working on Empathy with Customers in Veterinary Centers

1.5. Methodology for Successfully Dealing with Difficult Situations with Customers in a Veterinary Practice

1.5.1. The Four Essential Habits of Highly Effective Clinicians
1.5.2. Characteristics of Conflict between Professionals and their Customers
1.5.3. Methodology for Dealing with Difficult Situations with Veterinary Center Customers

1.5.3.1. Identify the Problem
1.5.3.2. Discover the Meaning
1.5.3.3. Seizing Opportunities
1.5.3.4. Establish the Limits of the Relationship
1.5.3.5. Extend Help to Resolve the Problem

1.5.4. Tool for the Improvement of Professional Communication Skills

1.6. Communication Inside the Veterinary Practice

1.6.1. Introduction
1.6.2. The Calgary-Cambridge Model Applied to the Veterinary Practice

1.6.2.1. Preparation Phase
1.6.2.2. Start of the Consultation
1.6.2.3. Collection of Information
1.6.2.4. Results and Planning
1.6.2.5. Providing Adequate Information
1.6.2.6. Mutual Comprehension
1.6.2.7. Start of the Consultation

1.6.3. Communicating Bad News to Customers at the Veterinary Center

1.7. Strategies for Customer Relationship Management in a Veterinary Center

1.7.1. Relationship Marketing
1.7.2. Strategies for Customer Relationship Management in a Veterinary Center
1.7.3. Long-Term Customer Relationship Management

1.7.3.1. BSBC Model (Best Service for the Best Customers)
1.7.3.2. The New CRM Paradigm

1.8. Customer Segmentation and Portfolio Management in a Veterinary Center

1.8.1. Customer Segments and Portfolios

1.8.1.1. Characterization Process in Veterinary Centers

1.8.2. Strategic Advantages of Cartelization
1.8.3. Most Valuable Customers (MVC)

1.9. Customer Experience (CX) and User Experience (UX) in Veterinary Centers

1.9.1. The Moment of Truth
1.9.2. Elements That Make-Up the Customers Experience
1.9.3. User Experience

1.10. Practical Application of Customer and User Experience in Veterinary Centers

1.10.1. Phases

1.10.1.1. Research and Analysis of User Experiences
1.10.1.2. Definition of the Experiential Platform
1.10.1.3. Design and Planning of Experiences
1.10.1.4. Structuring the Contact or Meeting with Customers
1.10.1.5. Practical Methodology

Module 2. Marketing Applied to Veterinary Centers

2.1. Marketing in Veterinary Centers

2.1.1. Definitions
2.1.2. Needs-Purchasing Motives
2.1.3. Offer and Demand
2.1.4. Evolution of Marketing
2.1.5. Current Businesses
2.1.6. The Current Customer
2.1.7. Loyalty: Marketing in the 21st Century

2.2. What Is Sold in Veterinary Centers? 

2.2.1. Products
2.2.2. Services
2.2.3. Differences between Products and Services
2.2.4. The 4P’s of Products
2.2.5. The 7 Ps of Services

2.3. Services-Products in Veterinary Centers

2.3.1. Portfolio of services
2.3.2. Product Portfolio
2.3.3. How to Sell Products
2.3.4. How to Sell Services
2.3.5. Differentiation-Added Value
2.3.6. CABE Technique
2.3.7. Neuromarketing and Its Application to Sales

2.4. The Price of Services and Products in Veterinary Centers

2.4.1. The Importance of Price in a Company
2.4.2. Relativity of Price in Services
2.4.3. How to Price a Service
2.4.4. How to Price a Product
2.4.5. List of Prices
2.4.6. How to Price a Service to Customers
2.4.7. How to Refute Comments on High Prices
2.4.8. Demand-Price Elasticity Curve
2.4.9. Pricing Business Models in Veterinary Centers
2.4.10. How to Collect Everything and What to Do Otherwise

2.5. Communication with the Customer in Veterinary Centers

2.5.1. Communication with the Customer Intern
2.5.2. Need: Message Coordination
2.5.3. Multichannel and Omnichannel
2.5.4. In the Waiting Room
2.5.5. Telephone Service
2.5.6. In the Practice
2.5.7. Reminders
2.5.8. Preventive Health Campaigns
2.5.9. Dr. Google Vet. and Its Handling by the Veterinarian
2.5.10. Reasons for a Client to Change Veterinarian
2.5.11. Satisfaction Surveys
2.5.12. Complaints in a Veterinary Center

2.6. Advertising in Veterinary Centers

2.6.1. What Kind of Customers Do I Want to Reach?
2.6.2. Waiting Room
2.6.3. Promotional Elements
2.6.4. Written Ways
2.6.5. Digital Ways
2.6.6. Others

2.7. Cross-Selling in Veterinary Centers

2.7.1. What Is It and What Is it For?
2.7.2. Types of Cross Sale
2.7.3. How to Carry It out?
2.7.4. Service + Service
2.7.5. Service + Product
2.7.6. Product + Product
2.7.7. Teamwork

2.8. Merchandising

2.8.1. Definitions
2.8.2. The Pillars
2.8.3. Objectives
2.8.4. The Purchase Decision Process and Types of Purchases
2.8.5. The Exterior

2.8.5.1. Facade
2.8.5.2. Identity
2.8.5.3. Door
2.8.5.4. Showcase

2.8.6. The Interior

2.8.6.1. Assortment
2.8.6.2. Space Layout

2.8.7. Inventory Management
2.8.8. Encouragement at the Point of Sale

2.8.8.1. External
2.8.8.2. Internal
2.8.8.3. PLV
2.8.8.4. Promotions

2.9. Digital Marketing in Veterinary Centers

2.9.1. General Aspects
2.9.2. ROPO Effect
2.9.3. Blending Marketing: Offline and Online
2.9.4. Web Page of a Veterinary Center
2.9.5. Social Networks Applied to Veterinary Centers

2.9.5.1. Facebook
2.9.5.2. Twitter
2.9.5.3. Instagram
2.9.5.4. YouTube Channel

2.9.6. Email Marketing
2.9.7. Instant Messaging Tools

2.10. Loyalty Tools for Veterinary Center Customers

2.10.1. Not All Customers Have the Same Value
2.10.2. Health Plans
2.10.3. Preventive Health Campaigns
2.10.4. Veterinary Insurrance
2.10.5. Point Accumulation Systems
2.10.6. Discount Coupons
2.10.7. Others

A unique, key and decisive experience to boost your professional development and take the leap towards a better working future"

Acquire all the personal tools to master the marketing processes applied to veterinary centers. All this through a high-quality program that will allow you to learn in a realistic way with an objective of immediately applying what you have learned into your daily practice. 

Intensive and effective learning that will propel you to a new level in your profession"

TECH makes the goals of their students their own goals too. 
Working together to achieve them.    

The Postgraduate certificate in Marketing in Veterinary Centers qualifies students to:    

1. Define the types of customers of a veterinary center, and the communication styles that best suit them 
2. Develop the necessary communication skills in a veterinary center 
3. Demonstrate and develop empathy in a veterinary practice 
4. Analyze situations of distortion of emotions and complaints in order to deal with them effectively 
5. Manage and evaluate the quality of customer service in a veterinary center 
6. Establish and develop customer portfolios with the use of practical tools 
7. Design and develop Customer Experience (CX) models to achieve the best possible User Experience (UX) 
8. Analyze and elaborate the perfect visit for the veterinary center user 
9. Analyze the evolution of marketing and its significance in today's experiential marketing 
10. Reflect on the need and obligation to retain good customers and to build customer loyalty 
11. Examine the difference in the sale of services and products 
12. Determine the price of a veterinary service 
13. Propose a methodology for pricing veterinary services 
14. Develop a practical methodology for telephone customer service 
15. Always be able to charge for everything that is done and invoiced 
16. Identify the most appropriate advertising media for each action 
17. Establish a methodology for handling complaints and claims 
18. Determine the practical basis for increasing sales through cross-selling 
19. Show different tools for customer loyalty 
20. Argue why digital marketing should have the same weight as analog marketing