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Description of Individual Course Units| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | SAK205B | Healthcare Marketing | Compulsory | 2 | 3 | 6 |
| | Level of Course Unit | | Short Cycle | | Objectives of the Course | | To reveal the importance and developments of Health service marketing by stating the basic concepts and issues in the service sector and service marketing. | | Name of Lecturer(s) | | | Learning Outcomes | | 1 | The concept of service sector and service marketing is comprehended. | | 2 | Service quality measurement methods are acquired. | | 3 | Expected quality and perceived quality concepts are evaluated. |
| | Mode of Delivery | | Normal Education | | Prerequisites and co-requisities | | None | | Recommended Optional Programme Components | | None | | Course Contents | | The concepts of "Service", "Health Service Sector", "Service Marketing", the characteristics of services, the importance and growth reasons of the service sector today, the classification of services, the features of services, the place and importance of marketing in service businesses, marketing strategies and service policies for service businesses, service businesses for marketing mix, new approaches in service marketing: service quality, relational marketing. | | Weekly Detailed Course Contents | |
| 1 | Service, service sector, service marketing concepts, characteristics of services, the scope of the service sector, the features that distinguish the service sector from other sectors, the definition of service marketing, the importance of the service sector today | | | | 2 | Classification of services in terms of marketing purposes, whether they are for profit or not, according to production technology, in terms of market and service provider, in terms of strategic marketing and whether they are public based | | | | 3 | The place and importance of marketing in service businesses, factors that increase the importance of the service sector, marketing strategies and service policies in the service sector | | | | 4 | Marketing mix for service businesses: Service as a product, examination of the service product at four levels and expanded service delivery, product mix strategies in services. Factors affecting pricing decisions and pricing approaches in service businesses | | | | 5 | Marketing mix for service businesses: Promotion - advertising, sales development, personal selling, direct marketing, internet, public relations and sponsorship - and distribution channel options and applications for service businesses | | | | 6 | Participants, process and physical evidence in service marketing | | | | 7 | Mid term Exam | | | | 8 | The importance of capacity and demand management in service businesses, demand management strategies, capacity management | | | | 9 | Developments, marketing activities, demands, processes and competition conditions in major issues in the service sector such as health, tourism, banking, entertainment | | | | 10 | Service quality dimensions in service marketing, service quality model, improvement of service quality | | | | 11 | Relationship marketing in service marketing, importance and characteristics of relational marketing, customer life cycle, customer retention in relational marketing, customer retention strategies | | | | 12 | Financial and economic impacts of services, services and profitability | | | | 13 | Customer retention methods and cost | | | | 14 | Problems, innovations and developments encountered in the service sector and marketing of services | | | | 15 | Final Exam | | |
| | Recommended or Required Reading | | A. Hamdi İslamoğlu, Burcu Candan, Kenan Aydın, Şenol Hacıefendioğlu, Hizmet Pazarlaması, Beta Publisher
Ayşe Sevgi Öztürk, Hizmet Pazarlaması Kuram Uygulama ve Örnekler, Ekin Publisher | | Planned Learning Activities and Teaching Methods | | | Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
| | Workload Calculation | |
| Midterm Examination | 1 | 14 | 14 | | Final Examination | 1 | 14 | 14 | | Makeup Examination | 1 | 1 | 1 | | Attending Lectures | 14 | 3 | 42 | | Question-Answer | 14 | 2 | 28 | | Observation | 14 | 1 | 14 | | Brain Storming | 14 | 1 | 14 | | Self Study | 14 | 2 | 28 | | Individual Study for Mid term Examination | 7 | 2 | 14 | | Individual Study for Final Examination | 1 | 17 | 17 | |
| Contribution of Learning Outcomes to Programme Outcomes | | | * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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