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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 know the concepts related to health services marketing, to examine the development of health services marketing, to examine the health services sector and to analyze the development of marketing in health services in Turkey. | | Name of Lecturer(s) | | Doç. Dr. Savaş KESKİN | | Learning Outcomes | | 1 | To know the concepts related to health services marketing | | 2 | Understanding the evolution and causes of healthcare marketing | | 3 | An understanding of the healthcare industry, industry, and marketing regulations | | 4 | Recognizing the advantages and risks of health services marketing | | 5 | Understanding the design and management of healthcare marketing channels | | 6 | Understanding price strategies and decision-making methods in healthcare | | 7 | To be able to analyze and evaluate health services marketing in Turkey. |
| | Mode of Delivery | | Normal Education | | Prerequisites and co-requisities | | none | | Recommended Optional Programme Components | | None | | Course Contents | | Within the scope of this course, sales concept, sales force, sales promotion theory, personal selling, personal selling activities, factors affecting personal selling, sales process, sales promotion tactics, sales territory planning, selection of sales representatives, training of sales representatives, studies to increase the motivation of sales representatives , international sales management, sales methods, body language, role-playing, sales methods, evaluating theoretical information collectively, the effects of promotion on sales, customer attitudes; Acceptance, suspicion, indifference, opposition, application of sales methods to the drug, the evolution of a substance in order to obtain a drug license from the Ministry of Health will be taught. | | Weekly Detailed Course Contents | |
| 1 | Development of Marketing and Healthcare Marketing | None | None | | 2 | Service Sector, Development and Characteristics of Health Services | None | None | | 3 | Consumer behavior | None | None | | 4 | Marketing Information Systems and Marketing Research | None | None | | 5 | Market Segmentation, Target Market Selection | None | None | | 6 | Market Positioning and Growth Strategies | None | None | | 7 | Strategic Marketing Planning | None | None | | 8 | Midterm Exam | None | None | | 9 | Product, Product Development Strategies, Brand and Brand Management | None | None | | 10 | Price and Pricing Strategies | None | None | | 11 | Promotion and Promotion Policies | None | None | | 12 | Distribution and Distribution Channels | None | None | | 13 | Participants (Staff Customer), Physical Evidence and Process Management | None | None | | 14 | Sağlık Hizmetleri Pazarlamasında Yeni Yaklaşımlar | None | None | | 15 | Toplam Kalite Yönetimi ve Pazarlama Etiği | None | None |
| | Recommended or Required Reading | | Dilaver Tengilimoglu (2020). Healthcare Marketing. Siyasal Publishing House, Ankara, Mehmet Karafakıoğlu (1998). Healthcare Marketing. Istanbul University Faculty of Business Administration, Publication No: 271, Istanbul. | | Planned Learning Activities and Teaching Methods | | | Assessment Methods and Criteria | |
| Midterm Examination | 2 | 100 | | SUM | 100 | |
| Final Examination | 2 | 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 | 1 | 1 | | Final Examination | 1 | 2 | 2 | | Attending Lectures | 14 | 3 | 42 | | Problem Solving | 14 | 1 | 14 | | Discussion | 14 | 1 | 14 | | Question-Answer | 14 | 1 | 14 | | Brain Storming | 14 | 1 | 14 | | Self Study | 14 | 1 | 14 | | Individual Study for Homework Problems | 14 | 1 | 14 | | Individual Study for Mid term Examination | 14 | 1 | 14 | | Individual Study for Final Examination | 14 | 2 | 28 | | Homework | 7 | 1 | 7 | |
| Contribution of Learning Outcomes to Programme Outcomes | | LO1 | 2 | 3 | 2 | 3 | 2 | 1 | 2 | 3 | 2 | 1 | | LO2 | 3 | 4 | 4 | 3 | 2 | 3 | 4 | 2 | 1 | 2 | | LO3 | 3 | 3 | 2 | 2 | 2 | 3 | 3 | 2 | 3 | 2 | | LO4 | 3 | 3 | 4 | 2 | 2 | 1 | 1 | 2 | 2 | 2 | | LO5 | 2 | 1 | 2 | 3 | 3 | 3 | 2 | 2 | 2 | 1 | | LO6 | 2 | 4 | 4 | 3 | 2 | 3 | 2 | 1 | 2 | 3 | | LO7 | 3 | 2 | 4 | 2 | 3 | 2 | 1 | 2 | 3 | 2 |
| | * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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