BAYBURT University Information Package / Course Catalogue

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Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
SY202B2Marketing in Health Care OrganısationsCompulsory243
Level of Course Unit
First Cycle
Objectives of the Course
This course aims to give information about what marketing strategies are and how to apply them.
Name of Lecturer(s)
Dr. Öğr. Üyesi Sefa Emre YILMAZEL
Learning Outcomes
1Know the problems in the application of marketing in health institutions
2Understand the benefits that marketing for healthcare organizations can provide
3Learn strategic marketing management and marketing strategies
4Learn the characteristics of entrepreneurial health institutions
5Health institutions know how to use public relations activities in relation to their surroundings
Mode of Delivery
Normal Education
Prerequisites and co-requisities
none
Recommended Optional Programme Components
none
Course Contents
The Health Services Market in Health Services course will include healthcare market, healthcare, competition and competitive market structure, market positioning in health institutions, brand management, definition of determinative system elements on marketing strategies, marketing mix and competitive strategies for each marketing mix.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Development of marketing and health services marketing
2Service marketing and the role of marketing in health services
3Consumer behavior
4Marketing information system and marketing research I
5Marketing information system and marketing research II
6Market segmentation and target market choice I
7Strategic marketing planning.
8Growth Strategies + MIDTERM EXAM
9Product and product policies in health care marketing
10Marketing mix members in health care marketing
11Marketing mix members in health care marketing
12Pricing, distribution, promotion in health care marketing
13New approaches in health care marketing: Relationship marketing and customer relationship management
14Marketing ethics - Branding and brand managemen
15general evaluation
Recommended or Required Reading
Eric N. Berkowitz, " Essentials of Health Care Marketing", Third Edition, Professor Emeritus, University of Massachusetts, Amherst, Massachusetts. Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 4.Baskı, Ankara 2016.
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Examination1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Language of Instruction
Turkish
Work Placement(s)
none
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination111
Final Examination122
Attending Lectures14228
Question-Answer14114
Self Study14114
Individual Study for Mid term Examination339
Individual Study for Final Examination3412
TOTAL WORKLOAD (hours)80
Contribution of Learning Outcomes to Programme Outcomes
PO
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5		PO
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12		PO
13		PO
14		PO
15
LO1222221222111211
LO2222221222111211
LO3222221222111211
LO4222221222111211
LO5222221222111211
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High