| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | SY311.2 | Marketing in Health Services | Elective | 3 | 5 | 4 |
|
| 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 |
| 1 | Know the problems in the application of marketing in health institutions | | 2 | Understand the benefits that marketing for healthcare organizations can provide | | 3 | Learn strategic marketing management and marketing strategies | | 4 | Learn the characteristics of entrepreneurial health institutions | | 5 | Health institutions know how to use public relations activities in relation to their surroundings |
|
| Mode of Delivery |
| Second 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 |
|
| 1 | Development of marketing and health services marketing | | | | 2 | Service marketing and the role of marketing in health services | | | | 3 | Consumer behavior | | | | 4 | Marketing information system and marketing research I | | | | 5 | Marketing information system and marketing research II | | | | 6 | Market segmentation and target market choice I | | | | 7 | Market segmentation and target market choice II | | | | 8 | Growth Strategies + MIDTERM EXAM | | | | 9 | Strategic marketing planning | | | | 10 | Product and product policies in health care marketing | | | | 11 | Marketing mix members in health care marketing | | | | 12 | Marketing mix members in health care marketing | | | | 13 | Pricing, distribution, promotion in health care marketing | | | | 14 | New approaches in health care marketing: Relationship marketing and customer relationship management | | | | 15 | Final Exam | | |
|
| Recommended or Required Reading |
| Eric N. Berkowitz, & quot; Essentials of Healthcare Marketing & quot ;, Third Edition, Professor Emeritus, University of Massachusetts, Amherst, Massachusetts.
Dilaver Tengilimoğlu, Health Services Marketing, Political Bookstore, 4th Edition, Ankara 2016. |
| 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 | 1 | 1 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 14 | 2 | 28 |
| Question-Answer | 14 | 2 | 28 |
| Self Study | 14 | 2 | 28 |
| Individual Study for Mid term Examination | 1 | 9 | 9 |
| Individual Study for Final Examination | 1 | 10 | 10 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 2 | 2 | 2 | 2 | 2 | 2 | 1 | | | 1 | 1 | 1 | 2 | 1 | 1 | | LO2 | 2 | 2 | 2 | 2 | 2 | 2 | 1 | | | 1 | 1 | 1 | 2 | 1 | 1 | | LO3 | 2 | 2 | 2 | 2 | 2 | 3 | 1 | | | 1 | 1 | 1 | 2 | 1 | 1 | | LO4 | 2 | 2 | 2 | 2 | 2 | 4 | 1 | | | 1 | 1 | 1 | 2 | 1 | 1 | | LO5 | 2 | 2 | 2 | 2 | 2 | 2 | 1 | | | 1 | 1 | 1 | 2 | 1 | 1 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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