Ders Detayı
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MODERN MARKETING in HEALTH SERVICES | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Yeter USLU |
| Name of Lecturer(s) | |
| Assistant(s) | Rsc. Ast. Büşra AYDINLI |
| Aim | To provide the students with basic theoretical knowledge and skills needed for effective marketing techniques and applications in the health sector. |
| Course Content | This course contains; Introduction, context, course aims, marketing concept,Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services,Consumer behaviour in healthcare,Marketing information systems and marketing research,Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies,,Product and product development strategies,Price and pricing strategies,Promotion in healthcare,Distribution, distribution channels management and managing demand,People, physical evidence & Process management,Brand, Branding and Reputation Management in Health Services,General Perspective on New Media and Digital Marketing in Healthcare,Marketing, Branding and New Media in Healthcare Services,Overall assessment and review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 4.Comprehend the role and responsibilities of management in healthcare marketing | 10, 16, 9 | A, E |
| 1. Acquire basic information about marketing techniques and practices in Healthcare. | 10, 16, 9 | A, E |
| 2. Lists the forces promoting marketing in healthcare and knows the relationship between the environmental factors marketing . | 10, 16, 9 | A, E |
| 3. Will develop, implement and assess a strategic marketing plan. | 10, 16, 9 | A, E |
| 5. Comprehend decision-making process and classification of health care consumers. | 10, 16, 9 | A, E |
| 6. Learn the extended marketing mix in healthcare. | 10, 16, 9 | A, E |
| 7. Lists the differentiating factors of marketing of healthcare services | 10, 16, 9 | A, E |
| 8. Explains customer relationship management techniques. | 10, 16, 9 | A, E |
| 9. Manages customer databases and portfolios. | 10, 16, 9 | A, E |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction, context, course aims, marketing concept | Reading lecture notes |
| 2 | Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services | Reading lecture notes |
| 3 | Consumer behaviour in healthcare | Reading lecture notes |
| 4 | Marketing information systems and marketing research | Reading lecture notes |
| 5 | Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies, | Reading lecture notes |
| 6 | Product and product development strategies | Reading lecture notes |
| 7 | Price and pricing strategies | Reading lecture notes |
| 8 | Promotion in healthcare | Reading lecture notes |
| 9 | Distribution, distribution channels management and managing demand | Reading lecture notes |
| 10 | People, physical evidence & Process management | Reading lecture notes |
| 11 | Brand, Branding and Reputation Management in Health Services | Reading lecture notes |
| 12 | General Perspective on New Media and Digital Marketing in Healthcare | Reading lecture notes |
| 13 | Marketing, Branding and New Media in Healthcare Services | Reading lecture notes |
| 14 | Overall assessment and review | Reading lecture notes |
| Resources |
| Lecture Notes. |
| 1. Tengilimoğlu, Dilaver, Sağlık Hizmetleri Pazarlaması, 2. Baskı, Ankara, 2012 2. Sağlık Hizmetlerinin Pazarlaması ve Reklamın Etkileri, Yrd.Doç.Dr. Sefer Gümüş, Derya Toy, Hiperlink Yayınları 3. Sağlık Hizmetleri Pazarlaması, Nevin Altuğ- Şeniz Özhan, Paradigma Akademi 4. Sağlık Sektöründe Uygulanan Güncel Pazarlama Yaklaşımları, Abdulvahap Baydaş, Fuat Yalman, Kriter Yayınevi. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | 1. Improves upon and deepens the knowledge she/he gained at the health management undergraduate program to the level of an expert in the field. | X | |||||
| 2 | 2. Comprehends and explains the interaction between health management and related disciplines. | X | |||||
| 3 | 3. Has the ability to make use of and communicate with staff the theoretical and applied knowledge he/she gained in the field of health management. | X | |||||
| 4 | 4. Analyzes, interprets and evaluates events by integrating theoretical and applied knowledge of health management with knowledge from other related disciplines. | X | |||||
| 5 | 5. Analyzes problematic areas in the field of health management with scientific research methods and develops solutions. | X | |||||
| 6 | 6. Independently carries out a project and makes decisions related to it when necessary. | X | |||||
| 7 | 7. Takes part in identifying mission, vision, aims and goals as part of strategic planning of the institution for which he/she works. | X | |||||
| 8 | 8. Provides new strategic solutions in complicated situations not foreseen in the field of health management. | X | |||||
| 9 | 9. Since she/he internalized the principle of lifelong learning, she/he critically evaluates whether or not the information she/he gained in the field of health management is current, directs his/her learning and independently conducts advanced level studies. | X | |||||
| 10 | 10. Shares his/her thoughts and suggestions about current developments in health management with the inner and outside stakeholders of the instituions she/he Works for verbally and in writing. | X | |||||
| 11 | 11. Communicates verbally and in writing in a foreign language at least at the European Language Portfolio B2 General Level. | ||||||
| 12 | 12. Knows computer software at a sufficient level to do analysis related to his/her studies, and uses health information and communication technologies at an advanced level. | X | |||||
| 13 | 13. Develops strategies regarding health management, makes plans and develops policies for applying these strategies, and performs periodical checks and corrections during the strategic management process. | X | |||||
| 14 | 14. Contributes to international health policy projects as well as developing national health policies. | X | |||||
| 15 | 15. Teaches and monitors the social, scientific, and ethical values at the stages of data collection, publication, and application in relation to health management. | X | |||||
| 16 | 16. Applies the knowledge and skills she/he gained at the field of health management in interdisciplinary projects related to the field. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 14 | 4 | 56 | |||
| Resolution of Homework Problems and Submission as a Report | 1 | 8 | 8 | |||
| Term Project | 1 | 60 | 60 | |||
| Presentation of Project / Seminar | 1 | 5 | 5 | |||
| Quiz | 1 | 1 | 1 | |||
| Midterm Exam | 1 | 31 | 31 | |||
| General Exam | 1 | 32 | 32 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 235 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(235/30) | 8 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MODERN MARKETING in HEALTH SERVICES | - | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Yeter USLU |
| Name of Lecturer(s) | |
| Assistant(s) | Rsc. Ast. Büşra AYDINLI |
| Aim | To provide the students with basic theoretical knowledge and skills needed for effective marketing techniques and applications in the health sector. |
| Course Content | This course contains; Introduction, context, course aims, marketing concept,Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services,Consumer behaviour in healthcare,Marketing information systems and marketing research,Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies,,Product and product development strategies,Price and pricing strategies,Promotion in healthcare,Distribution, distribution channels management and managing demand,People, physical evidence & Process management,Brand, Branding and Reputation Management in Health Services,General Perspective on New Media and Digital Marketing in Healthcare,Marketing, Branding and New Media in Healthcare Services,Overall assessment and review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 4.Comprehend the role and responsibilities of management in healthcare marketing | 10, 16, 9 | A, E |
| 1. Acquire basic information about marketing techniques and practices in Healthcare. | 10, 16, 9 | A, E |
| 2. Lists the forces promoting marketing in healthcare and knows the relationship between the environmental factors marketing . | 10, 16, 9 | A, E |
| 3. Will develop, implement and assess a strategic marketing plan. | 10, 16, 9 | A, E |
| 5. Comprehend decision-making process and classification of health care consumers. | 10, 16, 9 | A, E |
| 6. Learn the extended marketing mix in healthcare. | 10, 16, 9 | A, E |
| 7. Lists the differentiating factors of marketing of healthcare services | 10, 16, 9 | A, E |
| 8. Explains customer relationship management techniques. | 10, 16, 9 | A, E |
| 9. Manages customer databases and portfolios. | 10, 16, 9 | A, E |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction, context, course aims, marketing concept | Reading lecture notes |
| 2 | Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services | Reading lecture notes |
| 3 | Consumer behaviour in healthcare | Reading lecture notes |
| 4 | Marketing information systems and marketing research | Reading lecture notes |
| 5 | Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies, | Reading lecture notes |
| 6 | Product and product development strategies | Reading lecture notes |
| 7 | Price and pricing strategies | Reading lecture notes |
| 8 | Promotion in healthcare | Reading lecture notes |
| 9 | Distribution, distribution channels management and managing demand | Reading lecture notes |
| 10 | People, physical evidence & Process management | Reading lecture notes |
| 11 | Brand, Branding and Reputation Management in Health Services | Reading lecture notes |
| 12 | General Perspective on New Media and Digital Marketing in Healthcare | Reading lecture notes |
| 13 | Marketing, Branding and New Media in Healthcare Services | Reading lecture notes |
| 14 | Overall assessment and review | Reading lecture notes |
| Resources |
| Lecture Notes. |
| 1. Tengilimoğlu, Dilaver, Sağlık Hizmetleri Pazarlaması, 2. Baskı, Ankara, 2012 2. Sağlık Hizmetlerinin Pazarlaması ve Reklamın Etkileri, Yrd.Doç.Dr. Sefer Gümüş, Derya Toy, Hiperlink Yayınları 3. Sağlık Hizmetleri Pazarlaması, Nevin Altuğ- Şeniz Özhan, Paradigma Akademi 4. Sağlık Sektöründe Uygulanan Güncel Pazarlama Yaklaşımları, Abdulvahap Baydaş, Fuat Yalman, Kriter Yayınevi. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | 1. Improves upon and deepens the knowledge she/he gained at the health management undergraduate program to the level of an expert in the field. | X | |||||
| 2 | 2. Comprehends and explains the interaction between health management and related disciplines. | X | |||||
| 3 | 3. Has the ability to make use of and communicate with staff the theoretical and applied knowledge he/she gained in the field of health management. | X | |||||
| 4 | 4. Analyzes, interprets and evaluates events by integrating theoretical and applied knowledge of health management with knowledge from other related disciplines. | X | |||||
| 5 | 5. Analyzes problematic areas in the field of health management with scientific research methods and develops solutions. | X | |||||
| 6 | 6. Independently carries out a project and makes decisions related to it when necessary. | X | |||||
| 7 | 7. Takes part in identifying mission, vision, aims and goals as part of strategic planning of the institution for which he/she works. | X | |||||
| 8 | 8. Provides new strategic solutions in complicated situations not foreseen in the field of health management. | X | |||||
| 9 | 9. Since she/he internalized the principle of lifelong learning, she/he critically evaluates whether or not the information she/he gained in the field of health management is current, directs his/her learning and independently conducts advanced level studies. | X | |||||
| 10 | 10. Shares his/her thoughts and suggestions about current developments in health management with the inner and outside stakeholders of the instituions she/he Works for verbally and in writing. | X | |||||
| 11 | 11. Communicates verbally and in writing in a foreign language at least at the European Language Portfolio B2 General Level. | ||||||
| 12 | 12. Knows computer software at a sufficient level to do analysis related to his/her studies, and uses health information and communication technologies at an advanced level. | X | |||||
| 13 | 13. Develops strategies regarding health management, makes plans and develops policies for applying these strategies, and performs periodical checks and corrections during the strategic management process. | X | |||||
| 14 | 14. Contributes to international health policy projects as well as developing national health policies. | X | |||||
| 15 | 15. Teaches and monitors the social, scientific, and ethical values at the stages of data collection, publication, and application in relation to health management. | X | |||||
| 16 | 16. Applies the knowledge and skills she/he gained at the field of health management in interdisciplinary projects related to the field. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |