Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| HEALTH SERVICES MARKETING and BRAND MANAGEMENT | - | Spring Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Serhat YÜKSEL |
| Name of Lecturer(s) | Prof.Dr. Serhat YÜKSEL |
| Assistant(s) | Res. Ass. Yaşar GÖKALP |
| Aim | Marketing concept and definition, marketing approaches and current applications in historical process; The aim of this course is to provide the marketing managers with strategic marketing and brand management skills. |
| Course Content | This course contains; Marketing concept and definition ,Marketing conceptions and health services marketing ,Marketing processes in health institutions ,Consumer behavior ,The market research ,Product development strategies ,Pricing strategies ,Midterm,Promotion ,Distribution ,Strategic marketing plan ,Brand concept and importance ,Brand management ,An overview . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 2-Marketing concepts | 10, 16, 9 | A |
| At the end of this course, students; | 10, 16, 9 | A |
| 1-Marketing concept and definitions | 10, 16, 9 | A |
| 3-Characteristics of health services | 10, 16, 9 | A |
| 4- Marketing processes specific to health services | 10, 16, 9 | A |
| 5- Consumer behavior | 10, 16, 9 | A |
| 6-The role of patients / customers in health care marketing | 10, 16, 9 | A |
| 7- They will learn to create strategic marketing plan. | 10, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Marketing concept and definition | Examination of case studies on the subject |
| 2 | Marketing conceptions and health services marketing | Examination of case studies on the subject |
| 3 | Marketing processes in health institutions | Examination of case studies on the subject |
| 4 | Consumer behavior | Examination of case studies on the subject |
| 5 | The market research | Examination of case studies on the subject |
| 6 | Product development strategies | Examination of case studies on the subject |
| 7 | Pricing strategies | Examination of case studies on the subject |
| 8 | Midterm | Examination of case studies on the subject |
| 9 | Promotion | Examination of case studies on the subject |
| 10 | Distribution | Examination of case studies on the subject |
| 11 | Strategic marketing plan | Examination of case studies on the subject |
| 12 | Brand concept and importance | Examination of case studies on the subject |
| 13 | Brand management | Examination of case studies on the subject |
| 14 | An overview | Examination of case studies on the subject |
| Resources |
| 1-Tengilimoğlu, D. (2011). Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi. 2-Thomas, R. K. (2008). Health services marketing: a practitioner's guide. Springer Science & Business Media. 3- Fortenberry, J. L. (2009). Health care marketing: tools and techniques. Jones & Bartlett Learning. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | 1. S(he) has deep theoretical and applied knowledge about organization, financing, utilization and outcomes of health services and follows the developments. | X | |||||
| 1 | 1. S(he) has deep theoretical and applied knowledge about organization, financing, utilization and outcomes of health services and follows the developments. | X | |||||
| 2 | 2. S(he) develops a new conceptual framework, analyzes the framework and reaches original results by critically assessing the existing health policies from an interdisciplinary perspective. | X | |||||
| 3 | 3. S(he) gains the advanced level skills in health services research methods. | X | |||||
| 4 | 4. S(he) can develop a new scientific method for an issue in the field of health management or apply a known method to a different matter. | X | |||||
| 5 | 5. S(he) can critically analyze and synthesize an original topic related to the field of health management. | X | |||||
| 6 | 6. s(he) contributes to the state of the art by independently carrying out an original research on a subject in the field of health management that is either an innovative idea or a new method or an application of a known method to a different matter. | X | |||||
| 7 | 7. S(he) expands the boundary of knowledge in the field of health management through publications in nationally or internationally recognized journals. | X | |||||
| 8 | 8. S(he) leads the groups engaged in solution of original and interdisciplinary matters of health management. | X | |||||
| 9 | 9. S(he) develops a new idea and/or method, with innovative and critical thinking skills. | X | |||||
| 10 | 10. S(he) shares his/her original opinions and suggestions verbally and in writing about a subject s(he) produced in the field of health management in a variety of arenas. | X | |||||
| 11 | 11. S(he) communicates verbally and in writing in a foreign language at least at the European Language Portfolio C1 Level. | X | |||||
| 12 | 12. S(he) contributes to the coursework of informing society of political, economic, technological, social, demographic, and cultural events pertinent to health management. | X | |||||
| 13 | 13. S(he) produces solutions or supports the relevant process to the problems of societal, scientific, and ethical. | 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 | 0 | 0 | 0 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 0 | 0 | 0 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 0 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(0/30) | 0 | |||||
| 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 |
|---|---|---|---|---|---|
| HEALTH SERVICES MARKETING and BRAND MANAGEMENT | - | Spring Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Serhat YÜKSEL |
| Name of Lecturer(s) | Prof.Dr. Serhat YÜKSEL |
| Assistant(s) | Res. Ass. Yaşar GÖKALP |
| Aim | Marketing concept and definition, marketing approaches and current applications in historical process; The aim of this course is to provide the marketing managers with strategic marketing and brand management skills. |
| Course Content | This course contains; Marketing concept and definition ,Marketing conceptions and health services marketing ,Marketing processes in health institutions ,Consumer behavior ,The market research ,Product development strategies ,Pricing strategies ,Midterm,Promotion ,Distribution ,Strategic marketing plan ,Brand concept and importance ,Brand management ,An overview . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 2-Marketing concepts | 10, 16, 9 | A |
| At the end of this course, students; | 10, 16, 9 | A |
| 1-Marketing concept and definitions | 10, 16, 9 | A |
| 3-Characteristics of health services | 10, 16, 9 | A |
| 4- Marketing processes specific to health services | 10, 16, 9 | A |
| 5- Consumer behavior | 10, 16, 9 | A |
| 6-The role of patients / customers in health care marketing | 10, 16, 9 | A |
| 7- They will learn to create strategic marketing plan. | 10, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Marketing concept and definition | Examination of case studies on the subject |
| 2 | Marketing conceptions and health services marketing | Examination of case studies on the subject |
| 3 | Marketing processes in health institutions | Examination of case studies on the subject |
| 4 | Consumer behavior | Examination of case studies on the subject |
| 5 | The market research | Examination of case studies on the subject |
| 6 | Product development strategies | Examination of case studies on the subject |
| 7 | Pricing strategies | Examination of case studies on the subject |
| 8 | Midterm | Examination of case studies on the subject |
| 9 | Promotion | Examination of case studies on the subject |
| 10 | Distribution | Examination of case studies on the subject |
| 11 | Strategic marketing plan | Examination of case studies on the subject |
| 12 | Brand concept and importance | Examination of case studies on the subject |
| 13 | Brand management | Examination of case studies on the subject |
| 14 | An overview | Examination of case studies on the subject |
| Resources |
| 1-Tengilimoğlu, D. (2011). Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi. 2-Thomas, R. K. (2008). Health services marketing: a practitioner's guide. Springer Science & Business Media. 3- Fortenberry, J. L. (2009). Health care marketing: tools and techniques. Jones & Bartlett Learning. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | 1. S(he) has deep theoretical and applied knowledge about organization, financing, utilization and outcomes of health services and follows the developments. | X | |||||
| 1 | 1. S(he) has deep theoretical and applied knowledge about organization, financing, utilization and outcomes of health services and follows the developments. | X | |||||
| 2 | 2. S(he) develops a new conceptual framework, analyzes the framework and reaches original results by critically assessing the existing health policies from an interdisciplinary perspective. | X | |||||
| 3 | 3. S(he) gains the advanced level skills in health services research methods. | X | |||||
| 4 | 4. S(he) can develop a new scientific method for an issue in the field of health management or apply a known method to a different matter. | X | |||||
| 5 | 5. S(he) can critically analyze and synthesize an original topic related to the field of health management. | X | |||||
| 6 | 6. s(he) contributes to the state of the art by independently carrying out an original research on a subject in the field of health management that is either an innovative idea or a new method or an application of a known method to a different matter. | X | |||||
| 7 | 7. S(he) expands the boundary of knowledge in the field of health management through publications in nationally or internationally recognized journals. | X | |||||
| 8 | 8. S(he) leads the groups engaged in solution of original and interdisciplinary matters of health management. | X | |||||
| 9 | 9. S(he) develops a new idea and/or method, with innovative and critical thinking skills. | X | |||||
| 10 | 10. S(he) shares his/her original opinions and suggestions verbally and in writing about a subject s(he) produced in the field of health management in a variety of arenas. | X | |||||
| 11 | 11. S(he) communicates verbally and in writing in a foreign language at least at the European Language Portfolio C1 Level. | X | |||||
| 12 | 12. S(he) contributes to the coursework of informing society of political, economic, technological, social, demographic, and cultural events pertinent to health management. | X | |||||
| 13 | 13. S(he) produces solutions or supports the relevant process to the problems of societal, scientific, and ethical. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |