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
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
(S)he uses theoretical knowledge in health economics
X
2
(S)he analyses and interprets empirical studies in health economics.
X
3
(S)he proposes policies at both micro and macro level in the face of problems in health economics.
4
(S)he uses mathematical and statistical methods that are necessary for health economics.
5
(S)he uses at least one computer program utilized for analyses in health economics (SPSS, Eviews, STATA, R ve MATLAB).
6
(S)he has the management culture required to solve existing and potential problems encountered in practice.
X
7
(S)he develops both individual- and team-work based qualified projects.
8
(S)he develops (her) his awareness of lifetime learning, follows the developments in (her) his field and adopts a critical approach.
X
9
(S)he shares (her) his opinions and suggestions relying on quantitative and qualitative data with relevant parties (bureaucrats, experts, business people, bankers etc.) through a social conscience.
10
(S)he delivers (her) his opinions by making effective use of modern technologies and of at least one foreign language.
11
(S)he processes professional information in light of ethical values and social rights.
X
12
(S)he can contribute to health economics based on the proficiency (s)he obtained in 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
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
(S)he uses theoretical knowledge in health economics
X
2
(S)he analyses and interprets empirical studies in health economics.
X
3
(S)he proposes policies at both micro and macro level in the face of problems in health economics.
4
(S)he uses mathematical and statistical methods that are necessary for health economics.
5
(S)he uses at least one computer program utilized for analyses in health economics (SPSS, Eviews, STATA, R ve MATLAB).
6
(S)he has the management culture required to solve existing and potential problems encountered in practice.
X
7
(S)he develops both individual- and team-work based qualified projects.
8
(S)he develops (her) his awareness of lifetime learning, follows the developments in (her) his field and adopts a critical approach.
X
9
(S)he shares (her) his opinions and suggestions relying on quantitative and qualitative data with relevant parties (bureaucrats, experts, business people, bankers etc.) through a social conscience.
10
(S)he delivers (her) his opinions by making effective use of modern technologies and of at least one foreign language.
11
(S)he processes professional information in light of ethical values and social rights.
X
12
(S)he can contribute to health economics based on the proficiency (s)he obtained in the field.
