Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| MARKETING of HEALTHCARE SERVICES | - | Spring Semester | 2+0 | 2 | 3 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Tuba DÜZCÜ |
| Name of Lecturer(s) | Assist.Prof. Emre YILMAZ |
| Assistant(s) | Rsc. Ast. Yaşar Gökalp |
| 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, 13, 16, 9 | A, E |
| 1. Acquire basic information about marketing techniques and practices in Healthcare. | 10, 13, 16, 9 | A, E |
| 2. Lists the forces promoting marketing in healthcare and knows the relationship between the environmental factors marketing . | 10, 13, 16, 9 | A, E |
| 3. Will develop, implement and assess a strategic marketing plan. | 10, 13, 16, 9 | A, E |
| 5. Comprehend decision-making process and classification of health care consumers. | 10, 13, 16, 9 | A, E |
| 6. Learn the extended marketing mix in healthcare. | 10, 13, 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. | 13, 16, 9 | |
| 9. Manages customer databases and portfolios. | 13, 16, 9 |
| Teaching Methods: | 10: Discussion Method, 13: Case Study 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 | PQ-1. Learns the national health conditions and the development, implementation and performance evaluation of appropriate health policies, as well as the theoretical and practical knowledge of organization and management of the health sector. | X | |||||
| 2 | PQ-2. Uses theoretical and practical knowledge on business world and management with a critical approach to plan, organize and lead health and health service providers at national and international level. | X | |||||
| 3 | PQ-3. Identifies the relevant job roles in subdivisions of health system organizations and learns about their duties and responsibilities. | X | |||||
| 4 | PQ-4. Knows the social, environmental and behavioral factors related to the development of public and individual health. | X | |||||
| 5 | PQ-5. Applies the knowledge and skills on management of health institutions to manage the functions such as management, production, human resources, finance, accounting, marketing, patient and public relations, quality and patient safety, occupational health and safety, information technologies. | X | |||||
| 6 | PQ-6. Analyzes the information on health management scientifically and interprets their results, creates innovative, ethical, socially responsible and sustainable solutions, by using quantitative, qualitative techniques and digital technology innovatively for problem solving and exploiting opportunities in health management. | X | |||||
| 7 | PQ-7. Decide independently and demonstrates leadership qualities in identifying health management problems, develops proposals for solutions, applies them effectively and efficiently and assesses outcomes. | X | |||||
| 8 | PQ-8. Takes responsibility as an individual and/or team member to solve the problems encountered in managing health institutions. | X | |||||
| 9 | PQ-9. Evaluates the personality, culture and behavioral characteristics of the health institutions’ employees and directs them towards the aims of the institution. | X | |||||
| 10 | PQ-10. Decides on and applies different ways of accessing information. | X | |||||
| 11 | PQ-11. Continuously develops their professional knowledge and skills; open to change, innovation, entrepreneurship and lifelong learning. | X | |||||
| 12 | PQ-12. Shares the views and suggestions on health management issues in writing and orally with stakeholders and communicates effectively with colleagues using an English level of at least European Language Portfolio B1 General. | X | |||||
| 13 | PQ-13. Solves problems using effective communication methods, has the ability to use the language in written and oral communication in a correct and proper manner using the terminology of health institutions. | X | |||||
| 14 | PQ-14. Uses information and communication technologies and computer software at least at the European Computer Use License level. | X | |||||
| 15 | PQ-15. Yönetim felsefesini ve yönetimin fonksiyonlarını her bir birime uygun olacak biçimde yönetim uygulamalarına yansıtır. | X | |||||
| 16 | PQ-16. Birey olarak dış görünüm olumlu tutum ve davranışlarıyla kuruma örnek olur; sürekli gelişme ve değişime açıktır. | X | |||||
| 17 | PQ-17. Sağlık yönetimi ile ilgili hukuki düzenlemeler ile toplumsal, bilimsel, mesleki etik ilkelere uygun, ülke ya da dünya genelinde genel sağlık sorunlarına duyarlı davranır, çözüm önerilerini yorumlar ve değerlendirir. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 2 | 28 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 1 | 16 | 16 | |||
| Term Project | 1 | 12 | 12 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 16 | 16 | |||
| General Exam | 1 | 18 | 18 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 90 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(90/30) | 3 | |||||
| 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 |
|---|---|---|---|---|---|
| MARKETING of HEALTHCARE SERVICES | - | Spring Semester | 2+0 | 2 | 3 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Tuba DÜZCÜ |
| Name of Lecturer(s) | Assist.Prof. Emre YILMAZ |
| Assistant(s) | Rsc. Ast. Yaşar Gökalp |
| 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, 13, 16, 9 | A, E |
| 1. Acquire basic information about marketing techniques and practices in Healthcare. | 10, 13, 16, 9 | A, E |
| 2. Lists the forces promoting marketing in healthcare and knows the relationship between the environmental factors marketing . | 10, 13, 16, 9 | A, E |
| 3. Will develop, implement and assess a strategic marketing plan. | 10, 13, 16, 9 | A, E |
| 5. Comprehend decision-making process and classification of health care consumers. | 10, 13, 16, 9 | A, E |
| 6. Learn the extended marketing mix in healthcare. | 10, 13, 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. | 13, 16, 9 | |
| 9. Manages customer databases and portfolios. | 13, 16, 9 |
| Teaching Methods: | 10: Discussion Method, 13: Case Study 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 | PQ-1. Learns the national health conditions and the development, implementation and performance evaluation of appropriate health policies, as well as the theoretical and practical knowledge of organization and management of the health sector. | X | |||||
| 2 | PQ-2. Uses theoretical and practical knowledge on business world and management with a critical approach to plan, organize and lead health and health service providers at national and international level. | X | |||||
| 3 | PQ-3. Identifies the relevant job roles in subdivisions of health system organizations and learns about their duties and responsibilities. | X | |||||
| 4 | PQ-4. Knows the social, environmental and behavioral factors related to the development of public and individual health. | X | |||||
| 5 | PQ-5. Applies the knowledge and skills on management of health institutions to manage the functions such as management, production, human resources, finance, accounting, marketing, patient and public relations, quality and patient safety, occupational health and safety, information technologies. | X | |||||
| 6 | PQ-6. Analyzes the information on health management scientifically and interprets their results, creates innovative, ethical, socially responsible and sustainable solutions, by using quantitative, qualitative techniques and digital technology innovatively for problem solving and exploiting opportunities in health management. | X | |||||
| 7 | PQ-7. Decide independently and demonstrates leadership qualities in identifying health management problems, develops proposals for solutions, applies them effectively and efficiently and assesses outcomes. | X | |||||
| 8 | PQ-8. Takes responsibility as an individual and/or team member to solve the problems encountered in managing health institutions. | X | |||||
| 9 | PQ-9. Evaluates the personality, culture and behavioral characteristics of the health institutions’ employees and directs them towards the aims of the institution. | X | |||||
| 10 | PQ-10. Decides on and applies different ways of accessing information. | X | |||||
| 11 | PQ-11. Continuously develops their professional knowledge and skills; open to change, innovation, entrepreneurship and lifelong learning. | X | |||||
| 12 | PQ-12. Shares the views and suggestions on health management issues in writing and orally with stakeholders and communicates effectively with colleagues using an English level of at least European Language Portfolio B1 General. | X | |||||
| 13 | PQ-13. Solves problems using effective communication methods, has the ability to use the language in written and oral communication in a correct and proper manner using the terminology of health institutions. | X | |||||
| 14 | PQ-14. Uses information and communication technologies and computer software at least at the European Computer Use License level. | X | |||||
| 15 | PQ-15. Yönetim felsefesini ve yönetimin fonksiyonlarını her bir birime uygun olacak biçimde yönetim uygulamalarına yansıtır. | X | |||||
| 16 | PQ-16. Birey olarak dış görünüm olumlu tutum ve davranışlarıyla kuruma örnek olur; sürekli gelişme ve değişime açıktır. | X | |||||
| 17 | PQ-17. Sağlık yönetimi ile ilgili hukuki düzenlemeler ile toplumsal, bilimsel, mesleki etik ilkelere uygun, ülke ya da dünya genelinde genel sağlık sorunlarına duyarlı davranır, çözüm önerilerini yorumlar ve değerlendirir. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |