| Course Title | Code | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|
| Marketing in Health Institutions | SKY305 | 5. Semester | 3 + 0 | 3.0 | 6.0 |
| Prerequisites | None |
| Language of Instruction | Turkish |
| Course Level | Undergraduate |
| Course Type | |
| Mode of delivery | Lecture presentation-lecture-discussion |
| Course Coordinator |
Assoc. Prof. Dr. Yusuf ÖCEL |
| Instructors |
Yusuf ÖCEL |
| Assistants | |
| Goals | To students; To be able to determine the marketing principles, market segmentation, marketing mix elements that adopt the social marketing approach in health service providers, to create a marketing mix for the target market, to gain the planning, application and control skills necessary in the customer relationship management and marketing process, the behaviors and decision-making processes of the health institutions consumers. is to teach how to identify. |
| Course Content | An Overview of Marketing, Service Marketing, Development and Healthcare Sector, Definition of Customer and Consumer Behavior in Healthcare Institutions-I, Definition of Customer and Consumer Behavior in Healthcare Institutions-II, Marketing Information System and Marketing Research in Healthcare Institutions, Market Segmentation in Healthcare Institutions, Target Market Selection, Product and Product Development in Health Institutions, Price and Pricing Strategies in Health Institutions, Promotion and Promotion Strategies in Health Institutions, Distribution and Distribution Channels in Health Institutions, Process in Health Institutions, physical evidence and human |
| Learning Outcomes |
- To learn the applicability of marketing principles in health institutions theoretically. - .To be able to follow and contribute to the literature about marketing in health institutions. - To be able to have managerial level knowledge with customer-oriented and social marketing understanding in health institutions. - Ability to conduct research and study independently and as a group. - To be able to express ideas and research results about marketing in health institutions orally and in writing. - Assuming professional responsibility and behaving ethically in health institutions - To be able to determine strategies in the constantly changing and developing health service sector. - Being sensitive to new approaches in health institutions. |
| Week | Topics | Learning Methods |
|---|---|---|
| 1. Week | Introduction of the course, basic concepts of marketing | Course Hours Preparation, After Class Study Research Verbal Expression Visual Presentation |
| 2. Week | Marketing Overview | Research Verbal Expression Visual Presentation Course Hours Preparation, After Class Study |
| 3. Week | Service Marketing, Development and the Healthcare Industry | Preparation, After Class Study Research Visual Presentation Course Hours Verbal Expression |
| 4. Week | Definition of Customer and Consumer Behaviors in Health Institutions-1 | Research Preparation, After Class Study Verbal Expression Visual Presentation Course Hours |
| 5. Week | Definition of Customer and Consumer Behaviors in Health Institutions-2 | Preparation, After Class Study Research Course Hours Visual Presentation Verbal Expression |
| 6. Week | Marketing Information System and Marketing Research in Health Institutions | Research Verbal Expression Preparation, After Class Study Visual Presentation Course Hours |
| 7. Week | Market Segmentation in Health Institutions, Target Market Selection | Research Verbal Expression Visual Presentation Preparation, After Class Study Course Hours |
| 8. Week | Topic repetition | Research Preparation, After Class Study Verbal Expression Course Hours |
| 9. Week | Product and Product Development in Health Institutions | Preparation, After Class Study Course Hours Verbal Expression Research Visual Presentation |
| 10. Week | Price and Pricing Strategies in Health Institutions | Visual Presentation Research Verbal Expression Preparation, After Class Study Course Hours |
| 11. Week | Promotion and Promotion Strategies in Health Institutions | Preparation, After Class Study Research Verbal Expression Visual Presentation Course Hours |
| 12. Week | Distribution and Distribution Channels in Health Institutions | Verbal Expression Visual Presentation Course Hours Research Preparation, After Class Study |
| 13. Week | Process, physical evidence and human in health institutions | Course Hours Research Verbal Expression Visual Presentation Preparation, After Class Study |
| 14. Week | General evaluation | Course Hours Preparation, After Class Study Research Visual Presentation Verbal Expression |
| Philip Kotler , Joel Shalowitz , And Robert J. Stevens., 2008 “Strategic Marketing For Health Care Organizations”, Jessey Bass, A Wiley İmprent, San Francisco. |
| Şahin Kavuncubaşı, Selami Yıldırım, 2012 “Hospital Health Institutions Management” Siyasal Publishing House, Ankara. |
| Yavuz Odabaşı, Gülfidan Barış, 2002, “Consumer Behavior” MediCat, İstanbul. |
| Program Requirements | Contribution Level | DK1 | DK2 | DK3 | DK4 | DK5 | DK6 | DK7 | DK8 | Measurement Method |
|---|---|---|---|---|---|---|---|---|---|---|
| PY1 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY2 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY3 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY4 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY5 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY6 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY7 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY8 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY9 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY10 | 3 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY11 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY12 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| PY13 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | - |
| 0 | 1 | 2 | 3 | 4 | 5 | |
|---|---|---|---|---|---|---|
| Course's Level of contribution | None | Very Low | Low | Fair | High | Very High |
| Method of assessment/evaluation | Written exam | Oral Exams | Assignment/Project | Laboratory work | Presentation/Seminar |
| Event | Quantity | Duration (Hour) | Total Workload (Hour) |
|---|---|---|---|
| Course Hours | 14 | 3 | 42 |
| Preparation, After Class Study | 20 | 1 | 20 |
| Research | 20 | 1 | 20 |
| Other Activities | 20 | 1 | 20 |
| Verbal Expression | 1 | 1 | 1 |
| Visual Presentation | 1 | 1 | 1 |
| Midterm 1 | 1 | 10 | 10 |
| Homework 1 | 1 | 19 | 19 |
| Final | 1 | 20 | 20 |
| Total Workload | 153 | ||
| ECTS Credit of the Course | 6.0 | ||
