| Course Title | Code | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|
| Health Care Marketing | SKY225 | 3. Semester | 3 + 0 | 3.0 | 4.0 |
| 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 | Verbal Expression Visual Presentation Course Hours Preparation, After Class Study Research |
| 2. Week | Marketing Overview | Research Preparation, After Class Study Visual Presentation Verbal Expression Course Hours |
| 3. Week | Service Marketing, Development and the Healthcare Industry | Visual Presentation Verbal Expression Course Hours Preparation, After Class Study Research |
| 4. Week | Definition of Customer and Consumer Behaviors in Health Institutions-1 | Verbal Expression Visual Presentation Preparation, After Class Study Research Course Hours |
| 5. Week | Definition of Customer and Consumer Behaviors in Health Institutions-2 | Course Hours Preparation, After Class Study Research Verbal Expression Visual Presentation |
| 6. Week | Marketing Information System and Marketing Research in Health Institutions | Verbal Expression Visual Presentation Preparation, After Class Study Course Hours Research |
| 7. Week | Market Segmentation in Health Institutions, Target Market Selection | Course Hours Research Preparation, After Class Study Verbal Expression Visual Presentation |
| 8. Week | Topic repetition | Preparation, After Class Study Research |
| 9. Week | Product and Product Development in Health Institutions | Course Hours Preparation, After Class Study Research Verbal Expression Visual Presentation |
| 10. Week | Price and Pricing Strategies in Health Institutions | Preparation, After Class Study Visual Presentation Verbal Expression Course Hours Research |
| 11. Week | Promotion and Promotion Strategies in Health Institutions | Verbal Expression Course Hours Preparation, After Class Study Visual Presentation Research |
| 12. Week | Distribution and Distribution Channels in Health Institutions | Research Visual Presentation Preparation, After Class Study Course Hours Verbal Expression |
| 13. Week | Process, physical evidence and human in health institutions | Research Course Hours Visual Presentation Verbal Expression Preparation, After Class Study |
| 14. Week | General evaluation | Course Hours Verbal Expression Preparation, After Class Study Visual Presentation Research |
| 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 | 15 | 1 | 15 |
| Research | 15 | 1 | 15 |
| Midterm 1 | 1 | 10 | 10 |
| Homework 1 | 1 | 10 | 10 |
| Final | 1 | 10 | 10 |
| Total Workload | 102 | ||
| ECTS Credit of the Course | 4.0 | ||
