| Course Title | Code | Language | Type | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|---|---|
| Marketing and Market Research in Healthcare | SKY647 | Turkish | Compulsory | 3 + 0 | 3.0 | 10.0 |
| Prerequisite Courses | |
| Course Level | Graduate |
| Mode of delivery | Lecture presentation-lecture-discussion |
| Course Coordinator | Doç. Dr. Yusuf ÖCEL |
| Instructor(s) | Doç. Dr. Yusuf ÖCEL (Güz) |
| 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 |
| # | Öğrenme Kazanımı |
| 1 | To learn the applicability of marketing principles in health institutions theoretically. |
| 2 | To be able to follow and contribute to the literature about marketing in health institutions. |
| 3 | To be able to have managerial level knowledge with customer-oriented and social marketing understanding in health institutions. |
| 4 | Ability to conduct research and study independently and as a group. |
| 5 | To be able to express ideas and research results about marketing in health institutions orally and in writing. |
| 6 | Assuming professional responsibility and behaving ethically in health institutions |
| 7 | To be able to determine strategies in the constantly changing and developing health service sector. |
| 8 | Being sensitive to new approaches in health institutions. |
| Week | Topics/Applications | Method |
|---|---|---|
| 1. Week | Introduction of the course, basic concepts of marketing | Presentation (Preparation), Interview, Preparation, After Class Study, Research |
| 2. Week | Marketing Overview | Preparation, After Class Study, Research, Interview, Presentation (Preparation) |
| 3. Week | Service Marketing, Development and the Healthcare Industry | Preparation, After Class Study, Interview, Research, Presentation (Preparation) |
| 4. Week | Definition of Customer and Consumer Behaviors in Health Institutions-1 | Presentation (Preparation), Preparation, After Class Study, Interview, Research |
| 5. Week | Definition of Customer and Consumer Behaviors in Health Institutions-2 | Preparation, After Class Study, Presentation (Preparation), Interview, Research |
| 6. Week | Marketing Information System and Marketing Research in Health Institutions | Interview, Presentation (Preparation), Research, Preparation, After Class Study |
| 7. Week | Market Segmentation in Health Institutions, Target Market Selection | Interview, Research, Preparation, After Class Study, Presentation (Preparation) |
| 8. Week | Topic repetition | Preparation, After Class Study, Research |
| 9. Week | Product and Product Development in Health Institutions | Preparation, After Class Study, Interview, Presentation (Preparation), Research |
| 10. Week | Price and Pricing Strategies in Health Institutions | Presentation (Preparation), Preparation, After Class Study, Research, Interview |
| 11. Week | Promotion and Promotion Strategies in Health Institutions | Presentation (Preparation), Interview, Research, Preparation, After Class Study |
| 12. Week | Distribution and Distribution Channels in Health Institutions | Interview, Presentation (Preparation), Preparation, After Class Study, Research |
| 13. Week | Process, physical evidence and human in health institutions | Presentation (Preparation), Interview, Preparation, After Class Study, Research |
| 14. Week | General evaluation | Research, Preparation, After Class Study, Presentation (Preparation), Interview |
| No | Program Requirements | Level of Contribution | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Ability to identify the health needs of the community and the demand for health services | ✔ | |||||
| 2 | Ability to develop service delivery models that can meet the health needs of the community and the demand for healthcare services | ✔ | |||||
| 3 | Ability to conduct economic and financial analysis of healthcare services | ✔ | |||||
| 4 | Ability to manage human resources and provide leadership | ✔ | |||||
| 5 | Ability to evaluate and improve the quality of healthcare services | ✔ | |||||
| 6 | Ability to assess and enhance health outcomes | ✔ | |||||
| 7 | Proficiency in using statistical analysis, reporting, interpretation, and decision-making | ✔ | |||||
| 8 | Ability to use information management systems in the effective, efficient planning, evaluation, and improvement of healthcare services | ✔ | |||||
| 9 | Ability to apply marketing principles and methods to meet the community's healthcare needs effectively, with quality, efficiency, and equity | ✔ | |||||
| 10 | Ability to follow healthcare regulations and legal frameworks and apply them in line with ethical principles | ✔ | |||||
| 11 | Ability to work effectively, efficiently, and ethically with healthcare professionals and other stakeholders within and outside the institution | ✔ | |||||
| 12 | Ability to monitor and implement developments in health policies | ✔ | |||||
| Program Requirements | DK1 | DK2 | DK3 | DK4 | DK5 | DK6 | DK7 | DK8 |
|---|---|---|---|---|---|---|---|---|
| PY1 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 |
| PY2 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 |
| PY3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 |
| PY4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 |
| PY5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 |
| PY6 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 |
| PY7 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 |
| PY8 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 |
| PY9 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 |
| PY10 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 |
| PY11 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 |
| PY12 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 |
| Ders Kitabı veya Notu |
|
|---|---|
| Diğer Kaynaklar |
|
| ECTS credits and course workload | Quantity | Duration (Hour) | Total Workload (Hour) | |
|---|---|---|---|---|
|
Ders İçi |
Class Hours | 14 | 3 | 42 |
|
Ders Dışı |
Preparation, After Class Study | 30 | 2 | 60 |
| Research | 30 | 2 | 60 | |
| Interview | 14 | 2 | 28 | |
| Presentation (Preparation) | 14 | 1 | 14 | |
| Other Activities | 11 | 1 | 11 | |
|
Sınavlar |
Midterm 1 | 1 | 2 | 2 |
| Homework 1 | 2 | 10 | 20 | |
| Homework 2 | 1 | 16 | 16 | |
| Final | 1 | 2 | 2 | |
| Total Workload | 255 | |||
| *AKTS = (Total Workload) / 25,5 | ECTS Credit of the Course | 10.0 | ||
