| Health Administration | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | SAY304 | ||||
| Course Name: | Health Care Marketing | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Compulsory Courses | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Dr. Öğr. Üy. ÖZLEM ÖZAYDIN | ||||
| Course Lecturer(s): | Özlem Özaydın | ||||
| Course Assistants: |
| Course Objectives: | The aim of this course is to provide information to students about the definition, purpose, scope and applications of marketing, the development of marketing services in health services and current approaches in the sector. |
| Course Content: | Development of marketing and health services marketing, characteristics of services, development of service sector and characteristics of health services, consumer behavior, marketing information systems and marketing research, marketing strategies, strategic marketing planning, product and product development strategies, price and pricing strategies, promotion and promotion policies , distribution and distribution channels, marketing ethics, branding and brand management |
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The students who have succeeded in this course;
1) Explains the concept of marketing and its history. 2) Explains the features of the service. 3) Explains consumer behavior. 4) Discuss the ethical aspect of advertising in health care. 5) Explains the promotion policy in health marketing. |
| Week | Subject | Related Preparation |
| 1) | Introduction of the course, informing about the course content, development of marketing and healthcare marketing | PowerPoint presentation |
| 2) | The development of the service sector and the characteristics of health services | PowerPoint presentation |
| 3) | Consumer behavior | PowerPoint presentation |
| 4) | Marketing information systems and marketing research | PowerPoint presentation |
| 5) | Market segmentation, target market selection, market positioning and growth strategies | PowerPoint presentation |
| 6) | Strategic marketing planning | PowerPoint presentation |
| 7) | Product and product development strategies | PowerPoint presentation |
| 8) | Mid-term exam | |
| 9) | Price and pricing strategies / Student presentations | PowerPoint presentation |
| 10) | Promotion and promotion policies / Student presentations | PowerPoint presentation |
| 11) | Distribution and distribution channels / Student presentations | PowerPoint presentation |
| 12) | New approaches in healthcare marketing: relationship marketing, customer relationship management and guerrilla marketing / Student presentations | PowerPoint presentation |
| 13) | Marketing ethics / Student presentations | PowerPoint presentation |
| 14) | Branding and brand management / Student presentations | PowerPoint presentation |
| Course Notes / Textbooks: | Sağlık Hizmetleri Pazarlaması 5. Baskı. D. Tengilimoğlu. Siyasal Kitabevi. 2020. |
| References: | * Pazarlama İlkeleri. İsmet Mucuk. Türkmen Kitabevi. 2014. * A’dan Z’ye Pazarlama. Philip Kotler. MediaCat. 2015. * Sağlık Hizmetleri Pazarlaması. İstanbul Üniversitesi Açık ve Uzaktan Eğitim Fakültesi. http://auzefkitap.istanbul.edu.tr/kitap/saglikkurumlariisletmeciligi_ao/saglikhiz.pazarlamasi.pdf. * Güncel makaleler. |
| Course Learning Outcomes | 1 |
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| Program Outcomes | ||||||||||||||
| 1) They will have the theoretical and practical knowledge to comprehend, evaluate and direct the operation of the health systems and its subsystems. | 2 | 2 | 2 | 2 | 2 | |||||||||
| 2) They will have the knowledge of factors about society-individual health and its development. | 2 | 2 | 2 | 2 | 2 | |||||||||
| 3) They will apply the theoretical and practical knowledge of health management in related institutions and organizations. | 2 | 2 | 2 | 2 | 2 | |||||||||
| 4) They will analyze, evaluate the developments in health management by using scientfic methods and techniques and develop solutions. | 3 | 3 | 3 | 3 | 3 | |||||||||
| 5) They will follow the developments in the field by using a foreign language at least at the level of European Language Portfolio B1. | 2 | 2 | 2 | 2 | 2 | |||||||||
| 6) They will use health terminology and grammar according to the rules in spoken and written communication. | 2 | 2 | 2 | 2 | 2 | |||||||||
| 7) They will share their thoughts about health management and solution proposals with internal and external parties written and orally. | 3 | 3 | 3 | 3 | 3 | |||||||||
| 8) They will use information and communication technologies with computer software at least at the level of European Computer Driving License required by the field. | 3 | 3 | 2 | 3 | 3 | |||||||||
| 9) They will constantly develop professional knowledge and skill; know ways to access information and apply them. | 3 | 3 | 3 | 3 | 2 | |||||||||
| 10) They will show mangement philosophy and management functions in health management applications. | 2 | 2 | 2 | 2 | 1 | |||||||||
| 11) They will behave sensitve to health problems in the country and around the world with sociak responsibility and sustainability and they will evaluate solution suggestions to maximize social benefits. | 2 | 2 | 2 | 2 | 2 | |||||||||
| 12) They will act in accordance with legal regulations in the field of health management and with social, scientific and professional ethical principles. | 2 | 2 | 2 | 2 | 2 | |||||||||
| 13) They will show leadership characteristics in health management applications. | 3 | 2 | 2 | 2 | 2 | |||||||||
| 14) They will take responsibility individually and as a team member in health management applications. | 3 | 3 | 3 | 3 | 3 | |||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | They will have the theoretical and practical knowledge to comprehend, evaluate and direct the operation of the health systems and its subsystems. | 2 |
| 2) | They will have the knowledge of factors about society-individual health and its development. | 2 |
| 3) | They will apply the theoretical and practical knowledge of health management in related institutions and organizations. | 2 |
| 4) | They will analyze, evaluate the developments in health management by using scientfic methods and techniques and develop solutions. | 3 |
| 5) | They will follow the developments in the field by using a foreign language at least at the level of European Language Portfolio B1. | 2 |
| 6) | They will use health terminology and grammar according to the rules in spoken and written communication. | 2 |
| 7) | They will share their thoughts about health management and solution proposals with internal and external parties written and orally. | 3 |
| 8) | They will use information and communication technologies with computer software at least at the level of European Computer Driving License required by the field. | 3 |
| 9) | They will constantly develop professional knowledge and skill; know ways to access information and apply them. | 3 |
| 10) | They will show mangement philosophy and management functions in health management applications. | 2 |
| 11) | They will behave sensitve to health problems in the country and around the world with sociak responsibility and sustainability and they will evaluate solution suggestions to maximize social benefits. | 2 |
| 12) | They will act in accordance with legal regulations in the field of health management and with social, scientific and professional ethical principles. | 2 |
| 13) | They will show leadership characteristics in health management applications. | 3 |
| 14) | They will take responsibility individually and as a team member in health management applications. | 3 |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 1 | % 10 |
| Presentation | 1 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 42 |
| Study Hours Out of Class | 14 | 28 |
| Presentations / Seminar | 1 | 20 |
| Midterms | 1 | 10 |
| Final | 1 | 15 |
| Total Workload | 115 | |