| Health Management (Master) (with Thesis) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code: | SYY5002 | ||||
| Course Name: | Marketing in Healthcare Organizations | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | |||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Departmental Elective | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Dr. Öğr. Üy. BANU BİCAN | ||||
| Course Lecturer(s): | banu bican | ||||
| Course Assistants: |
| Course Objectives: | To explain the purpose, scope and importance of health services marketing course, the importance of consumer behaviors in marketing, market research methods and stages of marketing planning in health care services. |
| Course Content: | Health care Marketing, Development of marketing in health sector, development of service sector and factors affecting it, consumer behavior in marketing of health services, marketing information system and market research, market segmentation and target market selection, strategic marketing planning, marketing mix elements (7 P), TQM and customer satisfaction, marketing ethics, covers new approaches in marketing. |
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The students who have succeeded in this course;
1) To understand and apply marketing methods in health services 2) Define the elements of marketing mix in health services 3) Knows the stages of marketing planning and applies them to the health sector 4) Explain the factors affecting the consumer behavior and the process of branding the market segmentation criteria 5) Knows the importance of ethical and unethical behaviors in health services marketing and takes necessary measures |
| Week | Subject | Related Preparation |
| 1) | The historical development process of marketing and health services marketing | . |
| 2) | Service sector development, types and importance in economy | . |
| 3) | Consumer behavior in healthcare marketing | . |
| 4) | Marketing Information Systems and Market Research | . |
| 5) | Market Segmentation and target market selection and criteria used | . |
| 6) | Strategic Marketing Planning and Process | . |
| 7) | Product and Product Development strategies, Product life stage | . |
| 8) | Pricing Strategies in Health Care Marketing | . |
| 9) | Midterm | . |
| 10) | Distribution and Distribution Channels (Place in Health Services) | . |
| 11) | Promotion and promotion mix elements in health services marketing | . |
| 12) | New addition marketing mix elements in Health Services Marketing (Human Factor, Physical Evidence and Process Management) | . |
| 13) | Examples of Unethical Behavior in Marketing and Ethics in Health Services Marketing | . |
| 14) | Total Quality Management and Customer Satisfaction in Healthcare Institutions | . |
| 15) | Branding and Process in Health Care Institutions, New Approaches in Marketing | . |
| Course Notes / Textbooks: | 1.Sağlık Hizmetleri Pazarlaması,Prof. Dr. Dilaver Tengilimoğlu, Seçkin Kitabevi, Ankara, 2016. 2.John R. Griffith The Well-Managed Health Care Organization. AUPHA Press/Health Administration Press, Ann Arbor, Michigan,1995. 3.Berkowitz , Eric, Healt Care Marketing, Essentials of Health care Marketing, An Apsen Publication, Maryland |
| References: | 1.Sağlık Hizmetleri Pazarlaması,Prof. Dr. Dilaver Tengilimoğlu, Seçkin Kitabevi, Ankara, 2016. 2.John R. Griffith The Well-Managed Health Care Organization. AUPHA Press/Health Administration Press, Ann Arbor, Michigan,1995. 3.Berkowitz , Eric, Healt Care Marketing, Essentials of Health care Marketing, An Apsen Publication, Maryland |
| Course Learning Outcomes | 1 |
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| Program Outcomes | |||||||||||||||||
| 1) Develops and deepens the knowledge gained in the health management program at the level of expertise. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 2) Comprehend and explain the interaction with disciplines related to health management | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 3) Has the ability to use the theoretical and practical knowledge acquired in health management and transfer it to employees. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 4) Analytically and systematically analyze, interpret and evaluate information on health management. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 5) Interprets and analyzes the data, identifies problems and develops solutions by using the information about health management. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 6) In the light of the information they gain about health management, they will share the current developments, own thoughts and suggestions with the internal and external stakeholders of the institution in writing or orally. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 7) Communicates with the institutions, organizations and individuals working in the field of health management and works to improve the field. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 8) Communicates verbally and orally by using a foreign language at least at the level of European Language Portfolio B2 General Level. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 9) Knows computer software at sufficient level to analyze their studies and makes use of health informatics and communication technologies at an advanced level. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 10) Evaluates critically whether the information in the field of health management is up-to-date and conducts advanced studies independently. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 11) Acts in accordance with the legal regulations related to health management, with social ethics and business ethics and with social responsibility principles. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 12) Conducts research in the field of health management and reports the results to the experts or non-experts. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 13) Besides contributing to the creation of national health policies, it also contributes to international health policies. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 14) Protects its employees in the field of Health Management and treats them fairly. Knows and fulfills the requirements of quality, cultural values, environmental protection, occupational health and safety. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 15) Performs a study on subjects requiring expertise in the field of health management independently. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 16) Takes responsibility in accordance with the targets in the initiatives carried out in the field of health management. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| 17) Takes part in determining the mission, vision, goals and objectives of the strategic planning of the institution s/he working at. | 3 | 3 | 3 | 3 | 3 | ||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Develops and deepens the knowledge gained in the health management program at the level of expertise. | 3 |
| 2) | Comprehend and explain the interaction with disciplines related to health management | 3 |
| 3) | Has the ability to use the theoretical and practical knowledge acquired in health management and transfer it to employees. | 3 |
| 4) | Analytically and systematically analyze, interpret and evaluate information on health management. | 3 |
| 5) | Interprets and analyzes the data, identifies problems and develops solutions by using the information about health management. | 3 |
| 6) | In the light of the information they gain about health management, they will share the current developments, own thoughts and suggestions with the internal and external stakeholders of the institution in writing or orally. | 3 |
| 7) | Communicates with the institutions, organizations and individuals working in the field of health management and works to improve the field. | 3 |
| 8) | Communicates verbally and orally by using a foreign language at least at the level of European Language Portfolio B2 General Level. | 3 |
| 9) | Knows computer software at sufficient level to analyze their studies and makes use of health informatics and communication technologies at an advanced level. | 3 |
| 10) | Evaluates critically whether the information in the field of health management is up-to-date and conducts advanced studies independently. | 3 |
| 11) | Acts in accordance with the legal regulations related to health management, with social ethics and business ethics and with social responsibility principles. | 2 |
| 12) | Conducts research in the field of health management and reports the results to the experts or non-experts. | 2 |
| 13) | Besides contributing to the creation of national health policies, it also contributes to international health policies. | 3 |
| 14) | Protects its employees in the field of Health Management and treats them fairly. Knows and fulfills the requirements of quality, cultural values, environmental protection, occupational health and safety. | 3 |
| 15) | Performs a study on subjects requiring expertise in the field of health management independently. | 3 |
| 16) | Takes responsibility in accordance with the targets in the initiatives carried out in the field of health management. | 3 |
| 17) | Takes part in determining the mission, vision, goals and objectives of the strategic planning of the institution s/he working at. | 3 |
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 1 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 50 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 42 |
| Study Hours Out of Class | 14 | 42 |
| Homework Assignments | 1 | 20 |
| Midterms | 1 | 20 |
| Total Workload | 124 | |