ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| Management Information Systems | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
Course Introduction and Application Information
| Course Code: | UNI103 | ||||
| Course Name: | Health Marketing | ||||
| Semester: |
Fall Spring |
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| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | University Elective | ||||
| Course Level: |
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| Mode of Delivery: | E-Learning | ||||
| Course Coordinator: | Dr. Öğr. Üy. FATİH ÖZER | ||||
| Course Lecturer(s): | Dr. Fatih ÖZER | ||||
| Course Assistants: |
Course Objective and Content
| Course Objectives: | The aim of the Health Marketing course is to equip students with the ability to develop marketing strategies specific to the healthcare sector. While the course teaches the challenges encountered in marketing healthcare services and products, it also provides students with the skills to analyze target audiences, utilize both digital and traditional marketing methods, and understand ethical and legal frameworks. In this way, the course aims to train professionals capable of developing effective marketing strategies in the healthcare sector. |
| Course Content: | It covers marketing strategies for institutions and organizations operating in healthcare and the health sector. This course teaches how general marketing principles can be adapted to the health sector, how healthcare providers and products can be marketed, and how to communicate effectively with target audiences. |
Learning Outcomes
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The students who have succeeded in this course;
1) They will be able to define the concepts of marketing and service. 2) An explanation of the framework of marketing in healthcare services will be provided. 3) Pricing methods in healthcare services marketing will be explained. 4) Promotion activities in healthcare services will be explained 5) The definition of process management in healthcare services marketing will be provided. 6) The importance of the human factor in healthcare services marketing will be explained. 7) The importance and methods of communication in healthcare services marketing will be explained. 8) Midterm Exam 9) The importance of quality in healthcare services will be explained. 10) A definition of internationalization and branding in healthcare services will be provided. 11) A discussion on new approaches in healthcare services marketing will be conducted. 12) Group Presentations 13) Group Presentations 14) Group Presentations |
Course Flow Plan
| Week | Subject | Related Preparation |
| 1) | Definition and Scope of Marketing, Basic Concepts in Marketing, Development of Marketing Concept, Purpose and Importance of Marketing Concept | |
| 2) | Service and service sector features and service marketing, introduction to marketing management process in health institutions as service enterprises | |
| 3) | Definition of Health Marketing, Scope, Definition and Scope of Health Marketing Mix | |
| 4) | Marketing Information System and Market Research, Data Collection Methods in Health Sector, Analysis, Reporting and Interpretation Techniques | |
| 5) | Marketing Mix Elements Product Decisions and Management in Health Care | |
| 6) | Market Segmentation and Target Market Selection According to Consumer Behavior in Healthcare Organizations | |
| 7) | Choosing Marketing Strategies in Healthcare Institutions That Are Suitable for the Characteristics of the Target Market | |
| 8) | Positioning Strategy in Healthcare Marketing | |
| 9) | Brand Positioning Strategy in Healthcare Marketing | |
| 10) | Official Holiday (April 23 National Sovereignty and Children's Day) | |
| 11) | New Approaches in Healthcare Marketing -Relationship Marketing and Customer Relations Management | |
| 12) | New Media and Web Based Communication Systems in Healthcare Marketing | |
| 13) | Innovation Management in Healthcare Marketing | |
| 14) | Marketing Ethics in Health Care |
Sources
| Course Notes / Textbooks: | Karaca, Şükran. Sağlık Hizmetlerinde Pazarlama, (2023). 2. Baskı, Beta Şehirli, Mustafa. Sağlık Hizmetleri Pazarlamasında Güncel Tartışmalar ve Çevrim Dışı Uygulamalar, (2021). 1. Baskı, Nobel Bilimsel Boztosun, Derviş; Demirtaş, Özgür. Sağlık İşletmeciliği ve Modern Yönetim Uygulamaları, (2021). 1. Baskı, Nobel |
| References: | Karaca, Şükran. Sağlık Hizmetlerinde Pazarlama, (2023). 2. Baskı, Beta Şehirli, Mustafa. Sağlık Hizmetleri Pazarlamasında Güncel Tartışmalar ve Çevrim Dışı Uygulamalar, (2021). 1. Baskı, Nobel Bilimsel Boztosun, Derviş; Demirtaş, Özgür. Sağlık İşletmeciliği ve Modern Yönetim Uygulamaları, (2021). 1. Baskı, Nobel |
Course - Program Learning Outcome Relationship
| Course Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
6 |
7 |
8 |
9 |
10 |
11 |
12 |
13 |
14 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Program Outcomes | ||||||||||||||
| 1) It has a wide range of interdisciplinary approaches to management information systems, primarily business and computer engineering. | ||||||||||||||
| 2) Comprehends the management information systems in terms of technical, organizational and managerial aspects and uses the current programming language by knowing the logic of programming. | ||||||||||||||
| 3) Uses different information technologies and systems for understanding and solving various business problems. | ||||||||||||||
| 4) Interpret the data, concepts and ideas in the field of management information systems with scientific and technological methods. | ||||||||||||||
| 5) Analyze the needs for an information system and analyze the processes of analysis, design and implementation of the database. | ||||||||||||||
| 6) Gains technical and managerial contributions to IT projects and takes responsibility. | ||||||||||||||
| 7) Solve complex business and informatics problems by using various statistical techniques and numerical methods and make analyzes using statistical programs effectively. | ||||||||||||||
| 8) Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. | ||||||||||||||
| 9) Develops teamwork, negotiation, leadership and entrepreneurship skills. | ||||||||||||||
| 10) Has universal ethical values, social responsibility awareness and sufficient legal knowledge. | ||||||||||||||
| 11) Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. | ||||||||||||||
| 12) Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms. | ||||||||||||||
| 13) It uses information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | ||||||||||||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | It has a wide range of interdisciplinary approaches to management information systems, primarily business and computer engineering. | 3 |
| 2) | Comprehends the management information systems in terms of technical, organizational and managerial aspects and uses the current programming language by knowing the logic of programming. | 3 |
| 3) | Uses different information technologies and systems for understanding and solving various business problems. | 3 |
| 4) | Interpret the data, concepts and ideas in the field of management information systems with scientific and technological methods. | 3 |
| 5) | Analyze the needs for an information system and analyze the processes of analysis, design and implementation of the database. | 3 |
| 6) | Gains technical and managerial contributions to IT projects and takes responsibility. | 3 |
| 7) | Solve complex business and informatics problems by using various statistical techniques and numerical methods and make analyzes using statistical programs effectively. | 3 |
| 8) | Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. | 3 |
| 9) | Develops teamwork, negotiation, leadership and entrepreneurship skills. | 3 |
| 10) | Has universal ethical values, social responsibility awareness and sufficient legal knowledge. | 3 |
| 11) | Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. | 3 |
| 12) | Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms. | 3 |
| 13) | It uses information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. | 3 |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 50 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| total | % 100 | |
Workload and ECTS Credit Calculation
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 28 |
| Homework Assignments | 1 | 20 |
| Midterms | 1 | 30 |
| Final | 1 | 50 |
| Total Workload | 128 | |