ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
Course Introduction and Application Information
| Course Code: | UNI103 | ||||
| Course Name: | Health 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: | Departmental 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 |
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution |
Assessment & Grading
| Değerlendirme Yöntemleri ve Kriterleri | Number of Activities | Level of Contribution |
| Attendance | 14 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 50 |
| total | % 100 | |
Workload and ECTS Credit Calculation
| Activities | Number of Activities | Workload |
| Course Hours | 15 | 45 |
| Study Hours Out of Class | 15 | 30 |
| Homework Assignments | 3 | 15 |
| Midterms | 3 | 11 |
| Final | 4 | 16 |
| Total Workload | 117 | |