| Health Management (Master) (with Thesis) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code: | SYY5027 | ||||
| Course Name: | Digital Marketing in Health | ||||
| Semester: | Fall | ||||
| 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. NAİM ÇETİNTÜRK | ||||
| Course Lecturer(s): | naim çetintürk | ||||
| Course Assistants: |
| Course Objectives: | The general aim of the course is to examine and learn all the phases, features, dynamics, elements and application forms of the concept of marketing as a result of developing technological and communication opportunities. The general objectives of the course are to examine and learn the developing marketing models in digital environments, advertising and public relations practices, new concepts and developing marketing strategies, digital marketing campaigns, positioning of brands in the digital environment, e-commerce and mobile marketing practices. |
| Course Content: | The content of this course consists of Search Engine Ads, Search Engine Optimization, Web concept, Social Media and changing e-commerce trends in the digital environment. Data and applications for the digitalization of the 4P approach, defined as the marketing mix, are presented. In addition, digital brand and digital marketing trends are discussed in a world where social media transforms from content to e-commerce environment. |
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The students who have succeeded in this course;
1) To examine the concepts related to the cyber environment and to have the knowledge to evaluate the processes in historical development 2) To learn the qualities of marketing strategies and practices in the digital environment 3) Examining Digital Campaign applications and gaining active application competence 4) To follow the developments in digital marketing dynamics, to construct future designs and to gain the ability to evaluate the digital world with a marketing perspective on the axis of trade. 5) To be able to use the basic aspects of digital marketing tools with the applications to be made and to be able to analyze the performance and campaign metrics by reading them. 6) To be familiar with the concept of S-Trade, which is the trend of trade in the near future, before anyone else. |
| Week | Subject | Related Preparation |
| 1) | Definition, elements and development of Digital Marketing. Similar and different aspects, advantages and disadvantages of Conventional and Digital Marketing | |
| 2) | Digital marketing advertising models – Banner, Search, Video & In-Stream, Email etc. | |
| 3) | Consumer targeting models in digital marketing | |
| 4) | Performance measurement parameters – Volume, Impression, Click, Conversion, Action. | |
| 5) | Compensation and performance conversion metrics – CPM, CPC, CPA etc. | |
| 6) | Supportive digital marketing applications (SMS, Mailing, Web Push, App Push) | |
| 7) | SEO – Search engine optimization: Concept definition, key components | |
| 8) | Midterm | |
| 9) | (SERP) – Elements required to be listed in search engines (Title, Meta-Description, h1-h2-h3 titles, etc.). | |
| 10) | SEO Analysis Tools – Supporting applications (backlink, Domain Rating etc.) | |
| 11) | Social media as a digital marketing medium. Influencer Marketing – Social Marketing and S-Commerce concepts. Performance measurement (engagement) metrics such as engagement, likes and shares. | |
| 12) | Facebook and Instagram Ads. Steps to create a social media campaign. | |
| 13) | Influencer marketing. S-Commerce Concept and Content Management in Social Media (Content Marketing) | |
| 14) | Site Analysis Tools – Introduction to Google Analytics |
| Course Notes / Textbooks: | Naim Çetintürk, Temel Dijital Pazarlama Kavramları ve Remarketing Reklam Modeli, Seçkin Yayıncılık, 2019 |
| References: | Social Media Strategies for Small Businesses, Phole Media, 2010 Damien Ryan, The Best Digital Marketing Campaigns in the World II, Kogan Page |
| 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 | 3 | |||||||||||
| 2) Comprehend and explain the interaction with disciplines related to health management | 3 | 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 | 3 | |||||||||||
| 4) Analytically and systematically analyze, interpret and evaluate information on health management. | 3 | 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 | 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 | 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 | 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 | 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 | 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 | 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 | 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 | 3 | |||||||||||
| 13) Besides contributing to the creation of national health policies, it also contributes to international health policies. | 3 | 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 | 3 | |||||||||||
| 15) Performs a study on subjects requiring expertise in the field of health management independently. | 3 | 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 | 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 | 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. | 3 |
| 12) | Conducts research in the field of health management and reports the results to the experts or non-experts. | 3 |
| 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 | % 30 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| total | % 100 | |
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Course Hours | 14 | 3 | 42 | ||||
| Study Hours Out of Class | 14 | 3 | 42 | ||||
| Homework Assignments | 1 | 15 | 15 | ||||
| Midterms | 1 | 20 | 20 | ||||
| Final | 1 | 20 | 20 | ||||
| Total Workload | 139 | ||||||