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| SYON5014 | Marketing in Health Services | 3+0+0 | ECTS:7.5 | | Year / Semester | Spring Semester | | Level of Course | Second Cycle | | Status | Elective | | Department | HEALTH ADMINISTRATION | | Prerequisites and co-requisites | None | | Mode of Delivery | | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | Prof. Dr. Sedat BOSTAN | | Co-Lecturer | | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | This course aims to assess competition in health care sector, strategy making and evaluation for health care organisations, monitoring competitive environment, using marketing mix elements to gain competitive advantage. |
| Programme Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | PO - 1 : | Learns the importance of marketing management, | 5,11 | 1, | | PO - 2 : | Learns the applicability marketing tools for helath care organisation | 5,11 | 1, | | PO - 3 : | Prejudice about marketing, learns the future of marketing application in the health sector, | 5,11 | 1, | | PO - 4 : | Learns the marketing strategy and market segmention, market research in health sector. | 5,11 | 1, | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), PO : Learning Outcome | | |
| Marketing role in health care, marketing strategy and marketing mix elements. |
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| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | The Role Of Marketing in Health Care | | | Week 2 | Health System and Exchange at Health System | | | Week 3 | Health Sector and Marketing Environment | | | Week 4 | Determinants of Health Care Utilization | | | Week 5 | Strategy and Market Planning | | | Week 6 | How Does Health Services Consumer Preferred? | | | Week 7 | Market Information System and Marketing Research | | | Week 8 | Market Segmentation, Targeting, Positioning and Competition | | | Week 9 | Midterm exam | | | Week 10 | Framing Of Product And Services and Manage | | | Week 11 | New Service Development and Make a Name | | | Week 12 | Pricing Strategy and Decision | | | Week 13 | Design and Management of health CareMarketing Channels | | | Week 14 | Design Integrated Marketing Communication and Management, Personel Marketing Communication, and Marketing Control | | | Week 15 | Preparition For The Final exam | | | Week 16 | Final exam | | | |
| 1 | Philip Kotler, Joel Shalowitz, Robert J. Stevens (2008). Strategic Marketing for Health Care Organizations. Jossey Bass, USA. | | | |
| 1 | Regina Herzlinger (1997). Market Driven Health Care. Addison-Wesley Publishing Company, New York. | | | 2 | Mehmet Karafakıoğlu (1998). Sağlık Hizmetleri Pazarlaması. İstanbul Üniversitesi İşletme Fakültesi, Yayın No : 271, İstanbul. | | | 3 | Dilaver Tengilimoğlu (2011). Sağlık Hizmetleri Pazarlaması. Siyasal Kitabevi, Ankara. | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | | 1 | 50 | | End-of-term exam | 16 | | 1 | 50 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | Yüz yüze eğitim | 3 | 14 | 42 | | Sınıf dışı çalışma | 4 | 14 | 56 | | Arasınav için hazırlık | 3 | 8 | 24 | | Arasınav | 1 | 1 | 1 | | Ödev | 3 | 14 | 42 | | Dönem sonu sınavı için hazırlık | 4 | 6 | 24 | | Dönem sonu sınavı | 1 | 1 | 1 | | Total work load | | | 190 |
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