SKY739 - MARKETING IN HEALTH CARE SERVICES and MARKET RES.
| Course Name | Code | Semester | Theory (hours/week) |
Application (hours/week) |
Credit | ECTS |
|---|---|---|---|---|---|---|
| MARKETING IN HEALTH CARE SERVICES and MARKET RES. | SKY739 | 2nd Semester | 3 | 0 | 3 | 7 |
| Prequisites | ||||||
| Course language | Turkish | |||||
| Course type | Elective | |||||
| Mode of Delivery | Face-to-Face | |||||
| Learning and teaching strategies | Lecture Discussion Question and Answer Preparing and/or Presenting Reports | |||||
| Instructor (s) | Faculty Members | |||||
| Course objective | This course aims to marketing management in health care organizations and marketing techniques giving advantage of competition to health care managers in a changing environment. | |||||
| Learning outcomes |
| |||||
| Course Content | Strategic marketing management in health care, marketing strategy and marketing mix elements | |||||
| References | 1. Valerie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. Services Marketing. 5th Edition, 2009. 2. Philip Kotler, Joel Shalowitz, Robert J. Stevens (2008). Strategic Marketing for Health Care Organizations. Jossey Bass, USA. 3. Philip Cooper (1994). Health Care Marketing. An Aspen Publication, USA. 4. Eric N. Berkowitz (2006). Essentials of Health Care Marketing. Jones and Barlett Publishers, Boston. 5. Mehmet Karafakıoğlu (1998). Sağlık Hizmetleri Pazarlaması. İstanbul Üniversitesi İşletme Fakültesi, Yayın No : 271, İstanbul. 6. Dilaver Tengilimoğlu (2011). Sağlık Hizmetleri Pazarlaması. Siyasal Kitabevi, Ankara.. | |||||
Course outline weekly
| Weeks | Topics |
|---|---|
| Week 1 | Services and Health Services Marketing, Service Improvement |
| Week 2 | Innovation in Services and Services Design |
| Week 3 | The Role ofEmployees inThe Provision of Services |
| Week 4 | Consumer Behavior in The Health Care |
| Week 5 | Evaluation of Health Care Quality |
| Week 6 | Midterm Exam |
| Week 7 | Evaluation of Health Services Standard by the Customer Perspective |
| Week 8 | Customer Relation Management |
| Week 9 | Physical Evidence |
| Week 10 | Customer Research in The Health Care |
| Week 11 | Understanding of New Service Provision Methods |
| Week 12 | Service Businesses Capacity Planning and Demand Management |
| Week 13 | Integrated Marketing Communications Management |
| Week 14 | Health Care Priceand PricingMethods |
| Week 15 | Preparation for the Final Exam |
| Week 16 | Final Exam |
Assesment methods
| Course activities | Number | Percentage |
|---|---|---|
| Attendance | 0 | 10 |
| Laboratory | 0 | 0 |
| Application | 0 | 0 |
| Field activities | 0 | 0 |
| Specific practical training | 0 | 0 |
| Assignments | 1 | 20 |
| Presentation | 1 | 20 |
| Project | 0 | 0 |
| Seminar | 0 | 0 |
| Midterms | 1 | 20 |
| Final exam | 1 | 30 |
| Total | 100 | |
| Percentage of semester activities contributing grade succes | 0 | 50 |
| Percentage of final exam contributing grade succes | 0 | 50 |
| Total | 100 | |
WORKLOAD AND ECTS CALCULATION
| Activities | Number | Duration (hour) | Total Work Load |
|---|---|---|---|
| Course Duration (x14) | 14 | 3 | 42 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Specific practical training | 0 | 0 | 0 |
| Field activities | 0 | 0 | 0 |
| Study Hours Out of Class (Preliminary work, reinforcement, ect) | 12 | 4 | 48 |
| Presentation / Seminar Preparation | 1 | 20 | 20 |
| Project | 0 | 0 | 0 |
| Homework assignment | 1 | 20 | 20 |
| Midterms (Study duration) | 1 | 30 | 30 |
| Final Exam (Study duration) | 1 | 50 | 50 |
| Total Workload | 30 | 127 | 210 |
Matrix Of The Course Learning Outcomes Versus Program Outcomes
| D.9. Key Learning Outcomes | Contrubition level* | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1. Development of theoretical and practical information related to the field of health care management | X | ||||
| 2. Analyzing and directing administrative, financial, legal, technical and medical processes of health care organizations | X | ||||
| 3. To have knowledge and skills on managing information systems in health caremanagement and to be able to effectively use it | X | ||||
| 4. To make advanced analysesof health system at national and international level,health planning and health policy, and health sector with economic and financial aspects | X | ||||
| 5. To have knowledge and skills to make advanced quantitative and qualitative analyses in health caremanagement and to be able to apply this knowledge | X | ||||
| 6. To have the ability to think critically and innovatively in dealing with problems faced during health care management processes, to have the ability to develop scientific methods and technics in decision making and problem solving | X | ||||
| 7. To act in accordance with the principles of scientific research, publishing and management | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest