SKY693 - HEALTH CARE MARKETING
| Course Name | Code | Semester | Theory (hours/week) |
Application (hours/week) |
Credit | ECTS |
|---|---|---|---|---|---|---|
| HEALTH CARE MARKETING | SKY693 | 3rd Semester | 3 | 0 | 3 | 7 |
| Prequisites | ||||||
| Course language | Turkish | |||||
| Course type | Elective | |||||
| Mode of Delivery | Distance Education | |||||
| Learning and teaching strategies | Lecture Discussion Question and Answer Preparing and/or Presenting Reports | |||||
| Instructor (s) | Faculty Members | |||||
| Course objective | 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. | |||||
| Learning outcomes |
| |||||
| Course Content | Marketing role in health care, marketing strategy and marketing mix elements. | |||||
| References | 1. Philip Kotler, Joel Shalowitz, Robert J. Stevens (2008). Strategic Marketing for Health Care Organizations. Jossey Bass, USA. 2. Regina Herzlinger (1997). Market Driven Health Care. Addison-Wesley Publishing Company, New York. 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 | 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 | Midterm Exam |
| Week 7 | How Does Health Services Consumer Preferred? |
| Week 8 | Market Information System and Marketing Research |
| Week 9 | Market Segmentation, Targeting, Positioning and Competition |
| 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 Care Marketing Channels |
| Week 14 | Design Integrated Marketing Communication and Manage / Personel Marketing Communication and Marketing Control |
| Week 15 | Preparatıon for the final exam |
| Week 16 | Final exam |
Assesment methods
| Course activities | Number | Percentage |
|---|---|---|
| Attendance | 1 | 10 |
| Laboratory | 0 | 0 |
| Application | 0 | 0 |
| Field activities | 0 | 0 |
| Specific practical training | 0 | 0 |
| Assignments | 1 | 25 |
| Presentation | 1 | 15 |
| Project | 0 | 0 |
| Seminar | 0 | 0 |
| Midterms | 0 | 0 |
| Final exam | 1 | 50 |
| Total | 100 | |
| Percentage of semester activities contributing grade succes | 1 | 50 |
| Percentage of final exam contributing grade succes | 1 | 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. To have knowledge about theoretical and practical information related to the field of health management and to be able to implement this knowledge | X | ||||
| 2. To gain knowledge and skills on understanding, analyzing and directing administrative, financial, technical and medical process of health organizations | X | ||||
| 3. To understand basic elements of health system in national and international level, to comprehend health planning and health policy, to analyze health sector economic and financially | X | ||||
| 4. To have knowledge and skills to make advanced quantitative and qualitative analyses in health management and to be able to implement this knowledge | X | ||||
| 5. Critical and innovative thinking in problems faced during health management process, having the ability to use scientific methods and technics in decision making and problem solving | X | ||||
| 6. Following the changes in the field of health care management and have the ability to provide specific solutions related health care system of the country | X | ||||
| 7. Acting in accordance with the ethical principles of scientific research, publication and management | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest