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SAĞLIK KURUMLARINDA PAZARLAMA YÖNETİMİ DERS TANITIM VE UYGULAMA BİLGİLERİ

Kodu Dersin Adı Yarıyıl Süresi(T+U) Kredisi AKTS Kredisi
SYY244 SAĞLIK KURUMLARINDA PAZARLAMA YÖNETİMİ 4 3 3 6

DERS BİLGİLERİ

Dersin Öğretim Dili : Türkçe
Dersin Düzeyi BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Dersin Türü Zorunlu
Dersin Veriliş Şekli -
Dersin Koordinatörü Assist.Prof. BUMİN ÇAĞATAY AKSU
Dersi Veren Öğretim Üyesi/Öğretim Görevlisi
Ders Ön Koşulu Yok

AMAÇ VE İÇERİK

Amaç: It is aimed to gain information about basic approaches, concepts and techniques of marketing management in health institutions.
İçerik: The concept of marketing in healthcare services, the characteristics of healthcare marketing and its differences from other industries, the factors affecting the history and development of healthcare marketing, the reasons of healthcare marketing, the concepts of consumer, customer and patient, relationship between healthcare organizations and marketing function, marketing organization and marketing management in healthcare institution. place and role, market segmentation and demand management in the healthcare market, conditions for realization of marketing in healthcare, the concept of competition; Product pricing, distribution function relationship, Distribution channel, Marketing activity examples, Promotion.

DERSİN ÖĞRENME ÇIKTILARI (Öğrenciler, bu dersi başarı ile tamamladıklarında aşağıda belirtilen bilgi, beceri ve/veya yetkinlikleri gösterirler.)

Explains healthcare marketing.
Lists the distinctive features of marketing in health institutions.
Compares healthcare types and healthcare institutions.
Explains marketing strategies in health care.

HAFTALIK DERS KONULARI VE ÖNGÖRÜLEN HAZIRLIK ÇALIŞMALARI

Hafta Ön Hazırlık Konular Yöntem
1 Literature review, Individual research Marketing Concept and Development Process in Health Institutions Lecture, Discussion
2 Literature review, Individual research Marketing Strategies in Health Institutions Lecture, Discussion
3 Literature review, Individual research Marketing Planning in Health Institutions Lecture, Discussion, Individual study, Case Study
4 Literature review, Individual research Qualifications of Health Services Lecture, Discussion, Individual study, Case Study
5 Literature review, Individual research Marketing Environment: Macro and Micro Factors Lecture, Discussion, Individual study, Case Study
6 Literature review, Individual research Competitive Advantages: Market Segmentation, Targeting and Positioning Lecture, Discussion, Individual study, Case Study
7 Literature review, Individual research Consumer Markets and Consumer Purchasing Behavior Lecture, Discussion
8 - MID-TERM EXAM -
9 Literature review, Individual research Industrial Markets and Industrial Purchasing Behavior Lecture, Discussion, Individual study, Case Study
10 Literature review, Individual research Product and Service Strategies Lecture, Discussion
11 Literature review, Individual research Pricing Strategies and Approaches Lecture, Discussion, Individual study, Case Study
12 Literature review, Individual research Distribution Functions Lecture, Discussion, Individual study, Case Study
13 Literature review, Individual research Chain of Distribution and Strategies Lecture, Discussion, Individual study, Case Study
14 Literature review, Individual research Promotion Policies Lecture, Discussion
15 Literature review, Individual research Marketing Activity Examples Lecture, Discussion
16 - FINAL EXAM -
17 - FINAL EXAM -

KAYNAKLAR

Tengilimoğlu, D. (2011) Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi
Philip Kotler and Roberta N. Clarke, Marketing for Health Care Organizations
Perreault, W.D., ‎ Cannon, J.P. (2013). Pazarlamanın Temelleri. Nobel Akademik Yayıncılık

ÖLÇME VE DEĞERLENDİRME

Yarıyıl İçi Yapılan Çalışmaların Ölçme ve Değerlendirmesi Etkinlik Sayısı Katkı Yüzdesi Açıklama
(0) Etkisiz (1) En Düşük (2) Düşük (3) Orta (4) İyi (5) Çok İyi
0 1 2 3 4 5

DERSİN PROGRAM ÖĞRENME ÇIKTILARINA KATKISI

KNOWLEDGE
Theoretical
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
He/she has the advanced theoretical and practical knowledge supported by books including main and current knowledge on Health Management's field, practical tools, multimedia educational tools and other supported resources.
4
KNOWLEDGE
Factual
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
He/she has the knowledge to attain scientific information, track current literature, evaluate and execute datas about Health Management.
4
SKILLS
Cognitive
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
He/she can interpret and evaluate scientifically proven datas by using his/her advanced knowledge and skills on Health Management, he/she can identify the problems, analyze them, and solve them with the aid of researches and evidences based his/her professional ethical norms, by sharing the knowledge and being an excellent member of a team.
4
SKILLS
Practical
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
He/she can train individuals, families and society by using his/her advanced theoretical and practical knowledge on Health Management studies.
3
OCCUPATIONAL
Autonomy & Responsibility
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
He/she can perform a study independently and take responsibility bycooperating with other groups of professions via using his/her advanced knowledge on Health Management.
4
OCCUPATIONAL
Learning to Learn
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
He/she can evaluatecritically the advanced knowledge and skills on Health Management.
4
OCCUPATIONAL
Communication & Social
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
He/she can inform people and institutions relevant to Health Management by citing his/her suggestions about solutions both written and orally, and he/she can listen the requests and expectancies of those contacts.
4
OCCUPATIONAL
Occupational and/or Vocational
Program Yeterlilikleri/Çıktıları Katkı Düzeyi
0 1 2 3 4 5
1
He/she can gather, interpret, and execute information about Health Management field, and cooperate with people from other relevant disciplines in order to announce the information gathered by paying attention to social, cultural and ethical norms.
4

DERSİN İŞ YÜKÜ VE AKTS KREDİSİ

Öğrenme-Öğretme Etkinlikleri İş Yükü
Öğrenme-Öğretme Etkinlikleri Etkinlik(hafta sayısı) Süresi(saat sayısı) Toplam İş Yükü
Lecture & In-Class Activities 14 3 42
Preliminary & Further Study 14 4 56
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 14 1 14
Assignment (Homework) 0 0 0
Project Work 0 0 0
Seminar 0 0 0
Internship 0 0 0
Technical Visit 0 0 0
Web Based Learning 0 0 0
Implementation/Application/Practice 0 0 0
Practice at a workplace 0 0 0
Occupational Activity 0 0 0
Social Activity 0 0 0
Thesis Work 0 0 0
Field Study 0 0 0
Report Writing 0 0 0
Final Exam 1 1 1
Preparation for the Final Exam 7 3 21
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 7 2 14
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 58 0 149
Genel Toplam 149
Toplam İş Yükü / 25.5 5,8
Dersin AKTS(ECTS) Kredisi 6,0