Kodu | Dersin Adı | Yarıyıl | Süresi(T+U) | Kredisi | AKTS Kredisi |
---|---|---|---|---|---|
SYY244 | SAĞLIK KURUMLARINDA PAZARLAMA YÖNETİMİ | 4 | 3 | 3 | 6 |
DERS BİLGİLERİ |
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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 |
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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.) |
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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 |
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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 |
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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 |
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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 |
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE | |||||||
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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.
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4 |
KNOWLEDGE | |||||||
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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.
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4 |
SKILLS | |||||||
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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.
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4 |
SKILLS | |||||||
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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.
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3 |
OCCUPATIONAL | |||||||
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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.
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4 |
OCCUPATIONAL | |||||||
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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.
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4 |
OCCUPATIONAL | |||||||
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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.
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4 |
OCCUPATIONAL | |||||||
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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.
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4 |
DERSİN İŞ YÜKÜ VE AKTS KREDİSİ |
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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 |