MARKETİNG OF HEALTH SERVİCES PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
SIP205	MARKETİNG OF HEALTH SERVİCES	3	3	3	4

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	ASSOCIATE DEGREE, TYY: + 5.Level, EQF-LLL: 5.Level, QF-EHEA: Short Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Lecturer EBRU CENGİZ
Instructor(s) of the Course Unit	Lecturer ANIL ÇETİN
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of the students; advantages of the marketing activities of the health institutions; health institutions in the implementation of the elements of the marketing mix to the classic formula, evaluation and monitoring; health service buyers purchasing behavior and decision-making processes; the factors affecting the satisfaction of these consumers, health services to develop marketing strategies for the development of corporate image transmission is to inform about the basic principles.
Contents of the Course Unit:	The historical development of the basic concepts related to marketing and marketing, marketing, service marketing, services marketing functions, classification, characteristics and historical development of the marketing of health services, health services, health services, the importance of marketing factors that cause to win the marketing of products and product (service) policies, health care marketing price and price policies, health services marketing distribution policies

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Comprehends the effects of complex marketing environment in the field of marketing management in healthcare institutions analytically.
Compartmentalizes the decision-making process of health consumers effectively and comprehends health consumers.
Formulates, implements, evaluates and controls purposeful and effective marketing mix strategies for healthcare organizations.
In line with the marketing communication strategies for health institutions, the decision-making ability in the field of brand management and the concept of brand as a marketing communication factor will be acquired.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature Search	Introducing course content and topics - Introduction to Health Services Marketing	Lecture - Question - Answer
2	Written - Visual Resources	The key elements of marketing in health care	Lecture, Question and Answer, Evaluation of the previous week
3	Written - Visual Resources	Environmental factors affecting marketing activities in health services	Lecture, Question and Answer, Evaluation of the previous week
4	Written - Visual Resources	Health of the consumer buying behavior and market analysis	Lecture, Question and Answer, Evaluation of the previous week
5	Written - Visual Resources	Health service segmentation and target market selection of recipients	Lecture, Question and Answer, Evaluation of the previous week
6	Written - Visual Resources	Positioning and differentiation of health services	Lecture, Question and Answer, Evaluation of the previous week
7	Written - Visual Resources	Health Services Marketing Mix	Lecture, Question and Answer, Evaluation of the previous week
8	-	MID-TERM EXAM	-
9	Research - Written - Visual Resources	Health service features and service quality	Lecture, Question and Answer, Evaluation of the previous week
10	Written - Visual Resources	Health service pricing strategies	Lecture, Question and Answer, Evaluation of the previous week
11	Research - Written - Visual Resources	Health institutions advertising, sales promotion, public relations, and direct marketing applications to be managed	Lecture, Question and Answer, Evaluation of the previous week
12	Written - Visual Resources	Health institutions in designing and managing distribution channels	Lecture, Question and Answer, Evaluation of the previous week
13	Written - Visual Resources	Health institutions for customer management and customer satisfaction	Lecture, Question and Answer, Evaluation of the previous week
14	Written - Visual Resources	Marketing communications management, image management in health institutions	Lecture, Question and Answer, Evaluation of the previous week
15	Written - Visual Resources	Review	Lecture - Question - Answer
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Philip Kotler and Roberta N. Clarke, Marketing for Health Care Organizations, Prentice Hall Inc., Englewood Cliffs, New Jersey
Tengilimoğlu D, Health Services Marketing, Siyasal Bookstore, Ankara, 2014
Health Services Marketing, Anadolu University Press
Gümüş S, Marketing of Health Services and the Effects of Advertising, 2013

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses information on issues related to health and health services.
2	Applies health accounting and health cost management.
3	Uses information on health legislation, health management, medical terminology, resource planning in health institutions, health services marketing, medical terminology and health legislation.
4	Uses hospital automation methods.
5	Develops information on the health sector.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Names information about the problems encountered in the health sector.
2	Creates solutions to problems encountered in the health sector.
3	Knows the health rules and prepares according to the health rules.
4	Uses information to make decisions regarding hospital management.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	The health accounting and cost accounts does.
2	Implements duties and responsibilities in health services.
3	The hospital uses the automation methods.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Knows the problems of health systems and develops solutions for these problems.
2	Carries out patient admission, appointment, cash desk, human resources, quality unit, and consultancy activities in health institutions.
3	Carries out duties in businesses that produce and provide health services.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Teamwork works with volumes effectively.
2	Carries out the responsibilities assigned to him/her successfully and quickly.
3	Prepares independent decisions by knowing the health field and its risks.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Recognizes the official institutions to which health institutions are affiliated.
2	Follows current events related to health institutions.
3	Follows training programs related to health institution management.
4	Follows necessary information sources related to health institutions.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conducts communication between patient and physician.
2	Implements patient confidentiality.
3	Implements communication with patients and their relatives.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Applies terminology knowledge specific to the health sector.
2	Shows that he/she must have competent knowledge on health institution management issues.
3	Prepares strategic decisions by knowing the health sector well.

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	10	3	30
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
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	14	1	14
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	14	1	14
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	54	0	102