Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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SIP205 | MARKETİNG OF HEALTH SERVİCES | 3 | 3 | 3 | 4 |
GENERAL INFORMATION |
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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 PINAR GENÇ |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Health and medical services related to the level of adequate information matters.
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5 | |||||
2 |
Health Accounting and health cost management application.
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0 | |||||
3 |
Health legislation, medical terminology, health institutions, health management, resource planning, health services, marketing, medical terminology and health legislation has the hardware.
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0 | |||||
4 |
Hospital automation methods are used.
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0 | |||||
5 |
Health sector related keeps up-to-date information.
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5 |
KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
The health sector has knowledge about the problems encountered.
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5 | |||||
2 |
The health industry solutions to problems encountered.
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5 | |||||
3 |
Knows the health rules and health is prepared according to the rules.
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5 | |||||
4 |
Hospital management-related decision-making.
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5 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
The health accounting and cost accounts does.
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0 | |||||
2 |
Health care duties and liability.
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4 | |||||
3 |
The hospital uses the automation methods.
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0 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Solutions for the problems of health systems issues-knows.
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4 | |||||
2 |
Health institutions, admission, date, teller, human resources, quality unit, advisory activities.
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4 | |||||
3 |
Health service offering, producing enterprises.
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5 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Teamwork works with volumes effectively.
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5 | |||||
2 |
Responsibility of the successful and quick format is loaded.
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4 | |||||
3 |
Knowing the risks of the health field and the field's independent decisions
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3 |
OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Health institutions is bound to know the official institutions.
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5 | |||||
2 |
Follow current events related to health institutions.
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5 | |||||
3 |
Health institutions management related training programs, health care institutions are required regarding the information sources.
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5 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Provides communication between patient and physician.
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5 | |||||
2 |
Patient confidentiality is perfect for you.
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5 | |||||
3 |
Communicates with the patient and the patient's relatives.
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5 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
The health sector has knowledge of the terminology.
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4 | |||||
2 |
Health management, health management should have competent information.
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5 | |||||
3 |
Knowing that good health sector strategic decisions.
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4 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |
Total Workload of the Course Unit | 102 | ||
Workload (h) / 25.5 | 4 | ||
ECTS Credits allocated for the Course Unit | 4,0 |