MARKETING MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
ISL216	MARKETING MANAGEMENT	4	3	3	4

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	It is aimed to gain knowledge about basic approaches, concepts and techniques of marketing management.
Contents of the Course Unit:	Marketing, marketing concept in health services, health services marketing characteristics from other industries differences, the factors affecting the history and development of health services marketing, causes of health care marketing, consumer, customer and patient concepts, consumer behavior; Market Segmentation and Demand Management in Health Services Market, Classification of Consumers and Main Factors Affecting Consumer Behavior, Types of Consumer Purchasing Behavior, Marketing Research in Health Services.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Examine marketing strategies.
Explain the characteristics and purpose of marketing.
Explain consumer behavior in Health services.
Classify the marketing mix in health services.
Arrange marketing related activities in health services.
Ranks the distinguishing features of marketing in health institutions.
Ranks the forces that promote marketing in health care.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature Review, Individual research	Marketing concept and development process	Lecture, Discussion
2	Literature Review, Individual research	Marketing strategies	Lecture, Discussion
3	Literature Review, Individual research	Marketing Research and Marketing Information System (MIS)	Lecture, Discussion, Individual study, Case study
4	Literature Review, Individual research	Strategic marketing and process	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 buying behavior	Lecture, Discussion
8	-	MID-TERM EXAM	-
9	Literature Review, Individual research	Industrial Markets and Industrial Purchasing Behaviors	Lecture, Discussion, Individual study, Case study
10	Literature Review, Individual research	Product and Service Strategies	Lecture, Discussion, Individual study, Case study
11	Literature Review, Individual research	Pricing Strategies and Approaches	Lecture, Discussion
12	Literature Review, Individual research	New Product Development and Product Lifecycle Strategiess	Lecture, Discussion, Individual study, Case study
13	Literature Review, Individual research	Distribution Channels and Strategies	Lecture, Discussion, Individual study, Case study
14	Literature Review, Individual research	Promotion	Lecture, Discussion
15	Literature Review, Individual research	Customer Management System	Lecture, Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Tengilimoğlu, D. (2011) Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi
Kotler, P. and Clarke, R. N. (1978). Marketing for Health Care Organizations
Odabaşı, Y. (2002). Sağlık Hizmetleri Pazarlaması. Eskişehir: Anadolu Üniversitesi Yayın
İslamoğlu, A.H. (2011). Pazarlama Yönetimi (5. Baskı). Beta Yayınları
Kotler, P., Keller, K. (2011).Marketing Management(14. Baskı). Prentice Hall
Peter, J. P., Donnelly, James H. (2016). Pazarlama Yönetimi. Nobel Akademik Yayıncılık
Perreault, W.D., ‎ Cannon, J.P. (2013). Pazarlamanın Temelleri. Nobel Akademik Yayıncılık

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	He/she has the advanced theoretical and practical knowledge supported by books including main and current knowledge on Health Care Management's field, practical tools, multimedia educational tools and other supported resources.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		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 Care Management.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		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 Care 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
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	e/she can train individuals, families and society by using his/her advanced theoretical and practical knowledge on Health Care Management studies.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		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 Care Management.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she can evaluatecritically the advanced knowledge and skills on Health Care Management.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she can inform people and institutions relevant to Health Care 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
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she can gather, interpret, and execute information about Health Care 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

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	14	1	14
Land Surveying	0	0	0
Group Work	1	6	6
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	2	8	16
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	2	6	12
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	2	6	12
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	37	0	104