MARKETING MANAGEMENT IN HEALTH INSTITUTIONS PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
SYY244	MARKETING MANAGEMENT IN HEALTH INSTITUTIONS	4	3	3	6

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assist.Prof. BUMİN ÇAĞATAY AKSU
Instructor(s) of the Course Unit	Assist.Prof. ÖMER FARUK ŞARKBAY
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	It is aimed to gain information about basic approaches, concepts and techniques of marketing management in health institutions.
Contents of the Course Unit:	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.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explains healthcare marketing.
Lists the distinctive features of marketing in health institutions.
Compares healthcare types and healthcare institutions.
Explains marketing strategies 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 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	-

SOURCE MATERIALS & RECOMMENDED READING
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

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 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 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 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	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
	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 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 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 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 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	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