Ders Adı Kodu Yarıyıl T+U Saat Kredi AKTS
Health Care Servıce Marketıng SAY 302 6 4 + 0 4 7
Ön Koşul Dersleri
Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi Lisans
Dersin Türü Zorunlu
Dersin Koordinatörü Doç.Dr. SEMİH OKUTAN
Dersi Verenler Doç.Dr. SEMİH OKUTAN,
Dersin Yardımcıları

Res.Ass. Mustafa AMARAT

Dersin Kategorisi Alanına Uygun Temel Öğretim
Dersin Amacı

Provide students up-to-date knowledge and concepts in health care marketing that support competitive advantage for related positions in both public and private health care organizations are the main objectives of this course. Ultimate aim of this course is to give the students not just applicable marketing tools in health care, but also to provide necessary strategic perspectives.

Dersin İçeriği

By taking Health Care Marketing course, students are expected to gain applicable knowledge and concepts in health care markets, rivalry and competitive market formation, positioning, brand management, ability to define influencial system components on marketing strategies, marketing mix, and related strategies regarding each elements in the marketing mix.

# Ders Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
1 Knows and associates health care marketing and branding strategies and their applications. Lecture, Question-Answer, Discussion, Testing, Homework,
2 Defines competitive forces in a market and concept of competitive advantage, sorts generic strategies. Lecture, Question-Answer, Discussion, Testing, Homework,
3 Knows market types, distinguishes competition types in different markets. Lecture, Question-Answer, Discussion, Testing, Homework,
4 Knows concepts of healthiness and sickness, distinguishes types of health care services and health care institutions. Lecture, Question-Answer, Discussion, Testing, Homework,
5 Defines health care marketing, knows marketing and customer mixes. Lecture, Question-Answer, Discussion, Testing, Homework,
6 Explain the characteristics and purpose of marketing. Lecture, Question-Answer, Discussion, Testing, Homework,
7 List the distinctive features of marketing in health institutions. Lecture, Question-Answer, Discussion, Testing, Homework,
8 List the forces that promote marketing in health services. Lecture, Question-Answer, Discussion, Testing, Homework,
9 Explain consumer behavior in health services. Lecture, Question-Answer, Discussion, Testing, Homework,
10 Knows the marketing mix in health services Lecture, Question-Answer, Discussion, Testing, Homework,
Hafta Ders Konuları Ön Hazırlık
1 General introduction and review chapters and topics in the course Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
2 Defining marketing, marketing mix and its elements, legislation on advertisement and promotion in health care, opposite views to health care marketing, marketing applications in different countries´ health systems Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
3 Functions of marketing in different ownership types in health care, sales and marketing organization in health care institutions, role and organizational position of health care marketing manager Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
4 General characteristics of services and qualities that differentiate health care from the rest, definition of health and health care, production function in health care, health care market and its relation to economic system, economies of health and illn Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
5 Definition of market, prerequisite to marketing, demand and its types, evolutionary eras of marketing, environmental factors in health care and their influence on marketing applications Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
6 Definition and boundaries of health care industry, concept of value chain and rivalry, competitive forces, generic strategies for competitive advantage, industry concetration and concentration measures, regulating the competition Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
7 Definition of market segmentation, vertical versus lateral segmentation, integration and disintegration startegies and their health care applications Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
8 Product in health care, product life cycle concept and modes of product life cycle, service mix of health care organizations, product strategies Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
9 MIDTERM EXAMS Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
10 The concept of value and price, valuation and pricing in health care, pricing strategies and health care applications, positioning power of price Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
11 Place and its function as a marketing mix element, retail mix, channel choice, push versus pull strategy and their health care applications Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
12 Product launch and advertisement regimes in health care, promotion and promotion mix, health communication, public relations versus marketing and locus and roles in health care Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
13 Market research and health care applications, performance appraisal in marketing operations, examples for market research and marketing operations in hospital Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
14 Consumer relevancy and patient-focused care, hierarchy of interaction between the health care organization and its consumers, consumer relevancy matrix and how can be a more patient-relevant Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.
Kaynaklar
Ders Notu

Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.

Ders Kaynakları

Yavuz Odabaşı, Mine Oyman, Sağlık Hizmetleri Pazarlaması, Anadolu Üniv. Yay., 1994.,
Altunışık ve diğ., Modern Pazarlama, 2006
Montague Brown, Healthcare Marketing Management, Health Care Management Review, An Apsen Publication, 1992.
Philip Kotler and Roberta N. Clarke, Marketing for Helth Care Organizations, Prentice Hall Inc., Englewood Cliffs, New Jersey.
Philip Kotler, Soru ve Cevaplarla Günümüzde Pazarlamanın Temelleri, Acar Matbaacılık, İstanbul, 2006, (çev. Ümit Şensoy).

Sıra Program Çıktıları Katkı Düzeyi
1 2 3 4 5
1 To gain competencies specific to the field of health management X
2 Gaining innovation and entrepreneurship characteristics in the health sector X
3 To make effective, oral and written communication and professional presentations X
4 Gaining the ability to access / access up-to-date health management information and transfer it to teammates X
5 Analyzing organizational data X
6 Using leadership skills in solving current problems X
7 To have the awareness of responsibility required by the health ecosystem X
8 To behave legally and ethically in health service delivery X
9 Evaluating the global context affecting healthcare delivery X
10 To grasp / understand / interpret the development in global health services X
Değerlendirme Sistemi
Yarıyıl Çalışmaları Katkı Oranı
1. Ara Sınav 40
1. Kısa Sınav 10
1. Ödev 30
1. Performans Görevi (Arazi Çalışması) 20
Toplam 100
1. Yıl İçinin Başarıya 60
1. Final 40
Toplam 100
AKTS - İş Yükü Etkinlik Sayı Süre (Saat) Toplam İş Yükü (Saat)
Course Duration (Including the exam week: 16x Total course hours) 16 4 64
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 10 10
Quiz 2 10 20
Assignment 1 10 10
Final examination 1 20 20
Toplam İş Yükü 172
Toplam İş Yükü / 25 (Saat) 6,88
Dersin AKTS Kredisi 7