Course Name Code Semester T+U Hours Credit ECTS
Marketing In Health Care Services and Market Research SAY 608 0 3 + 0 3 6
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Doctorate Degree
Course Type Optional
Course Coordinator Prof.Dr. NİLGÜN SARIKAYA
Course Lecturers
Course Assistants

Res.Asst. Mustafa AMARAT

Course Category Field Proper Education
Course Objective

It is aimed to teach marketing management in health institutions and marketing techniques necessary for the development of marketing strategies that will provide competitive advantage to the managers of health institutions.

Course Content

Strategic marketing management in health care, marketing strategy and marketing mix elements 

# Course Learning Outcomes Teaching Methods Assessment Methods
1 Learns strategy making and evaluation for health care organizations Lecture, Discussion, Testing, Homework,
2 Learns monitoring competitive environment Lecture, Discussion, Testing, Homework,
3 Using marketing mix elements to gain competitive advantage Lecture, Discussion, Testing, Homework,
Week Course Topics Preliminary Preparation
1 Service and Healthcare Marketing and Service Improvement
2 Service Innovation and Service Design
3 The Role of Employees in Service Delivery
4 Consumer Behavior in Healthcare Business
5 Assessment of Health Service Quality
6 Midterm
7 Defining Healthcare Standards from the Perspective of the Customer
8 Customer relations management
9 Physical Spaces in Health Service Delivery
10 Consumer Research in Healthcare
11 Understanding New Service Delivery Methods
12 Service Businesses Capacity Planning and Demand Management
13 Integrated Marketing Communication Management
14 Final
Course Notes
Course Resources

Valerie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. Services Marketing. 5th Edition, 2009.

Philip Kotler, Joel Shalowitz, Robert J. Stevens (2008). Strategic Marketing for Health Care Organizations. Jossey Bass, USA.

Philip Cooper (1994). Health Care Marketing. An Aspen Publication, USA.

Eric N. Berkowitz (2006). Essentials of Health Care Marketing. Jones and Barlett Publishers, Boston.

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 has the information in manufacturing, marketing, management and accounting-finance functions at the level of expertise of health care institutions and health care system. X
2 is aware of the interdisciplinary interaction related of field of expertise X
3 makes teamwork and shares knowledge with his/her team in the field of expertise X
4 defines problems, analyzes and provides solutions to problems X
5 conducts independent research, contribute to projects and take responsibility in the field of expertise X
6 sets organization visions, missions, goals and targets in the field of study. X
7 questionizes the knowledge he/she has in the field of expertise X
8 related to area of expertise that have served as areas where the accumulation and transfer data using the tool to communicate with all kinds of suggestions, if necessary it can use at least one foreign language. X
9 open to professional sharing and cooperation in the field of his/her expertise. X
10 is able to entry data and conduct data analysis in the field of his/her expertise X
11 acts in accordance with business values and social ethics in the field of his/ her expertise. X
12 analyzes the relationships with stakeholders and national governments in the field of his/ her expertise. X
13 makes recommendations that will contribute to field of his/her expertise. X
14 -is conscious about the universality of social rights, social justice, quality, environmental and cultural values protection, occupational health and safety besides the field of his/her expertise. X
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 40
1. Proje / Tasarım 15
1. Performans Görevi (Seminer) 20
1. Performans Görevi (Arazi Çalışması) 25
Total 100
1. Yıl İçinin Başarıya 60
1. Final 40
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Assignment 1 20 20
Performance Task (Seminar) 1 15 15
Final examination 1 25 25
Hours for off-the-classroom study (Pre-study, practice) 18 3 54
Total Workload 162
Total Workload / 25 (Hours) 6.48
dersAKTSKredisi 6