| 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 |
| Resources | |
|---|---|
| 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 | ||