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Ders Tanımı

Ders Kodu Yarıyıl T+U Saat Kredi AKTS
HEALTH CARE SERVICE MARKETING SAY 302 6 4 + 0 4 7
Ön Koşul Dersleri
Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi Lisans
Dersin Türü ZORUNLU
Dersin Koordinatörü Dr.Öğr.Üyesi SEMİH OKUTAN
Dersi Verenler
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.

Dersin Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
1 - Knows and associates health care marketing and branding strategies and their applications. 1 - 2 - 3 - A - C -
2 - Defines competitive forces in a market and concept of competitive advantage, sorts generic strategies. 1 - 2 - 3 - A - C -
3 - Knows market types, distinguishes competition types in different markets. 1 - 2 - 3 - A - C -
4 - Knows concepts of healthiness and sickness, distinguishes types of health care services and health care institutions. 1 - 2 - 3 - A - C -
5 - Defines health care marketing, knows marketing and customer mixes. 1 - 2 - 3 - A - C -
6 - Explain the characteristics and purpose of marketing. 1 - 2 - 3 - A - C -
7 - List the distinctive features of marketing in health institutions. 1 - 2 - 3 - A - C -
8 - List the forces that promote marketing in health services. 1 - 2 - 3 - A - C -
9 - Explain consumer behavior in health services. 1 - 2 - 3 - A - C -
10 - Knows the marketing mix in health services 1 - 2 - 3 - A - C -
Öğretim Yöntemleri: 1:Lecture 2:Question-Answer 3:Discussion
Ölçme Yöntemleri: A:Testing C:Homework

Ders Akışı

Hafta Konular ÖnHazırlık
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).


Döküman Paylaşımı


Dersin Program Çıktılarına Katkısı

No Program Öğrenme Çıktıları KatkıDüzeyi
1 2 3 4 5
1 PLANNING-To have the necessary level of expertise for planning in health institutions X
2 PROBLEM SOLVING AND DECISION MAKING-Having problem solving and decision making skills by using qualitative and quantitative methods X
3 ORGANIZATION- To have the necessary information to make job analysis, job description and job requirements and to make use of these to design service processes and to form units and reorganize them accordingly. X
4 COMMUNICATION - having the ability to communicate and develop with employees, patients / relatives, colleagues and other internal and external stakeholders X
5 LEADERSHIP-Identifying power sources appropriate to environmental conditions and applying appropriate leadership styles by utilizing these resources X
6 MOTIVATION- Determining the needs of subordinates by taking into consideration the working conditions, identifying appropriate targets and having the knowledge and skills to provide motivation both within the team and individually. X
7 HUMAN RESOURCES MANAGEMENT- Knowing the functions of human resources management and having the knowledge and skills to manage human resources in accordance with the principles of human resources management X
8 COORDINATION- To have the necessary knowledge and skills to ensure the unification of efforts towards the realization of corporate objectives by considering both institutional and individual efforts. X
9 REPORTING- Gather information about administrative, financial and technical issues, prepare reports on administrative, financial and technical issues by using this information and evaluate these reports. X
10 BUDGETING-To know budgeting methods, to perform budgeting activities, to make end-of-term transactions by making adjustments and corrections if necessary X
11 CONTROL / INSPECTION- Knowing and applying the necessary controls regarding the general operation of the institution, stock and inventory management, human resources and corporate performance and hospital quality system in the light of legal regulations X
12 REPRESENTATION- To represent the institution in the presence of other institutions and organizations and stakeholders, to organize the necessary activities on this subject and to have the necessary skills to ensure the participation of internal and external stakeholders in these activities. X
13 makes recommendations that will contribute to field of his/her expertise. X
14 KNOWLEDGE MANAGEMENT-Establishing policies related to information management, organizing and setting up information management systems, documenting and using data X
15 QUALITY PATIENT AND EMPLOYEE SAFETY- Determining quality and patient safety policies, collecting data for this purpose, analyzing and evaluating data by using measurement methods, and ensuring that the results are used for improvement X

Değerlendirme Sistemi

YARIYIL İÇİ ÇALIŞMALARI SIRA KATKI YÜZDESİ
AraSinav 1 70
KisaSinav 1 10
Odev 1 10
KisaSinav 2 10
Toplam 100
Yıliçinin Başarıya Oranı 60
Finalin Başarıya Oranı 40
Toplam 100

AKTS - İş Yükü

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