ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
| Yaşlı Bakımı | |||||
| Associate | TR-NQF-HE: Level 5 | QF-EHEA: Short Cycle | EQF-LLL: Level 5 | ||
General course introduction information
| Course Code: | SKI201 | ||||||||
| Course Name: | Health Service Marketing | ||||||||
| Course Semester: |
Spring |
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| Course Credits: |
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| Language of instruction: | TR | ||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | Department Elective | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Öğr.Gör. BÜLENT DERSE | ||||||||
| Course Lecturer(s): |
Ar.Gör. ATEŞ EROL Dr.Öğr.Üyesi HATİCE SEMRİN TİMLİOĞLU İPER |
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| Course Assistants: |
Course Objective and Content
| Course Objectives: | The purpose of this course is to; The advantages of marketing activities in health institutions; In the classic marketing mix elements as well as in health-care personnel of the extended marketing mix, implementing, evaluating and controlling; health care purchasing behavior of buyers and decision-making processes; factors affecting the satisfaction of the consumers, the marketing strategy for corporate image transmission development for health services is to inform about the basic principles for the development. |
| Course Content: | General characteristics of services and aspects that differentiate health services, definition of health, production factors in health services, relationship between health market and economic system, health and illness economy, value production in health services. Definition of the market, the conditions required for the realization of the marketing, the emergence of demand and the types of demand, the evolution of the understanding of marketing, the environmental aspects of the healthcare business and its effects on marketing practices. Definition of market segmentation, vertical and lateral market segmentation, merging and decomposition strategies, healthcare applications. Customer orientation, hierarchy of interaction between the healthcare provider and its patients, customer orientation value matrix, how to be more customer oriented, ways to make a difference. |
Learning Outcomes
The students who have succeeded in this course;
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Lesson Plan
| Week | Subject | Related Preparation |
| 1) | General introduction and review of the topics to be covered during the semester | Non |
| 2) | Evolution of Marketing and Healthcare Marketing | |
| 3) | Service marketing and the role of marketing in health care | |
| 4) | Consumer behavior | |
| 5) | Marketing information system and marketing research | |
| 6) | Market segmentation and target market selection | |
| 7) | Growth strategies | |
| 8) | Strategic Marketing Planning | |
| 9) | Marketing mix elements in healthcare marketing | |
| 10) | Pricing, distribution, promotion in healthcare marketing | |
| 11) | New approaches in healthcare marketing: Relationship marketing and customer relationship management | |
| 12) | Consumer behavior in health care | |
| 13) | Marketing ethics | |
| 14) | Branding and Brand Management |
Sources
| Course Notes / Textbooks: | Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011. |
| References: | Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011. |
Course-Program Learning Outcome Relationship
| Learning Outcomes | 1 |
2 |
3 |
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|---|---|---|---|---|---|---|---|---|---|
| Program Outcomes | |||||||||
| 1) Works for individual professional development, knows and applies the issue of occupational health and safety, knows personal protective precautions and environmental safety rules, | |||||||||
| 2) Knows how to prepare / organize the working area and ensures that the elderly care service meets the quality standards | |||||||||
| 3) Helps the individual who receives the elderly care service to gain self-care knowledge and skills, Makes face and neck care, Makes hand-foot-nail care, Makes oral and dental care, Makes hair / beard care | |||||||||
| 4) Helps the elderly care person to have bathroom or bathing in the bed, Helps to change the clothes , Helps with toilet needs | |||||||||
| 5) Performs necessary procedures after self-care. Prepares the materials used during the applications according to the hygiene rules. Removes the personal waste that emerges during maintenance according to hygiene rules. | |||||||||
| 6) Changes the bedding of the person taking elderly care service and provides bedding arrangement, Provides the room arrangement, Takes measures against accidents and injuries in the living area | |||||||||
| 7) Provides and/or supports oral feeding, Performs necessary procedures after oral feeding | |||||||||
| 8) Provides mobility of the elderly person, Follows body integrity and bed wounds, Implements the measures necessary to prevent bed wounds | |||||||||
| 9) Provides participation in social activities, Supports participation in occupational activities, Provides participation in recommended physical activities, Provides participation in proposed mental activities, Supports adaptation process, Facilitates effective communication | |||||||||
| 10) Supports the use of prescription medication (except for red and green prescriptions) for elderly when there is no health professional, Supports health professionals in the treatment of acute and chronic conditions, Monitor old person receiving treatment | |||||||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Works for individual professional development, knows and applies the issue of occupational health and safety, knows personal protective precautions and environmental safety rules, | 1 |
| 2) | Knows how to prepare / organize the working area and ensures that the elderly care service meets the quality standards | 1 |
| 3) | Helps the individual who receives the elderly care service to gain self-care knowledge and skills, Makes face and neck care, Makes hand-foot-nail care, Makes oral and dental care, Makes hair / beard care | |
| 4) | Helps the elderly care person to have bathroom or bathing in the bed, Helps to change the clothes , Helps with toilet needs | |
| 5) | Performs necessary procedures after self-care. Prepares the materials used during the applications according to the hygiene rules. Removes the personal waste that emerges during maintenance according to hygiene rules. | |
| 6) | Changes the bedding of the person taking elderly care service and provides bedding arrangement, Provides the room arrangement, Takes measures against accidents and injuries in the living area | |
| 7) | Provides and/or supports oral feeding, Performs necessary procedures after oral feeding | |
| 8) | Provides mobility of the elderly person, Follows body integrity and bed wounds, Implements the measures necessary to prevent bed wounds | |
| 9) | Provides participation in social activities, Supports participation in occupational activities, Provides participation in recommended physical activities, Provides participation in proposed mental activities, Supports adaptation process, Facilitates effective communication | |
| 10) | Supports the use of prescription medication (except for red and green prescriptions) for elderly when there is no health professional, Supports health professionals in the treatment of acute and chronic conditions, Monitor old person receiving treatment |
Learning Activity and Teaching Methods
| Expression | |
| Brainstorming/ Six tihnking hats | |
| Individual study and homework | |
| Lesson | |
| Homework | |
| Report Writing |
Assessment & Grading Methods and Criteria
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Homework | |
| Presentation | |
| Reporting | |
| Bilgisayar Destekli Sunum |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Presentation | 2 | % 30 |
| Final | 1 | % 50 |
| Paper Submission | 1 | % 20 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| total | % 100 | |
Workload and ECTS Credit Grading
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 6 | 3 | 18 |
| Presentations / Seminar | 8 | 3 | 24 |
| Paper Submission | 1 | 1 | 1 |
| Final | 1 | 1 | 1 |
| Total Workload | 44 | ||