SKI201 Health Service MarketingIstanbul Okan UniversityDegree Programs Nükleer Tıp TeknikleriGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Nükleer Tıp Teknikleri
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: Fall
Course Credits:
Theoretical Practical Credit ECTS
3 0 3 4
Language of instruction: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: Department Elective
Course Level:
Associate TR-NQF-HE:5. Master`s Degree QF-EHEA:Short Cycle EQF-LLL:5. Master`s Degree
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
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;
Learning Outcomes
1 - Knowledge
Theoretical - Conceptual
1) 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.
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) Knows the strategies that health institutions can and can use in keeping up with the constantly changing environment. Learns customer management and how to do customer satisfaction studies for health institutions. Knows how to use social marketing activities in organizing the relations of health institutions with their environment.
2) Knows the problems encountered in the implementation of marketing in health institutions. Understands the benefits that marketing can provide for healthcare institutions.
Competence to Work Independently and Take Responsibility

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

Program Outcomes
1) To have basic theoretical and applied knowledge supported by textbooks containing up-to-date information in the field, application tools and other resources based on the qualifications gained at secondary education level.
1) Qualifications gained at secondary education level based on updated information, practice textbooks, equipment and other resources which are supported with basic theoretical and practical knowledge. The basic level in the field of theoretical and practical knowledge to a higher education level in the same field, or the ability to use skills in an area that is on the same level.
3) In the field of basic level independently. -Field encountered in applications related to solve complex and unpredictable problems take responsibility as a team member. -Within the framework of a project activities towards the development of the ability to conduct.
4) The basic level knowledge and skills acquired in the field to be able to evaluate critically, determine and respond to learning needs. -A higher education level in the same field of Study or an occupation in the same level. -Lifelong learning gained consciousness.
5) In the field with their thoughts and suggestions for solutions to the problems professionals and non-professionals. -A foreign language at least at the General level A2 of the European language portfolio monitor the developments in the field using and communicate with colleagues. -At least a minimum level of European computer driving license basic level software in conjunction with the information and communication technologies kullanabilm
6) Collection of data related to the field, and announcement of the results of the stages of the social, scientific, cultural and ethical values. -Universality of social rights, social justice, quality and cultural values with environmental protection, occupational health and safety issues have sufficient consciousness.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) To have basic theoretical and applied knowledge supported by textbooks containing up-to-date information in the field, application tools and other resources based on the qualifications gained at secondary education level.
1) Qualifications gained at secondary education level based on updated information, practice textbooks, equipment and other resources which are supported with basic theoretical and practical knowledge. The basic level in the field of theoretical and practical knowledge to a higher education level in the same field, or the ability to use skills in an area that is on the same level.
3) In the field of basic level independently. -Field encountered in applications related to solve complex and unpredictable problems take responsibility as a team member. -Within the framework of a project activities towards the development of the ability to conduct.
4) The basic level knowledge and skills acquired in the field to be able to evaluate critically, determine and respond to learning needs. -A higher education level in the same field of Study or an occupation in the same level. -Lifelong learning gained consciousness.
5) In the field with their thoughts and suggestions for solutions to the problems professionals and non-professionals. -A foreign language at least at the General level A2 of the European language portfolio monitor the developments in the field using and communicate with colleagues. -At least a minimum level of European computer driving license basic level software in conjunction with the information and communication technologies kullanabilm
6) Collection of data related to the field, and announcement of the results of the stages of the social, scientific, cultural and ethical values. -Universality of social rights, social justice, quality and cultural values with environmental protection, occupational health and safety issues have sufficient consciousness.

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