ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
| Health Management | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
General course introduction information
| Course Code: | SAG418 | ||||||||
| Course Name: | Health Service Marketing | ||||||||
| Course Semester: | Spring | ||||||||
| Course Credits: |
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| Language of instruction: | TR | ||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | Common Pool | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Assoc. Prof. ONUR YARAR | ||||||||
| Course Lecturer(s): |
Assoc. Prof. ONUR YARAR |
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| Course Assistants: |
Course Objective and Content
| Course Objectives: | To provide current knowledge and skills in marketing in health services, to enable students to develop a strategic perspective on marketing activities and to analyze and organize marketing activities in public and private health institutions. |
| Course Content: | Definition of marketing, marketing of health services, marketing and customer mixes, general characteristics of services, aspects of health services different, health services market and competition, strategies that provide competitive advantage, target market and market segmentation, market research in health services, product, price, distribution channel preference, advertising and communication. Customer relations in health services, market positioning, brand management, brand value, brand promotion and institutionalization. |
Learning Outcomes
The students who have succeeded in this course;
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Lesson Plan
| Week | Subject | Related Preparation |
| 1) | The Importance and History of Marketing in Health Services | |
| 2) | Consumer Behavior in Health Care | |
| 3) | Strategic Marketing Management and Planning in Health Services | |
| 4) | Marketing Information Systems and Marketing Research in Health Services | |
| 5) | Market Segmentation, Positioning and Growth Strategies in Health Care | |
| 6) | general assessment | |
| 7) | midterm | |
| 8) | Product Development and Pricing Strategies in Health Services | |
| 9) | Product Development and Pricing Strategies in Health Services | |
| 10) | Distribution and Promotion in Healthcare Institutions | |
| 11) | Distribution and Promotion in Healthcare Institutions | |
| 12) | Contemporary Approaches in Health Care Marketing | |
| 13) | Social marketing and social responsibility | |
| 14) | final |
Sources
| Course Notes / Textbooks: | Tengilimoğlu, D. (2014). Sağlık hizmetleri pazarlaması. Siyasal Kitabevi. |
| References: | Karafakıoğlu, M. (1998). Sağlık hizmetleri pazarlaması. İstanbul Üniversitesi İşletme Fakültesi. |
Course-Program Learning Outcome Relationship
| Learning Outcomes | 1 |
4 |
2 |
3 |
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|---|---|---|---|---|---|---|---|---|
| Program Outcomes | ||||||||
| 1) Defines and interprets the concepts in the field of health and health management. | ||||||||
| 2) Can specify aim and objectives for organization/institution. Has the ability to transfer them to workers and collegues, to lead people at the workplace and to inspire team spirit. | ||||||||
| 3) Analyzes the relationship between organization/ institution’s stakeholders and competitors. Executes the related activities effectively. | ||||||||
| 4) Can evaluate the health legislation, laws and regulations based on these and the recent changes.Can prepare the contracts and present solutions related with them. | ||||||||
| 5) Has the ability to interpret, analyze, identify the problems and making propositions by using information about health management in her/his decisions, practice and behaviors. | ||||||||
| 6) Uses the adequate level of English in order to follow sectoral developments, make scientific research, communicate and to sustain business relationships with the second foreign language. | ||||||||
| 7) Uses the computer programs required by the field and information and communication technologies. | ||||||||
| 8) Can analyze public health problems, generate solutions according to the needs and accordingly create health education and communication programs. | ||||||||
| 9) Acts in accordance with the organization/institution, business, social and scientific ethical values. Has the awareness of cultural values and environmental protection, quality, occupational health and safety issues. | ||||||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Defines and interprets the concepts in the field of health and health management. | |
| 2) | Can specify aim and objectives for organization/institution. Has the ability to transfer them to workers and collegues, to lead people at the workplace and to inspire team spirit. | |
| 3) | Analyzes the relationship between organization/ institution’s stakeholders and competitors. Executes the related activities effectively. | |
| 4) | Can evaluate the health legislation, laws and regulations based on these and the recent changes.Can prepare the contracts and present solutions related with them. | |
| 5) | Has the ability to interpret, analyze, identify the problems and making propositions by using information about health management in her/his decisions, practice and behaviors. | |
| 6) | Uses the adequate level of English in order to follow sectoral developments, make scientific research, communicate and to sustain business relationships with the second foreign language. | |
| 7) | Uses the computer programs required by the field and information and communication technologies. | |
| 8) | Can analyze public health problems, generate solutions according to the needs and accordingly create health education and communication programs. | |
| 9) | Acts in accordance with the organization/institution, business, social and scientific ethical values. Has the awareness of cultural values and environmental protection, quality, occupational health and safety issues. |
Learning Activity and Teaching Methods
| Expression | |
| Brainstorming/ Six tihnking hats | |
| Lesson | |
| Reading | |
| Homework | |
| Case Study |
Assessment & Grading Methods and Criteria
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Midterms | 1 | % 40 |
| Final | 1 | % 60 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |
Workload and ECTS Credit Grading
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 10 | 5 | 50 |
| Homework Assignments | 3 | 10 | 30 |
| Quizzes | 5 | 5 | 25 |
| Midterms | 1 | 1 | 1 |
| Final | 1 | 1 | 1 |
| Total Workload | 149 | ||