First Aid and Emergency (Second Education)
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:

Course Requisites:

Does the Course Require Work Experience?:

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) -Possess theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resource on basic level based on qualifications gained at secondary education level.
2) Gain the skills to use basic level theoretical and practical knowledge acquired within the field in the same field of a higher education level or in a field of same level.
3) Transfer the ideas based on the basic knowledge and skills acquired within the field through written and oral communication.
4) Evaluate the acquired knowledge and skills at basic level within the field with a critical approach, determine and respond to learning needs.
5) Possess social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field.
6) Direct the education received to a higher education level in the same field or to an occupation in the same level
7) Gain awareness of lifelong learning.
8) Conduct studies at basic level within the field independently.
9) Take responsibility as a team member in order to solve unexpected complex problems faced in the implementations within the field.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	-Possess theoretical and practical knowledge supported by textbooks with updated information, practice equipments and other resource on basic level based on qualifications gained at secondary education level.
2)	Gain the skills to use basic level theoretical and practical knowledge acquired within the field in the same field of a higher education level or in a field of same level.
3)	Transfer the ideas based on the basic knowledge and skills acquired within the field through written and oral communication.
4)	Evaluate the acquired knowledge and skills at basic level within the field with a critical approach, determine and respond to learning needs.
5)	Possess social, scientific, cultural and ethic values on the stages of gathering, implementation and release of the results of data related to the field.
6)	Direct the education received to a higher education level in the same field or to an occupation in the same level
7)	Gain awareness of lifelong learning.
8)	Conduct studies at basic level within the field independently.
9)	Take responsibility as a team member in order to solve unexpected complex problems faced in the implementations within the field.

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