Faculty of Health Sciences · Health Management · Undergraduate
Course Objective
With this course, it is aimed to gain knowledge about what marketing strategies are observed in health institutions and how to apply them, and to create information about how to create health marketing mix.
Course Content
Development of Marketing and Health Services Marketing
Required Resources
219/5000
Hospital Management, Haydar SUR-Tuncay PALTEKİ, Nobel Publishing
Public Sector Marketing, Philip KOTLER, Mediacat
Health Services Marketing, AÖF, 2858
Marketing Management, OEF, 2579
Lecturer's notes
Explanations
It is recommended to watch the video recordings of the related courses in absentee courses.
It is recommended to read the relevant topic from the main sources before the lesson.
Rules
There is 70% attendance requirement for the courses.
Course Learning Outcomes
- To have information about digital marketing in health services
- Sağlık hizmetleri pazarlaması konusunda ürün geliştirme, dağıtım, tutundurma, markalaşma konularında derin bilgiye sahip olmak
Core Area Distribution
Teaching Methods
Assessment & Evaluation
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 15 | 3 | 45 |
| Out of Class Study Period | 15 | 2 | 30 |
| Midterm | 1 | 5 | 5 |
| Quiz | 0 | 0 | 0 |
| Assignment | 1 | 15 | 15 |
| Practice | 0 | 0 | 0 |
| Final | 1 | 10 | 10 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | Basic marketing definitions and history | Basic and helpful resources |
| 2 | Basic definitions and history of healthcare marketing | Basic and helpful resources |
| 3 | Product / service marketing and the importance of marketing in health care | Basic and helpful resources |
| 4 | Environment and analysis in healthcare marketing | Basic and helpful resources |
| 5 | Marketing information systems in healthcare | Basic and helpful resources |
| 6 | Research methods in marketing | Basic and helpful resources |
| 7 | Consumer purchasing behavior process Marketing culture relationship | Basic and helpful resources |
| 8 | The models of consumer behaviour in health | Basic and helpful resources |
| 9 | exam | Ders için önerilen kaynaklar ve ders notları |
| 10 | Marketing mix in healthcare | Basic and helpful resources |
| 11 | Customer relationship management in healthcare Product/Service management | Basic and helpful resources |
| 12 | Pricing and distribution channels in healthcare | Basic and helpful resources |
| 13 | Market segmentation in healthcare Branding and brand management in healthcare | Basic and helpful resources |
| 14 | Positioning and portfolio analysis in healthcare | Basic and helpful resources |
| 15 | Examples of Marketing Strategies in Healthcare Digital marketing in Healthcare | Basic and helpful resources |
| 16 | Final exam | Lecturer's notes |