COURSE UNIT TITLE

: MARKETING IN HEALTHCARE ORGANIZATIONS

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
SHS 2016 MARKETING IN HEALTHCARE ORGANIZATIONS ELECTIVE 2 1 0 3

Offered By

Vocational School of Healthcare

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

OSMAN LEVENT AKAY

Offered to

Medical Laboratory Techniques
Oral and Dental Clinical
Anesthesia
Medical Documentation and Secretariat
Medical Imaging Techniques
Audiometry
Nuclear Medicine Techniques
First And Emergency Aid
Radioterapy

Course Objective

This course aims to give information about marketing strategies that seem in health institutions. Also, health marketing mix will be held according to theoretical and practical data.

Learning Outcomes of the Course Unit

1   Knowing problems that appears during marketing mix implementation in health institutions.
2   Understanding benefits of health marketing for health institutions.
3   Learning strategic marketing management and marketing strategies.
4   Knowing responsive organisation behavior and actions.
5   Knowing how to settle with continuos change in health institutions and what they need as a strategy.
6   Learning about entrepreneur health institutions' features.
7   Learning about image and image setting.
8   Learning how to manage customers for health institutions and how to satisfy customers.
9   Learning how to use social marketing tools for health institutions' connection with their environment.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Progress of Marketing and Healthcare Marketing
2 Marketing role in Service Marketing and Health Marketing
3 Consumer Behaviours
4 Marketing Information System and Marketing Research
5 Marketing Segmentation and Target Market
6 Strategies for Extension
7 Planning for Strategic Marketing
8 Marketing Mix Tools in Healthcare Marketing
9 Pricing, Promotion, Placement in Healthcare Marketing
10 New Approaches in Healthcare Marketing : Relationship marketing and customer relations management
11 Customer Behaviours in Healtcare Marketing
12 Marketing Ethics, Branding and Brand Management

Recomended or Required Reading

Montague Brown, Healthcare Marketing Management, Health Care Management Review, An Aspen Publication, 1992
Philip Kotler and Roberta N. Clarke, Marketing for Health Care Organizations, Prentice Hall Inc., Englewood Cliffs, New Jersey
Philip Kotler, Soru ve Cevaplarla Günümüzde Pazarlamanın Temelleri, Acar Matbaacılık, Ocak 2006, Istanbul. (Çev. Ümit Şensoy)
Yavuz Odabaşı, Satışta ve Pazarlamada Müşteri Ilişkileri Yönetimi, Sistem Yayıncılık, Nisan 2000, Istanbul
Tengilimoğlu, D., Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.

Planned Learning Activities and Teaching Methods

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 AR ArasınavTeo
2 ASG ASSIGNMENT
3 FCGR FINAL COURSE GRADE AR * 0.60 + ODV * 0.40
4 FINT FINAL EXAM (THEORY)
5 FINAP FINAL (ASSIGNMENT / PROJECT)
6 FCGR FINAL COURSE GRADE FNT * 0.80 + FNO * 0.20
7 FCG FINAL COURSE GRADE VOR * 0.50 + FN * 0.50
8 RSTT RESIT (THEORY)
9 RSTAP RESIT (ASSIGNMENT / PROJECT)
10 RST RESIT BTT * 0.80 + BTO * 0.20
11 FCGR FINAL COURSE GRADE (RESIT) VOR * 0.50 + BUT * 0.50


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

E-posta: muge.guldas@deu.edu.tr
Tel: +90 (232) 412 47 25

Office Hours

Hafta içi: 08.30 - 17.30

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 15 2 30
Preparations before/after weekly lectures 15 1 15
Preparation for midterm exam 1 2 2
Preparation for final exam 1 5 5
Project Preparation 2 2 4
Preparing assignments 2 4 8
Preparing presentations 2 5 10
Midterm 1 1 1
Final 1 1 1
Project Final Presentation 1 1 1
TOTAL WORKLOAD (hours) 77

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14
LO.11
LO.21
LO.31
LO.41
LO.51
LO.61
LO.71
LO.81
LO.91

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2015 DEÜ. BİD

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