COURSE UNIT TITLE

: HEALTH SERVICES MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IHS 5101 HEALTH SERVICES MARKETING ELECTIVE 3 0 0 5

Offered By

Hospital and Healtcare Organizations Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR NIHAN ÖZGÜVEN TAYFUN

Offered to

Hospital and Healtcare Organizations Management

Course Objective

Important to provide the different health care services needed by the society, in quality the patient required, any time the patient required and with the lowest cost. And to provide these, will be benefited from marketing in an effective way in the health services marketing course

Learning Outcomes of the Course Unit

1   Establishing the order which needed for managing hospitals and health institutions
2   To implement the information that is related to health care service marketing
3   Establishing the financial systems of hospitals and health institutions and manage in an effective way
4   Planning the projects of hospitals and health institutions
5   Knowing the quality management techniques to improve the service quality

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Place and importance of marketing in health care services
2 The concept of marketing and health care service marketing
3 The role of marketing in the institutions which provide health care service
4 Service marketing
5 Analysis of consumer needs
6 Strategic marketing planning
7 Market segmentation
8 Target-market strategies
9 Marketing and competition strategies
10 Product and price decisions
11 Distribution channels and supply management
12 Advertising decisions and public relations
13 Student Presentation
14 Conclusion and Evaluation

Recomended or Required Reading

Odabaşı Yavuz, Timur Necdet Sağlık Hizmetleri Pazarlaması, Eskişehir
Kotler Philip and Keller Kevin Lane, Marketing Management 12e Pearson Prentice Hall Upper Saddle River New Jersey 2006
Lovelock Christopher, Lauren Wrıght, Principles of Service Marketing and Management, Second Edition, Prentice Hall Upper Saddle River, New Jersey 07458, 2002
Karahan, Kasım, Hizmet Pazarlaması, Beta Basım Dağıtım, Istanbul, 2000
Zeithaml Valaire A., Mary Jo Bitner, Services Marketing, McGraw-Hıll Irwin, North America, 2003
Karen P. Gonçalves, Services Marketing A Strategic Approach, Prentice Hall, Upper Saddle River, New Jersey 07458, 1995
Gronroos Christian, Service Management and Marketing, (Massachusetts: Lexington Boks) 1990

Planned Learning Activities and Teaching Methods

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.30 + STT * 0.30 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.30 + RST* 0.40


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)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparation for midterm exam 1 15 15
Preparation for final exam 1 18 18
Preparations before/after weekly lectures 14 3 42
Final 1 1,5 2
Midterm 1 1,5 2
TOTAL WORKLOAD (hours) 121

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9
LO.11
LO.21
LO.31
LO.41
LO.51

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

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