Nevşehir Hacı Bektaş Veli University Course Catalogue

Information Of Programmes

VOCATIONAL SCHOOL OF HEALTHCARE SERVICES / SK 211 - SAĞLIK KURUMLARI İŞLEMECİLİĞİ

Code: SK 211 Course Title: MARKETING PRINCIPLES OF HEALTH INSTITUTIONS Theoretical+Practice: 2+0 ECTS: 2
Year/Semester of Study 2 / Fall Semester
Level of Course Short Cycle Degree Programme
Type of Course Compulsory
Department SAĞLIK KURUMLARI İŞLEMECİLİĞİ
Pre-requisities and Co-requisites None
Mode of Delivery Face to Face
Teaching Period 14 Weeks
Name of Lecturer ÖMER AKÇAYIR (omerakcayir@nevsehir.edu.tr)
Name of Lecturer(s)
Language of Instruction Turkish
Work Placement(s) None
Objectives of the Course
The objective of this course is to understand the fundamentals of marketing and marketing process, the concept of the marketing mix, the environmental factors that affect the company's marketing program, the marketing information system and marketing research, types of marketing, market segmentation, positioning and selecting target markets and the role of ethics in marketing.

Learning Outcomes PO MME
The students who succeeded in this course:
LO-1 Can define the fundamental marketing concepts and principles PO-3 Has the ability to analyze, interpret and evaluate information related to business administration in the field of healthcare.
 		Examination
LO-2 can explain relationships among marketing and macro-micro environmental factors. PO-3 Has the ability to analyze, interpret and evaluate information related to business administration in the field of healthcare.
 		Examination
LO-3 can explain the marketing mix strategies that are possible for marketing managers. PO-13 Acts in accordance with Organization/Institution, business and social ethical values.
PO-14 Has sufficient awareness about the universality of social rights, social justice, quality and cultural values.
 		Examination
PO: Programme Outcomes
MME:Method of measurement & Evaluation

Course Contents
Marketing concept, development, the relationship marketing and environment, market segmentation, positioning and selecting target markets, marketing mix.
Weekly Course Content
Week Subject Learning Activities and Teaching Methods
1 Marketing concept Lecture, Discussion, Question & Answer
2 Marketing in Healthcare Lecture, Discussion, Question & Answer
3 Marketing Planning Lecture, Discussion, Question & Answer
4 Features of Healthcare Services Lecture, Discussion, Question & Answer
5 Consumer Behavior in Healthcare Lecture, Discussion, Question & Answer
6 Marketing Research in Healthcare Lecture, Discussion, Question & Answer
7 Marketing information system Lecture, Discussion, Question & Answer
8 mid-term exam
9 Marketing Mix Elements Lecture, Discussion, Question & Answer
10 Product Development in Healthcare Lecture, Discussion, Question &Answer
11 Distribution Decisions in Healthcare Services Lecture, Discussion, Question & Answer,
12 Pricing in Healthcare Lecture, Discussion, Question & Answer
13 Promotion in Health Services Lecture, Discussion, Question & Answer
14 Purchase Decision Process Lecture, Discussion, Question & Answer
15 Quantification and consideration Discussion, Question & Answer
16 final exam
Recommend Course Book / Supplementary Book/Reading
1 Tengilimoğlu, D. (2014). Sağlık hizmetleri pazarlaması. Siyasal Kitabevi.
2 Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2004). Modern pazarlama. Değişim Yayınları.
3 Mucuk, İ. (2011). Pazarlama İlkeleri, Türkmen Kitabevi, 17. Basım, İstanbul.
Required Course instruments and materials
Textbooks, Supplementary Books, PowerPoint Presentations

Assessment Methods
Type of Assessment Week Hours Weight(%)
mid-term exam 8 1 40
Other assessment methods
1.Oral Examination
2.Quiz
3.Laboratory exam
4.Presentation
5.Report
6.Workshop
7.Performance Project
8.Term Paper
9.Project
final exam 16 1 60

Student Work Load
Type of Work Weekly Hours Number of Weeks Work Load
Weekly Course Hours (Theoretical+Practice) 2 14 28
Outside Class
       a) Reading 1 2 2
       b) Search in internet/Library 1 2 2
       c) Performance Project 0
       d) Prepare a workshop/Presentation/Report 0
       e) Term paper/Project 0
Oral Examination 0
Quiz 0
Laboratory exam 0
Own study for mid-term exam 2 7 14
mid-term exam 1 1 1
Own study for final exam 2 7 14
final exam 1 1 1
0
0
Total work load; 62