Nevşehir Hacı Bektaş Veli University Course Catalogue

Information Of Programmes

INSTITUTE OF SOCIAL SCIENCES / SY-509 - SAĞLIK YÖNETİMİ ANABİLİM DALI(TEZLİ YÜKSEK LİSANS))

Code: SY-509 Course Title: MARKETING IN HEALTH INSTITUTIONS Theoretical+Practice: 3+0 ECTS: 6
Year/Semester of Study 1 / Fall Semester
Level of Course 2nd Cycle Degree Programme
Type of Course Optional
Department SAĞLIK YÖNETİMİ ANABİLİM DALI(TEZLİ YÜKSEK LİSANS))
Pre-requisities and Co-requisites None
Mode of Delivery Face to Face
Teaching Period 14 Weeks
Name of Lecturer SUZAN ÇOBAN (suzan@nevsehir.edu.tr)
Name of Lecturer(s)
Language of Instruction Turkish
Work Placement(s) None
Objectives of the Course
To provide the students with basic theoretical knowledge and skills needed for effective marketing techniques and applications in the health sector.

Learning Outcomes PO MME
The students who succeeded in this course:
LO-1 Acquire basic information about marketing techniques and practices in Healthcare. PO-1 To have knowledge about theoretical and practical information related to the field of health management and to be able to implement this knowledge
 		Examination
LO-2 Comprehend decision-making process and classification of health care consumers PO-5 Critical andinnovativethinking in problems faced during health management process, having the ability to use scientific methods and technics in decision making and problem solving
 		Examination
LO-3 Learn the extended marketing mix in healthcare. PO-1 To have knowledge about theoretical and practical information related to the field of health management and to be able to implement this knowledge
 		Examination
LO-4 Explains customer relationship management techniques. PO-5 Critical andinnovativethinking in problems faced during health management process, having the ability to use scientific methods and technics in decision making and problem solving
 		Examination
PO: Programme Outcomes
MME:Method of measurement & Evaluation

Course Contents
This course contains; Introduction, context, course aims, marketing concept,Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services,Consumer behaviour in healthcare,Marketing information systems and marketing research,Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies, ,Product and product development strategies,Price and pricing strategies,Promotion in healthcare ,Distribution, distribution channels management and managing demand ,People, physical evidence & Process management ,Brand, Branding and Reputation Management in Health Services,General Perspective for the New Media and Digital Marketing in Health,Marketing, Branding and New Media in Health Services,General Assesment and Review.
Weekly Course Content
Week Subject Learning Activities and Teaching Methods
1 Introduction, context, course aims, marketing concept Lecture, Questions and Answers
2 Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services Lecture, Questions and Answers
3 Consumer behaviour in healthcare Lecture, Questions and Answers
4 Marketing information systems and marketing research Lecture, Questions and Answers
5 Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies Lecture, Questions and Answers
6 Product and product development strategies Lecture, Questions and Answers
7 Price and pricing strategies Lecture, Questions and Answers
8 mid-term exam
9 Promotion in healthcare Lecture, Questions and Answers
10 Distribution, distribution channels management and managing demand Lecture, Questions and Answers
11 People, physical evidence & Process management Lecture, Questions and Answers
12 Brand, Branding and Reputation Management in Health Services Lecture, Questions and Answers
13 General Perspective for the New Media and Digital Marketing in Health Lecture, Questions and Answers
14 Marketing, Branding and New Media in Health Services Lecture, Questions and Answers
15 General Assesment and Review Lecture, Questions and Answers
16 final exam
Recommend Course Book / Supplementary Book/Reading
1 Tengilimoğlu, Dilaver, Sağlık Hizmetleri Pazarlaması, 2. Baskı, Ankara, 2012
Required Course instruments and materials
Textbooks and Internet

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) 3 14 42
Outside Class
       a) Reading 3 14 42
       b) Search in internet/Library 2 14 28
       c) Performance Project 3 14 42
       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 3 4 12
mid-term exam 0
Own study for final exam 3 6 18
final exam 1 1 1
0
0
Total work load; 185