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Syllabus ( HE 520 )


   Basic information
Course title: Healthcare Marketing Management
Course code: HE 520
Lecturer: Prof. Dr. EBRU TÜMER
ECTS credits: 7.5
GTU credits: 3 (3+0+0)
Year, Semester: 1,2, Fall and Spring
Level of course: Second Cycle (Master's)
Type of course: Area Elective
Language of instruction: Turkish
Mode of delivery: Face to face
Pre- and co-requisites: None
Professional practice: No
Purpose of the course: purpose of the course is to provide knowledge about the advantages of marketing activities for healthcare organization, to give information about formulation, implementation, evaluation and control of classical marketing mix activities for healthcare organizations, decision making process of healthcare buyers, and the critical factor for satisfaction of these consumers, fundamental principles for marketing communication strategies that will help to build a strong and favorable corporate image for healthcare services.
   Learning outcomes Up

Upon successful completion of this course, students will be able to:

  1. Demonstrate application skills /capabilities in understanding of complicated marketing environment’s effects on marketing activities of healthcare services,

    Contribution to Program Outcomes

    1. Define and manipulate advanced concepts and common terminology of social sciences
    2. Critically review and contribute to the literature related to his/her area of expertise
    3. Identify the relationship between marketing management and consumer behaviors.
    4. Work effectively in multi-disciplinary research teams
    5. Acquire scientific knowledge and work independently
    6. Develop an awareness of continuous learning in relation with modern technology
    7. Effectively express his/her research ideas and findings both orally and in writing
    8. Defend research outcomes at seminars and conferences.
    9. Develop awareness about the necessity of lifelong learning and professional ethical responsibilites.

    Method of assessment

    1. Written exam
  2. Grasp healthcare buyers’ decision making process and segment healthcare buyers effectively

    Contribution to Program Outcomes

    1. Define and manipulate advanced concepts and common terminology of social sciences
    2. Critically review and contribute to the literature related to his/her area of expertise
    3. Identify the relationship between marketing management and consumer behaviors.
    4. Work effectively in multi-disciplinary research teams
    5. Acquire scientific knowledge and work independently
    6. Effectively express his/her research ideas and findings both orally and in writing
    7. Defend research outcomes at seminars and conferences.
    8. Develop awareness about the necessity of lifelong learning and professional ethical responsibilites.

    Method of assessment

    1. Written exam
    2. Homework assignment
  3. Formulate, organize and implement an effective marketing communication plan for healthcare services

    Contribution to Program Outcomes

    1. Define and manipulate advanced concepts and common terminology of social sciences
    2. Critically review and contribute to the literature related to his/her area of expertise
    3. Identify the relationship between marketing management and consumer behaviors.
    4. Work effectively in multi-disciplinary research teams
    5. Acquire scientific knowledge and work independently
    6. Effectively express his/her research ideas and findings both orally and in writing
    7. Defend research outcomes at seminars and conferences.
    8. Develop awareness about the necessity of lifelong learning and professional ethical responsibilites.

    Method of assessment

    1. Homework assignment
  4. formulation, implementation, evaluation and control of marketing communication programs through building a corporate image for healthcare organization

    Contribution to Program Outcomes

    1. Define and manipulate advanced concepts and common terminology of social sciences
    2. Critically review and contribute to the literature related to his/her area of expertise
    3. Identify the relationship between marketing management and consumer behaviors.
    4. Work effectively in multi-disciplinary research teams
    5. Acquire scientific knowledge and work independently
    6. Effectively express his/her research ideas and findings both orally and in writing
    7. Defend research outcomes at seminars and conferences.
    8. Develop awareness about the necessity of lifelong learning and professional ethical responsibilites.

    Method of assessment

    1. Written exam
    2. Homework assignment
   Contents Up
Week 1: Introduction
Week 2: Fundamentals of healthcare marketing management
Week 3: Scanning the environmental factors effecting marketing activities of healthcare organizations
Week 4: Analyzing consumer market and healthcare buyer behavior
Week 5: Segmentation of healthcare buyer and selecting target market
Week 6: Positioning and differentiating healthcare services
Week 7: Branding strategies + Midterm Exam
Week 8: Characteristics and quality of healthcare services
Week 9: Price strategies for healthcare services
Week 10: Managing advertising , sales promotion, public relations and direct marketing in healthcare organizations
Week 11: Designing and managing marketing channels for healthcare services
Week 12: Managing relationship with healthcare buyers and satisfaction
Week 13: Managing marketing communication through building corporate image for healthcare organizations
Week 14: Presentations & discussion
Week 15*: Presentations & discussion
Week 16*: Final Exam
Textbooks and materials: Philip Kotler and Roberta N. Clarke, "Marketing for Health Care Organizations", Prentice Hall Inc., Englewood Cliffs, New Jersey
Recommended readings: Articles from "International Journal of Healthcare Management"
  * Between 15th and 16th weeks is there a free week for students to prepare for final exam.
Assessment Up
Method of assessment Week number Weight (%)
Mid-terms: 7 40
Other in-term studies: 0
Project: 0
Homework: 14,15 10
Quiz: 0
Final exam: 16 50
  Total weight:
(%)
   Workload Up
Activity Duration (Hours per week) Total number of weeks Total hours in term
Courses (Face-to-face teaching): 3 14
Own studies outside class: 3 14
Practice, Recitation: 0 0
Homework: 2 13
Term project: 10 3
Term project presentation: 2 1
Quiz: 0 0
Own study for mid-term exam: 10 2
Mid-term: 1 1
Personal studies for final exam: 10 2
Final exam: 2 1
    Total workload:
    Total ECTS credits:
*
  * ECTS credit is calculated by dividing total workload by 25.
(1 ECTS = 25 work hours)
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