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
|
|
Upon successful completion of this course, students will be able to:
-
Demonstrate application skills /capabilities in understanding of complicated marketing environment’s effects on marketing activities of healthcare services,
Contribution to Program Outcomes
-
Define and manipulate advanced concepts and common terminology of social sciences
-
Critically review and contribute to the literature related to his/her area of expertise
-
Identify the relationship between marketing management and consumer behaviors.
-
Work effectively in multi-disciplinary research teams
-
Acquire scientific knowledge and work independently
-
Develop an awareness of continuous learning in relation with modern technology
-
Effectively express his/her research ideas and findings both orally and in writing
-
Defend research outcomes at seminars and conferences.
-
Develop awareness about the necessity of lifelong learning and professional ethical responsibilites.
Method of assessment
-
Written exam
-
Grasp healthcare buyers’ decision making process and segment healthcare buyers effectively
Contribution to Program Outcomes
-
Define and manipulate advanced concepts and common terminology of social sciences
-
Critically review and contribute to the literature related to his/her area of expertise
-
Identify the relationship between marketing management and consumer behaviors.
-
Work effectively in multi-disciplinary research teams
-
Acquire scientific knowledge and work independently
-
Effectively express his/her research ideas and findings both orally and in writing
-
Defend research outcomes at seminars and conferences.
-
Develop awareness about the necessity of lifelong learning and professional ethical responsibilites.
Method of assessment
-
Written exam
-
Homework assignment
-
Formulate, organize and implement an effective marketing communication plan for healthcare services
Contribution to Program Outcomes
-
Define and manipulate advanced concepts and common terminology of social sciences
-
Critically review and contribute to the literature related to his/her area of expertise
-
Identify the relationship between marketing management and consumer behaviors.
-
Work effectively in multi-disciplinary research teams
-
Acquire scientific knowledge and work independently
-
Effectively express his/her research ideas and findings both orally and in writing
-
Defend research outcomes at seminars and conferences.
-
Develop awareness about the necessity of lifelong learning and professional ethical responsibilites.
Method of assessment
-
Homework assignment
-
formulation, implementation, evaluation and control of marketing communication programs through building a corporate image for healthcare organization
Contribution to Program Outcomes
-
Define and manipulate advanced concepts and common terminology of social sciences
-
Critically review and contribute to the literature related to his/her area of expertise
-
Identify the relationship between marketing management and consumer behaviors.
-
Work effectively in multi-disciplinary research teams
-
Acquire scientific knowledge and work independently
-
Effectively express his/her research ideas and findings both orally and in writing
-
Defend research outcomes at seminars and conferences.
-
Develop awareness about the necessity of lifelong learning and professional ethical responsibilites.
Method of assessment
-
Written exam
-
Homework assignment
|
|
Contents
|
|
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
|
|
|
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
|
|
|
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)
|
|
|
-->