MEDICINE
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
EAP5108 Brand Management and Marketing in Educational Institutions Fall 3 0 3 8
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: Turkish
Type of course: Non-Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Face to face
Course Coordinator : Dr. Öğr. Üyesi ATAKAN ATA
Course Lecturer(s): Prof. Dr. YEŞİM ULUSU
Recommended Optional Program Components: None
Course Objectives: The purpose of this course is to give the principles of marketing management and marketing approaches within the context of education.

Learning Outcomes

The students who have succeeded in this course;
At the end of this course, students will be able to

1)acknowledge the basic concept of marketing and marketing of educational services.
2)recognize the customer-oriented nature of marketing and analyze the impact of marketing activities on the individual, business, and society
3)analyze the elements of the marketing mix, their interrelationships, and how they are used in the marketing process.

Course Content

This course will be concerned with the basic principles of the marketing management. Topics to be discussed are marketing environment, determining the target market and utilizing the product mix, market segmentation, positioning the services, functions of the marketing communications, advertising and sales management.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Welcome! Course / Student Introductions Review of syllabus and course requirements; textbook and assignments Ders izlencesi
2) Introduction to marketing concept : its relevance in Turkish educational system, marketing structures and systems Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
3) Environmental Scanning and marketing opportunity analysis Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
4) Marketing information system : marketing research, marketing planning Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
5) Promotion decision : communication process; promotion strategies (in relation to education) Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
6) Performance and control: marketing audit Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
7) Notion of quality and effectiveness, quality and accountability, quality standards and systems in educational improvement Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
8) Theories and concepts of relationship marketing Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
9) Marketing of education services Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
10) Role of marketing research in decision-making. Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
11) Analyze the marketing system, study the characteristics of consumer behavior, and define market segmentation and target markets in context of external and internal customer Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
12) Positioning Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
13) Brand management Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
14) Pricing stratejy Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.

Sources

Course Notes / Textbooks: Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
Kotler, P. & Keller, K. (2011). Framework for Marketing Management (5th Ed.). Prentice Hall.
Marshall, G. & Johnston, M. (2009). Marketing Management. McGraw-Hill/Irwin.
References: Kotler, P. & Armstrong, G. (2009). Principles of Marketing. Prentice Hall.
Kotler, P. & Keller, K. (2011). Framework for Marketing Management (5th Ed.). Prentice Hall.
Marshall, G. & Johnston, M. (2009). Marketing Management. McGraw-Hill/Irwin.

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Homework Assignments 2 % 30
Presentation 1 % 20
Final 1 % 40
Total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
Total % 100

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Integrates the knowledge, skills and attitudes acquired from basic and clinical medical sciences, behavioral sciences and social sciences, and uses them in health service delivery.
2) In patient management, shows a biopsychosocial approach that takes into account the socio-demographic and sociocultural background of the individual, regardless of language, religion, race and gender.
3) In the provision of health services, prioritizes the protection and development of the health of individuals and society.
4) Taking into account the individual, societal, social and environmental factors affecting health; does the necessary work to maintain and improve the state of health.
5) By recognizing the characteristics, needs and expectations of the target audience, provides health education to healthy/sick individuals and their relatives and other healthcare professionals.
6) Shows a safe, rational and effective approach in health service delivery, prevention, diagnosis, treatment, follow-up and rehabilitation processes.
7) Performs invasive and/or non-invasive procedures in diagnosis, treatment, follow-up and rehabilitation processes in a safe and effective way for the patient.
8) Provides health services by considering patient and employee health and safety.
9) In the provision of health services, takes into account the changes in the physical and socioeconomic environment on a regional and global scale, as well as the changes in the individual characteristics and behaviors of the people who apply to it.
10) Takes good medical practice into account while carrying out his/her profession.
11) Fulfills its duties and obligations within the framework of ethical principles, rights and legal responsibilities required by its profession.
12) Demonstrates decisive behavior in providing high-quality health care, taking into account the integrity of the patient.
13) Evaluates his/her performance in his/her professional practice by considering his/her emotions and cognitive characteristics.
14) Advocates improving the provision of health services by considering the concepts of social reliability and social responsibility for the protection and development of public health.
15) Can plan and carry out service delivery, training and consultancy processes related to individual and community health in cooperation with all components for the protection and development of health.
16) Evaluates the impact of health policies and practices on individual and community health indicators and advocates increasing the quality of health services.
17) The physician attaches importance to the protection of his/her own physical, mental and social health, and does what is necessary for this
18) Shows exemplary behavior and leads the healthcare team during service delivery.
19) Uses resources cost-effectively, for the benefit of society and in accordance with the legislation, in the planning, implementation and evaluation processes of health services in the health institution he/she is the manager of.
20) Establishes positive communication within the health team it serves and assumes different team roles when necessary.
21) Is aware of the duties and responsibilities of the health workers in the health team and acts accordingly.
22) In the professional practices, works in harmony and effectively with the colleagues and other professional groups.
23) Communicates effectively with patients, their relatives, healthcare professionals, other professional groups, institutions and organizations.
24) Communicates effectively with individuals and groups that require a special approach and have different socio-cultural characteristics.
25) In the diagnosis, treatment, follow-up and rehabilitation processes, shows a patient-centered approach that associates the patient with the decision-making mechanisms.
26) Plans and implements scientific research, when necessary, for the population it serves, and uses the results and/or the results of other research for the benefit of the society.
27) Reaches and critically evaluates current literature knowledge about his/her profession.
28) Applies the principles of evidence-based medicine in clinical decision making.
29) Uses information technologies to increase the effectiveness of its work on health care, research and education.
30) Effectively manages individual work processes and career development.
31) Demonstrates skills in acquiring and evaluating new knowledge, integrating it with existing knowledge, applying it to professional situations and adapting to changing conditions throughout professional life.
32) Selects the right learning resources to improve the quality of the health service it offers, organizes its own learning process