TDS2016 Medical Services MarketingBahçeşehir UniversityDegree Programs PSYCHOLOGYGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
PSYCHOLOGY
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
TDS2016 Medical Services Marketing Fall 2 0 2 3
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 : Instructor FIRAT KARA
Course Lecturer(s): Instructor FIRAT KARA
Recommended Optional Program Components: Library
Course Objectives: This lesson aims to teach concept of marketing and its kinds, fundamental elements of marketing in health care services.

Learning Outcomes

The students who have succeeded in this course;
The students who pass this lesson;

1- Sorts the fundamental elements of health care marketing.
2- Analyse and comment buying manners of health care consumers.

Course Content

This lesson contains description of marketing.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Definition of marketing, marketing mix, legislation on advertising in health care, anti-marketing views in health care and different country practices
2) Definition of marketing, marketing mix, legislation on advertising in health care, anti-marketing views in health care and different country practices
3) General features of services and aspects that differentiate health services, definition of health, factors of production in health services
4) General features of services and aspects that differentiate health services, definition of health, factors of production in health services
5) Definition of market, conditions required for realization of marketing, emergence of demand and demand types, evolution of marketing understanding
6) The boundaries of the health sector, the value chain, the concept of competition, the factors that determine competition, the strategies providing competitive advantage, sectoral concentration and concentration criteria
7) Definition of market segmentation, vertical and lateral market segmentation, merging and decomposition strategies, health service applications
8) midterm
9) Price, pricing and types of health services, pricing strategies and application of health services, positioning power of price
10) Distribution function in healthcare, retail mix, distribution channel preferences in healthcare, value chain management
11) Product launch, promotion, promotion mix in healthcare
12) Product launch, promotion, promotion mix, health communication, marketing versus public relations in healthcare
13) Customer orientation, the hierarchy of interaction between the healthcare institution and its patients
14) Product in health services, product life cycle concept, types, service mix and product strategies in health care institutions

Sources

Course Notes / Textbooks: Weekly distributed by the course lecturer.

References: Dilaver Tengilimoğlu, Sağlık Hizmetleri Pazarlaması, Siyasal Kitabevi, 2011.

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 40
Final 1 % 60
Total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 13 2 26
Study Hours Out of Class 14 4 56
Midterms 1 1 1
Final 1 2 2
Total Workload 85

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) To develop an interest in the human mind and behavior, to be able to evaluate theories using empirical findings, to understand that psychology is an evidence-based science by acquiring critical thinking skills.
2) To gain a biopsychosocial perspective on human behavior. To understand the biological, psychological, and social variables of behavior.
3) To learn the basic concepts in psychology and the theoretical and practical approaches used to study them (e.g. basic observation and interview techniques).
4) To acquire the methods and skills to access and write information using English as the dominant language in the psychological literature, to recognize and apply scientific research and data evaluation techniques (e.g. correlational, experimental, cross-sectional and longitudinal studies, case studies).
5) To be against discrimination and prejudice; to have ethical concerns while working in research and practice areas.
6) To recognize the main subfields of psychology (experimental, developmental, clinical, cognitive, social and industrial/organizational psychology) and their related fields of study and specialization.
7) To acquire the skills necessary for analyzing, interpreting and presenting the findings as well as problem posing, hypothesizing and data collection, which are the basic elements of scientific studies.
8) To gain the basic knowledge and skills necessary for psychological assessment and evaluation.
9) To acquire basic knowledge of other disciplines (medicine, genetics, biology, economics, sociology, political science, communication, philosophy, anthropology, literature, law, art, etc.) that will contribute to psychology and to use this knowledge in the understanding and interpretation of psychological processes.
10) To develop sensitivity towards social problems; to take responsibility in activities that benefit the field of psychology and society.
11) To have problem solving skills and to be able to develop the necessary analytical approaches for this.
12) To be able to criticize any subject in business and academic life and to be able to express their thoughts.