INDUSTRIAL ENGINEERING
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	Spring	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)	Build up a body of knowledge in mathematics, science and industrial engineering subjects; use theoretical and applied information in these areas to model and solve complex engineering problems.
2)	Identify, formulate, and solve complex engineering problems; select and apply proper analysis and modeling methods for this purpose.
3)	Design a complex system, process, device or product under realistic constraints and conditions, in such a way as to meet the desired result; apply modern design methods for this purpose. The ability to apply modern design methods to meet this objective.
4)	Devise, select, and use modern techniques and tools needed for solving complex problems in industrial engineering practice; employ information technologies effectively.
5)	Design and conduct experiments, collect data, analyze and interpret results for investigating the complex problems specific to industrial engineering.
6)	Cooperate efficiently in intra-disciplinary and multi-disciplinary teams; and show self-reliance when working independently.
7)	Demonstrate effective communication skills in both oral and written English and Turkish. Writing and understanding reports, preparing design and production reports, making effective presentations, giving and receiving clear and understandable instructions.
8)	Recognize the need for lifelong learning; show ability to access information, to follow developments in science and technology, and to continuously educate him/herself.
9)	Develop an awareness of professional and ethical responsibility, and behaving accordingly. Information about the standards used in engineering applications.
10)	Know business life practices such as project management, risk management, and change management; develop an awareness of entrepreneurship, innovation, and sustainable development.
11)	Know contemporary issues and the global and societal effects of modern age engineering practices on health, environment, and safety; recognize the legal consequences of engineering solutions.
12)	Develop effective and efficient managerial skills.