TDS2016 Medical Services MarketingBahçeşehir UniversityDegree Programs ENERGY SYSTEMS ENGINEERINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
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


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
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 Energy Systems Engineering subjects; use theoretical and applied information in these areas to model and solve complex engineering problems.
2) Ability to identify, formulate, and solve complex Energy Systems Engineering problems; select and apply proper modeling and analysis methods for this purpose.
3) Ability to design complex Energy systems, processes, devices or products under realistic constraints and conditions, in such a way as to meet the desired result; apply modern design methods for this purpose.
4) Ability to devise, select, and use modern techniques and tools needed for solving complex problems in Energy Systems Engineering practice; employ information technologies effectively.
5) Ability to design and conduct numerical or pysical experiments, collect data, analyze and interpret results for investigating the complex problems specific to Energy Systems Engineering.
6) Ability to cooperate efficiently in intra-disciplinary and multi-disciplinary teams; and show self-reliance when working on Energy Systems-related problems
7) Ability to communicate effectively in English and Turkish (if he/she is a Turkish citizen), both orally and in writing. Write and understand reports, prepare design and production reports, deliver effective presentations, give and receive clear and understandable instructions.
8) Recognize the need for life-long learning; show ability to access information, to follow developments in science and technology, and to continuously educate oneself.
9) Develop an awareness of professional and ethical responsibility, and behave accordingly. Be informed about the standards used in Energy Systems Engineering applications.
10) Learn about business life practices such as project management, risk management, and change management; develop an awareness of entrepreneurship, innovation, and sustainable development.
11) Acquire knowledge about the effects of practices of Energys Systems Engineering on health, environment, security in universal and social scope, and the contemporary problems of Energys Systems engineering; is aware of the legal consequences of Energys Systems engineering solutions.