Information Package / Course Catalogue
Healthcare Services Marketing
Course Code: POD139
Course Type: Area Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

By the end of the course, students will learn how to create strong brands and develop marketing strategies for healthcare services.

Course Content

This course covers fundamental marketing concepts, marketing mix elements, marketing strategies, integrated marketing communications, and marketing ethics within the context of healthcare services.

Name of Lecturer(s)
Learning Outcomes
1.Learns the subject matter and scope of healthcare services marketing.
2.Learns the functions of marketing management.
3.Understands how market segmentation, target market selection, and positioning are carried out.
4.Gains knowledge about strategy development and implementation regarding product, price, distribution, promotion, people, physical evidence, and the process approach.
5.Gains knowledge about strategy development and implementation regarding product, price, distribution, promotion, people, physical evidence, and the process approach.
Recommended or Required Reading
1.Dilaver Tengilimoğlu, Healthcare Services Marketing, Siyasal Kitabevi, 2012.
2.İsmet Mucuk, Marketing Principles, Türkmen Kitabevi, Istanbul, 2011.
Weekly Detailed Course Contents
Week 1 - Theoretical
The Evolution of Marketing and Healthcare Marketing
Week 2 - Theoretical
Service Marketing
Week 3 - Theoretical
Marketing Environment
Week 4 - Theoretical
Marketing Research
Week 5 - Theoretical
Consumer Behavior
Week 6 - Theoretical
Market Segmentation and Positioning
Week 7 - Theoretical
Ürün Geliştirme
Week 8 - Theoretical
Pricing (Midterm Exam)
Week 9 - Theoretical
Integrated Marketing Communication Elements (Midterm Exam Assessment)
Week 10 - Theoretical
Public Relations and Word-of-Mouth Marketing
Week 11 - Theoretical
Personal Selling and Sales Development
Week 12 - Theoretical
Advertising and Direct Marketing
Week 13 - Theoretical
Branding
Week 14 - Theoretical
Distribution/Service Delivery Location
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142256
Midterm Examination110111
Final Examination110111
TOTAL WORKLOAD (hours)78
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
OÇ-1
2
3
2
2
3
2
2
3
2
2
2
2
3
OÇ-2
2
3
2
2
3
2
3
3
2
2
3
2
2
OÇ-3
2
3
2
2
2
2
2
3
2
2
2
2
2
OÇ-4
2
3
2
2
2
2
2
3
2
2
2
2
2
OÇ-5
2
3
2
2
2
2
2
3
2
2
2
2
2
Adnan Menderes University - Information Package / Course Catalogue
2026