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Week - 1
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Importance and History of Marketing in Health Care: Introduction; Definition and Characteristics of Marketing; Purpose of Marketing; Marketing Demand Relationship; Developments in Marketing Understanding; History of Marketing in Healthcare; Why Health Services Are Different; Developments that Caused Marketing to Gain Importance in Health Services; Reasons for Marketing in Health Services; Barriers to Marketing in Healthcare; Marketing Criticisms. |
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Week - 2
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Consumer Behaviors in Health Services: Introduction; Consumer, Customer and Patient Concepts; Meaning of Consumer Behavior and Basic Concepts; Consumer Decision Making Process; Market Segmentation and Demand Management in the Health Services Market; Classification of Consumers and Basic Factors Affecting Consumer Behavior; Types of Consumer Purchasing Behavior; Patient Satisfaction and Measurement in Health Services. |
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Week - 3
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Strategic Marketing Management and Planning in Health Care: Introduction: Strategic and strategic management, Strategic management, Strategic management process, Strategic management and models in health, Strategic planning, Strategic thinking and strategic planning, Strategic planning process. |
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Week - 4
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Strategic Marketing Management and Planning in Healthcare: Strategic Marketing Planning and Process. |
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Week - 5
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Marketing Information Systems and Marketing Research in Healthcare: Introduction; Marketing Information Need and Information System; Marketing Information System in Health Services; Meaning and Importance of Marketing Research; Marketing Research in Healthcare. |
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Week - 6
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Marketing Information Systems and Marketing Researches in Health Services: Relationship between Marketing Research and Marketing Information System; Application Areas and Types of Marketing Research; Marketing Research Process. |
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Week - 7
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Midterm Exam |
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Week - 8
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Market Segmentation, Positioning and Growth Strategies in Healthcare: Introduction; Market Segmentation; Market Targeting and Positioning; Growth Strategies. |
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Week - 9
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Product Development and Pricing Strategies in Healthcare: Introduction; Product Concept and Classification; Classification of Health Services; Product/Service Mix for Health Institutions; New Product and Service Development Process; Reasons for Failure of New Products; Consumer Acceptance Process; Product Life Cycle in Health Services; Changing the Product Lifestyle; Pricing in Health Services; Factors Affecting Pricing Decisions; Pricing Process; Purposes of Pricing; Basic Pricing Methods; Pricing Strategies; Pricing Applications in Health Services. |
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Week - 10
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Distribution and Promotion in Health Institutions: Introduction; Distribution and Distribution Channels; Benefits of Distribution Channels; Distribution Channel Alternatives and Factors Effective in Distribution Channel Selection; Distribution Channel Alternatives in Terms of Product; Distribution Channel Alternatives in Consumer Goods. |
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Week - 11
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Distribution and Promotion in Healthcare Institutions: Distribution Channel Alternatives in Industrial Goods; Distribution in Services and Health Services Integrated Distribution Channel System; Major Distribution Policies; Physical Distribution; Promotion; Marketing Communication and Communication System; Promotion and the AIDA Model; Elements of the Promotion Mix. |
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Week - 12
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Contemporary Approaches in Health Services Marketing: Introduction; Relationship Marketing; Persons and Organizations Contacted within the Scope of Relationship Marketing; Historical Development of Relationship Marketing; Benefits of Relationship Marketing; Elements of Relationship Marketing; Focuses of Relationship Marketing; Differences Between Relationship Marketing and Transactional Marketing. |
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Week - 13
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Contemporary Approaches in Health Services Marketing: Relationship Marketing Approach with Customer Loyalty; Relationship Marketing in Health Services Marketing; Future of Relationship Marketing; Customer relations management; Objectives of Customer Relationship Management; Customer Relationship Management Responsibilities; Guerrilla Marketing; Guerrilla Marketing in Healthcare; Neuromarketing. |
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Week - 14
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Final Exam |
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