HEALTH SERVICES MARKETING

Content

Weeks	Topics
1. Weeks	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.
2. Weeks	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.
3. Weeks	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.
4. Weeks	Strategic Marketing Management and Planning in Healthcare: Strategic Marketing Planning and Process.
5. Weeks	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.
6. Weeks	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.
7. Weeks	Midterm Exam
8. Weeks	Market Segmentation, Positioning and Growth Strategies in Healthcare: Introduction; Market Segmentation; Market Targeting and Positioning; Growth Strategies.
9. Weeks	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.
10. Weeks	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.
11. Weeks	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.
12. Weeks	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.
13. Weeks	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.
14. Weeks	Final Exam