MARKETING IN HEALTH CARE ORGANIZATIONS

Course Description

It is important that not only health workers, but all individuals in society have knowledge about marketing. The issue of Health Services marketing is becoming increasingly important in the health sector, where competition is also intensifying and business styles are changing with the effect of the Pandemic. Health institutions have to reach individuals who want to take a more active role and responsibility in the decision process of the health service they will receive, whose health literacy is increasing, with effective and accurate marketing strategies, methods and channels, and to reach those in need who are not yet at a certain level of competence in this regard in accordance with and with different methods. This diversity and change brings with it the necessity for healthcare service providers to improve their marketing competencies. In this context, the main objective of the course is primarily to convey to the students how health institutions can develop a marketing strategy by making the appropriate positioning in line with their main objectives. In the courses, within the scope of marketing activities, information will be shared about which traditional and digital channels and how and when health institutions can access them by understanding and observing consumer behaviors, developing services and products in accordance with the expectations of their target audiences. Thus, while learning the necessary marketing activities for health businesses, participants will also gain important information and competencies for their personal development. The use of technology, which has become mandatory today, will be encouraged.

MARKETING IN HEALTH CARE ORGANIZATIONS

Evaluation Tools (Active Term)

Course outcomes

1. 01 Explain the key impacts on strategy making and developing a marketing strategy.
2. 02 Applying techniques regarding to the internal and external forces driving a company.
3. 03 Demonstrate the role of stakeholders in strategic development.
4. 04 Develop the theme to contribute to development of sustainable strategies.
5. 05 Implement marketing communications and understanding the role of branding in a company’s strategy.
6. 06 Describe the interplay between technology and people when implementing marketing strategies.
7. 07 Explain organizational culture and its impact for success
8. 08 Discuss globalization and its impact on lives of consumers and organisations.

Course Syllabus

Reference Books & Course Materials

1. 01 Hooley, G., Piercy , N., Nicoulaud, B., Rudd, J., & Lee, N. (2024). Marketing Strategy and Competitive Positioning, 8th edition. Pearson.
2. 02 Articles related to the subject

Learning Outcomes

1. L01 Develop knowledge and understanding on the marketing strategy and theories,
2. L02 Understand the concept of segmenting, targeting and positioning strategies,
3. L03 Develop skills in identifying market segments and designing product and service strategy to target market segments,
4. L04 Gaining insigne in latest research on value delivery to target customers,
5. L05 Assimilate the knowledge on modern strategies to deliver and communicate value to different markets while having impact on individuals and society.

Program Outcomes

1. P01 PO1: Become knowledge workers who whose focus will be on continuous learning as their competitive advantage by learning new methods and skills which they can use both in their lives and workplace, especially in health sector.
2. P02 PO2: Developed various skills and acquired the necessary knowledge which are required to keep improving themselves by working independently.
3. P03 PO3: Become among the best professionals in the health care industry due to their developed skills and gathered knowledge which will set them apart from the competition.
4. P04 PO4: Been able to apply appropriate methods and analytical procedures to analyze health-related issues faced by the organizations and empirically investigate and propose creative and valid solutions based on this analysis.
5. P05 PO5: Learnt to use technology in class and research in an ethical and secured manner by implementing these skills in their professional and private lives.
6. P06 PO6: Gained the ability to apply theories and use appropriate management tools and methods collaboratively in order to develop strategic decisions which are specific to unique health management contexts.
7. P07 PO7: Practiced and mastered communicating effectively, both verbally and in writing, with individuals from different cultures within and outside the academia and organizations.
8. P08 PO8: Been able to implement the learnt skills and knowledge, by developing research-based solutions to current regional and global health issues.
9. P09 PO9: Developed enthusiasm and awareness about the environment by associating health and management theories with ethical and environmental approaches in order to further study and investigate critical health managerial issues.

Po-Lo Matrix