Iğdır University Lifelong Learning Programme

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
SGY19505	MARKETING IN HEALTH SERVICES	Elective	3	5	6

Level of Course Unit

First Cycle

Objectives of the Course

The aim of this course is to gain knowledge about designing, production, distribution and sales of ı service bil as the basis of competitive advantage in the enterprises that produce services.

Name of Lecturer(s)

Dr. Öğr. Üy. Ercan İNCE

Learning Outcomes

1	1. Defines and explains, with examples, the formal, syntactic, and discursive differences between academic language and spoken language.
2	2. Interprets Turkish academic texts in the field of health management using analytical reading strategies and summarizes the main arguments.
3	3. Writes fundamental academic text types such as article abstracts, literature reviews, and academic reports with structural integrity.
4	4. It fully completes the citation and bibliography formatting processes in accordance with APA 7 citation system standards.
5	5. Presents an academic topic to the audience through an appropriately structured oral presentation; adheres to the rules of academic Turkish discourse.
6	6. Explains the difference between plagiarism, academic citation, and original contribution, and observes the principles of academic integrity in written works.
7	7. Evaluates their own academic text in terms of language, structure, and content; provides constructive feedback on their peers' texts.
8	8. Actively and effectively participates in academic discussion forums in the field of health management, within the framework of Turkish academic discourse rules.

Mode of Delivery

Daytime Class

Prerequisites and co-requisities

None

Recommended Optional Programme Components

None

Course Contents

Content of this course; and the marketing strategy approach in the implementation and development of the organizations operating in the service sector (such as banks, educational institutions, hospitals, hotels, insurance companies, transportation companies, consultancy companies) from other organizations.

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	Services and introduction to service economy
2	Consumer behavior in the context of services
3	Developing service products: Core and complementary elements
4	Deploy services through physical and digital channels
5	Identify prices and apply revenue management
6	Positioning services in competitive markets
7	Introducing services and educating customers
8	Mid-Term Exam
9	Design and manage service processes
10	Improve customer relationship management and loyalty
11	Manage complaint and fix service
12	SERVQUAL and alternative service quality measurement instruments
13	Improve service quality and productivity
14	Ethical issues in service marketing

Recommended or Required Reading

Christopher H. Lovelock and Jochen Wirtz (2010), Services Marketing: People, Technology, Strategy, 7th ed., Prentice Hall. Adrian Palmer (2011), Principles of Services Marketing, 6th ed., McGraw-Hill Higher Education.

Planned Learning Activities and Teaching Methods

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	70
Attending Lectures	1	15
Homework	1	15
SUM		100
End Of Term (or Year) Learning Activities	Quantity	Weight
Final Examination	1	70
Quiz	1	30
SUM		100
Term (or Year) Learning Activities		40
End Of Term (or Year) Learning Activities		60
SUM		100

Language of Instruction

Turkish

Work Placement(s)

None

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	1	1
Final Examination	1	1	1
Quiz	1	1	1
Attending Lectures	14	3	42
Individual Study for Mid term Examination	7	6	42
Individual Study for Final Examination	7	11	77
Homework	1	3	3
TOTAL WORKLOAD (hours)			167

Contribution of Learning Outcomes to Programme Outcomes

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10
LO1		2
LO2		2
LO3		2
LO4		2
LO5										4
LO6				3					5
LO7		2
LO8		2

* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High