Audiology
Course Details
KTO KARATAY UNIVERSITY
Faculty of Health Sciences
Programme of Audiology
Course Details
Faculty of Health Sciences
Programme of Audiology
Course Details
| Course Code | Course Name | Year | Period | Semester | T+A+L | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| 01971112 | Marketing in the Audiology Sector | 4 | Autumn | 7 | 2+0+0 | 4 | 4 |
| Course Type | Elective |
| Course Cycle | Bachelor's (First Cycle) (TQF-HE: Level 5 / QF-EHEA: Level 1 / EQF-LLL: Level 5) |
| Course Language | Turkish |
| Methods and Techniques | - |
| Mode of Delivery | Face to Face |
| Prerequisites | - |
| Coordinator | Prof. Mehmet Suat ÖZBİLEN |
| Instructor(s) | - |
| Instructor Assistant(s) | - |
Course Content
This course covers the fundamental concepts of marketing in the audiology sector; it addresses marketing approaches in healthcare services, patient and target market analysis, the marketing mix, brand and corporate identity development, communication and promotional activities, digital marketing and social media practices, marketing of hearing aids and audiological technologies, sales and consultancy processes, competitive analysis, marketing research, ethical and legal regulations, and the development of marketing plans specific to the audiology sector.
Objectives of the Course
The aim of this course is to introduce the fundamental principles of marketing for clinics and hearing device companies operating in the audiology sector, to present patient-centered marketing approaches, and to enable students to develop effective communication, brand management, and marketing strategies within an ethical and legal framework.
Contribution of the Course to Field Teaching
| Basic Vocational Courses | |
| Specialization / Field Courses | |
| Support Courses | X |
| Transferable Skills Courses | |
| Humanities, Communication and Management Skills Courses | X |
Relationships between Course Learning Outcomes and Program Outcomes
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Program Learning Outcomes | Level |
|---|---|---|
| P1 | Has the basic and updated theoretical and practical knowledge in the field of audiology. | 4 |
| P3 | Takes responsibility for interdisciplinary and multidisciplinary studies in the field of audiology and fulfills its duties with ethical principles and active participation. | 4 |
| P7 | Has the ability to participate in the relevant process as an effective audiologist by informing relevant people and institutions on issues related to the field of audiology and supporting their thoughts and solution suggestions for problems with quantitative and qualitative data. | 5 |
Course Learning Outcomes
| Upon the successful completion of this course, students will be able to: | |||
|---|---|---|---|
| No | Learning Outcomes | Outcome Relationship | Measurement Method ** |
| O1 | Recalls the basic and updated theoretical and practical knowledge in the field of audiology. | P.1.1 | 1 |
| O2 | Applies basic and updated theoretical knowledge in the field of audiology. | P.1.2 | 1 |
| O3 | Distinguishes the differences between basic and updated theoretical and practical knowledge in the field of audiology. | P.1.3 | 1 |
| O4 | Explains the ethical principles that must be followed in interdisciplinary and multidisciplinary studies in the field of audiology. | P.3.1 | 1 |
| O5 | It fulfills its duties in interdisciplinary and multidisciplinary studies in the field of audiology by adhering to ethical principles. | P.3.2 | 1 |
| O6 | She/He discusses her ideas in the interdisciplinary and multidisciplinary studies she is involved in in the field of audiology. | P.3.3 | 1 |
| O7 | She/He informs relevant people and institutions on issues related to the field of audiology and explains her thoughts and suggestions for solutions to problems. | P.7.1 | 1 |
| O8 | Participates effectively in the relevant process as an audiologist by informing relevant people and institutions on issues related to the field of audiology and supporting their thoughts and solutions to problems with quantitative and qualitative data. | P.7.2 | 1 |
| O9 | It evaluates the relevant process by informing relevant people and institutions on issues related to the field of audiology and supporting its thoughts and solution suggestions for problems with quantitative and qualitative data. | P.7.3 | 1 |
| ** Written Exam: 1, Oral Exam: 2, Homework: 3, Lab./Exam: 4, Seminar/Presentation: 5, Term Paper: 6, Application: 7 | |||
Weekly Detailed Course Contents
| Week | Topics |
|---|---|
| 1 | This week introduces the fundamental principles of marketing and provides an overview of marketing in the health sector and the field of audiology. |
| 2 | The marketing mix approach (4P–7P) in health services and its adaptation to audiology clinics are examined. |
| 3 | Target market identification, patient profile analysis, and the assessment of patient needs in the audiology sector are discussed. |
| 4 | The concept of branding in audiology services, clinical identity, and the process of building an individual professional brand are explained. |
| 5 | Communication and promotional activities in the audiology sector, including advertising and public relations practices, are addressed. |
| 6 | The concepts of patient satisfaction, patient loyalty, and service quality are evaluated within the context of audiology services. |
| 7 | Ethical marketing principles in the audiology sector, along with legal regulations and advertising restrictions in healthcare, are examined. |
| 8 | midterm examination |
| 9 | The importance and application areas of digital marketing and social media use for audiology clinics are discussed. |
| 10 | Marketing strategies used in the promotion of hearing aids and assistive listening technologies are examined. |
| 11 | Sales management in the audiology sector, patient communication, and consultancy-based sales processes are addressed. |
| 12 | Rekabet analizi ve odyoloji sektöründe yerel ve ulusal düzeyde pazarlama stratejileri değerlendirilir. |
| 13 | Marketing research, patient feedback, and data-driven decision-making processes are discussed. |
| 14 | Odyoloji sektörüne yönelik pazarlama planı hazırlama süreci örnek vaka analizleriyle açıklanır. |
| 15 | Current marketing trends in the audiology sector are evaluated, and a general review of the course is conducted. |
| 16 | final examination |
Textbook or Material
| Resources | Kotler, P., Shalowitz, J., & Stevens, R. J. (2011). Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System. Jossey-Bass. |
| Thomas, R. K. (2014). Marketing Health Services. Health Administration Press. | |
| Valente, M., Hosford-Dunn, H., & Roeser, R. J. (2018). Audiology: Treatment. Thieme |
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Practice | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | - | - |
| Presentation | - | - |
| Projects | - | - |
| Seminar | - | - |
| Midterms | 1 | 40 (%) |
| Final Exam | 2 | 60 (%) |
| Total | 100 (%) | |
ECTS / Working Load Table
| Quantity | Duration | Total Work Load | |
|---|---|---|---|
| Course Week Number and Time | 14 | 2 | 28 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 10 | 6 | 60 |
| Midterms | 1 | 16 | 16 |
| Quiz | 0 | 0 | 0 |
| Homework | 0 | 0 | 0 |
| Practice | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Workshop | 0 | 0 | 0 |
| Presentation/Seminar Preparation | 0 | 0 | 0 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 1 | 16 | 16 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 120 | ||
| Total Work Load / 30 | 4 | ||
| Course ECTS Credits: | 4 | ||
Course - Learning Outcomes Matrix
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Learning Outcomes | P1 | P3 | P7 |
|---|---|---|---|---|
| O1 | Recalls the basic and updated theoretical and practical knowledge in the field of audiology. | 4 | - | - |
| O2 | Applies basic and updated theoretical knowledge in the field of audiology. | 4 | - | - |
| O3 | Distinguishes the differences between basic and updated theoretical and practical knowledge in the field of audiology. | 4 | - | - |
| O4 | Explains the ethical principles that must be followed in interdisciplinary and multidisciplinary studies in the field of audiology. | - | 4 | - |
| O5 | It fulfills its duties in interdisciplinary and multidisciplinary studies in the field of audiology by adhering to ethical principles. | - | 4 | - |
| O6 | She/He discusses her ideas in the interdisciplinary and multidisciplinary studies she is involved in in the field of audiology. | - | 4 | - |
| O7 | She/He informs relevant people and institutions on issues related to the field of audiology and explains her thoughts and suggestions for solutions to problems. | - | - | 5 |
| O8 | Participates effectively in the relevant process as an audiologist by informing relevant people and institutions on issues related to the field of audiology and supporting their thoughts and solutions to problems with quantitative and qualitative data. | - | - | 5 |
| O9 | It evaluates the relevant process by informing relevant people and institutions on issues related to the field of audiology and supporting its thoughts and solution suggestions for problems with quantitative and qualitative data. | - | - | 5 |