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Pharmaceutical Marketing Strategy

In: Business and Management

Submitted By jacksparrow09
Words 1087
Pages 5
Silberman College of Business Administration
Marketing and Entrepreneurship Department

Course Description:
Survey of sales and marketing practices, constraints and promotion tools in the pharmaceutical and related industries, including new product development and licensing. Prerequisite: MKTG5532 Strategic Marketing and PHAR6605; The Pharmaceutical Industry: Structure and Government Regulations. Outcomes: Upon completion of this course, students should be able to: Understand segmentation and targeting marketing practices and opportunity analysis utilized by the pharmaceutical and related healthcare industries Understand the impact of social, political, legal/regulatory, and cultural environments on the marketing and brand planning processes Apply the fundamental 4P's of marketing (Product, Price, Place, and Promotion) to the pharmaceutical and related industries Understand the approach taken to create and manage pharmaceutical marketing and brand plans Relation to Silberman College of Business Mission:
In keeping with the mission of the Silberman College of Business this course provides students an opportunity to develop real-world business skills, namely, develop within students an enhanced facility for applying sound decision-making, problem-solving, and analytic techniques in addressing a variety of the most important pharmaceutical marketing issues. Course Topics:
Fundamental marketing management issues involving:
Go-To-Market Strategies
OTC Pharmaceutical Marketing Planning and Implementation
Consumer Buying Behavior
Marketing Mix Strategies
Ethical Pharmaceutical Marketing Planning and Implementation Roles of Physician, Pharmacist, and Government in the buying process
Marketing Mix Strategies Required Text:

Pharmaceutical Marketing: Principles, Environment, and Practice Smith, Mickey

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