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A key strategic system within modern organisations is the system of product/service promotion. Today’s global economic environment has forced all organisations to effectively communicate with their customers regarding their products and/or services. Survey of sales and marketing practices, constraints and promotion tools used in the pharmaceutical industry. Specific emphasis will be placed on sales and marketing to managed care organisations, ethical and social dimensions to pharmaceutical marketing and the regulatory aspects of pharmaceutical marketing.
Objectives: To enable the student to understand the key principles of marketing and sales as well as the role of strategic marketing. To give an insight into the different marketing concepts and the specific marketing tools. To underline the requirements of the international pharma-market.
Topics: Strategic marketing, market structure and competition, marketing analysis, portfolio analysis, market definitions and forecasts, POM and OTC products and shifts, influence of Health Maintenance Organisations (HMOs), interpreting and employing economic policies in the health system, assessing and drawing up medical critiques; Information Technology.
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