Curriculum | PHARMA MARKETING MANAGEMENT (THEORY) | B. Pharmacy

 

Course:  B Pharmacy          Year / Semester: 4th  / 8th
Name of the Subject           PHARMA  MARKETING MANAGEMENT (THEORY)
Subject Code: BP803 ET
Unit Contents of the Topics Learning Objectives

(Upon completion of this unit the student should be able to)

Teaching Guidelines Methodology Time (Hrs)  
1 Definition, general concepts, and scope of marketing; Distinction between marketing & selling; Marketing environment; Industry and competitive analysis; Analyzing consumer buying behavior; industrial buying behavior.

 

explain the marketing concepts and techniques, their applications in pharmaceutical industry and

various aspects of pharmaceutical market

Concepts of marketing, Distinction between marketing and behaviour Analysis of consumer buyer behaviour

 

Various aspects of pharmaceutical market

 

-Instructive

-Power point presentation

-Tutorials

-Model

10  
Pharmaceutical market:

 

Quantitative and qualitative aspects; size and composition of the market; demographic descriptions and socio-psychological characteristics of the consumer; market segmentation& targeting.Consumer profile; Motivation and prescribing habits of the physician; patients’ choice of physician and retail pharmacist.Analyzing the Market;Role of market research.

 

2 Product decision:

Meaning, Classification, product line and product mix decisions, product life cycle,product portfolio analysis; product positioning; New product decisions; Product branding, packaging and labeling decisions, Product management in pharmaceutical industry.

 

 

explain techniques for product branding Product management in pharmaceutical industry

 

-Instructive

-Power point presentation

-Tutorials

-Model

10  
3 Promotion:

Meaning and methods, determinants of promotional mix, promotional budget; An overview of personal selling, advertising, direct mail, journals, sampling, retailing, medical exhibition, public relations, online promotional techniques for OTC Products.

 

discuss techniques for product promotion Strategies for product promotion -Instructive

-Power point presentation

-Tutorials

-Model

10  
4 Pharmaceutical marketing channels:

Designing channel, channel members, selecting the appropriatechannel, conflict in channels, physical distribution management: Strategic importance, tasks in physicaldistribution management.

Professional sales representative (PSR):

 

Duties of PSR, purpose of detailing, selection and training, supervising, norms for customer calls, motivating, evaluating, compensation and future prospects of the PSR.

enumerate pharmaceutical marketing channels and role of professional sales representative

 

 

Pharmaceutical marketing channels

Role of

Professional sales representative in pharmaceutical marketing

-Instructive

-Power point presentation

-Tutorials

-Model

10  
5 Pricing:

Meaning, importance, objectives, determinants of price; pricing methods and strategies, issues in price management in pharmaceutical industry. An overview of DPCO (Drug Price Control Order)and NPPA (National Pharmaceutical Pricing Authority).

Emerging concepts in marketing:

 

Vertical & Horizontal Marketing; Rural Marketing; Consumerism; Industrial Marketing; Global Marketing.

demonstrate price management in pharmaceutical industry, discuss price regulation by authorities and emerging concepts in marketing Price control of pharmaceutical products -Instructive

-Power point presentation

-Tutorials

-Model

10