Syllabus | 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
S No. Topic Domain Hours
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.

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.

 

Must know

Must know

Must know

Must know

Must know

Must know

Must know

Must know

Must know

Desirable to know

10
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.

 

Must know

Desirable to know

Must know

Must know

Must know

Must know

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.

 

 

Must know

 

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.

 

Desirable to know

 

Must know

Nice to know

 

Desirable to know

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.

 

Must know

 

10