Pharmaceutical Marketing

Study Course Description

Course Description Statuss:Approved

Course Description Version:2.00

Study Course Accepted:01.07.2022 10:58:53

Study Course Information
Course Code:		ZFTK_043		LQF level:		Level 7
Credit Points:		2.00		ECTS:		3.00
Branch of Science:		Basic Sciences of Medicine, including Pharmacy; Social Pharmacy		Target Audience:		Pharmacy
Study Course Supervisor
Course Supervisor:		Dins Šmits
Study Course Implementer
Structural Unit:		Department of Applied Pharmacy
The Head of Structural Unit:
Contacts:		Riga, 16 Dzirciema Street, zftkrsu[pnkts]lv, +371 67061547
Study Course Planning
Full-Time - Semester No.1
Lectures (count)		10	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		20
Classes (count)		6	Class Length (academic hours)		2	Total Contact Hours of Classes		12
Total Contact Hours								32
Study course description
Preliminary Knowledge:
Mandatory study courses in the professional study programme Pharmacy – Practical Pharmacy and Pharmaceutical Legislation, Pharmaceutical Information, Pharmaceutical Terminology in English.
Objective:
To develop understanding of the role of marketing in the pharmaceutical industry.
Topic Layout (Full-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Marketing definition Marketing framework Business model in pharmaceutical industry Marketing process and its constituents Marketing map			Lectures		1.50	auditorium
				Classes		0.50	auditorium
2	Specifics of pharmaceutical marketing Legal and ethical regulation of pharmaceutical marketing Marketing map: Understanding of the client, assessment of the situation			Lectures		1.50	auditorium
				Classes		0.50	auditorium
3	Advertising in pharmacy SWOT analysis Methodology for defining a problem/situation Analysis of the causes of a problem/situation. Ishikawa diagram RACI matrix			Lectures		1.50	auditorium
				Classes		1.00	auditorium
4	Marketing map: Strategic choices: 1. Vision and life cycle plan 2. Positioning and value propositions 3. Strategies 4. The creative platform			Lectures		1.50	auditorium
				Classes		1.00	auditorium
5	Marketing map: Operational planning and preparation: 1. Multichannel campaign development and planning 2. Campaign customisation and client readiness assessment Kano analysis Effective meeting management tools.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
6	Marketing map: Multichannel campaign development and planning: 1. Campaign content and deliverables 2. Choice of communication channels 3. Promotional materials 4. Action planning Campaign customisation and client readiness assessment 1. Campaign localisation 2. Operational segmentation and client selection 3. Local operational client plans Active listening. Principles and technique			Lectures		2.00	auditorium
				Classes		1.00	auditorium
7	Marketing map: Implementation, measurement and improvement: 1. Campaign implementation actions 2. Performance measurements 3. Constant improvement Project planning and monitoring. Principles and tools			Lectures		1.00	auditorium
				Classes		1.00	auditorium
Assessment
Unaided Work:
Individual and group work – preparation of presentations, according to course topics, work with literature. Developing a product of the student’s choice until it is ready for the market, using and practising marketing plan creation tools in the process: knowledge of client needs/problems (Problem Statement, Ishikawa diagram), knowledge and description of the existing situation, product description, SWOT, PESTLE, belief-action matrix, vision concept and text, strategy concept and description, customer segmentation and quantification – patient/doctor potential ladder, client loyalty rating (Brand Bonding Ladder), operational planning (Gantt), IPO measurements, progress visualisation – JPS, creative platform (Agency Brief).
Assessment Criteria:
• active participation in practical classes (50%); • presentation of independent work, the assessment of which constitutes the exam assessment (50%).
Final Examination (Full-Time):		Exam (Written)
Final Examination (Part-Time):
Learning Outcomes
Knowledge:		As a result of successfully completing the study course, students understand the concept of marketing and have learned the applicable terminology, have gained an insight into the specifics of marketing in pharmacy and health care.
Skills:		As a result of successfully completing the study course, students will be able to analyse and study marketing situations, drawing conclusions, as well as understand the organisation and supervision of the distribution of drugs and other health care products, including regulations related to the marketing of drugs, and communicate with the main target groups of pharmaceutical marketing. The student will be able to understand and apply the specific tools that are used in the marketing process.
Competencies:		As a result of successfully completing the study course, students will be able to describe the role and function of marketing and sales departments in the pharmaceutical industry and participate in the development of a marketing strategy for new drugs.
Bibliography
No.	Reference
Required Reading
1	David P. Zgarrick, Shane P. Desselle, Leticia R. Moczygemba, Greg Alston. Pharmacy Management: Essentials for All Practice Settings. 5th ed. New York: Mc Graw Hill. Access Pharmacy, 2020. Iegūts no: via Access Pharmacy
2	Philip Kotler, Gary Armstrong. Principles of Marketing. Prentice Hall. 13th ed. 2021. - 744 p.
3	Michael J. Baker. Marketing Strategy & Management. Palgrave, 4th ed. 2014. – 608 p.
4	Blaits Dž. Mārketings. Rīga: Zvaigzne ABC, 2004. – 284 lpp. (akceptējams izdevums)
5	Praude V. Mārketings. Rīga, 2011. – 665 lpp.
6	Ārvalstu studentiem/For international students:
7	David P. Zgarrick, Shane P. Desselle, Leticia R. Moczygemba, Greg Alston. Pharmacy Management: Essentials for All Practice Settings. 5th ed. New York: Mc Graw Hill. Access Pharmacy, 2020. Iegūts no: via Access Pharmacy
8	Philip Kotler, Gary Armstrong. Principles of Marketing. Prentice Hall. 13th ed. 2021. - 744 p.
9	Michael J. Baker. Marketing Strategy & Management. Palgrave, 4th ed. 2014. – 608 p.