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Pharmaceutical Marketing

This document outlines the scope and objectives of a 45-hour course on Pharmaceutical Marketing. The course aims to provide an understanding of marketing concepts and techniques and their application in the pharmaceutical industry. It is divided into 5 units that cover topics such as marketing definitions, the pharmaceutical market, product decisions, promotion methods, marketing channels, pricing strategies, and emerging concepts. The course is designed to groom students for challenging roles in sales, product management, and other areas within the pharmaceutical industry.

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Nandha Kumar
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181 views2 pages

Pharmaceutical Marketing

This document outlines the scope and objectives of a 45-hour course on Pharmaceutical Marketing. The course aims to provide an understanding of marketing concepts and techniques and their application in the pharmaceutical industry. It is divided into 5 units that cover topics such as marketing definitions, the pharmaceutical market, product decisions, promotion methods, marketing channels, pricing strategies, and emerging concepts. The course is designed to groom students for challenging roles in sales, product management, and other areas within the pharmaceutical industry.

Uploaded by

Nandha Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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BP803ET.

PHARMACEUTICAL MARKETING (Theory)

45 Hours
Scope:
The pharmaceutical industry not only needs highly qualified researchers, chemist,
technical people but also requires skilled managers who can take the industry forward by
managing and taking the complex decisions which are imperative for the growth of the
industry. Sales & Marketing which grooms the people for taking a challenging role in
Sales and Product management.The career in product management starts from having
hands on experience in sales and marketing only.

Course Objective: The course aim is to provide an understanding of marketing concepts


and techniques and the application of the same in the pharmaceutical industry.

Unit I 10 Hours Marketing:

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.

Unit II 10 Hours Product decision:

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

Unit III 10 Hours 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.
Unit IV 10 Hours 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.

Unit V 10 Hours Pricing:

Meaning, importance, objectives, determinants of price; pricing methods and strategies,


issuesin 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; RuralMarketing; Consumerism; Industrial Marketing;
Global Marketing.

Recommended Books: (Latest Editions)


1. Philip Kotler and Kevin Lane Keller: Marketing Management, Prentice Hall of India,
New Delhi
2. Walker, Boyd and Larreche : Marketing Strategy- Planning and Implementation, Tata
MC GrawHill, New Delhi.
3. Dhruv Grewal and Michael Levy: Marketing, Tata MC Graw Hill
4. Arun Kumar and N Menakshi: Marketing Management, Vikas Publishing, India
5. Rajan Saxena: Marketing Management; Tata MC Graw-Hill (India Edition)
6. Ramaswamy, U.S & Nanakamari, S: Marketing Managemnt:Global Perspective,
IndianContext,Macmilan India, New Delhi.
7. Shanker, Ravi: Service Marketing, Excell Books, New Delhi
8. Subba Rao Changanti, Pharmaceutical Marketing in India (GIFT – Excel series) Excel
Publications.

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