Course Outline

1. Course No./Course Code: PHR 425.

2. Course Title: Pharmaceutical Marketing and Management.
3. Course Type (GEd/Core Course/Elective): Core course.
4. Year/Level/Semester/Term: Fourth Year, 2nd Semester.
5. Academic Session:
6. Course Teacher/instructor: Dr. Apurba Kumar Barman.
7. Pre-requisite (If any): Not applicable.
8. Credit Value: 3.0.
9. Contact Hours: 40.
10. Total Marks: 100 (Continuous assessment: 40% and summative: 60%).
11. Rationale of the course: This course will give the basic concept of Pharmaceutical marketing and the
role of marketing in business; also students will understand the knowledge of product management in
pharmaceutical industry as well as set up the management strategies.
12. Course objectives: The main objectives are:
 To provide the fundamental knowledge of different aspects of marketing and management.
 To describe the management strategies (planning, working, consultation, solve problems).

Course Content:
1. Principles of marketing: Definition and concepts of marketing, steps in marketing process, role of
marketing in our society, marketing mix and exchange relationships, marketing management
process, selling concept, customer relationship management, demarketing.

2. Strategic marketing planning: Strategic planning process, resources and opportunities affecting
the planning process, corporate, business-unit and marketing strategies, marketing plan and
implementation process, approaches to marketing implementation

3. Consumer markets and buying behaviour: Consumer market and business market, consumer
buying process, factors affecting consumer behaviour, types of buyer behaviour, buying decision
process, consumer decision process for new products or adoption process.

4. Market segmentation and target market strategies: Identifying market segments, factors for
segmenting market, choosing a target marketing strategy, market positioning for maximum
competitive advantages.

5. Product promotion: Elements in communication process, promotions mix (advertising, personal

selling, sales promotion, public relation, direct marketing)and their roles in Integrated Marketing
Communication (IMC), promotions message and executions style, media choice, promotional
objectives, representatives, physical distribution, inventory and cost control, returns and claims
 Course Outline
6. Product management: Nature and type of products, product mix and line decision, products
planning and development, product positioning and life cycle management, branding.

7. Pricing: Definition of pricing, basic factors influencing pricing decision, pricing methods and
strategies.

8. Nature and principles of management: Style of management, the MBO system and improving
decision-making.

9. Organization structures: Social organization and legal organization, the sole proprietorship, the
general partnership, private and public limited companies, their relative advantages and
disadvantages.

10. Personnel management: Importance, principles, methods, motivation, staff requirements theory.

11. Inventory control: Methods-intuitive, systematic want book, perpetual inventory, open-to-buy,
stock, record card, economic order quality, selection of optimum methods, effect of inventory
control.

12. Purchasing: Formulating effective buying policies, needs and desires, selecting the sources of
supply, determining terms of purchase, receiving, marking and stocking of goods.

13. Course Learning Outcomes (CLOs): By the end of this course, student will be able to:
CLO1: Understand and explain the basic concepts of pharmaceutical marketing.

CLO2: Demonstrate about marketing planning and consumer markets.

CLO3: Explain market segmentation and product promotion.

CLO4: Describe about product management, organization structures, personnel management and
purchasing.

CLO6: Demonstrate professional, management, and ethical values and develop lifelong learning skills.

Mapping Course Learning Outcomes (CLOs) with the PLOs:

CLOs/PLOs PLO1 PLO2 PLO3 PLO4 PLO5 PLO6 PLO7 PLO8 PLO9 PLO10 PLO11
CLO1  
CLO2 
CLO3 
CLO4  
CLO5 
CLO6  
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14. Course plan specifying content, CLOs, co-curricular activities (if any), teaching learning and
assessment strategy mapped with CLOs.

Wee Topic Teaching-Learning Strategy Assessment Strategy Corresponding CLOs

k
1
2
3

4
5
6
7
8
9
10
11

12

13

14

15. Assessment and evaluation:

a) Assessment strategy:
Attendance and participation: The presences of students in the class are mandatory. During lectures times
students will be actively participated in group discussion.
Quizzes: In semester three quizzes/class tests will be taken. One quiz/class test will be taken before
midterm and two quizzes/class tests will be taken before the final examination. Average marks will be
counted and there will be no makeup quizzes.
Assignment: The topic of assignment will be provided by the course teacher that will align with the
particular topic of the course. The assignment will be given in class and submission of the assignment
may be group or individual. The students must submit the assignment both hard and soft copy to the
course teacher with in last date of submission. Late submission will not be considered.
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Presentation: The presentation topic will be provided by the faculty members that will align with the
particular topic of the course. Students will prepare PPT with maximum 15 slides and present their work
group or individual. The students must submit the PPT both hard copy and electronically to the course
teacher with in date of submission. Late submission will not be considered.
Midterm examination: During the semester, one midterm will be taken according to the academic
calendar date. The syllabus will be clearly mentioned on course outline. The duration of the midterm
examination is about 60 minutes.
Final examination: The final examination will be held according to the academic calendar date. In the
course outline, the syllabus for final examination will be mentioned. The duration of the midterm
examination is about 120 minutes.

b) Marks distribution:
1. Continuous assessment: 40%.
 Class test/quiz: 15%.
 Assignment and oral presentation: 20%.
 Attendance: 5%.

Bloom’s Category, Attendance and

Quizzes (15) Assignment (10) Presentation (10)
Marks (out of 40) Participation (5)
Remember 2 3
Understand 3 4
Apply 8 2 2
Analyse 4 2
Evaluate 4 4
Create 2
2. Summative: 60%.
 Mid-term examination: 20%.
Bloom’s Category, Marks (out of 20) Midterm Marks (20)
Remember 2
Understand 5
Apply 5
Analyse 4
Evaluate 2
Create 2
 Final examination: 40%.
Bloom’s Category, Marks (out of 40) Final Marks (40)
Remember 4
Understand 8
Apply 12
Analyse 8
Evaluate 5
Create 3

c) Make-up procedures: Make up examination is taken within 15 days after midterm examination and
within 7 days after final examination.
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16. Learning materials:

1) Recommended readings: