GUJARAT TECHNOLOGICAL UNIVERSITY
Bachelor of Pharmacy
Subject Code: BP803TT
SEMESTER: VIII
Subject Name: Pharma Marketing Management
Scope: The pharmaceutical industry not only needs highly qualified researchers, chemists and, 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. The Knowledge and Know-how
of marketing management groom the people for taking a challenging role in Sales and Product
management.
Objectives: The course aims to provide an understanding of marketing concepts and techniques and their
applications in the pharmaceutical industry.
Teaching scheme and examination scheme:
Teaching Scheme Evaluation Scheme
Theory Tutorial Practical Total Theory Practical
External Internal External Internal
3 1 0 4 80 20 0 0
Sr No Topics %
weightage
1. Marketing: 10
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.
2. Product decision: 10
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.
3. Promotion: 10
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.
Pharmaceutical marketing channels: 10
4. Designing channel, channel members, selecting the appropriate channel, conflict
in channels, physical distribution management: Strategic importance, tasks in
physical distribution 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.
5. Pricing: 10
Meaning, importance, objectives, determinants of price; pricing methods and
strategies, issues in price management in pharmaceutical industry. An overview
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w.e.f. AY 2017-18
GUJARAT TECHNOLOGICAL UNIVERSITY
Bachelor of Pharmacy
Subject Code: BP803TT
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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