Veidlapa Nr. M-3 (8)
Study Course Description
Pharmaceutical Marketing
Course Code
LFK_041
Branch of Science
Basic medicine; Social Pharmacy
ECTS
3.00
Target Audience
Pharmacy
LQF
Level 7
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Dins Šmits
Structure Unit Manager
Baiba Mauriņa
Structural Unit
Department of Applied Pharmacy
Contacts
Riga, 16 Dzirciema Street, zftk@rsu.lv, +371 67061547
About Study Course
Objective
To develop understanding of the role of marketing in the pharmaceutical industry.
Preliminary Knowledge
Mandatory study courses in the professional study programme Pharmacy – Practical Pharmacy and Pharmaceutical Legislation, Pharmaceutical Information, Pharmaceutical Terminology in English.
Learning Outcomes
Knowledge
1.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
1.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.
Competences
1.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.
Assessment
Individual work
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Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual 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).
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||
Examination
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Title
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% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
• active participation in practical classes (50%);
• presentation of independent work, the assessment of which constitutes the exam assessment (50%).
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing definition
Marketing framework
Business model in pharmaceutical industry
Marketing process and its constituents
Marketing map
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Specifics of pharmaceutical marketing
Legal and ethical regulation of pharmaceutical marketing
Marketing map: Understanding of the client, assessment of the situation
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising in pharmacy
SWOT analysis
Methodology for defining a problem/situation
Analysis of the causes of a problem/situation. Ishikawa diagram
RACI matrix
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising in pharmacy
SWOT analysis
Methodology for defining a problem/situation
Analysis of the causes of a problem/situation. Ishikawa diagram
RACI matrix
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing map: Strategic choices:
1. Vision and life cycle plan
2. Positioning and value propositions
3. Strategies
4. The creative platform
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing map: Strategic choices:
1. Vision and life cycle plan
2. Positioning and value propositions
3. Strategies
4. The creative platform
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing map: Implementation, measurement and improvement:
1. Campaign implementation actions
2. Performance measurements
3. Constant improvement
Project planning and monitoring. Principles and tools
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing map: Implementation, measurement and improvement:
1. Campaign implementation actions
2. Performance measurements
3. Constant improvement
Project planning and monitoring. Principles and tools
|
Total ECTS (Creditpoints):
3.00
Contact hours:
32 Academic Hours
Final Examination:
Exam (Written)
Bibliography
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.