Communication and Pharmaceutical Marketing

Comunicação e Marketing Farmacêutico

Curse code:9494221

Paulo Alexandre Mendes Jorge Margarido

Learning outcomes of the curricular unit:

The objectives of this curricular unit are to provide students with concepts of pharmaceutical marketing, communication and publicity legislation, main sales channels, marketing applied to the pharmacy placement, communication and promotion to different customers targets, external customers relationships management, stakeholders and leadership and motivation of sales forces.

• Analytic thinking
• Apply management models and tools
• Build and define product strategies
• Financial analysis
• Present a market plan
• OUTCOMESentrada

• Research and select information, interpretation and synthesis skills
• Analyse problems and apply solutions
• Capability to implement ideas
• Active and positive participation in the class
• Written and oral communication of the scientific contents
• Teamwork and accountability with the group objectives
• Communicate and share knowledge in a unambiguous way

Syllabus:

1. Marketing history: A brief perspective
2. The Market place: definition, dimensions, structure, players and stakeholders
3. Analyses of the Portuguese pharmaceutical market
4. Analyse and process information
5. Quantification models: SWOT, PEST and patient flow
6. Strategy: The schools of strategy
7. Targeting and segmentation: Positioning and differentiation
8. The brand values and attributes
9. The importance of the brand in pharmaceutical products
10. Product: Design, components and live cycle
11. The differentiation of pharmaceutical product
12. Price policies and strategies in the product mix
13. Retail Marketing: Distribution channels
14. Finance analysis – profit and losses
15. Health marketing
16. Verbal and non-verbal language
17. Communication flow: the Message
18. Communication: traditional tactics
19. e-Communication and e-Marketing
20. Leadership, motivation and Team effectiveness
21. Team management and results
22. Management change in teams
23. Human resources market, CV, Network and LinkedIn

Suggested Bibliography:

• Lindon D., Lendrevie J., Lévy J., Dionisio P., Rodrigues J. (2013) “Mercator XXI teoria e prática do marketing”, 15th ed., D. Quixote. ISBN:978-972-20-2744-1
• Carlos Melo Brito. (2014) “Novos Horizontes do Marketing”, 1st ed., D. Quixote. ISBN:978-972-20-5408-9
• Hussain A (2011, October) “A beginner’s guide how to use linkedin for business”. Retrieved from http://www.confessionsoftheprofessions.com/ebooks/how-to-use-linkedin-for-business-ebook.pdf (30.06.2014)