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.
Skills to develop:
- Analytic thinking.
- Apply management models and tools.
- Build and define product strategies.
- Financial analysis.
- Present a market plan.
Syllabus:
- Marketing history: a brief perspective.
- The Market place: definition, dimensions, structure, players and stakeholders.
- Analyses of the Portuguese pharmaceutical market.
- Analyse and process information.
- Quantification models: SWOT, PEST and patient flow.
- Targeting and segmentation: positioning and differentiation.
- The brand values and attributes.
- The importance of the brand in pharmaceutical products.
- Product: design, components and live cycle.
- The differentiation of pharmaceutical product.
- Price policies and strategies in the product mix.
- Retail Marketing: distribution channels.
- Finance analysis – profit and losses.
- Health marketing.
- Communication: verbal and non-verbal language.
- Communication: traditional tactics.
- e-communication and e-marketing.
- Leadership, motivation and team effectiveness.
- Team management and results.
- Management change in teams.
- Self-marketing: human resources market, CV, Network and Linkedin.
Suggested Bibliography:
- Lindon D, Lendrevie J, Lévy J, Dionísio P, Rodrigues JV (2011) Mercator XXI. Teoria e Prática do Marketing. 2nd ed., Dom Quixote. ISBN: 9789722027441.
- Brito CM & Lencastre P (2014) Novos Horizontes do Marketing. 2nd ed., Dom Quixote. ISBN: 9789722054089.
- 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)