Pharmacy

1Communication and Pharmaceutical Marketing

Comunicação e Marketing Farmacêutico

Course code:9494221

Paulo Alexandre Mendes Jorge Margarido

Learning outcomes of the curricular unit:

The objectives are to provide students with general concepts of pharmaceutical marketing in general, communication and publicity legislation, main sales channels, marketing applied to the pharmacy placement and communication and promotion to different customer’s targets. It also aims to provide knowledge about external customers relationships management, stakeholders and leadership and motivation of sales forces.

Develop skills that allow to:
  • Develop analytical thinking.
  • Apply management models and tools.
  • Build and define product strategies.
  • Financial analysis.
  • Present a market plan.
Syllabus:
  1. The Market place: definition, dimensions, structure, players and stakeholders.
  2. Analyses of the Portuguese pharmaceutical market.
  3. Analyse and process information.
  4. Quantification models: SWOT, PEST and patient flow.
  5. Targeting and segmentation: positioning and differentiation.
  6. The brand values and attributes.
  7. The importance of the brand in pharmaceutical products.
  8. Product: design, components and live cycle.
  9. The differentiation of the pharmaceutical product.
  10. Price policies and strategies in the product mix.
  11. Retail Marketing: distribution channels.
  12. Finance analysis – profit and losses.
  13. Health marketing.
  14. Communication: verbal and non-verbal language.
  15. Communication: traditional tactics.
  16. e-communication and e-marketing.
  17. Leadership, motivation and team effectiveness.
  18. Team management and results.
  19. Management change in teams.
  20. 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.
  • Pita JR (2010) A farmácia e o medicamento em Portugal nos últimos 25 anos. Available online.