Pharma Marketing Management Book B.Pharm 8th Semester

                                                                                                                                                                      Syllabus

PHARMA MARKETING MANAGEMENT

(Course Code: BP803ET) 

Module: 1                                                                                                                            (10 Hours)

Marketing

·          Definition, General Concepts and Scope of Marketing; Distinction Between Marketing & Selling; Marketing Environment; Industry and Competitive Analysis; Analyzing Consumer-Buying Behaviour; Industrial Buying Behaviour.

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. 

Module: 2                                                                                                                          (10 Hours)

Product Decision

·          Classification, Product Line and Product Mix Decisions, Product Life Cycle, and Product Portfolio Analysis.

·          Product Positioning.

·          New Product Decisions.

·          Product Branding, Packaging and Labelling Decisions,

·          Product Management in Pharmaceutical Industry.

Module: 3                                                                                                                          (10 Hours)

Promotion

·          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.

Module: 4                                                                                                                          (10 Hours)

Pharmaceutical Marketing Channels

·      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.

Module: 5                                                                                          \

 (10 Hours)

Pricing

·          Meaning, Importance, Objectives, Determinants of Price; Pricing Methods and Strategies, Issues in Price Management in Pharmaceutical Industry.

·          An Overview of DPCO (Drug Price Control Order) and NPPA (National Pharmaceutical Pricing Authority).

       Emerging Concepts in Marketing

·          Vertical & Horizontal Marketing.

·          Rural Marketing.

·          Consumerism.

·          Industrial Marketing.

·          Global Marketing.