Pharmaceutical Marketing

Catalog description

The pharmaceutical industry continues to be a prime example of market orientation. To a large extent, its success can be attributed to the ability of its constituent companies to understand its customers and to provide outstanding value-added products and services. This course will explore the marketing issues inherent in the pharmaceutical industry. To accomplish this goal, pharmaceutical marketing will be examined through the product management system, which has been adopted universally throughout the industry as it assigns the primary responsibility for the marketing success of products and/or services to particular individuals. These people may be called product managers, brand managers, category managers, or marketing managers. This course focuses on the role of the product manager, including the gathering, interpretation, and diffusion of appropriate information; understanding the competitive environment; developing and implementing marketing strategies and tactics, and assessing the success of the marketing activities. Experimental. 3 credits