Course Description
Exploration of current health care and pharmaceutical marketing environment to provide insights into industry operation and career building. Application of general marketing principles to all aspects of health care and pharmaceutical marketing.
Athena Title
Pharma and HC Mktg
Semester Course Offered
Offered spring
Grading System
A - F (Traditional)
Course Objectives
1. Understand the basic operation of the global pharmaceutical industry. 2. Apply marketing principles and methods to promote the effective use of pharmaceuticals. 3. Understand how pharmaceutical marketing can impact patient health. 4. Describe career paths in the pharmaceutical industry. 5. Relate marketing in the pharmaceutical industry to the more global issue of health care marketing.
Topical Outline
1. Introduction and Overview 2. Marketing Principles and Processes 3. Pharmaceutical Marketing Environment 4. New Drug Development 5. Pricing of Pharmaceuticals 6. Pharmaceutical Distribution Systems: Manufacturers, Wholesalers, and Pharmacies 7. Marketing Activities and Practices 8. Medical Science Liasion / Medical Affairs 9. Regulatory Affairs 10. Direct-to-Consumer Advertising 11. Social Media and Pharmaceutical Marketing 12. The New 4-Ps of Marketing 13. Physician Prescribing 14. Pharmaceutical Marketing and Health Care Professionals 15. Course Summary, Conclusions, and Evaluation