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Course Title
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Pharmaceutical Marketing and Management
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Course Number
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0520502
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Credits
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2 cr. (lecture)
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Schedule
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Lecture Hall: 611. Time: Mon, Wed 8:15–9:15
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Pre-requisite(s)
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None
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Instructor
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Lecturer Salwa Ouda Amareen Office: PH
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Office Phone
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02-6374444
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Course Description
This course
is designed to implement the major concepts in management and marketing to
the different fields of pharmacy practice. On one hand pharmacy students
are oriented towards proper management of pharmaceutical services in a
community pharmacy, in inpatients and outpatients departments in a
hospital. On the other hand, they are instructed to adopt the adequate
selling skills needed in the pharmaceutical markets.
The aim of
this course is to introduce the basic concepts of management and marketing
to pharmacy students in order to enable them to make well-considered
decisions during their practice in the different pharmaceutical
enterprises. The students will also gain clear understanding of the
pharmaceutical markets, their potentials and drawbacks, the principles of
drug promotion and the professional selling skills.
Course Objectives
The student will:
1. Define management and differentiate
between the managers and their functions.
2. Construct a managerial model for
pharmaceutical services.
3. Understand the considerations
encountered in establishing a community pharmacy.
4. Manage in a satisfactory way a
community pharmacy in terms of money, inventory, facilities, personnel, and
credit.
5. Understand the health care delivery
systems.
6. Recognize the nature of pharmaceutical
services and daily activities of pharmacists in hospitals.
7. Differentiate between inpatients and
outpatients pharmaceutical services.
8. Consider the specifications of
pharmaceutical markets and their implications in drug promotion.
9. Gain
sufficient knowledge about selling skills in pharmaceutical marketing.
Required Text
No specific textbook is required. However books of
management and marketing would be useful. Some papers and assigned chapters
will be provided.
Assignments
Homework assignments may be given on a
periodic basis. Announced or unannounced quizzes may also be given at the
discretion of the instructors.
Examinations and Evaluation
First Exam 1 (25 points)
Second Exam (25 points)
Final exam (50 points)
Quizzes and assignments may be given for
bonus points
Make-up exams will be offered for valid reasons only with consent of
instructor prior to scheduled exam date. Make-up exams may be
different from regular exams in content and format.
Course outline
1. Introduction
2. Selling
Concepts:
What is
selling? And why do we study it?
Rote of sales
people in society.
Mythology of
selling.
Art of
listening during doctor call.
Characteristics
of sales career and its paths.
Personal
Characteristics of sales people.
Tasks of
sales people.
Customer
attitudes and why do people buy.
3. Pharmaceutical
Detailing:
Selling and
prescribing processes.
Planning the
doctor call.
Identifying
doctor needs and how to attain to it.
Relating and
reinforcing benefits to the doctor.
Obtaining
feed back, both positive and negative and how to handle it.
Handling
doctors objections.
Gaining
commitment and following up.
Post call
analysis (Evaluation of the doctor call).
4.Retail
selling in pharmacies:
The approach.
Introduction
and general concepts.
Making the
sale.
Factors
affect pharmacy sales.
Responsibilities
of the pharmacist.
Problems in
retail selling in pharmacies.
Profit and
ethics in pharmacy business.
The technique
of substitution for OTC and consumable products.
5.Marketing
principles and concepts:
Selling
versus marketing.
Marketing
functions.
Marketing
principles and some useful definitions.
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