core Modules
Module Dates
Module duration: 3 days

9 - 11 June 2010

6 - 8 October 2010


Additional information
PM Society Member Cost: £1540
(£1809.50 inc. VAT)
Non-PM Society-Member Cost: £1760
(£2068 inc. VAT)


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The Essentials of Pharmaceutical Marketing provided an excellent overview and understanding of the basic principles of marketing that others often assume you know
     Jason Orr, sanofi-aventis

Essentials of Pharmaceutical Marketing

“Essentials of Pharmaceutical Marketing” is a three-day module aimed at those relatively new to a marketing position.


Topics covered
  • Overview of Pharmaceutical Marketing
  • Practical application of Pharmaceutical Marketing strategy tools
  • Conducting effective Market and Competitor Analysis
  • Increasing impact through effective Segmentation & Targeting
  • Building Competitive Advantage through creative Product Positioning
  • Developing detailed Customer Insights
  • The Role and application of Branding
  • Creative use of the Marketing & Promotional Mix
  • Developing true customer insights through effective Market Research
  • Building an effective and engaging Marketing Plan
  • Measuring marketing effectiveness
  • Ensuring Excellent Execution through the extended Team
  • Enhancing the relationship between client and agency

The Programme is facilitated by red kite consulting group, and guest speakers bring additional expertise and further insight from real-life examples to days 2 and 3.

 

Core competencies

It would be expected that after attendance at the Core module that the delegate would be able to understand all the terminology and processes for implementing the basics of marketing as it is currently applied within the industry. Specifically the core competencies would be:

  • Understand what marketing is all about, including key terminology, and importantly how it differs within the Pharmaceutical industry, including the role of the Product Manager
  • Know how to analyse the market and then formulate an actionable Pharmaceutical Marketing Strategy
  • Be able to prepare an effective Marketing Plan and powerful Implementation Mix
  • Have an understanding of how to evaluate Marketing Effectiveness
  • Develop an insight into the role of brands within the Pharmaceutical industry and how to build them
  • Understand the key principles and practice of market research
  • Be able to enhance the relationship with external suppliers

 

 

Learning outcomes

It would be expected that after attendance at the “Essentials of Pharmaceutical Marketing” Core Module delegates would understand all of the basic marketing planning principles, practices and terminology, and know how to apply them.