European Marketing Management

• The role of Global, European & Affiliate marketers
• Defining the Target Product Profile
• Working with development teams
• Optimising the regulatory process
• Market research and competitor intelligence
• Developing the optimal Pan-European strategy
• Internal stakeholder management
• Pricing, reimbursement and parallel trade
• Developing and managing KOLs
• Driving consistency of strategy and its implementation
• Affiliate support at a strategic and tactical level
• The role of agencies
• Communication beyond translation
• Monitoring and follow-up

• Understand the Pan-European marketing role in its broadest sense
• Understand the timing and types of decisions that have to be made prior to launch to optimise commercial potential
• Know how to optimise stakeholder engagement
• Have a top-line understanding of the pricing and reimbursement challenge
• Be able to develop and manage KOLs
• Know how to drive strategic alignment
• Understand how to use agencies optimally
• Be able to develop and implement optimal communication plans with all stakeholders

It would be expected that after attendance at the “European Marketing Management” Module delegates would have an in-depth understanding of the challenges involved in European marketing management and how to address them by developing specific expertise as well as optimising internal and external stakeholder management.