1. Basics of Marketing: What is marketing? Why business needs marketing orientation? 4 P’s of Marketing. Marketing Environment & competitor analysis – SWOT & PEST. Factors affecting Marketing. Market orientated strategic planning. Competition & Competitors. Targeting, Segmentation & Positioning. Developing competitive differentiation.

2. Product- Introduction, Basic concepts of product, Product Differentiartion, Differentiation tools, Product Classification, Product Mix & Product Lines, Brand Decisions Product Development Process. Product Life Cycle & Product Life Cycle Management

3. Price- Definition, History of Price Control in Indian Pharmaceutical Market, Price in Marketing Mix? Basis for pricing, Pricing strategies, Pricing management.

4. Distribution – Basics of distribution in Indian Pharmaceutical market, Pharmaceutical Distribution Channels, single channel v/s multiple channel strategies , AIOCD, NOC & LOC, Physical distribution, Role & Responsibilities of chemist.

5. Marketing Research – Introduction: Nature, scope and importance of marketing research, role of marketing research in decision marking; Factors influencing marketing research decisions, marketing information systems, the marketing research process., Problem identification, Research design: Exploratory, descriptive and conclusive. Methods of data collection – observation, experimentation, survey, desk research method, Sampling Plan: Sampling method, sample size, designing of questionnaire, Field investigation., Data processing: Editing, coding, classification and tabulation, Data analysis: Hypothesis testing., Application: Product research, advertising research, market and sales analysis research.

6. Promotion – Integrated Marketing Mix – Introduction, objective, Communication Mix, Basics of Marketing communication, Marketing Communication Process, Factors affecting communication mix, Media Mix, Developing a communication campaign, Budegeting for marketing communication Issues in pharma product promotion, approaches for pharma product promotion, DTC, e-detailing, physician related promotional programmes for increasing acceptance and sales of pharma products.

7. Pharmaceutical Brand Management- Branding and its potential within the pharmaceutical industry: History, meaning, need, importance, branding in pharmaceutical industry, building brand values and brand strategy, timing, patient power, strategic brand management process. The role of advertising in branding pharmaceuticals. PMT – Job Responsibility, Hierarchy of marketing team, Career prospect in PMT, Product Management Process, Preparing a brand plan, Product Strategy, Tools of pharmaceutical promotion – Visual Aid, Leave Behind Literature (LBL), Technical Folder designing. Marketing campaign preparation – how to design marketing campaign, writing a marketing campaign, Implementation of campaign (on field & off field activity of PMT), Monitoring of campaign success. Detailing – Detailing for brand positioning, detailing talk preparation and Ideal detailing talk. Handling and usage of visual Aid.

8. Strategy – Brand Strategy, Types of strategy with case study, Strategy for new product launch – Forecasting, Technical, Budgeting, market plan. Co-promotion. Case Study

9. International Marketing – International marketing: Basis of international trade, theories of international trade, Adam Smith, Ricardo. Difference between domestic and international marketing, EPRG framework. Scanning of international environment: Social, political, legal, economic, cultural environment for overseas markets; Factors affecting international trade: Methods of entry, WTO/GATT, regional agreements commodity agreements. Product: Identifying new products, international product planning, product design strategy, product elimination, adoption and diffusion of new products, branding strategies. Pricing strategies: Methods of pricing, pricing an international product, transfer pricing, exchange rates and its impact on pricing factors affecting international prices, dumping and anti-dumping regulations. Distribution strategies: Direct and indirect channels, factors affecting international channels, international channel management. Promotion strategy in overseas markets: Perspectives of international advertising, standardization v/s localization, global media decisions, global advertising regulations, industry self-regulation. Export documentation and procedures. Foreign trade policy: EXIM Policy.

10. Drug Development & Lifecycle Management Strategies:

New Drug Development Strategies, Lifecycle Management Strategies, Generic Drug Development and Management Strategies, Blockbuster Drug Management Strategies, Clinical Trial for Lifecycle Management, Licensing for Growth – In Licensing Vs. Out Licensing

11. Pharmaceutical Business Model

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