Unit I (10 Hours)
Marketing: Definition, general concepts and scope of marketing; Distinction between marketing & selling; Marketing environment; Industry and competitive analysis; Analyzing consumer buying behavior; industrial buying behavior.
Pharmaceutical market: Quantitative and qualitative aspects; size and composition of the market; demographic descriptions and socio-psychological characteristics of the consumer; market segmentation& targeting.Consumer profile; Motivation and prescribing habits of the physician; patients’ choice of physician and retail pharmacist. Analyzing the Market;Role of market research.
Unit II (10 Hours)
Product decision: Classification, product line and product mix decisions, product life cycle,product portfolio analysis; product positioning; New product decisions; Product branding, packaging and labeling decisions, Product management in pharmaceutical industry.
Unit III (10 Hours)
Promotion: Methods, determinants of promotional mix, promotional budget; An overview of personal selling, adver- tising, direct mail, journals, sampling, retailing, medical exhibition, public relations, online promotional techniques for OTC Products.
Unit IV (08 Hours)
Pharmaceutical marketing channels: Designing channel, channel members, selecting the appropriate channel, conflict in channels, physical distribution management: Strategic importance, tasks in physical distribution management.
Professional sales representative (PSR): Duties of PSR, purpose of detailing, selection and training, supervising, norms for customer calls, motivat- ing, evaluating, compensation and future prospects of the PSR.
Unit V (07 Hours)
Pricing: Meaning, importance, objectives, determinants of price; pricing methods and strategies, issues in price management in pharmaceutical industry. An overview of DPCO (Drug Price Control Order) and NPPA (National Pharmaceutical Pricing Authority).
Emerging concepts in marketing: Vertical & Horizontal Marketing; Rural Marketing; Consumerism; Industrial Marketing; Global Marketing.