Pharmaceutical Marketing and Communication

Recommended Prerequisites

PharmaceuticalAdministration and Organization; English

Teaching Methods

Power point presentation of the issues and relevant examples that satisfies the objectives of the curricular unit.

Oriented approach for the development of skills, for the research of information and for the practical application of the presented topics. Articles review and case studies preparation that determine an in depth evaluation of subjects beyond what was presented in the classroom. Encouragement of the active participation of students in the classroom.

Learning Outcomes

To provide an overview of marketing concepts and marketing tools. In-depth understanding of the process of strategic planning, segmentation, positioning, targeting, marketing-mix definition, and major differences between the pharmaceutical industry and Fast Moving Consumer Goods.

Identification of the structural pillars of the pharmaceutical industry, winds of changing, and alternatives. Particular attention will be devoted to the role of marketing in the R&D process and Market Access.

Work Placement(s)

No

Head Lecturer(s)

António Augusto Miranda Lemos Romão Donato

Assessment Methods

Assessment
Case studies: 10.0%
Synthesis work: 20.0%
Exam: 70.0%

Bibliography

Aaker, David. Building Strong Brands. New York: Free Press, 1996

Blackett T, Harrison T. Brand medicine: Use and future potential of branding in pharmaceutical markets. International Journal of Medical Marketing, Jun 2001; 2:(1):33–49.

Kotler, Philip.  Marketing Management.12th ed.  Upper Saddle River, NJ: Pearson Prentice Hall, 2005

Kotler, Philip e Françoise Simon, A Construção de Biomarcas Globais, Bookman, 2004

Kotler, Philip. Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know.  Hoboken, NJ: Wiley, 2003

Laitin, J. “Does branding work in pharmaceutical marketing?”; Medical Marketing and Media; Boca Raton: Jan 2000. Vol.35, Iss. 1; pg. 94

Chandler, J.  Owen M.Pharmaceuticals: The New Brand Arena International Journal of Market Research. Henley-on-Thames: Fourth Quarter 2002.Vol.44 pg. 385, 21 pgs

Vasconcellos e Sá, Jorge, The Neglected Firm, Palgrave, 2002.

Vasconcellos e Sá, Jorge, The Warlords: Strategy and Tactics for Competitive Advantage. Dover, NH: Kogan Page, 1999.

Vasconcellos e Sá, Jorge, Strategy Moves, Prentice Hall, 2005

Moss, G., Schuiling, I., "A brand logic for pharma?: A possible strategy based on FMCG experience", International Journal of Medical Marketing, Volume 4, Number 1, January 2004, pp. 55-62(8

Ries, Al, and Laura Ries.  The Fall of Advertising and the Rise of PR. New York: HarperBusiness, 2002

Ries, Al, and Jack Trout. Marketing Warfare.  New York: McGraw-Hill, 1986

Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 2001

Schuiling I and Moss G, How different are branding strategies in the pharmaceutical industry and the fast-moving consumer goods sector?, Brand Management, Vol 11, No 5, pp366-380, 2004