Course Overview

MGT-401: Pharmaceutical Marketing (3 Credits)
Program(s): CMR and CPM

COURSE CONSULTANTS

SECOND AND THIRD EDITIONS:

Thirwall W. Bonham, PhD
Associate Dean, Administration and Research
Pamplin College of Business
Virginia Polytechnic Institute and State University
Blacksburg, Virginia

Glenn Rosenthal, MA, MBA, EdD
Chair, Department of Pharmaceutical and Healthcare Business
University of the Sciences in Philadelphia
Philadelphia, Pennsylvania

Graduate Supplement
MGT-5401
To earn graduate-level credit, this supplement and course MGT-401 must be successfully completed.

Click here for more information about graduate-level credit.

Who Should Take This Course:
Managers, sales representatives, newly promoted marketing personnel, and others who interact with marketing professionals or who are interested in the field of marketing within the pharmaceutical industry.

Career Applications/Benefits:
The marketing department within a pharmaceutical company is responsible for launching new products and expanding sales for existing products. As such, the marketing department works closely with the sales department. Marketing professionals develop promotional materials and sales tools, which representatives often use in their sales presentations. The information provided in this course will be useful to individuals seeking knowledge about pharmaceutical marketing practices. Also, marketing professionals work closely with a number of individuals both within and outside their companies to produce an appropriate marketing strategy and communication materials related to pharmaceutical products and services. This course will enable individuals to interact more effectively with pharmaceutical marketing personnel. In addition, the course provides information about government regulations for promoting products.

Course Description:
This course describes how the field of marketing has evolved within the pharmaceutical industry, the responsibilities of the marketing department, types of market research, and typical staffing of a marketing department. It also describes the types of communication activities and materials used in pharmaceutical marketing, and their regulation by government agencies and professional organizations. In addition, the course discusses evolving areas within healthcare that will have important implications for how drugs are marketed, ranging from the continuing importance of managed care to the increasing use of direct-to-customer advertising and the Internet as a means of reaching new customers.

Related Courses:
• Contemporary Pharmacoeconomics
• The Managed Healthcare Market
• The Pharmaceutical Industry
• The Value of Pharmaceuticals

Chapter Content:

Chapter 1: The Roles of Marketing Departments
	Evolution of Pharmaceutical Marketing Key Functions and Responsibilities of the Marketing Department Market Research The Marketing Department Staff and Environment
Chapter 2: Marketing Approaches and Regulations Governing Pharmaceutical Marketing
	Communication Strategies for Pharmaceutical Products Regulations Governing Pharmaceutical Marketing
Chapter 3: The Changing Healthcare Marketplace and Influences on Marketing Strategies
	The Changing Healthcare Marketplace Trends in Pharmaceutical Marketing Case Study: Launching a New Drug

Learning Objectives:
Upon successful completion of this course, the student will be able to describe how pharmaceutical marketing evolved within the pharmaceutical industry; discuss the responsibilities and types of research conducted by a pharmaceutical marketing department; describe the types of communication activities and materials used in the marketing of pharmaceutical products, and the impact of government regulations on these activities; and discuss evolving areas within healthcare that have important implications on how drugs are marketed, ranging from the importance of managed care, disease management, and pharmacoeconomics, to the increasing use of direct-to-consumer advertising and the Internet as a means of reaching new customers.