Master Degree in Pharmaceutical Marketing

Module 1. Rx Marketing: operational management

• Introduction to the pharmaceutical market: global and national.
• Marketing principles. Product and brand.
• Market research: secondary sources and ad-hoc techniques.
• Strategic analysis: DAFO and BCG.
• Definition of marketing objectives: quantitative and qualitative.
• Segmentation, Targeting and Positioning.
• Marketing strategies. Price and refunds.
• Action plan.
• Advertising and self-regulation legislation.

Module 2. Market access and institutional decision-makers

• The Spanish health system.
• Management of institutional decision-makers.

Module 3. Medical Marketing

• Clinical development and authorisation of medicinal products.
• Health research results.
• Scientific journal plans and opinion leader management.
• Marketing/R+D interaction.

Preparation of Medical-Marketing Plans.

• Scientific information. Data base and EBM services on the Internet.
• Crisis management for security reasons.

Module 4. Communication

• Segment types of target public.
• Product benefit and statement of positioning.
• Communication strategies for new Rx products: pre-marketing and launch.
• Communication strategies for mature Rx products.
• DTC strategies for Rx products.

Module 5. Finance

• Basic concepts of finance for marketing: Operating Account and the Budget.
• Management Control applied to Marketing.

Module 6. Hospital marketing

• Introduction to the hospital market. Healthcare structure.
• Marketing plans for innovating products and me-too products.
• Commercial structure of the hospital provider.
• Hospital visits and negotiations.

Module 7. OTC Marketing and health and beauty products

• Self-medication, OTC portfolios and variables in OTC marketing.
• OTC strategies. Practical cases.
• Management of the pharmacy channel and sales strength.
• The health and beauty product sector in the OTC business.
• Planning for advertising in the mass media.

Module 8. CRM and Digital Pharma

• Basics of relational marketing.
• Relational marketing applied to prescribers.
• Integrated use of online and offline channels in communications to prescribers.
• On/off loyalty programmes for drugstores and users.
• CRM philosophy in the hospital market.

Module 9. Creativity

• Briefing and creative process.
• Healthcare communications agency.
• Creative concept and evaluation of ideas.
• Creative analysis of communications to professionals and end user.

Module 10. Rx Marketing: strategic and international management

• Formulation of the strategy.
• Strategic marketing vs. operational marketing. Target Product Profile.
• Brand identity.
• International brand management. Global marketing/local marketing interaction.
• Company DAFO analysis and product portfolio design.
• Product and price strategies.
• Product lifecycle management.
• In/out licensing.

Module 11. Sales management

• The environment, the market, the clients and the sale.
• Sales plan.
• Co-promotion and co-marketing.Sales staff motivation.
• Medical visit sales network design.
• Information systems for effective management.
• Sales network activity indicators (KPIs).

Module 12. Personal competences and management skills

• Personal leadership and Emotional Intelligence.
• Project management.
• Personal communications and dispute management.
• Effective presentations.
• Leadership and Management.
• Time management and organisation.
• Personal brand and professional career experiences.
• Teambuilding day (outdoor).

Module 13. Theses.

As from the second month of the programme and until its finalisation participants will put together a team marketing plan which will be both direct and digital and under the direction and guidance of a tutor.

Module 14. Alumni networking and conferences

During the programme there will be various talks in which representatives from businesses relevant to the sector will present their MDD strategy and the impact it is having on their businesses. These talks will be open to Alumni from previous editions of the programme.

Module 15. Personal coaching and skills assessment

• Throughout the course, each programme participant will have at least one personal coaching session with one of the course directors.
• In addition, each one will have a skills assessment performed in order to improve their personal and professional self-knowledge and draw up an Individual Development Plan.

Master's in Pharmaceutical Marketing, issued by the Universidad Pompeu Fabra.

To obtain the qualification it is essential to attend class and complete the individual exercises throughout the course. The group thesis should also be prepared satisfactorily.

60 ECTS*

* European Credit Transfer System. 1 ECTS credit is the equivalent of a total study time of approximately 25 hours on the part of the student, including class and private study time.