Pharmaceutical marketing is a fascinating dynamic field which has gained greater complexity in recent years. Pharmaceutical marketing not only affects the pharmaceutical industry, but also reimbursement process of health care systems. During the two-year course, we will deal with pharmaceutical marketing from the point of view of day-to-day practice, needs, experience and ability to apply the principles to short and long term strategies.
The curriculum covers the A to Z of marketing divided into ten basic sessions.
Definition of marketing
Basic marketing concept
Company’s focus on various markets
Analysis of marketing environment
Special features of pharmaceutical marketing environment
Organisation of marketing - marketing department and relationships to other departments within the company
Company\\\\\\\\\\\\\\\'s marketing orientation
Phases of product life cycle
Marketing strategies of individual phases
Phases of market development
Tools for competitive distinction
Dynamics of competition
Strategy for positioning within a market
Product and product mix
Decision-making on packaging
Management of producer\\\\\\\\\\\\\\\'s process (from process to strategy)
Management of development process for competitive application
Production and quality of registration documentation
Registration and other legislative processes
Innovation from the marketing point of view
Development of new products in relation to competition
Product marketing plan
SWOT analysis, formulating strategy, objectives, policy, implementation, control
Company plan, business plan, operating plan
Control and evaluation of marketing activities
Organization market vs consumer market
Purchase process and its participants
Institution market and governmental markets
Selection of target markets
Identification of market segments and their evaluation
Competition and development of competitive strategies
Distribution channels and logistics
Determining and stipulating prices
Price changes, impacts of competition, impacts of environment
Coordinating marketing communication
Advertising and PR
Development and benefits of direct marketing
Legal aspects of marketing communication
Building up sales team
Management of sales team
Fundaments of personal selling
Methods of entry into new markets
Marketing programmes and plans from international viewpoint
Organisation of international marketing and feedback
International marketing communication
Planning and management of international PR campaign
Price policy from international viewpoint
Definition of innovative marketing process
Market level from point of view of innovative marketing
Innovative marketing from point of view of products
Innovative marketing at marketing mix level
Innovative marketing application
We are very delighted to have completed negotiations with our Czech and international partners and to be able to launch the two-year marketing course in 2008. This is a special educational opportunity, the first of its kind in the Czech Republic of such an integrated form. This will greatly contribute to the educational opportunities for the professional body.
The graduates of this course will learn the complex marketing fundamentals required to manage work in pharmaceutical companies together with a detailed explanation of interactions namely between clinical and marketing departments as well as other departments of the pharmaceutical company. This is an exciting new programme in a specialised area and is pioneering in the Czech Republic.
The European Pharma School\\\\\\\\\\\\\\\'s basic course is a two-year post-graduate course of pharmaceutical marketing. This course will consist of ten sessions – once every two months from Thursday to Saturday. The topics cover the complex issues in the field and are aimed predominantly at the domestic pharmaceutical market. To join the advanced course, candidates must first complete the basic two-year course.
Each session is a separate unit with an integrated summary related to the given topic.
The basic two-year course will be followed by an advanced pharmaceutical marketing course designed for the graduates of the basic course, or, as the case may be for experienced marketers who pass the entrance test to the advanced course. This advanced course deals with certain selected topics in much greater detail and is focused especially on pharmaceutical marketing from the international point of view. Sessions are given by lecturers from the Czech Republic and abroad. Foreign lectures will be simultaneously interpreted into Czech. Each session is endorsed by professionals who ensure the quality of a given programme.
A diploma will be awarded on completion of the programme (i.e. in attendance at all 10 sessions and pass mark at final examination). Students may complete the individual sessions or the entire course. A certificate of completion will be issued at the end of each session. Should a candidate wish to obtain a diploma for the entire advanced two-year course, they will need to obtain certificates from all sessions within three years of commencement and to pass a final written examination. After successful completion, the candidate will receive a diploma endorsed by all involved.
those working in marketing/sales departments of pharmaceutical companies,
individuals who wish to obtain a formal training and education in pharmaceutical marketing to support a change of career,
those who require further training in pharmaceutical marketing to support their current position and secure future promotion,
individuals who wish to pursue such a field purely out of interest not necessarily related to their career,
graduates from the Pharmaceutical Medicine course at the 3rd School of Medicine of the Charles University.
Each section: CZK 45,000
Regular two-year tuition: CZK 350,000 (a ten-section program)
Three-day session: Thursday through Saturday once every two months (minimum required number of participants is ten).
Total of ten educational sessions during the two-year course.
U Družstva Práce 734/43
Praha 4 - Podolí
Tel: +420 602 781 898