Master in Pharmaceutical Marketing

Modules 1 and 2

Modules 3 to 8

To enable participants to analyse situations, design strategies and take decisions in Marketing.

To enable participants to take on the comprehensive management of any pharmaceutical product: from the definition of the concept, product development and launching right up to meeting forecasted growth and profitability targets throughout the product's life cycle.

To foster creativity in search of innovative solutions in mature market segments, to develop new parapharmacy product concepts and manage other businesses such as generic medicines and products sold to hospitals.

To acquire essential knowledge and expertise for the performance of comprehensive marketing management functions in the pharmaceutical industry today and in the years to come.

To become familiar with and acquire management skills that are inherent to this position.

Newsletters and documentation

Participants on this course will receive documentation on the Pharmaceutical Industry, Marketing, Pharmaceutical Marketing and Management Newsletters.

They will be made members of the Marketing Professionals Association

Forum Marketing Farma

During the Master, participants will be made members of the Marketing Professionals Association (previously known as the Barcelona Marketing Club). They will be able to attend all the Strategic and Operational Marketing conferences not only those related to the sector but all those organised for other sectors of activity, about 30 a year.

Participants on the Master in Pharmaceutical Marketing will automatically form a part of the Forum Marketing Farma, a hub for marketeers from the pharmaceutical sector.

The Forum Marketing Farma organises a series of activities with the aim of promoting the exchange of knowledge and networking among its members.

• Introduction to marketing
• The market
• Internal analysis
• External analysis. Qualitative and quantitative market research
• Strategic marketing decisions
• Decisions in the Marketing Mix
• Sales forecasts and the operating account
• Product Manager
• Marketing and generic products
• Marketing of OTC products
• Marketing of hospital products
• Medical marketing
• Relationship marketing
• Market research. New techniques and technologies. Information systems
• Doctor, pharmacist, customer and patient psychology. Studies and trends
• "Customer intelligence: intelligent marketing"
• Customer segmentation. "Targeting". "Clienting"
• The pharmacy. The wholesaler
• Management of institutional decision makers. "lobbying"
• Strategic decisions
• Decisive competitive advantages
• Finance
• "Branding" brand management
• "Retail Marketing" Category Management

• Technology applied to interaction with the customer: CRM and interpreting corrective indicators and measures. E-marketing, Viral MK
• New trends in communication
• Adapting to new scenarios: collective visits, prescription by active ingredient, the new pharmacy agent, patient associations.
• Marketing and sales, areas of interaction and knowledge
• Marketing and medical marketing. Areas of interaction and knowledge
• Medical, R+D+I and registrations. Areas of interaction and knowledge
• "Management" of ethical products without generics
• "Management" of ethical products with generics
• "Management" of generic products
• "Management" of ethical products and support in the pharmacy
• "Management" of EFP, OTC and other products
• Public presentations
• Negotiation
• "Coaching"
• Leadership
• Creativity
• Time management
• Communication and emotional intelligence in interpersonal relationships
• Conferences
• Marketing plan
• Project: real case study or research study
• Optional seminars