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Description
This module is designed to give you a foundation in marketing concepts and practices for pharma while also introducing you to the impact the structure of the industry has on marketing. The differences between pharma marketing and consumer goods marketing will be a key consideration along with ethical and legal aspects. Opportunities and challenges that arise in commercialisation of pharmaceuticals products will be explored in-depth such as the drug pricing and reimbursement in different health systems The course focuses on stakeholder engagement and awareness as a key aspect of developing a marketing strategy as well as approaches to commercialisation of brand. 听Students will learn how different health systems鈥� pricing and payment arrangements impact all aspects of the business particularly in terms of price regulation, payers, and purchasing organisations in which pharmaceutical products operate in to be successful. There will also be exploration of how different business development approaches in terms of mergers, acquisitions, licensing, etc. impact approaches to commercialisation and marketing.
Module deliveries for 2024/25 academic year
Last updated
This module description was last updated on 19th August 2024.
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