Pharmaceutical Marketing
Keywords |
Classification |
Keyword |
OFICIAL |
Social Science |
Instance: 2022/2023 - 1S
Cycles of Study/Courses
Acronym |
No. of Students |
Study Plan |
Curricular Years |
Credits UCN |
Credits ECTS |
Contact hours |
Total Time |
MICF |
41 |
Official Curriculum |
4 |
- |
3 |
52 |
81 |
Teaching language
Portuguese
Objectives
Approaching the student of Pharmaceutical Sciences to the reality of marketing resources from the pharmaceutical industry to the community pharmacies.
Framing the health professional in the marketing concepts.
Raise awareness of the impacts of digital technologies on current marketing.
Develop the basic skills to develop and deepen knowledge in this area.
Learning outcomes and competences
Provide the basis for pharmaceutical use of marketing resources.
Working method
Presencial
Pre-requirements (prior knowledge) and co-requirements (common knowledge)
Knowledge framework of the various areas of pharmacists activity from the pharmaceutical industry to the community pharmacy.
Program
1. The concept of Marketing
1.1. Settings, the role of Marketing
2. Market Research
3. The development of marketing-mix analysis
3.1. The Product
3.2. The Price
3.3. The Placement
3.4. The Promotion
4. Marketing Services
4.1. People, Processes and Physical Evidence
4.2. The marketing mix in Consumer perspective of Convenience,
Communication and Cost
4.3. The framework of Analysis, Adaptation, Assessment and
Activation
5. The Marketing Plan
5.1. SWOT analysis
5.2. Development of Marketing Plan
6. The Evolution of Marketing
6.1. From the Marketing 1.0 to 5.0
6.2. The Relationship Marketing
7. Marketing 5.0 - the integration of digital technologies in the thinking, planning and implementation of today's Marketing.
Mandatory literature
Lindon Denis 070;
Mercator XXI. ISBN: 972-20-2744-1
Philip Kotler, Iwan Setiawan e Hermawan Kartajaya; Marketing 4.0 Mudança do tradicional para o digital, 2017
Kotler, P.; Kartajaya, H.; Setiawan, I.; Marketing 5.0
Complementary Bibliography
Philip Kotler; Marketing 3.0, 2014
Philip Kotler; Princípios de Marketing, 1998
Emanuel Rosen; Marketing Boca a Boca, 2001
Teaching methods and learning activities
Presentation and development of materials in lectures (2 hours / week) with resources to audiovisual media (PowerPoint and short films).
In practical (2 hours / week) the materials are developed with
the presentation of news, articles and other audiovisual materials by students.
The teacher responsible is available to meet students in the
hours announced at the beginning of the semester and by
appointment and agreed at any other time.
Evaluation Type
Distributed evaluation without final exam
Assessment Components
designation |
Weight (%) |
Participação presencial |
40,00 |
Teste |
20,00 |
Trabalho escrito |
40,00 |
Total: |
100,00 |
Amount of time allocated to each course unit
designation |
Time (hours) |
Frequência das aulas |
22,00 |
Trabalho de investigação |
4,00 |
Total: |
26,00 |
Eligibility for exams
Assistance at the theoretical classes is not compulsory.
The assistance of students to practical classes is mandatory.
Calculation formula of final grade
Finishing Classification: 10% (Frequency TP) + 30% (TP Participation) + 40 % (Proposed work) + 20% (Avaliation of the answers
to the questions).
Examinations or Special Assignments
Proposed work within the discipline.
Internship work/project
n.a.
Special assessment (TE, DA, ...)
As the evaluation standards for the Faculty of Pharmacy, University of Porto, 2010/2011, subject to compliance with the applicable special legislation.
Classification improvement
Students may require improvement of classification according to the evaluation standards for Pharmacy Faculty of the University of Porto, 2010/2011.
Observations
Availability for contact less common in areas MICF, including
Management and Marketing.
Teaching Language: Portuguese and, eventually, English.