Pharmaceutical Marketing

Code:

MI144175

Acronym:

MARKFARM

Keywords
Classification	Keyword
OFICIAL	Social Science

Instance: 2019/2020 - 1S

Active?	Yes
Responsible unit:	Pharmaceutical Technology Laboratory
Course/CS Responsible:	MSc in Pharmaceutical Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MICF	42	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.



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 4.0



6.2. The Relationship 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

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.