Hank A. Laskey. Survey of sales and marketing practices, constraints and promotion tools in the pharmaceutical and related industries, including new product development and licensing. Advanced marketing concepts are developed from marketing fundamentals as they apply to strategy formulation and performance evaluation. Pharmaceutical marketing management as practiced by the product manager forms the basic perspective of the course.
Special emphasis is placed on strategic planning and the writing of the marketing plan.
All students are required to write a comprehensive marketing plan as an integral part of this course. The first is a textbook, the second is a book of readings. Pharmaceutical Marketing in the 21st Century. Patron Loyalty, Satisfaction, and Preferences. Marketing Planning for the Pharmaceutical Industry.