Course of study
Legend:
every course is coupled with its number of University Credits (UC)
Corporate Organization / Structure
Corporate structure, finance and administration. Budgeting, management control, and quality control systems.
The Pharmaceutical Market I
Pharmaceutical companies (from Research & Development to Sales functions), pharmaceutical products (Rx to OTC, generic drugs, biotech, devices, dietary supplements, natural remedies.
The Pharmaceutical Market II
Market structure (wholesalers, pharmacies, hospitals, ASL – Italian local health authority – , parallel trading) Market players (doctors, pharmacists, patients, associations, etc…)
Drug Management in the National Healthcare System I
The Italian National Healthcare System (SSN) and other European Healthcare Systems, Devolution and district, Italian Medicines Agency, registration and prices.
The National Healthcare System
Pharmacoeconomy, promotion and advertising, ethics.
Pharmaceutical Marketing I
Marketing basics: Marketing and Business plan. Qualitative, quantitative and ad hoc research.
Pharmaceutical Marketing II
Marketing and communication (including Adv. Agency Brief). Market indicators. Qualitative, quantitative and ad hoc research in the pharmaceutical field. Marketing medical strategies. Marketing and business plan of the pharmaceutical product (Rx and OTC). Role of the Product Manager. Medical education. Media relations and crisis management. IT in communication: e-marketing. Promotion, information and CRM.
Market Access and Regulatory
Registration strategy (prices and reimbursement), Pre-launch strategy and launch of a new product into the marketplace, mature product re-launch strategy , Switch RX to OTC, generic drug marketing.
Communication and Specific Markets
Business to Consumer communication (for RX, OTC products and dietary supplements), Cause-related marketing, Co-marketing and Co-promotion, Optimization of the product-licensing portfolio, Forecasting, Life cycle of a product.
Personal skills
Communication and negotiation skills, human resources management, teamwork, employability optimization.
Internship
Individual work period with affiliated companies.
Final exam
Thesis writing on a marketing topic, according to the student’s tasks during the internship.