|
Week |
Subject |
Related Preparation |
1) |
Introduction to pharma industry |
None |
2) |
Stake holders and organizational structures |
None |
3) |
Patient centric marketing |
None |
4) |
Registration, pricing, payback and patent processes of a drug |
None |
5) |
Getting to know the market: Research, segmentation and sales forecasting |
None |
6) |
Sales force excellence
|
None |
7) |
Regulations and restrictions in pharma promotion and marketing |
None |
8) |
Mid-Term Exam |
None |
9) |
New Brand Development in Pharma Industry : |
None |
10) |
Marketing in Tobacco and Alcoholic Beverages |
None |
11) |
Marketing in Chance Games Industry and Hygienic Products |
None |
12) |
Repositioning and re launch |
None |
13) |
Future trends in global and local restricted markets |
None |
14) |
General review and explanation of rules on term-project (final) |
None |
15) |
TERM PROJECT (FINAL) |
None |
Course Notes: |
Janice MacLennan (2007): İlaç Sektöründe Marka Yönetimi / Brand Planning for the Pharmaceutical Industry.
Arthur G. Cook (2007): İlaç Sektörü İçin Gelecek Tahmini Yöntemleri/Forcasting for Pharmaceutical Industry
Ayla Okay (2007): Sağlık İletişimi
TC Health Ministration Web-site, www.saglik.gov.tr/TR: Sağlık Mesleği Mensuplarıyla İlişkiler ve Beşeri Tıbbi Ürünlerin Sağlık Mesleği Mensuplarına Tanıtımı İlkeler |
References: |
Philip Kotler (2009): Kotler ve Pazarlama/Kotler and Marketing
Brian D Smith (2013): ‘The Future Of Pharma? Speciation, Sex And Death’, Industrial Pharmacy
Cutting Edge Information (2006): Pharmaceutical Market Segmentation: Spending, Strategy and Implementation
Smith, Brian D, (2012): ‘Two tribes’, Pharmaceutical Market Europe
Brian D Smith (2013): ‘The Future Of Pharma? Speciation, Sex And Death’
Brian D Smith, Gower (2011): The Future of Pharma – Evolutionary Threats and Opportunities,
|
|
Program Outcomes |
Level of Contribution |
1) |
Being able to identify problems and ask right questions |
|
2) |
Having problem solving skills and developing necessary analytical attitude |
|
3) |
Comprehending theoretical arguments along with counter arguments in detail |
|
4) |
Gaining awareness of lifelong learning and being qualified for pursuing graduate education |
|
5) |
Applying theoretical concepts in project planning |
|
6) |
Communicating efficiently by accepting differences and carrying out compatible teamwork |
|
7) |
Increasing efficiency rate in business environment |
|
8) |
Developing innovative and creative solutions in face of uncertainty |
|
9) |
Researching to gather information for understanding current threats and opportunities in business |
|
10) |
Being aware of the effects of globalization on society and business while deciding |
|
11) |
Possessing digital competence and utilizing necessary technology |
|
12) |
Communicating in at least one foreign language in academic and daily life |
|
13) |
Possessing managing skills and competence |
|
14) |
Deciding with the awareness of the legal and ethical consequences of business operations |
|
15) |
Expressing opinions that are built through critical thinking process in business and academic environment |
|