|
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) |
Has theoretical and practical knowledge on management, business, trade, economy, entrepreneurship, innovation, sustainable development related to International Trade and Business and can use this information |
|
2) |
Can collect data from different sources in the global business world and successfully apply research techniques, use information and communication technologies. |
|
3) |
Can analyze opportunities and threats with strategic thinking skills by using different resources and channels in the ever-changing global business world. |
|
4) |
Can communicate orally and in writing with a good knowledge of English grammar. |
|
5) |
He / she can transfer the knowledge and skills he / she has acquired in the field to the relevant people in written and oral form and evaluate them critically. |
|
6) |
Adopts the principles of business ethics with the awareness of professional responsibility and can apply these principles within the framework of legal rules in the field of global trade and business. |
|
7) |
He / she can collaborate in and out of the field, take responsibility, respect cultural differences and have ethical values. |
|
8) |
Has sufficient awareness of social rights, justice, cultural values, environmental awareness, occupational health and safety. |
|
9) |
With the lifelong learning skill acquired, she/he can identify learning needs and improve herself/himself |
|