DIPLOMA IN PHARMACEUTICAL MARKETING MANAGEMENT

Pharmaceutical Market Dynamics covers the key regulatory, legislative and environmental aspects of the Irish and European pharmaceutical sectors and addresses how pharmaceutical companies‘access the market’ to actively promote their therapies across key product sectors to key customer groups/stakeholders. Practitioners from the pharmaceutical industry and relevant regulatory agencies such as HSE and IMB will contribute. Sales addresses both strategic and competitive elements of sales including; sales force productivity, sizing and structuring, resource allocation across products and markets, competitive assessment and pricing. This module will also cover Key Account Management and the shift in how pharmaceutical companies are approaching their customers. Marketing provides participants with the tools and insights required to engage with the principles and practices of marketing within the pharmaceutical sector. It emphasises the need for managers across the organisation to consider the key marketing challenges facing them and their capability to respond effectively and profitably. This module will also cover a comprehensive introduction to the concepts of digital marketing specifically tailored to the pharmaceutical industry. Finance introduces financial reports, the management of cost structures, return on investment, business planning, budgeting, forecasting, cash flow and cost of sales. It will also cover the appropriate use of pharmaceutical industry benchmarks and the impact of product pricing on profitability. Specific examples and case studies of pharmaceutical companies will be used. Supply Chain Management examines the complex, heavily regulated and rapidly changing pharmaceutical supply chain from raw material to patient, giving participants a clear understanding of manufacturing and distribution, the complexity of product forecasting in the supply chain cycle and the strategic value of excellence in supply chain management. This module will include a tour of a distribution centre to get real life experience of how medicines get from the factory floor to patients.