Chapter 1- slide 1Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

Basic Marketing for Pharmacy Students

Chapter 1- slide 2Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

• Introduce yourself– How do you want us to call you?

• Share your expectation – What should this subject offer to you?– Do you find it interesting, why and why not?

• You expect your teacher to be….

Time to Know Each Other First

Chapter 1- slide 3Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

• At the end of the course, students will be able to:– Fully understand basic concepts of marketing and the application

to the pharmacy practice– Enhance skills on analysis and formulation of strategic marketing

decisions through in-depth, real-life examples and stories that show concept in action

– Develop a strategic marketing plan based on an innovative, complete and practical marketing-management approach

Course Objectives

Chapter 1- slide 4Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

Course Contents

Chapter 1- slide 5Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

• Total Class Hours – 3.5 hours (210 mins)

Time Allocation

Agenda Allocation

Prayers, Attendance, Classroom Set-up, Other matters

10 mins

Pre-test 10 mins

Class discussion 55 mins

1st Break 5 mins

Video Presentations/Case Analysis 45 mins

2nd Break 15 mins

Reporting 40 mins

Games 20 mins

Learnings and Wrap-up, Next meeting’s agenda

10 mins

Total 210 mins

Chapter 1- slide 6Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

• Cut off 85%

Grading Schemes

Weights

Class Participation

Recitation 0.25

Quizzes 0.25

Reports 0.25

Case Analysis 0.25

1.0

Summative Exam 1st 0.25

2nd 0.25

3rd 0.50

1.0

Final Paper Strategic Marketing Plan 1.0

Total 3.0

Chapter 1- slide 7Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

SPADE Format• Situation

– Key points of the case– Missing information or data

• Problem– State one or more problem of the case

• Analysis of causes– Apply the concept of the chapter to the case using analytical tools if possible

• Development of Alternatives– List down at least 3 alternatives ( advantages and disadvantages) and select one as the best

• Evaluation and Recommendation– Provide further evaluation of the chosen alternative and succeeding recommendations

Case Analysis Format

Chapter 1- slide 8Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

1. Executive Summary2. Situation Analysis

1. Macro-environment Scanning ( PESTEL)2. Micro-environment Scanning ( Mckinsey 7 S)3. Competition ( Porter’s 5)4. SWOT5. Product Offering ( 4P’s)

3. Marketing Strategy1. Objectives

1. Short term (1 year)2. Long term (2-3 years)

2. STP ( Segmentation, Targeting, Positioning)3. Strategies ( 4P’s)+ Marketing Communication4. Marketing Mix

4. Financials5. Controls

Content of a Strategic Marketing Plan

Chapter 1- slide 9Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

• Hospital– St.Luke’s

• Drugstore – Mercury

• Ethical Product– Antihypertensive

• OTC Product– Supplements, Vitamins

• Cosmetics– Soaps, Perfumes

Pharmaceutical Markets

Chapter 1- slide 10Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

• S- trategic• P-owerful• E-motional• C-ompelling• I-nnovative• A-ddictive• L-asting

Contents of Marketing Plan Should be…

Chapter 1- slide 11Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

• 3rd placer- (-).25• 2nd placer- (-).50• 1st placer- (-)1.0

So what’s in store for the Best Mark Plan?

In your final grade….

Chapter 1- slide 12Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Introduction

Let’s get connected.

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