Introduction

Basic Marketing for Pharmacy Students

Copyright 2009 Pearson Education, Inc.

Publishing as Prentice Hall

Chapter 1- slide 1

Time to Know Each Other First

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.

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

Introduction
Chapter 1- slide 2

Course Objectives
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, reallife examples and stories that show concept in
action
Develop a strategic marketing plan based on an
innovative,
Copyright 2010 Pearson
Education, Inc. complete and practical marketingIntroduction
Chapter 1- slide 3
Publishing as Prentice Hall

Course Contents

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

Introduction
Chapter 1- slide 4

Time Allocation
Total Class Hours 3.5 hours (210 mins)
Agenda

Allocation

Prayers, Attendance, Classroom

Set-up, Other matters

10 mins

Pre-test

10 mins

Class discussion

55 mins
1st Break

Video Presentations/Case Analysis

2nd Break

5 mins
45 mins
15 mins

Reporting

40 mins

Games

20 mins

Learnings and Wrap-up, Next

meetings agenda

10 mins
Total

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

210 mins

Introduction
Chapter 1- slide 5

Grading Schemes
Cut off 85%
Weights
Class Participation
Recitation

0.25

Quizzes

0.25

Reports

0.25

Case Analysis

0.25
1.0

Summative Exam

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

1st

0.25

2nd

0.25

3rd

0.50
1.0
Introduction
Chapter 1- slide 6

Case Analysis Format

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

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

Introduction
Chapter 1- slide 7

Content of a Strategic Marketing Plan

1.
2.

Executive Summary
Situation Analysis
1.
Macro-environment Scanning ( PESTEL)
2.
Micro-environment Scanning ( Mckinsey 7 S)
3.
Competition ( Porters 5)
4.
SWOT
5.
Product Offering ( 4Ps)
3. Marketing Strategy
1.
Objectives
1.
Short term (1 year)
2.
Long term (2-3 years)
2.
STP ( Segmentation, Targeting, Positioning)
3.
Strategies ( 4Ps)+ Marketing Communication
4.
Marketing Mix
4. Financials
5. Controls
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Introduction
Chapter 1- slide 8

Pharmaceutical Markets
Hospital
St.Lukes
Drugstore
Mercury
Ethical Product
Antihypertensive

OTC Product
Supplements, Vitamins
Cosmetics
Soaps, Perfumes
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Introduction
Chapter 1- slide 9

Contents of Marketing Plan Should be

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

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

Introduction
Chapter 1- slide 10

So whats in store for the Best Mark Plan?

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

In your final grade.

Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Introduction
Chapter 1- slide 11

Lets get connected.

/haroldbongbong
/iamharoldmb
/iamharoldmb
www.createyourpie@weebly.com
harold.bongbong@yahoo.com
0917-717-0271
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Introduction
Chapter 1- slide 12