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| | | Course Number |
ES
1110 |
| Course Title | Foundations in Pharmaceutical Marketing | | Course Description | This course is a survey of marketing concepts designed to prepare the participant for the more specialized courses that follow in the Diploma program. It introduces the product, price, place & promotion elements within the context of prescription drug commercialization. The differences and the similarities between pharmaceutical marketing and consumer product marketing are highlighted in this presentation. | Return |
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| | | Course Number |
ES
1120 |
| Course Title | Pharmaceutical Customers: The U.S. Health Care System | | Course Description | This course briefly traces the evolution of health care systems in the US within the context of the customer of the pharmaceutical company and the payer for prescription drugs. It begins with a discussion of the post WWII patient/ provider relationships to the complex system of payers, governments and gatekeepers that exists today. The participant is challenged to identify the customer for pharmaceutical products and services and to offer predictions for meeting the needs of the “emerging customers” in this dynamic market place. | Return |
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| | | Course Number |
ES
1210 |
| Course Title | Foundations in Finance and Accounting | | Course Description | This course is intended for those with little or no finance/accounting background. Its primary purpose is to familiarize the participant with the basic financial statements used in industry as well as to introduce the concept of the measurement of value creation. Its secondary purpose is to prepare the participant for the Commercial Skills Diploma program by providing a foundation in finance/accounting. | Return |
| |
| | | Course Number |
ES
1230 |
| Course Title | Fundamentals of Statistics | | Course Description |
This course is
intended for those with little or no background or training in Statistics.
Its primary purpose is to familiarize the participant with the basic
statistical tools used for business decision making and to provide
the foundation for PMC2330: Applied Statistical Techniques for TA
Management. It
provides a foundation in both descriptive and inferential statistics
and incorporates the use of Microsoft Excel when appropriate. |
Return |
| |
| | | Course Number | PMC 2110 | | Course Title | Market Research: Applications for Successful Product Management | | Course Description | This course is an applied approach to primary pharmaceutical market research including the development of the research question, the collection and analysis of the data and the evaluation of the study findings. It provides a review of the quantitative techniques with a focus on perceptual mapping and conjoint analysis. Sources and uses of secondary data are discussed. | Return |
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| | | Course Number | PMC 2120 | | Course Title | Segmentation, Targeting, and Opportunity Analysis | | Course Description | This course presents the basics for applied segmentation and targeting techniques. The emphasis is on identifying the critical variables for identifying profitable segments within a therapeutic area or disease state. Target selection methodologies involve profit and market share objectives. Opportunities are investigated in the context of the products & markets matrix using market size and financial measurements for decision making. | Return |
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| | | Course Number | PMC 2130 | | Course Title | Pricing, Contracts, and Managed Care Customers | | Course Description | This course presents a process of determining the firm's pricing strategy within the context of competition, product efficacy and cost-effectiveness. Discussions relating the influence of price on formulary inclusions, government purchases and institutional buyers are the keystones of this course. Revenue generated is reviewed as a pricing function from a price-volume comparison as well as the profit and loss pay-off matrix. | Return |
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| | | Course Number | PMC 2140 | | Course Title | Creating Customer Value: Economic and Life Quality | | Course Description | This course consists of two parts. The first is a review of pharmacoeconomic theory and methods. The second part is an application of the study results to the marketing mix. It provides the participant with the basic skills to define a study proposal and evaluate study results. Attention is focused on improving product value from the various customers' perspectives. | Return |
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| | | Course Number | PMC 2150 | | Course Title | Elements of Life Cycle Management | | Course Description | This course combines the elements of market research and marketing strategy. It provides an in-depth investigation of the tri-cycle approach to product marketing. This involves charting the life cycles of (1) the market/ therapeutic area, (2) the technology/ category and (3) the product/ brand. It then traces the management of marketing activities from brand introduction through brand maturity and beyond. | Return |
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| | | Course Number | PMC 2210 | | Course Title | Marketing Strategy for Products and Therapeutic Areas | | Course Description | This course begins with a review of the elements of a strategic plan. Participants are presented the Seven-Step Model to developing a strategy. Investigation of the "life-cycle concept is conducted using the tricycle approach including the market / therapeutic area life cycle, the technology / therapy life cycle and the product / brand life cycle. Financial metrics and competitive information is used to demonstrate validation of the strategies. | Return |
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| | | Course Number | PMC 2220 | | Course Title | Strategic Aspects of Advertising and Promotion | | Course Description | This course deals with the fourth "P" of the marketing mix which includes the elements of advertising, public relations, sampling and personal selling. It examines each element of the strategic promotion plan with an emphasis on the advertising message. In addition to a focus on Direct -to-Consumer advertising, the course includes an examination of the measure of return on investment models. | Return |
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| | | Course Number | PMC 2230 | | Course Title | Marketing Strategies for Managed Care Organizations | | Course Description | This course presents a series of approaches to marketing to managed care organizations. It begins with a look at the evolution of managed care in the US by defining the environment that fostered its growth along with the response from the pharmaceutical industry. It provides the participant with a number of strategic options to deal with the changing managed care customer. These include adding value, economic justification and knowledge management programs. | Return |
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| | | Course Number | PMC 2240 | | Course Title | Hallmarks of a Successful New Product Launch | | Course Description | This course discusses the issues that challenge the product launch team and presents successful launch scenarios to analyze and benchmark for an impending product launch. The analysis is conducted within the context of a customer-centric plan, as opposed to a product-centric approach. An in-depth analysis of the three cycles, market, technology and brand, that have an impact on the launch is conducted. Benchmarking techniques are included for use in preparation for the launch. | Return |
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| | | Course Number | PMC 2310 | | Course Title | Finance for Managers | | Course Description | This course is designed to provide the pharmaceutical professional with the financial tools in order to make more informed business decisions. Its primary purpose is to give the participant the ability to apply financial principles at the corporate, strategic business unit, and product level. Its secondary purpose is to prepare the participant for the Advanced Pharmaceutical Management Program by providing expertise in understanding using and financial data. | Return |
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| | | Course Number | PMC 2320 | | Course Title | Developing and Managing the Forecast | | Course Description | This course is designed to teach the participant to prepare and use a forecast to achieve corporate objectives. Its primary purpose is to give the participant the ability to apply forecasting techniques, and to use forecasts as part of the strategic planning process. Its secondary purpose is to prepare the participant for the Advanced Pharmaceutical Management Program by providing expertise in the art and science of forecasting. | Return |
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| | | Course Number | PMC 2330 | | Course Title | Applied Statistical Techniques for Therapeutic Area Management | | Course Description | This graduate level module provides an understanding and use of common statistical methods. Business statistics examines the normal distribution, sampling distributions, methods of inferential statistics including estimation and hypothesis testing regression and correlation techniques and time series analysis.
Course includes applications of these statistical techniques to clinical trials, pharmaceutical marketing research and forecasting.
It provides a foundation in both descriptive and inferential statistics and incorporates the use of Microsoft Excel when appropriate. It will also prepare the participant to prepare and use a forecast to achieve corporate objectives. | Return |
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| | | Course Number | PMC 2500 | | Course Title | Capstone: Global Pharmaceutical Business Simulation | | Course Description | This computer-based business simulation is designed for participants to apply the concepts and applications learned throughout the Essential Skills and the Commercial Skills Diploma programs. It condenses four years of business activities including marketing, operations and finance decisions into three intensive days. This hands-on "managing the pharmaceutical corporation" activity provides real time feedback of the results of the strategic and tactical decisions made by the management team in a global competitive environment. The success of the team is measured by financial metrics such as earnings, share price, revenue as well as market share. | Return |
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| | | Course Number | APMP 3100 | | Course Title | Business Analysis | | Course Description | This course is designed to prepare the participant to perform a complete internal audit of the firm including the strategic business unit. Its purpose is to prepare the participant to critically analyze all aspects of the firm’s operations and functions in order to identify corporate strengths and weaknesses. | Return |
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| | | Course Number | APMP 3200 | | Course Title | Business Growth and Development | | Course Description | This course is designed to prepare the participant to develop a strategic business plan in order to execute the company’s growth imperatives. Its purpose is to prepare the participant to help create value through internal product and market development consistent with the company’s mission and vision. | Return |
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| | | Course Number | APMP 3300 | | Course Title | Business Acquisitions and Strategic Alliances | | Course Description | This course is designed to prepare the participant to perform a complete external audit of the environment to identify, value and manage opportunities that will enhance shareholder value. Its purpose is to prepare the participant to critically evaluate collaborative arrangements. | Return |
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| | | Course Number | APMP 3400 | | Course Title | Business Risk Management | | Course Description | This course is designed to prepare the participant to evaluate all aspects of risk faced by the your company. Its focus is on identifying and managing both “macro” or market risk, external to the firm, and “micro” or business risk internal to the firm. | Return |
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2001-2003 Center for Performance Excellence |
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