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HU Credits:
3
Degree/Cycle:
1st degree (Bachelor)
Responsible Department:
School of Pharmacy
Semester:
1st Semester
Teaching Languages:
Hebrew
Campus:
Ein Karem
Course/Module Coordinator:
Ahuva Lev
Coordinator Office Hours:
Teaching Staff:
Ms. Ahuva Lev
Course/Module description:
The course combines chapters of marketing and management focusing on the pharmaceutical local and global markets
Course/Module aims:
The course aims at training the student to integrate into the working environment
Learning outcomes - On successful completion of this module, students should be able to:
The student will be able to understand goals, paths to reach goals in an environment of ever changing competition, technological innovations and regulation.
Attendance requirements(%):
30%
Teaching arrangement and method of instruction:
Frontal lecturing following a power-point presentation together with relevant news from the media
Course/Module Content:
The business environment
o The Israeli pharma market
o Business Strategy
o Marketing principals
o Business Plan
o Market Research
o Positioning and Branding
o Pharmaceutical branding
o Customer Behavior
o Medical customer's behavior
o Firm's management
o Managing profitability
o Specific features in pharma marketing
o Relationships between doctors and pharma companies
o OTC & DTC
o Available services for the pharma companies
o Distribution of innovations
o Promotion Mix
o Pricing
o OTC & GSL
o Patents
o Data Exclusivity
o Innovative VS Generics products
o BioGenerics
o Nutraceuticals
o Managing the information
o Company resources
o Clinical Phases
o EBM
o Health Economics
o Health Basket
o Challenges facing the pharma industry
Required Reading:
News and publications taken from the media
Additional Reading Material:
Course/Module evaluation:
End of year written/oral examination 100 %
Presentation 0 %
Participation in Tutorials 0 %
Project work 0 %
Assignments 0 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 0 %
Additional information:
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