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Learn the complexities of modern pharma marketing, and develop the skillset to effectively lead marketing research, product development, launch, and management in the pharmaceutical industry. As part of the Rutgers Stackable Business Innovation Program (rSBI), the Pharmaceutical Marketing Concentration is stackable with the following master's program: MBA.
To be successful in today’s competitive pharmaceutical environment, marketers need to be knowledgeable in diverse areas, such as product development and sales management, to address both the problems and opportunities in the field. This concentration aims to prepare future leaders in pharmaceutical marketing by covering industry expertise from research and product development and market access and sales management.
You can take the course listed below as individual classes or as stackable courses towards the completion of a concentration.
This course examines the role of marketing research in four fundamental ways: (1) identification of a marketing problem and translation of that problem into an appropriate scientific question, (2) selections of the most appropriate data collection procedures using the most appropriate sample, (3) development of analytics for reporting the “whats” of the data but more importantly answering the “whys” underlying the relationships among the data, and (4) how to report results in the most meaningful way that translates insights into actionable recommendations.
This course focuses on real-world marketing challenges faced in the pharmaceutical industry. Topics of exploration include product development, lifecycle planning, competitive analysis, coordination with the sales force, positioning/messaging, business development and monitoring performance. It will examine the various roles a product manager performs both internally and externally. A comprehensive marketing/launch plan for a phase III drug will be developed. Lectures will be supplemented by guest speakers and case studies.
In the pharmaceutical market, sales and share growth are results of needs-based, consultative selling complemented by various marketing tools and tactics. The promotional, consultative approach to selling complements the overall marketing strategies. Leadership and management of the sales force are critically important to the success of a product. This course addresses all of these issues. In addition, students will spend a day in the field along with an actual field rep to get an idea what the job is like (“Day in the Life of a Pharmaceutical Sales Representative”) followed by an active, participatory session focusing on the tactics required to drive a marketing plan from a sales perspective.
This course will explore the complex variety of transactions that takes place between the development and manufacturing of a pharmaceutical product. It will further cover finance mechanisms that influence the payer, provider and the patient, including (1) pharmaceutical pricing models, (2) innovative contracting, (3) reimbursement and coding, and (4) cause and effect of patient cost offsets.
The concentration and courses are offered by the Marketing Department
Sample Relevant Careers: Account Executive, Account Manager, Brand Manager, Marketing Associate, Marketing Manager, Product Manager, Sales Associate, Sales Manager