Webinar Description
Defining marketing concepts systematically and training Product Managers
to perform all the tasks required in the product marketing planning process.
Learning Objective
Enable participants to write and evaluate a product marketing plan, and attain a sound understanding of the definitions of Pharma marketing and Pharma marketing strategy concepts.
Enable participants to conduct core marketing processes such as product positioning, market segmentation and branding, in a systematic way.
Ensure that the tactical action plans effectively and efficiently implement the chosen strategies and that participants do plan to monitor implementation of their actions.
Initiate a critical review process of their current marketing activities, hence leading to identification of potential for improvement with the Line Manager.
Session 1 - "Situation Analysis" will cover:
- Main role of marketing in the pharma industry
- The marketing plan - overview
- Market definition, market mapping and patient flow
- Situation analysis, Swot and key issue analysis
Session 2 - "Marketing Strategy" will cover:
- Marketing strategy
- Segmentation
- Positioning: definition and the positioning process
- Case on segmentation, positioning and competitive strategy
Session 3 - "Tactic Strategy" will cover:
- Implementation of a marketing strategy
- Understanding customer decision making processes
- Setting marketing mix budgets
- Delivering value
- Case on designing a marketing mix
Session 4 - "Control Strategy" will cover:
- The importance of understanding how to generate value for all customers
- Defining key performance indicators and control
- Implementation issues with medical marketing and with the sales force
Who should attend?
The seminar participants will mainly consist of Product Managers, but will also include recently appointed Managers in Market Research, Medical, Sales and other functions, which are involved in marketing processes.
Webinar Level
Intermediate to Advanced
Duration
Number of sessions: 4
Each session will be for 2 hours including 10 - 15 min for questions and answers