Pharmaceutical Advertising and Service Management

Teacher

Mr Himansu Bhusan Samal

Domain Courses

Description
Teachers
Attendees
Reviews

Course Attendees

Still no participant

Course Reviews

Still no reviews

Course Name :Pharmaceutical Advertising & Service Management

Code(Credit) : MGPH2107( 2-0-0)

Course Objectives

This course is designed to impart basic knowledge on managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions.

Learning Outcomes

This course enables students to know pharmaceutical service marketing, promotion of drugs, marketing plan market segmentation, scope of advertising, Marketing of Pharmaceutical and Hospital services.

Course Syllabus

Module:I

Services Marketing - meaning - nature of services - Types and importance - Relationship marketing -Mission, strategy, elements of design, marketing plan market segmentation.

Module: II

Marketing mix decisions:- unique features of developing, pricing, promoting and distributing services-Positioning and differentiations strategies, quality of service industries - Achievement and maintenance,customer support service-

Module III

Nature and scope of advertising, Copy design and development, Advertising control and Public Relationship..

Module IV

Marketing of Pharmaceutical and Hospital services :-Understanding the services provided in hospitals and clinics. Understanding the after sale services for any medical and pharmaceutical instruments. Marketing of Non-Profit Organisations :- Services offered by charities - Educational service - miscellaneous services - Power and Telecommunication.

Text Books Recommended

Services Marketing - Indian experiences - Ravishankar - South Asia Publication 1998, Delhi.
Services Marketing: Integrating Customer Focus across the Firm – Valarie A Zeitnamd and Mary Jo Bitmer,
3rd Edition, TMH, 2003.
Services Marketing - Text & Readings - P.K. Sinha&S.C.Sahoo - Himalaya, Mumbai.
Essence of Services Marketing - Adrian Pyne - Prentice Hall of India, New Delhi.
Services Marketing - Lovelock - Prentice Hall
Services Marketing - Jeithaml - I.S.E.
Services Marketing - Gousalves - Prentice Hall
Services Marketing - Principles & Practice - Palmer, Prentice Hall.
Services Marketing - Woodruffe - McMillan.
Ravi Shankar, Services Marketing, Excel, 2
Services Marketing - S.M.Jha - Himalaya Publishing Company 1998, Mumbai.