Advanced Medical Marketing (16 Hours)

1. For each session there is an activity or set of activities. These are designed to help you engage with the introduction to the theories explored within the course, in many cases, to ask you to apply these points to your job. You are encouraged to complete each set of activities before moving on to the next session.
2. Your tutor will be on hand to guide you through the course and will expect you to bring to bear personal experience and reflection on the topics covered.
3. If you have difficulty with any of the points in the session or any of the activities, you are advised to discuss these with your tutors and fellow participants. Don’t forget that your work colleagues and managers will be a good source of information about your industry and, of course, your tutor will be on hand to guide you through the course.
4. Teamwork is necessary for participants to engage in the course. Participants are required to form teams of at least two members each. Working as a team allows participants to contribute to effectively to the course and provide a channel to participate in exchanging and sharing ideas and to report their findings to each other.

DAY ONE (Introduction)

• Define marketing and the marketing process.
• Understanding customers, marketplace and core marketplace concepts.
• Customer relationship management - value for customers.
• Understanding the global marketplace and key approaches to entering international markets.
• Major international trends and forces post Covid-19.

DAY TWO (Marketing Environment, Segmentation and Positioning) 

• Understand major environmental forces.
• Demographic, economic, natural, technological, political and cultural environments.
• Companies' reaction to the marketing environment.
• Market segmentation, market targeting, differentiation, and market positioning.
• Segmenting consumer and business markets.
• Attractive market segments and target marketing strategy.
• Positioning for maximum competitive advantage in the marketplace.

DAY THREE (Products and Services)

• Understanding the product: core, actual, and augmented product.
• Classifications of products.
• Product lines and product mixes.
• Understanding the nature and special characteristics of services.
• Additional marketing considerations for services.
• Marketing strategies for service differentiation, quality and productivity.
• Branding strategy - building and managing brands.
• Discuss additional branding issues with respect to socially responsible brand decisions and international marketing.

DAY FOUR (Pricing)

• Understanding pricing and customer value perceptions when setting prices.
• Importance of company and product costs in setting prices.
• Important internal and external factors affecting pricing decisions.
• Major strategies for pricing new products.
• Role of prices on profit maximisation.
• Prices adjustment for different customer and market situations.
• Key issues to initiate and respond to price changes.

DAY FIVE (Promotion)

• Advertising.
• Public relations, public policy and ethical issues.
• Personal selling and sales promotion.
• Creating value and building customer relationships and effective marketing communications.
• Successful sales promotion campaigns and budget.
• Understanding major forms of direct marketing and its benefits to customers and companies.
• Internet and new technologies with online and digital marketing strategies.

DAY SIX (Marketing Channels)

• Understanding the functions and performance of marketing channels.
• Interaction and organisation between channel members.
• Major channel alternatives to select, motivate, and evaluate channel members.
• Role of retailers and wholesalers in the distribution channel.
• Importance of marketing logistics and integrated supply chain management.