UNIQUE SERIES AKTU Syllabus
BP807P

Pharmaceutical Marketing Skills (Practical)

L-T-P0-0-2 Credits1 Session2026-27 TypeLab / Practical
Appears in 1 semester

B.Pharm · Sem 8 (Lab)

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List of Experiments / Activities

  1. Pharmaceutical Marketing Skills (Practical) Core Credit Hours Per Week (L-T-P) Max. Hours. L T P
  2. 1-- --
  3. 30Maximum Marks SE ESE
  4. 1Conduct a comparative study of Indian and global pharmaceutical marketing approaches.
  5. 2Study and classify different marketing communication styles in the pharmaceutical industry.
  6. 3Design and conduct primary market research on prescription pharmaceutical products and analyze the data.
  7. 4Design and conduct primary market research on OTC products and analyze the data.
  8. 5Create and deliver a product detailing presentation for healthcare professionals.
  9. 6Design a patient education program or presentation for pharmaceutical products targeting consumers.
  10. 7Develop and present communication strategies for OTC products for both healthcare professionals and consumers.
  11. 8Design a product promotion scheme and create a brand strategy for a pharmaceutical product.
  12. 9Develop a sales strategy for a pharmaceutical product focusing on distribution channels and promotional tactics for retailers/distributors.
  13. 10Design a mock-up or prototype of an e-commerce website for pharmacy.
  14. 11Design a digital marketing campaign for a pharmaceutical or cosmetic product using social media, email marketing, and SEO techniques.
  15. 12Create a product positioning statement including the Unique Selling Proposition (USP) for a new pharmaceutical product.
Course Objectives6 points
  • The objectives of this course are to:
  • Introduce students to the fundamentals of pharmaceutical marketing, focusing on the industry-specific strategies and tactics.
  • commercialization.
  • Discuss the critical role of regulations, ethical considerations, and compliance issues in marketing pharmaceutical products.
  • Equip students with skills to design marketing strategies for pharmaceutical products, considering various market segments and stakeholder needs.
  • Introduce various sales techniques and communication skills needed to build relationships with healthcare professionals and other stakeholders.
Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1Understand the dynamics of the pharmaceutical market and the various factors that influence sales, including consumer behavior, competition, and regulatory environment.
  2. CO2Design and implement effective marketing strategies for pharmaceutical products, tailored to specific market needs and target audiences.
  3. CO3Demonstrate knowledge of the ethical and legal considerations in pharmaceutical marketing and how to ensure compliance with industry standards and regulations.
  4. CO4Implement digital marketing strategies, such as social media campaigns, search engine optimization (SEO), and online advertisements, to promote pharmaceutical products.
  5. CO5Develop and demonstrate strong interpersonal and communication skills, necessary for building relationships with healthcare professionals, patients, and other stakeholders in the pharmaceutical industry.
Recommended References (Preferably latest editions):9 books
  1. Crompton, J. L. and Lamb, C. W. Marketing Government and Social Services. Wiley.
  2. Herger, M. Pharma Marketing Excellence: Strategy, Tactics and Implementation. CRC Press.
  3. Jain, S. K. Pharmaceutical Marketing Management. CBS Publishers & Distributors.
  4. Kotler, P. and Keller, K. L. Marketing Management. Pearson.
  5. Kotler, P., Shalowitz, J. and Stevens, R. J. Strategic Marketing for Health Care Organizations. Jossey-Bass.
  6. Malhotra, N. K. Marketing Research: An Applied Orientation. Pearson.
  7. Panda, T. K. Sales and Distribution Management. Oxford University Press.
  8. Porter, M. E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.
  9. Smith, M. C. Pharmaceutical Marketing: Strategy and Cases. Pharmaceutical Products Press. Course Title Course Type

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Official AKTU syllabus

This subject is on page 215, 216, 217 of the original AKTU PDF.

Official AKTU syllabus PDF ↗