LEARNING OBJECT
In accordance with the learning objectives of Master Degree Program, Pharmaceutical Marketing course provides advanced and specialized knowledge of the main techniques and tools of marketing applied to companies operating in the pharmaceutical sector also in the light of the changed institutional context in which they will operate in the near future. A preliminary introduction will be also provided about the Italian health system (SSN), the new and evolved operational context, as well as the essentials of management and business administration (organization, operational and financial management).
In terms of expected learning outcomes, at the end of the Pharmaceutical Marketing course the student will be able to apply the knowledge acquired for the management under the different aspects (managerial, commercial, administrative, etc.) of companies in the pharmaceutical sector in the light of challenging objectives that await them for the near future following the changed operational context. The objective, therefore, is to contribute to the training of the professional figure of Chemist, Pharmacist and similar professions, responsible, among the various specialized activities, also in purely managerial ones (commercial and marketing function, administration, management of the warehouse).
The general objectives of the course are therefore aimed at making the student acquire the knowledge / skills necessary to:
- apply the main management, marketing and marketing techniques;
- draw up reports and other analyzes aimed at examining the external context, the intensity of the
competition, the evolution of demand in order to better position itself with respect to ours
competitors, reshaping where necessary the relative offer;
- recognize the guiding principles for the preparation and implementation of the marketing plan and for better and effective communication to intermediate and final customers.

In this regard, the course aims to transmit the following skills and knowledge in terms of particular objectives:

KNOWLEDGE AND UNDERSTANDING
- recognize and apply the fundamental principles of marketing in the related fundamental phases (understanding of customer behavior and implementation of strategic and operational marketing);
- draw up reports and other analyzes useful for the effective and efficient management of companies in the pharmaceutical sector, and in order to better satisfy the relative intermediate and final customers;
- distinguish the regulatory conditions linked to the individual operational aspects of the pharmaceutical sector.

AUTONOMY OF JUDGMENT
- examine in a comparative key the positioning of competing companies with respect to the needs and requirements to be satisfied, in order to be able to adopt effective marketing strategies and their impact on the conditions of management balance of an economic, financial and equity nature;
- interpret the threats, opportunities of the external context, and the strengths and weaknesses of one's company in order to create an effective marketing mix plan that meets the needs of customers.

COMMUNICATION SKILLS
Express in oral form all the fundamental aspects (synthetic and analytical) of the discipline, and in a multidisciplinary perspective.