In compliance with the learning objectives and employment opportunities of the Master’s Degree Program, this course aims to give advanced knowledge and skills about the main technique and tools of marketing applied to the Pharmacy, also in light of the changed institutional context within which the related Pharmacies will operate in the near future.
As a preliminary matter, a brief introduction will be given concerning the Italian National Healthcare System (INHS), the new and evolved operational context, the legal aspects of the pharmacist profession and the fundamentals of health care management and financial management.
At the end of this course, students should be able to apply the acquired knowledge for managing the different business functions (i.e., operating, commercial and administrative, etc.). of Pharmacies in light of the expected challenges of the next future in the aftermath of the changed operational context. Therefore, the purpose is to contribute to training and development of the professional figure of the pharmacist and related professions, responsible, among other specialized duties, for handling public pharmacies, especially regarding to commercial, marketing and administrative areas.
Accordingly, general objectives are intended to make acquire to students those knowledge/skills necessary to:
apply the main management, commercial and marketing techniques;
draw up reports and other analysis aimed at examining the external context, intensity of rivalry among competitors, the evolution of demand in order to better positioning the Pharmacy as compared to the competitors ones, by making product assortment changing as necessary;
recognize guide principles for writing and implementing the marketing plan and for a better and effectiveness communications to customers;
read and understand the singles Laws which regulate the operational aspects of Pharmacies.
To this respect, this course aims to transmit knowledge and make acquire the skills, in terms of the particular objectives, as follows:
KNOWLEDGE AND UNDERSTANDING
recognizing and applying the fundamentals of marketing in the related essential phases (analytical-cognitive phase, strategic-decision making phase of the process).
writing reports and other analysis for making management of the pharmacies, efficient and effective, and in order to better satisfy the relative customers.
identifying the regulatory conditions linked to single operating aspect of the pharmacies.
Examining in comparative terms the positioning of the pharmacies competitors in relation to needs and demands to satisfy, in order to take effective marketing strategies and their impact on the economic financial equilibrium conditions.
Understanding threats, opportunities of the external context, and strengths and weaknesses of own pharmacy, for the purpose of carrying out an effective marketing/retailing plan responsive to customers needs.
Oral speaking about all essential aspects (terse and analytical) of the discipline, and on a multidisciplinary perspective.