REUTERS

Public Programmes

Practical and Effective Product Management

Objectives

  • To provide a practical and in-depth insight into the role of the product manager in today's pharmaceutical industry
  • To provide an overview of the marketing process and the key elements that drive the marketing plan

Target Audience

  • Product managers / brand managers / executives with up to approximately one year's marketing experience

Course Content

DAY 1:
Marketing and Business Fundamentals

  • Definitions and aims of marketing
  • The importance of focusing on the customer and the competition
  • Bottom-line versus Top-line
  • The role for the product manager and the marketing department

Market Definition and Segmentation

  • How to define a pharmaceutical market
  • How to segment a market

SWOT Analysis

  • What is SWOT?
  • How to find out your companies product strengths and weaknesses compare to the competition
  • The importance of customer perception
  • How do you use this methodology and why?
  • SWOT and critical success factors
  • Types of SWOT

DAY 2:
Project Planning

  • How to get things done on time!
  • How to use Gantt charts
  • What is a critical path analysis?

Forecasting

  • How to forecast a market
  • How to forecast an established brand
  • How to forecast a new therapy
  • Building patient models

Product Positioning

  • What is positioning? Why is it so critical?
  • What is a positioning statement?
  • Factors to be considered when positioning a product, both pre and post marketing
  • The Ries and Trout approach to positioning
  • Matching the creative approach to the positioning strategy
  • Examples of positioning

DAY 3:
Targeting

  • The rationale for targeting
  • How to target - factors to consider
  • When to target
  • Measuring success or failure

The Product Life Cycle

  • What is meant by product life cycle?
  • Extending the life cycle: factors to consider
  • Critical stages in the life cycle - how to identify where your product is
  • Life cycle theory and planning

Product Portfolio Analysis

  • How to conduct a portfolio analysis
  • Different methodologies
  • The implications in terms of company planning and product strategy

DAY 4:
The Promotional Mix

  • What methods are available to promote pharmaceutical products?
  • What can realistically be achieved by each of these methods?
  • How to define the right mix and an appropriate campaign plan
  • How to set key performance indicators

The Financial Aspects of Marketing

  • The profit and loss statement
  • Break-even analysis
  • Budgeting and the importance of budgetary control

The Product Marketing Plan

  • What are the key elements of a marketing plan?
  • How to structure it

Course Review

29 Nov 2010 -
2 Dec 2010

Book this date
Download PDFPrint this page

(This project) has helped us prioritise in areas of the business where we have had little experience to date

Director EU Government & Public Affairs

For course programmes or further details on any courses please contact us or call
01892 526555.

Booking