Pharmaceutical Mangement and Marketing

(1803564)

(ELECTIVE COURSE)

COURSE SPECIFICATION

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A.COURSE SPECIFICATION
Institution:
Umm Al-Qura University

College/Department :
Faculty of Pharmacy, Pharmaceutics department

A. Course Identification and General Information

1. Course title and code:
Pharmaceutical Mangement and Marketing (1803564)

2. Credit hours
2(2+0) credit hours

3. Program(s) in which the course is offered:

Bachelor of Pharmacy(B Pharm)

4. Name of faculty member responsible for the course:

-Professor

M.M.Abd-El-Fattah Nafady , Ph.D.Pharmaceutics & Industrial Pharmacy

- lecturer Khaled Mahmood Attallah, Ph.D.Pharmaceutics

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5. Name of the academic staff involved in teaching of the course:

- Assistant professor Ebtessam Essa, Ph.D Pharmaceutics

6. Level/year at which this course is offered:

Fifth year pharmacy, first semester.

7. Pre-requisites for this course: Nothing

8. Co-requisites for this course: Nothing
9. Location if not on main campus: Pharmacy campus

B. OBJECTIVES:
1. Understand the concepts of pharmaceutical management and marketing.
2. Discuss major items for a successful marketing plan.
3. Appreciate the importance of the management criteria; salesmen, advertisement,
etc.
4. Develop a plan for marketing an idea, organization, or product.
5. To understand the problems and issues faced by pharmaceutical marketers.
pharmaceutical industry.
6. To critically appraise pharmaceutical marketing studies.
7. To gain a thorough understanding of the pharmaceutical marketing literature and
some research methods employed.
8. To discuss the role of marketing in the success and failure of the pharmaceutical
industry.
9. To identify potential research ideas in marketing.
10. Understand the environment of marketing in pharmacy.

2. Plans for developing and improving the course that are being
implemented:
This course is reviewed and up dated each year by pharmaceutics staff according to the
recent and current information, data bases, researches and discoveries in pharmaceutics
field.

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C. COURSE DESCRIPTION:
1- Topics to be Covered
Topic

Week Contact
No
Hours

1. Management
Nature and principles of management, types and functions of
managers

2. Plant location and lay out of an industry Various factors affecting

locational aspects, lay out of building and equipment, product layout
Vs. process layout, compliance of pollution control measures.
Elementary knowledge of Factories Act.

3- Planning and Decision making: Definition, importance of

planning, steps involved in decision making, objectives, strategies,

policies and programme.

4- Planning (continue); Forms of operations control. Requirements

for adequate control. Critical control points and standards.
Motivation, innovation and creativity, communication.

5- . Management by objective MBO process, objectives,

multiplicity.
.

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6- Planning; Purpose and types of planning, steps in planning.

10

11

12

13

Organizing, management control systems. Purpose, steps in the

control process.

7- Production planning and Control Scientific purchasing, quality

control, problems of productivity, stores organization, location of
store, receiving, inspection and issue of materials; control of stores
and stocks, stores accounting and records.

8- Personnel Management Selection, appointment, training, transfer,

promotion and demotion, remuneration, job evaluation, human
relations.

9-Pharmaceutical Marketing Functions, buying, selling,

transportation, storage, finance, feedback information, channels of
distribution, wholesale, retail, departmental store, multiple shop
and mail order business.

10- Marketing Management

Marketing channels, promotion, advertising and salesmanship.
Promotion marketing.

11- Sales Management

Personnel, buying, receiving and pricing, Sales promotion and
customer services. Sales forecasting: Various methods, analysis,
limitations and advantages

12- . Salesmanship; Principles of sales promotion, advertising,

Ethics of sales, merchandising, literature, detailing.

13- laws of demand and supply, demand schedule, demand curves,

labour welfare, general principles of insurance and inland and
foreign trade, procedure of exporting and importing goods

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14

14-Pharmacy Layout Design

Objectives of layout design. Types of community pharmacies.

Pharmaceutical centre, prescription-oriented pharmacies, traditional
pharmacies, the super drug store.
Consumer goods and purchases. Classes of layout designs.
Principles and characteristics of layout design. Traffic flow analysis

Lecture:
2h
Each lecture is accompanied
by
a
Power
Point
presentation and assigned
reading is important for
mastering
the
learning
objectives which are the
primary focus of exam
questions.

Tutorial:

Other:

-------------------.

Students are advised to

come and see the course
organisers for any queries
they have.

3. Additional private study/learning hours expected for students per

week.
Students are asked to make some pre-reading before each lecture and they need to do
some extra reading after the lecture in order to bring the answers for some questions and
points raised in the lecture.

4. Development of Learning Outcomes in Domains of Learning

a.Knowledge

(i) Description of the knowledge to be acquired:

1. Know the good personal management.
2.Know the importance of planning steps.
4. Know good scientific purchasing.
5. Know the problems of productivity.
6. Know the objectives of layout design.
7- Know the principles of sales.
8- Know ethics of sales.

(ii) Teaching strategies to be used to develop that knowledge:

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Following teaching methods are used:

1.
Lectures.
2.
Video tapes, CDs and DVDs (audiovisuals)
3.
Assignments (assays and oral presentation).
4.
Tutorials.
5.
Problem based learning (PBL).
6.
Accelerated learning (learning by fun).
7.
Mind maps.

(iii) Methods of assessment of knowledge acquired:

1. Periodic assessment: 30%
2. Activity and interaction20%
3. Final written exam: 50%
The format of the examinations will typically include multiple-choice questions with
one best answer, cross matching questions, short answer questions and problems.

b. Cognitive Skills
(i) Cognitive skills to be developed
1.skills of administration..
2. Skills of purchasing and sales.
3. Skills of effective communications.
4Skills of software programs.
5. Skills of planning.
6.Skills of solving the problems of productivity.

(ii) Teaching strategies to be used to develop these cognitive skills:

1.
2.
3.
4.
5.
6.
7.

Lectures.
Video tapes, CDs and DVDs (audiovisuals)
Assignments (essays and oral presentation).
Tutorials.
Problem based learning (PBL).
Accelerated learning (education by fun).
Mind maps.

(iii) Methods of assessment of students cognitive skills:

1. Periodic assessment: 30%
2. Activity and interaction: 20%
3. Final written exam: 50%
The format of the examinations will typically include multiple-choice questions with
one best answer, cross matching questions, short answer questions and problems.

c. Interpersonal Skills and Responsibility

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(i) Description of the interpersonal skills and capacity to carry

responsibility to be developed
c.1. Perform effective communication and positive relation with others and be able to
work as an effective member in a team.
c.2. Apply the ethical and professional standard of ethics in the skill laboratory.

(ii) Teaching strategies to be used to develop these skills and abilities

1.
2.
3.
4.
5.
6.
7.

Lectures.
Video tapes, CDs and DVDs (audiovisuals)
Assignments.
Tutorials.
Problem based learning (PBL).
Accelerated learning (education by fun).
Mind maps.

(iii) Methods of assessment of students interpersonal skills and capacity

to carry responsibility:
1) Oral presentation lecture about subject related to the course presented by students
and discussed with them after distributing the students into groups to encourage
the team work.
2) Short assay about subject related to the course.
3)

Formulations given to students in the form of problem based learning (PBL) and
ask them to solve them after distributing the students into groups to encourage the
team work.

d. Communication, Information Technology and Numerical Skills

(i) Description of the skills to be developed in this domain:
d.1. Use technology in analysing data and information.
d.2. Use technology in communication skills with others.

(ii) Teaching strategies to be used to develop these skills:

1.
2.
3.
4.
5.
6.
7.

Lectures.
Video tapes, CDs and DVDs (audiovisuals)
Assignments.
Tutorials.
Problem based learning (PBL).
Accelerated learning (education by fun).
Mind maps.
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(iii) Methods of assessment of students numerical and communication

skills:
1.Students are asked to prepare and present a lecture about subject related to the course
using a power point programme.
2.Students are asked to write a short assay about subject related to the course, which will
encourage them to search for the knowledge in the proper references in form of (scientific
books or journals and internet sites e.g. Medline).

e.Psychomotor Skills :
(i) Description of the psychomotor skills to be developed and the level of
performance required:
Not applicable.

(ii) Teaching strategies to be used to develop these skills:

Following teaching methods are used:
1.
2.
3.
4.
5.
6.
7.

Lectures.
Video tapes, CDs and DVDs (audiovisuals)
Assignments.
Tutorials.
Problem based learning (PBL).
Accelerated learning (education by fun).
Mind maps.

(iii) Methods of assessment of students psychomotor skills:

1. Written exams will be used to assess the student's knowledge in this field.

5. Schedule of Assessment Tasks for Students During the Semester

Assess
ment

Assessment task (eg. assay, test, group project,

examination etc.)

Week due

Student activities (assay , oral presentation)

Quiz 1

Quiz 2

Final written exam

End of
week 13
End of
week 7
End of
week 12
End of
each
semester

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Proportion of
Final
Assessment
20
15
15
50

Letter grades are based on the following final numeric grades:

A Excellent 90 100

B Very good 80 89

C Good 70 79

D Pass 60 69

F Fail 59 and below

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D. STUDENT SUPPORT
1. Arrangements for availability of faculty for individual student
consultations and academic advice:
Course organiser and lecturers of the course are happy to answer all students' quires during
or after the lectures, and they can be reached by personal meeting, phones or e-mails.
- Student representative usually have the mobile number of the course organiser to contact
him in case of any queries.
- All students have the e-mail of the course organiser.
- Office hours for the course organiser and lecturer of the course are given to students, this is
at least 4 hours per week divided into two days.
-

2. Lecturer responsibilities:
Lecturer is expected to:
1. Provide clear and informative lecture notes with learning objectives that focus on
important points,
2. Give clear, informative, and stimulating 50-minute lectures with PowerPoint or other
visual aids to enhance the learning experience for students.
3. Answer questions either in or outside class or via e-mail or telephone.
4. Compose thoughtful and fair exam questions that assess student learning and application
of the course content.
5. Directing the case sessions and facilitators to provide an effective learning experience in
small group, team-oriented sessions.
6. Providing answers and explanations to student inquiries regarding any aspect of the
course.
7. Providing advice and assistance to students for improving their learning strategies and
performance in the course.
8. Reviewing and implementing appropriate changes in the course based on student
feedback and evaluations.

3. Students responsibilities:

Students are expected to;

1. Use all available resources to accomplish the learning objectives in each lecture and casebased discussion and exercise session, including:
a. Attending all lecture and case-based discussion sessions.
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b. Reading textbook assignments.

c. Participating in lecture and case sessions by answering questions posed in class and
asking questions when information is unclear or more information is needed.
d. Performing assigned exercises working individually or in groups, as directed.
e. Submitting completed assignments on or before the stated deadlines for timely
feedback.
f. Optimizing their learning strategies by trying the suggested tips and/or other
ideas, and working with others.
g. Asking for help from the course manager when they need it or even think they
might need it.
2. Notify the course manager as soon as they can if they are seriously ill or have an
emergency that prevents them from attending the case sessions or an exam.
3. Provide constructive feedback regarding the course on evaluation forms that will be
provided at the end of the semester.
4. Adhere to the faculty academic and professional rules.

E. LEARNING RESOURCES
1.Required Text(s):
1. Beary JF 3rd: Pharmaceutical marketing has real and proven value.
Characteristics of materials distributed by drug companies: four points of view.
J Gen Intern Med 1996, 11:635-636. PubMed Abstract | Publisher Full Text
Return to text
2. Levy R: The role and value of pharmaceutical marketing.
Arch Fam Med 1994, 3:327-332. PubMed Abstract | Publisher Full Text
Return to text
3. Wolfe S: Drug advertisements that go straight to the hippocampus.
Lancet 1996, 348:632. PubMed Abstract | Publisher Full Text
Return to text
4. Avorn J, Chen M, Hartley R: Scientific versus commercial sources of influence on
the prescribing behavior of physicians.
Am J Med 1982, 73:4-8. PubMed Abstract | Publisher Full Text
Return to text
5. Bucher HC, Weinbacher M, Gyr K: Influence of method of reporting study results on
decision of physicians to prescribe drugs to lower cholesterol concentration.
BMJ 1994, 309:761-764. PubMed Abstract | Publisher Full Text | PubMed Central Full

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Text
Return to text
6. Villanueva P, Peiro S, Librero J, Pereiro I: Accuracy of pharmaceutical
advertisements in medical journals.
Lancet 2003, 361:27-32. PubMed Abstract | Publisher Full Text
Return to text
7. Wilkes MS, Doblin BH, Shapiro MF: Pharmaceutical advertisements in leading
medical journals: experts' assessments.
Ann Intern Med 1992, 116:912-919. PubMed Abstract
Return to text
8. Herxheimer A, Lundborg CS, Westerholm B: Advertisements for medicines in leading
medical journals in 18 countries: a 12-month survey of information content and
standards.
Int J Health Serv 1993, 23:161-172. PubMed Abstract
Return to text

2. Essential References:
1. Beary JF 3rd: Pharmaceutical marketing has real and proven value.
Characteristics of materials distributed by drug companies: four points of view.
J Gen Intern Med 1996, 11:635-636. PubMed Abstract | Publisher Full Text
Return to text
2. Levy R: The role and value of pharmaceutical marketing.
Arch Fam Med 1994, 3:327-332. PubMed Abstract | Publisher Full Text
Return to text
3. Wolfe S: Drug advertisements that go straight to the hippocampus.
Lancet 1996, 348:632. PubMed Abstract | Publisher Full Text
Return to text
4. Avorn J, Chen M, Hartley R: Scientific versus commercial sources of influence on
the prescribing behavior of physicians.

3- Recommended Books and Reference Material (Journals, Reports, etc)

(Attach List)
1. Beary JF 3rd: Pharmaceutical marketing has real and proven value.
Characteristics of materials distributed by drug companies: four points of view.
J Gen Intern Med 1996, 11:635-636. PubMed Abstract | Publisher Full Text
Return to text
2. Levy R: The role and value of pharmaceutical marketing.
Arch Fam Med 1994, 3:327-332. PubMed Abstract | Publisher Full Text
Return to text
3. Wolfe S: Drug advertisements that go straight to the hippocampus.
Lancet 1996, 348:632. PubMed Abstract | Publisher Full Text
Return to text
4. Avorn J, Chen M, Hartley R: Scientific versus commercial sources of influence on
the prescribing behavior of physicians.

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4-.Electronic Materials, Web Sites etc

Web Sites etc

5- Other learning material such as computer-based programs/CD,

professional standards/regulations:
Students are required to use Microsoft word programme and PowerPoint programme also
they are encouraged to use some mind map computer soft wares.

F. FACILITIES REQUIRED
Requirements for the course including size of classrooms and
laboratories
1. Accommodation (Lecture rooms, laboratories, etc.):
Classrooms are available in the faculty of pharmacy campus which is enough to
accommodate at least 50 students.

2. Computing resources:
Computing resources are available in the library.

3. Other resources:
Factories are available for students to see processes of formulation and evaluation of
different cosmetic preparation.

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G.COURSE EVALUTION AND IMPROVEMENTS PROCESS

1. Strategies for Obtaining Student Feedback on Effectiveness of Teaching:
University used to measure students feed back about the course every few years. In addition,
a special form was designed by the department and are given at the end of term to measure
the students feed back about the quality of teaching and course contents. Information in this
feed back form are treated confidentially and students are not asked to write their names in it.

2. Other Strategies for Evaluation of Teaching by the Instructor or by the

Department:
Any complain from students about quality of teaching and/ or course contents are always
treated confidentially and considered and discussed well to find the solutions for it. In
addition, as mentioned previously the department form for students feed back are also seen
and analysed to improve any shortage in any aspects or matters.

3. Processes for Improvement of Teaching:

Department teaching staff are always encourage to update there knowledge in the field of
work by attending national and international conferences and self developments courses held
inside or outside the university campus and a record of that is kept for each academic staff.

4. Processes for Verifying Standards of Student Achievement :

All students exam are designed to be corrected and marked by computer programme to
minimize the human errors. In addition, a member from an institution other from the
university is asked annually to join in teaching and assessing the students.

5. Describe the planning arrangements for periodically reviewing course

effectiveness and planning for improvement:
The course content are reviewed and updated annually at the beginning of each academic
year by the department curriculum committee and any major changes are reported to the
college curriculum committee.

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