Download Course Descriptions Executive Pharmaceutical Marketing MBA | MPE 6004 and more Study Guides, Projects, Research Marketing in PDF only on Docsity!
FOUNDATION COURSES (5 REQUIRED)
M P E 6 0 0 0 M A N A G E M E N T F O U N D AT I O N
This course introduces students to management theory and practice with particular emphasis on the challenges facing contemporary managers. The key areas addressed in the course include issues in international management, strategic management, managerial decision making, organizational culture, human resource management, motivation, communication, conflict management, and management of change.
M P E 6 0 0 2 A C C O U N T I N G F O U N D AT I O N ^
This course deals with financial accounting and reporting, and the understanding of the four basic financial statements: balance sheets, income statements, retained earnings statements, and cash flow statements. It analyzes the role of the manager in the development and use of the preparation of financial statements. The use of key ratios in the analysis of a firm’s financial statement is also discussed.
M P E 6 0 0 3 E C O N O M I C S F O U N D AT I O N
This course will familiarize the student with economic analysis: the determination of microeconomic variables, such as the price of a product with its output in individual markets and the determination of macroeconomic variables, such as GNP, the rate of inflation and the rate of unemployment.
M P E 6 0 0 4 F I N A N C E F O U N D AT I O N ^
This course builds on the material presented in the accounting module. We move from the presentation of the balance sheet, income statement, and statement of cash flows to an analytical framework of these statements employing ratios. We examine the informational content of the ratios both cross-sectionally and in the times series. In addition, we develop the common sized ratio process. We then build on this knowledge by using the ratios to project pro forma statements and examine the consequences of these projections. The module continues with an examination of the cash budgeting process, and concludes with the development of the time value of money concepts.
COURSE DESCRIPTIONS
(24 Classes required for a total of 48 Credits)
EXECUTIVE
PHARMACEUTICAL MARKETING MBA
M P E 6 0 0 7 M A R K E T I N G F O U N D AT I O N
The course sets the stage for future study by taking students through the marketing fundamentals beginning with strategy, target marketing and opportunity analysis, then developing product, price, distribution and promotion (the 4 p’s), and an introduction to customer driven marketing strategy, all in a managed care context.
18 ADDITIONAL REQUIRED COURSES
M P E 7 1 0 2 M A N A G E R I A L F I N A N C E *
This course starts with the pricing of financial assets, which follows directly from the time value of money concepts developed in the first module. We then discuss risk, interest rate determination, and an analysis and explanation of the yield curve. This leads to a discussion of the intermediation process and the roles of the various institutions in that process, as well as the functions of the capital and money markets. In addition cash flow projections are developed, as well as initial outlay concepts. The NPV and IRR rules are developed and extended to a general decision-making framework. The last section of the course focuses on the concepts of firm valuation and the effects of leverage on the organization.
*Prerequisite MPE 6004
M P E 7 2 1 1 M A N A G E R I A L A C C O U N T I N G *
This course focuses upon Managerial Accounting within the pharmaceutical industry. Topics covered include: cost concepts and terminology, just-in-time and activity-based costing, cost behavior, cost-volume-profit relationships, profit planning, segment reporting, relevant costing for decision making and service department costing. Examples from the pharmaceutical industry will be incorporated into the class as appropriate.
*Prerequisite MPE 6002
M P E 7 3 0 2 L E A D E R S H I P & D E V E L O P M E N T *
What is leadership? How do I realize my leadership potential? This course is designed for executives who want to develop and hone their leadership skills and approaches. Successful completion of the course will enable participants to (1) identify and understand the keys to successful leadership, (2) analyze their own leadership styles and behaviors, and receive feedback on the appropriateness and effectiveness of their styles, (3) develop the decision-making skills needed for leadership, and (4) understand approaches for developing and empowering employees.
*Prerequisite MPE 6000
2 S A I N T J O S E P H ’ S U N I V E R S I T Y
M P E 7 7 1 2 D E S I G N I N G & M A N A G I N G
S T R AT E G I C PA R T N E R S H I P S A M O N G C H A N N E L M E M B E R S
This course presents the key issues and concepts needed by the pharmaceutical industry to develop an effective way to design, build, manage and evaluate the performance of strategic partnerships among channel partners such as suppliers, wholesalers, marketing research firms, pharmacies, integrated health systems, managed care organizations, etc. Based on relationship marketing concepts, the key subjects include benchmarking channel relationships, selection criteria for identifying successful partners, new channel design, and role of technology in implementing channel partnerships, contract negotiations among others. Key subjects include: information systems and technology; benchmarking your distribution system; implementing quick response programs such as EDI, Flow- through and Partnerships.
M P E 7 7 1 3 P H A R M A C O E C O N O M I C S
This course reviews the principal elements and concepts in economics, history and development of health economics, and the applied uses of the discipline of economics made possible since the quantification of studies has been developed and perfected. These introductory sections are presented by lecture and discussion group. In addition, the need for uses of, and value of health economics studies is reviewed and pharmaceutical-related examples are presented.
* M P E 7 7 1 8 S T R AT E G I E S F O R D E A L I N G W I T H M A N A G E D C A R E
The objectives of this course are to understand the dynamics and trends of the evolving healthcare system, to review managed care’s impact on pharmaceutical marketing and to develop strategies for success with the managed care customer. Students will learn to assess managed healthcare market segments, to determine the needs of this customer and to identify the potential business opportunities for their company’s brands.
*Prerequisite MPE 7712
M P E 7 7 2 0 R E G U L AT I O N O F
P R E S C R I P T I O N D R U G M A R K E T I N G A N D P R O M O T I O N
With the plethora of new communications vehicles, including direct- to-consumer advertising and the Internet, the goal of achieving marketing objectives and remaining in adherence with FDA regulations/guidelines has become increasingly difficult. This course will provided a working knowledge of the federal regulation of prescription drug promotion and associated marketing practices and will provide insight into drug promotion issues currently of interest to FDA and the pharmaceutical industry. The course will also consider the impact of products liability and anti-kickback concerns on developing marketing programs for prescription drugs.
4 S A I N T J O S E P H ’ S U N I V E R S I T Y
M P E 7 7 2 3 S A L E S M A N A G E M E N T *
This course covers the concepts and applies the theories associated with managing a sales force. Specifically, the course is designed to help students learn sales management concepts and how to apply them to solve business problems in the pharmaceutical industry. We will focus on the activities of first–line field sales managers. To function effectively as managers, students must know how salespeople perform their jobs. With this in mind, we will cover personal selling, account relationships, territory management, and sales ethics with special emphasis on current issues of managing strategic account relationships, team development, and diversity in the work force, sales force automation and ethical issues.
*Prerequisite MPE 6000
M P E 7 8 0 1 C O M P E T I T I V E A N A LY S I S
Examination of various strategies and strategic frameworks are examined with a discussion of the advantages and shortcomings of each. The explicit purpose of the course lies in developing a strategic perspective to solving marketing problems rather than a tactical approach.
M P E 7 8 1 0 B U S I N E S S S TAT I S T I C S
The overall purpose of the course is to provide an introduction to the basic concepts of inferential statistics, which are important tools to support data-driven decision-making. Your ability to identify situations where these techniques may be effectively applied and to appreciate their potentials, as well as their limitations to solving complex business problems will be developed. The methodology of each technique will be developed and applied in a real business context. Problems of increasing complexity will be used to emphasize problem description and definition. Emphasis will be placed on the interpretation and implementation of the computer- generated results using Excel.
M P E 7 8 2 0 Q U A N T I TAT I V E M A R K E T R E S E A R C H *
In this course you will be taught the fundamental steps involved in the pharmaceutical marketing research process. The course will expose you to the pharmaceutical marketing research process using both primary and secondary data sources. Special attention will be provided to syndicate data sources from IMS and Scott Levin. The course will also cover topics like research design, data analysis and interpretation of results. This course can be beneficial to beginners in marketing research and to the users of marketing research information for decision making.
*Prerequisite MPE 7810
H A U B S C H O O L O F B U S I N E S S 5
M P E 7 7 0 6 C R E AT I N G E F F E C T I V E R & D A N D C O M M E R C I A L I Z AT I O N I N T E R F A C E :
I N T E G R AT I N G P R O D U C T S T R AT E G Y I N T O T H E D R U G D E V E L O P M E N T P R O C E S S
Traditionally the scientific and commercialization activities within pharmaceutical companies have existed as separate entities with varying relationships related to information sharing and integration of business strategy into the drug development and approval process. Enhanced linkage/collaboration between these two functions can lead to a competitive advantage as it relates to attainment of the overall corporate research and commercial strategic objectives. The objectives of this course are to (1) provide a background on drug development and commercialization process, (2) understand the role of the portfolio management in drug development, (3) identify the opportunities along all phases of the drug development process where marketing input would be valuable in shaping the development strategy, (4) explore and identify new opportunities where linkage between marketing, new product planning and the R&D/licensing process could improve cycle time, label development, time to launch and support better strategies for marketing and sales activities, and (5) develop a better understanding of the process/opportunities necessary for improving the business strategy, marketing planning and commercialization support via closer linkages to the research and development activities within biopharmaceutical companies.
M P E 7 7 0 9 N E W P R O D U C T L A U N C H
Compelling, reliable new products are the sine qua non for survival for pharmaceutical, medical device and biotech companies. In increasingly difficult economic conditions, broader regulatory demands and more restrictive government budgets, this task is more challenging. One strategic response is Product Lifecycle Management (PLM) which is fast becoming not an option but a competitive necessity. This course focuses on the early phase of PLM—accelerating innovation. Students will touch on 5 key areas involved in NPDI —product innovation management, project management, product development, production and distribution scale-up and product commercialization. Specifically, students will discuss how to maintain visibility and control of new product investments, institute real-time collaboration among market, R&D and product planning teams, build models for customer and supplier capture requirements, maximize globally dispersed work forces, leverage low cost opportunities, produce products that meet future unmet needs, enable early supplier involvement, mitigate product liability risk and increase regulatory compliance.
H A U B S C H O O L O F B U S I N E S S 7
M P E 7 8 0 3 F U T U R E I S S U E S I N T H E P H A R M A C E U T I C A L I N D U S T R Y
A systematic effort to understand and develop the implications of pertinent, near and long-term trends for the pharmaceutical industry.
M P E 7 9 1 0 H E A LT H P O L I C Y
This course is an introduction to various components of the U.S. health care system. It examines the multiple facets of the healthcare system including key stakeholders (Payers, Providers, and Patients), private and public financing mechanisms for medical care, and the effects of both market competition and government regulation. The main objective of the course is for students to learn to be able to critically examine how to assess policy and coverage decisions and the tradeoffs (cost, quality, access) associated with various health care decisions or treatment alternatives. Another focus of the course is for students to gain knowledge of the U.S. health care system relevant to the pharmaceutical industry, and the process for bridging these new medical and drug technologies into the private and public sector. A major example will include a debate related to the Medicare Modernization Act. As such, we will examine how collective interests shape the design of health policies.
M P E 8 0 0 1 I N D E P E N D E N T S T U D Y
This course is designed to accommodate those students who have an interest in a research-worthy topic that can be examined on an independent research basis. The student will work closely with a professor on a research area that will require the identification of a topic, a literature review, appropriate methodology, and analysis.
8 S A I N T J O S E P H ’ S U N I V E R S I T Y June 2007
KEYCODE:
^ It is strongly recommended that MPE 6002 Accounting Foundation be taken prior to MPE 6004 Finance Foundation.
