Certificate in Pharmaceutical Marketing (CPM) Programme Handbook

Transcription

1 Certificate in Pharmaceutical Marketing (CPM) Programme Handbook August 2017

2 Programme Handbook This handbook is an introduction to the Certificate in Pharmaceutical Marketing.It lays down the outline, key points, rules, regulations, as well as the standards which Sri Lanka Institute of Marketing requires from its stakeholders. It also and sets out the criteria by which SLIM operates. All participants are encouraged to peruse this handbook and retain it as a source of reference in all administrative and coordinating matters. The Council of Education of Sri Lanka Institute of Marketing reserves the right to change sections, modules, course structure, and method of assessment, at any given time, and with suitable instruction to the students. Page 2 of 26

3 Contact Details Further clarifications and your suggestions please contact: SLIM HOME 94, Ananda Rajakaruna Mawatha, Colombo Tel: Fax: Ms. Naduni Dahanayaka Manager Education E mail: nanduni.d@slim.lk Tel: Ms. Ruvini Rathnayake, Senior Coordinator Examination E mail: ruvini.r@slim.lk Tel: SLIM BUSINESS SCHOOL COLOMBO 50, Kitulwatta Road, Colombo sbs@slim.lk Tel: Mr. V Madhusoothanan Assistant Manager Academic Affairs madhu.v@slim.lk Tel: Mr. Kavinda Rathnayake SLIM Business School Coordinator Kavinda.r@slim.lk Tel: Page 3 of 26

4 Content Page 1. Sri Lanka Institute of Marketing 5 2. Programme Details 6 3. Registration Syllabus Framework Delivery and Assessment Guidelines for Written Examination Completion 26 Page 4 of 26

5 1. Sri Lanka Institute of Marketing (SLIM) The Sri Lanka Institute of Marketing (SLIM) founded in 1970 (then called Ceylon Institute of Marketing) with a view to harness the available skills in Marketing for the growth and development of the profession, was subsequently incorporated by Act 41 of 1980 of the Parliament of the Democratic Socialist Republic of Sri Lanka. As the national body of marketing in Sri Lanka, SLIM is a member of the Federation of Chambers of Commerce and Industry of Sri Lanka and the Federation of Marketing Research Institute (ESOMAR) and the Asia Marketing Federation (AMF) which is affiliated to the World Marketing Association (WMA). Vision To lead the nation s efforts towards economic prosperity Mission To establish Marketing as the driving force, which enhances business and national value In pursuing the above noble goals, SLIM is dedicated towards harnessing available marketing skills for the growth and development of the profession. Hence, it has intensively promoted marketing education during the past decades. This has led to the development of several indigenous marketing courses from the very basic, to advanced level of study. A heavy emphasis on practical application, with a sound theoretical base has been the unique proposition that SLIM attempts to deliver in all its indigenous marketing courses. The Institute is driven by the philosophic and practical aspects of marketing that are incorporated in all courses through theory, practical assignments, and presentations. Additionally, our focus is not only the development of potential marketers who have sound theoretical knowledge backed by practical insights, but also to develop their skills so that when they graduate, they are ready to take up the challenges of the corporate world. The Institute is committed to add value to the marketing profession through annual programmes such as SLIM Brand Excellence, Effie Awards, Peoples Awards, National Sales Congress (NASCO), Marketing Roks and regular workshops, evening meetings, Experience Sharing Forums (ESF), and Action Learning Marketing (ALM) programmes which provide continued professional development. The programmes carried out by SLIM encompass activities that enhance the professional competence of the membership, and fosters development of the marketing profession culminating in growth a wider acceptance of marketing as a key management philosophy and function. It also suggests and promotes legislative action in the sphere of marketing in order to serve in the best interest of our country. Page 5 of 26

6 2. Programme Details 2.1 Introduction Certificate in Pharmaceutical Marketing is a programme conducted for medical delegates who are already employed in pharmaceutical companies and for school leavers who are inspiring to be future medical delegates to enhance their knowledge on pharmaceutical marketing and to prepare them for a higher career path in the pharmaceutical industry. Certificate of Pharmaceutical Marketing (CPM) is the result of combining the professional expertise of the pharmaceutical trade together with the inputs of a panel appointed by the Sri Lanka Chamber of Pharmaceutical Industry (SLCPI) and Sri Lanka Institute of Marketing (SLIM). The course was designed to fulfil a long felt need of a certified qualification level for Medical Delegates incorporating the theoretical and practical aspects of marketing knowledge with the most effective and best practices in Pharmacology to succeed in the pharmaceutical trade. CPM is an innovative skills development programme focusing on training to embrace the most effective and best practices to succeed in the pharmaceutical trade. 2.2 Programme Objective and Scope Objectives Familiarise students with the basic concepts of Medical delegate job role, rights and responsibilities Widen their medical knowledge in order to understand and respond in a rational manner to Doctors and other medical professionals Introduce students to concepts, analysis, and activities that comprise sales and marketing and to train them in assessing and solving marketing problems Encourage students to adhere to ethical practices at all times Help students to develop critical thinking and sharpen the analytic abilities by: Promoting self esteem; Identifying and developing talents and interest; Motivating students to achieve their full potential; Striving for excellence in all endeavours. Page 6 of 26

7 Scope The programme will be delivered as a combination of pharmaceutical marketing and pharmaceutical management focusing on academic and professional orientations. Content will emphasize on theoretical concepts and professional practices with projectbased learning opportunities. 2.3 Course Outline Module Subject No of hours % Module I Pharmaceutical Theory and Practices 33 46% Module II Pharmaceutical Marketing and Management 39 54% Total Hours % 2.4 Admission Requirements GCE O/L with a minimum of 6 months experience in the Pharmaceutical industry and excellent communication skills in English or Two passes in GCE A/L preferably in Bio Science stream Page 7 of 26

8 2.5 Programme Structure Module and Weightage Section Area of Study No of Hours 01. Introduction to Basic Chemistry Introduction to Basic Chemistry Atoms & Molecules Simple Chemical Reactions 1.5 Electrolytes & Body Fluid Module I 02.Biochemistry and Microbiology Cell Chemistry & Cell Structure Basic Metabolism Enzymes 3.5 Pharmaceutical Theory and Practices 03. Anatomy, Physiology and Common Diseases 16 Body Systems Immunity Communicable Disease General terminology &Common 16 Latin Terms 46% Introduction to Pharmacology Routes of Administration/ Absorption/ Distribution/ 04. Pharmacology and Pharmaceutics Excretion of Drugs Metabolism & Bioavailability of drugs 12 Knowledge of all existing pharmaceutical molecules Page 8 of 26

9 Module and Weightage Section Area of Study No of Hours Introduction to Marketing Environment Marketing Mix (4 P s &7 P s) Understanding Consumer & organization Buying behavior Module II 05. Marketing and Pharmaceutical Marketing Ethics Segmentation, Targeting & Positioning Pharmaceutical Product Planning & Development Pricing 30 Place/ Distribution Pharmaceutical Marketing and Management Promotional Planning Marketing Planning & control Writing Skills Code of Pharmaceutical ethics 54 % Introduction to Pharmaceutical Management Pharmaceutical Research 06. Management Types of Clinical Trials Tender Procedure Latest Compliance's in Healthcare 09 Marketing Regulatory Procedures Understanding Financial statements Page 9 of 26

10 3. Registration 3.1 Documents Required Category Registration Requirements Two Passport Size Photographs Photocopy/ Original of National ID/Passport Photocopy /Original of the O/L or A/L Certificate Photocopy/ Original of Other Certificate/s Letter/s of Work Experien ce GCE O/L with Experience GCE A/L Those who passed GCE O/L with a minimum of 6 months experience in the Pharmaceutical industry and excellent communication skills in English Two passes in GCE A/L preferably in Bio Science stream N/A N/A 3.2 Registration Students are expected to collect the student ID card within one month of the date of inauguration. A registration is valid only for 12 calendar months. Registration fees cannot be transferred. 3.3 Student Card The student card will act as a proof of registration with the programme. The student card is required at the examination without which you will not be allowed to enter the examination hall. It is the responsibility of the student to keep the student card at all times for course study purposes. In the event of loss, a student could obtain a new one by paying LKR. 1,000/= Page 10 of 26

11 3.4 Registration Number All registered students will be issued a Registration Number. This number will have to be quoted in all examination scripts and for any other correspondence with the Education Division. Students are not expected to use any other number or SLIM student membership number in examination answer scripts. Sample of Registration number is as follow, (Ex. Student Registration No ) Page 11 of 26

12 4 Syllabus Framework Programme: Certificate in Pharmaceutical Marketing Module I: Pharmaceutical Theory and Practices Module Description: Module is designed to introduce the relevant theoretical framework to understand the basics in Chemistry, Biochemistry & Microbiology, Anatomy, Physiology & Common Diseases and Pharmacology knowledge essential for a medical representative, executive or a manager to communicate intelligently and professionally with a qualified medical professional. The above exposure will lead not only to understand the medical knowledge but also enable the person to manage pharmaceutical requirements in the needs to progress even in to higher levels. Areas under Module I Section Topic Hours 1 Introduction to Basic Chemistry Biochemistry and Microbiology Anatomy, Physiology & Common Diseases 16 4 Pharmacology & Pharmaceutical 12 Section 01 Introduction to Basic Chemistry Learning Objectives Introduce the basic concepts of atoms, molecules & elements Understanding simple chemical reactions Understanding the basic chemistry needed in the functioning of the organ of the body Page 12 of 26

13 Content Introduction to Basic Chemistry Atoms & Molecules Simple Chemical Reactions Electrolytes & Body Fluids Section 02 Biochemistry and Microbiology Learning Objectives Students will understand the structures and purposes of basic components of prokaryotic and eukaryotic cells, especially membranes, and organelles Students will understand how these cellular components are used to generate and utilize energy in cells Contrast the metabolic processes of anabolism and catabolism Content Cell Chemistry & Cell Structure Basic Metabolism Enzymes Section 03 Anatomy, Physiology & Common diseases Learning objectives This Module is a study of human anatomical structure, physiology, and the basic mechanisms of disease. Understand the term anatomy and physiology and its various related topics Demonstrate levels of knowledge of organs in the body Demonstrate general knowledge of all body systems Identify all life sustaining reactions that take place in the body Define disease and list causes of disease Page 13 of 26

14 Content 16 Body Systems Immunity Communicable Disease General terminology & Common Latin terms Section 04 Pharmacology and Pharmaceutics Learning objectives Students will learn the basics of drugs, materials from which drugs are made of and their metabolism in the body Various routes of administration of drugs The action of drugs on disease and their side effects Content Introduction to Pharmacology Routes of Administration/Absorption/ Distribution/ Excretion of Drugs Metabolism & Bioavailability of drugs Knowledge of all existing pharmaceutical molecules Page 14 of 26

15 Programme: Certificate in Pharmaceutical Marketing Module II: Pharmaceutical Marketing and Management Module Description: The subject Pharmaceuticals Marketing and Management Competencies attempts to give the student a practical insight into some of the pertinent marketing and management skills that pharmaceutical personnel need to have in managing their career and building relationships. Different key areas of marketing and management competencies are covered in this module. Areas under Module II Section Topic Hours 05 Marketing & Pharmaceutical marketing Ethics Management 06 Section 05 Marketing and Pharmaceutical Marketing Ethics Learning Objectives: Understanding of the nature and importance of marketing and its role in the economy and the impact on consumers. Analyze markets and identify appropriate segmentation criteria to discover promising market niches. Develop an effective marketing strategy, including a marketing mix, for a product/service. List and explain the critical components of marketing ethics in pharmaceutics Demonstrate an awareness of the opportunities and challenges of marketing in theglobal environment. Page 15 of 26

16 Content Introduction to Marketing History of Marketing What is Marketing Definitions of Marketing Development of Marketing Marketing Management Orientations Marketing Orientation Relationship Marketing Marketing Environment Marketing Environmental Framework Internal Environment Macro Environment Micro Environment Marketing Mix (4 P s & 7 P s) The Traditional Marketing Mix Key characteristics of an Effective Marketing Mix The Extended Marketing Mix Marketing Research and Information Systems What is Marketing Research Need for Continuous Marketing Research Types of Marketing Research Primary and Secondary Data The Research Process Research Analysis Marketing Information Systems Page 16 of 26

17 Understanding Consumer and Organisation Buying Behaviour Organization Buying Behaviour Key Characteristics of Organizational Buying Behaviour Segmentation, Targeting and Positioning What is a Market Target Marketing Market Segmentation Market Targeting Positioning Pharmaceutical Product Planning and Development What is a Product Tangibility Continuum of a Product Product Classifications Branding Packaging Product Life Cycle Concept Services What is a New Product New Product Development Pricing What is Price The Role and Importance of Price Pricing Objectives Factors Influencing Pricing Decisions Concepts of Costing for Pricing (Including Pharmaceutical Costing of Drugs using HS Codes) Pricing Strategies Setting the Final price Page 17 of 26

18 Place / Distribution The Role and Importance of Place The Nature of Marketing Channels Key account management Rationale for Using Intermediaries Coverage Strategies Channel Selection Promotional Planning The Role of marketing communications Marketing Communication Mix Communication Models Communication Strategies (Push & Pull) Developing Effective Communication Campaign Marketing Planning and Control SWOT/Porters 5 forces/bcg/ansoff Matrix/PEST/STEP The Nature and Importance of Planning What is Marketing Planning Basic Profit & Lost Statement (Budgeting/ forecasting / basic profit & lost statement) Marketing Planning Process The Marketing Plan Information and Communication Technology for Marketing Information and Communication Technology and Marketing Internet, E Commerce and E Mail Marketing Impact on ICT in Marketing Importance of Computer Literacy for Marketing Page 18 of 26

19 Writing Skills Report Writing Business Letter Writing Preparation of Agenda Preparation of an Invitation Writing a Memo Code of Pharmaceutical Ethics Section 02 Management Learning objectives: Understand and develop basic marketing and management skills Apply integrated knowledge of management into Pharmaceutical marketing practices Understand the complexities of day to day decision making process Content Introduction to Pharmaceutical Management Pharmaceutical Research Processes Tender Procedure Latest Compliance's in Healthcare Marketing and Management Regulatory Procedures Understanding the Profit & Lost Statement Page 19 of 26

20 5 Delivery and Assessment 5.1 Delivery Method Conceptual frameworks will be introduced through formal lectures, directed and independent learning. These concepts will be developed and explored in class room through the presentations, video clips, case studies, role play sessions and discussions. Class discussions will be used in corporation with real life industry experiences or industry expertise to be added in discussions. Candidates are expected to incorporate his/her work experience in search of the theoretical framework of brand management in different contexts. 5.2 Evaluation Method All modules contain both formative and summative assessment components. Formative assessments help learners to assimilate knowledge as they go along whereas summative assessments enable the examining body to make a judgment at a particular time about the learner s knowledge, skills, and competencies as depicted in the case studies. Summative assessments for each stage will be based on the integrated learning experience and written examinations which test the knowledge on what, why, and know how in brand management. 5.3 Evaluation Structure Evaluation Method Case Study Presentation 1 Theory and Practice Case Study Presentation 2 Marketing Management Examination 1 Theory and Practice Examination 2 Marketing Management Aggregate grades for above four evaluation components will be released separately. Page 20 of 26

21 5.4Detailed of Each Evaluation Method 5.4.1Written Examination All candidates are required to sit for the written Examination at the end of each module. The Written Exam is a 03 hour closed book exam. Attendance is mandatory for each examination. If any student does not present for the examination, he/she will consider as absent for the examination Structure of the Question Paper Part Question Type Number of questions in the paper Number of questions to be answered Marks Allocated Part I Multiple Choice (MCQ) 20 All 20 Part II Structured 10 All 40 Part III Essay Type Case Study Presentation There will be 20 minutes for each student for the presentation covering two modules of Pharmaceutical theory and practice and Pharmaceutical Marketing and Management. Total time allocated to each presentation is 20 Minutes. Candidates are required to prepare a PowerPoint presentation based on the case study given, for 10mins and questions time will be balance 10mins. Students are expected to bring two printed copies of the presentation slides for the reference of the examiners. Presentation panel will consist of more than one professional who is experienced in the field of Pharmaceutical. Presentation Module Duration Case Study I Pharmaceutical Theory and Practices 20 minutes (10mins presentation and 10mins Q/A) Case Study II Pharmaceutical Marketing and Management 20 minutes (10mins presentation and 10mins Q/A) Page 21 of 26

22 5.6 Completion of the Programme Attendance to all evaluation criteria is a must to complete the programme. 5.7 Grading System Grade Marks Level Fail (F) Ordinary Pass (OP) Good Pass (GP) Merit Pass (MP) Less than 40 Marks 40 to 64 Marks 65 to 74 Marks 75 Marks and above 5.8 Notification of Results Results of the examination for the respective subjects will publish in the SLIM Web Site and result sheets can be collected from respective study center after two weeks from the date of releasing the results. 5.9 Result Sheets and Transcript Issuing If students require transcripts, they must allow two working days advance notice to the Education Division to provide an updated results sheet. The decision of the examiners will be final. Answer scripts and assignments will not be available for the scrutiny of students. Page 22 of 26

23 6 Guidelines for Written Examination 6.1 Eligibility for the Examination The following needs to be completed for you to be eligible to sit for the examination: a Course fee to be paid in full b Handed over the duly completed student application form c Fulfilled 70% attendance requirement Students who qualify to sit for the examination by fulfilling above requirements need to collect the examination admission two weeks before the examination from the study Center. 6.2 Examination Rules & Regulations Candidates should ensure that they are thoroughly familiar with the following regulations before presenting themselves at the examination Arrival You must be in your seat at least 10 minutes before the start of the examination Admission to the Centre No candidate will be admitted to the exam hall without the Examination Admission Form, Student ID Card/ National Identity Card or the Pass port. Your Examination entry proof must be placed on the desk so that the invigilator can mark the Attendance Register Late Arrivals Fifteen minutes (15) after the start of the Examination Session the doors will be closed and no candidate will be allowed entrance without special permission of the Chief invigilator Temporary Absence You are not allowed to leave the Examination Hall without the permission of an invigilator, who will arrange for an escort Permanent Absence You are not allowed to leave the Examination Hall permanently until the Examination has been in session for thirty minutes. Page 23 of 26

24 6.2.6 Smoking Smoking is strictly forbidden at all times inside the Examination Hall Noise Complete silence must be observed throughout each Examination. No candidate is allowed to carry pagers or hand phones into the Examination Hall Blank Answer Papers & Rough Work Paper All of the above should be handed over to the invigilator when leaving the exam hall Advice No form of advice or guidance may be sought from the invigilating staff on the meaning or interpretation of any part of the content of the question paper Use of Notes, Books, Etc. No Books of reference, notes, or any other paper may be taken into the Examination Hall Use of Calculators & Dictionaries You may use any quiet battery operated, non programmable calculator and an Oxford Dictionary (English to English) Completion of Answer Sheets You must enter your Registration Number on each Answer Sheet used. Your name MUST NOT appear on any Answer Sheet Breach of Examination Rules Any breach of the Examination Rules will lead to the candidate being penalised. In all cases of cheating the penalty will be expulsion from Registration and debarment from applying for all examinations conducted by Sri Lanka Institute of Marketing (SLIM) Cheating In This Context Includes: a. Being in possession of any book, notes or other papers at any time during the examination session or in circumstances that indicate they may have been used in the examination. b. Contacting, talking to, copying from any other candidate, or allowing work to be copied. c. Leaving the examination room without the expressed permission of an invigilator and without an escort. Page 24 of 26

25 6.3 Repeating the Examination All students who received a fail grade (F) have to redo the respective examination component with the immediate examination. The Institute will not notify deadlines via mail and the candidates are expected to contact the Institute. The candidates are expected to obtain case study topics immediately after releasing results and submit duly completed repeat examination application form. You can collect this form from your study centre and submit it before the due date. There will be a payment for repeating examinations or the presentations. Repeaters need to pay re registration fees if the candidate s registration has expired. 6.4 Awarding Certificates Students should pass the examination and should have completed all dues to the Institute to be eligible to participate for the certification ceremony and to collect the certificate. Students are required to pay a Ceremony Fee in order to attend the certification ceremony which will be held annually. The Institute has the right to withdraw/ cancel any certificate if any information provided on the admission forms /educational certificate copies are found to be false. Page 25 of 26

26 7 Completion The Certificate in Pharmaceutical Marketing is endorsed and approved by Sri Lanka Chamber of Pharmaceutical Industry (SLCPI) and monitored by the Council of Education of SLIM The academic quality management system of Certificate in Pharmaceutical Marketing is endorsed and approved by Sri Lanka Chamber of Pharmaceutical Industry (SLCPI) and monitored by the Council of Education of SLIM and certificate awarded at the Annual Certification Ceremony of the Institute.(After the final examination on submission of case study) No certificates will be awarded to partially completed modules of the programme END Page 26 of 26