Oct 28, 2020  
2013-2014 University Catalog 
2013-2014 University Catalog [ARCHIVED CATALOG]

PB 478 - Pharmaceutical Marketing Research

This course offers a general introduction to marketing research, with an emphasis upon pharmaceutical industry and healthcare marketing applications. Marketing research is at the heart of pharmaceutical strategy development, guiding research and development decisions as well as marketing management. This course examines qualitative and quantitative marketing research techniques, including statistical methods for hypothesis testing. Study of secondary research sources will include the pharmaceutical market audits. Although the course will emphasize research methods used in the ethical pharmaceuticals segment, techniques such as observational research and mall intercepts, which are used in the OTC segment, will also be introduced.
3 class hrs

Prerequisites & Notes
(Prerequisites: PB 319 and ST 310)

Credits: 3