B2829 - Pharmacy Management

Learning outcomes

At the end of the course the student acquires: knowledge of the concepts of enterprise culture, the function and the importance of the Marketing tools necessary for the positioning process of Health and wellness products (starting from the role of packaging to the positioning making on the Market, through the different distribution channels and communication tools), to support the Customer-Patient in purchasing decision process; knowledge of the management concepts for the Pharmacy as a commercial enterprise; knowledge of new professional opportunities and new occupational areas within different business opportunities, which are based on the creation of new markets share/consumer needs, connected to the upgraded culture of Health and Wellness.

Course contents

1. enterprise concept: the different business models -
2. the distribution channel of pharmacies - a picture of the market -
3. the Pharmacy enterprise - a unique business model -
4. Comparison of distribution channels: strengths and weaknesses of the Pharmacy -
5. the marketing system for the pharmacy channel -
6. basic elements of financial management for the Pharmacy enterprise -
7. category management for the pharmacy -
8. consumer loyalty in Pharmacy -
9. organization of personnel in the Pharmacy -

Readings/Bibliography

2023 - gli strumenti della pubblicità - marchio e logo come strumenti di promozione e di identità sociale - AMON Editore

- 2022 - il marketing degli integratori - MAGGIOLI Editore

- 2010 - il marketing in Farmacia - MAGGIOLI Editore

- 2008 - il mercato degli integratori - MAGGIOLI Editore

Teaching methods

lectures in the classroom

workshop 

Assessment methods

oral examination 

Teaching tools

slides and suggested books 

Office hours

See the website of Roberto Romagnoli