99821 - Health Products and Services: Marketing and Regulation

Learning outcomes

At the end of the course the student acquires: · knowledge of the regulatory updates that regulate and characterize the new product categories in the health sector; · knowledge regarding the importance of Marketing tools in the positioning process of healthcare products (from the definition of packaging to market positioning - new distribution channels), to help the Customer-Patient in purchasing choices; · knowledge of new professions and new employment fields that have been created with the birth of new markets/needs always connected to the culture of Health and Wellbeing.

Course contents

module 1. the health and well-being market


module 2. communication and lifestyles


module 3. customer segmentation criteria


module 4. the phases of the consumer decision-making process


module 5. the marketing system for the health market


module 6. category management


module 7. display layouts and purchasing paths


module 8. food supplements: regulations, production, pharmaceutical forms


module 9. food supplements: marketing, communication, market positioning


module 10. the company is me: workshop on the organization of the business model - business project simulation

Readings/Bibliography

IL MARKETING DEGLI INTEGRATORI - EDITORE MAGGIOLI

GLI STRUMENTI DELLA PUBBLICITA' - EDITORE AMON

Teaching methods

frontal lessons and project work

Assessment methods

oral examination and project presentation

Office hours

See the website of Roberto Romagnoli