Objectives
The aim of the course is to provide the student with the skills to:
- recognize the relevance of each medium in the pharmaceutical marketing communication process,
- identify the guiding principles to develop a strategy and a media plan,
- understand the fundamental concepts of planning,
- establish a profitable scope of work with the media agency.
Skills
It is intended to provide the student with practical ability to:
- structure a media briefing in the health sector, which allows for an adequate response to a media plan implementation,
- know how to select the appropriate advertising media to convey a pharmaceutical marketing campaign (clear communication objectives),
- manage and interpret the different variables from advertising databases.