The aim of this course is to learn communication and relationship techniques in the healthcare field. Specifically, in addition to communication techniques, various typical situations in modern pharmacy are analyzed, including communication with pharmaceutical companies. The general objective is to contribute to integrating technical and scientific knowledge with the ability to communicate effectively in various contexts within the National Health System, to understand how pharmacoeconomics can be a useful tool for communicating with decision makers in terms of Market Access.
Course Prerequisites
Preliminary exams as indicated by the Department's regulations.
Teaching Methods
The course includes theoretical lectures, analysis of practical cases, group discussions, and applied projects. Students will be encouraged to actively participate and develop practical skills in the application of marketing and communication. For students with specific needs who are unable to attend classes in person and have applied for Inclusive Teaching Methods, appropriate learning materials will be provided to support effective independent study. If requested, self-study can be supplemented with tutoring sessions for additional instruction and dedicated meetings, including online sessions, with flexible scheduling based on individual needs.
Assessment Methods
Midterm exams: There will be a midterm exam at the end of the lectures (only for attending students). Requirements for passing the module: mandatory attendance (at least 75% of lectures), passing the midterm/final exam. WARNING: The Marketing and Communication Techniques module (3 CFU) is part of the Business Organization and Communication course (9 CFU). Passing the module does not entitle you to acquire the corresponding 3 CFU. The 9 CFU awarded for the course will be acquired entirely and exclusively upon passing the entire course. Appropriate examination methods are provided for students who fall within the categories of Specific Learning Disorders (SLD) and Special Educational Needs (SEN).
Texts
Materials provided by the instructor during the lessons. Books recommended by the instructor during the lessons.
Contents
As part of this course, students will encounter a wide range of concepts, models, and interpretive tools that will aid them in analyzing marketing and communication principles in the healthcare world, from companies to pharmacies to communication firms. Basic marketing concepts will be developed, including how to define, measure, and communicate within the pharmaceutical landscape. A quick overview of market access mechanisms for pharmaceutical companies will be covered. The course will explain how to innovate pharmacies through marketing and e-commerce and provide examples of leading sectors for pharmacies and their marketing strategies (e.g., nutraceuticals). Topics such as category management, counseling, communication, and storytelling will also be covered. Finally, the course will address communication and self-marketing through practical advice and examples for CV and motivation letter preparation, including the aspects of soft skills.
Course Language
Italian
More information
The course is designed for students in the healthcare field, including medical professionals, pharmacists, and health economists. Active participation and a practical understanding of the methodologies are crucial for success in the course.
