Pharma Sales and Marketing (Six Month Certificate Course) (Industry Partner: Tivez Project)
Bharatiya Vidya Bhavan was established in 1938 in Mumbai by Kulpati Shree Dr. Kanhaiyalal Munshiji with the blessings of Gandhiji. It promotes ‘Bharatiya Sanskriti’ in the education and professional training systems through its 150+ colleges, schools, cultural centers, and other institutions across India and foreign countries.
Bhavan’s Harilal Bhagwati Institute of Communication and Management (Bhavan’s HBICM) was established in Ahmedabad in 1967 and it offers many University and Government recognized, part-time, Post-Graduate, Diploma courses in Communication and Management areas.
In addition to HBICM, other Bhavans Institutes in Ahmedabad include Sheth R A College of Arts and Commerce, R A College of Science, Center for Arts and Cultural Academy, and Gandhi Institute of Computer Education and Information Technology.
Application Process, Fees and Batch Size:
⦁ Form collection, submission and registration at Bhavan’s HBICM Office, Khanpur, Ahmedabad.
⦁ Proposed Rs 25,000. Initial discount 20% until the commencement date.
⦁ Minimum Batch size – 15 students.
General Description and Intent of the Course:
⦁ Pharma Sector is one of the fastest growing profitable sectors. Hence working in this industry assures career growth and prosperity.
⦁ McKinsey Report for 2020: “We feel confident that strong player intent, investments, and actions will underpin future growth and enable the Indian pharmaceuticals market to break into the global top tier.” The key challenge is ‘How To Explore and Exploit’ the full extent the potential of this market. Backed by solid fundamentals, the market is full of opportunities for business and jobs.
⦁ Pharma companies wish to recruit trained sales professionals with skills and understanding of the market. This course gives an edge to the student offers in selection as ‘Medical Representative’ with top pharma companies with handsome emoluments and good career prospects.
⦁ The course is prepared with the inputs from experts. It caters to the theoretical and practical aspects needed for a successful career in sales and marketing in the sector. In addition to providing task-specific skills, it provides the student the basic understanding of pharma companies and key decision-makers as well as stakeholders within and outside the organization.
Pedagogy
⦁ Lectures, Role Play Sessions, Industry visits, assignments
Medium of Instruction:
English. (Use of Hindi / Gujarati as and if needed)
Pre-requisites and Eligibility Criteria
⦁ Minimum Graduation (Final Year UG students from any field are eligible to apply)
⦁ Work experience as a Medical Representative, OR, an interview /test would be necessary, for non-graduates.
⦁ Good oral and written communication skills
Academic Year and Duration
⦁ Six months – 24 weeks (excluding exams and internship)
⦁ Six hours of contact time every week. 2 hours x 3 days a week.
⦁ Proposed time: Friday, Saturday – 7 pm to 9 pm; Sunday – 9 am to 11 am.
⦁ A total of almost 120 Contact hours and teaching
Academic Evaluation Criteria
⦁ Attendance (minimum 65% attendance is compulsory)
⦁ Pharma Marketing Project – 100 marks
⦁ Viva Voce – 100 marks
⦁ Field Visit Reports – 100 marks
⦁ Final exam – 100 marks
⦁ The minimum standard of passing will be 40% marks.
⦁ Final exam of 100 marks
⦁ The minimum standard of passing will be 40% marks in each paper.
Marks Distribution Weightage
⦁ Final Exam – 50%
⦁ Project/Internship (Comprising of Field Visit Reports, Project Presentation, Study Paper/Internship) – 30%
⦁ Internal Marks (comprising of attendance, viva voce internal exams) – 20%
Internship/Study Paper:
⦁ On successful passing of examinations, those not working in any hospital will have to complete a Pharma Internship for a period of not less than 60 days, as part of the course. Certificate will be awarded to such students, only after the completion of this internship and a receipt of the Internship Completion Certificate from the concerned Company.
⦁ Those already working as Medical Representatives or working in Pharma Sales and Marketing will have to undertake and submit a Study Paper.
Other:
⦁ A project or assignment submission from any of the following: Pharmaceutical Company, Retail Sales, Wholesale Sales, Data Management.
⦁ Field visits – to Doctor’s Clinic, Pharma Company, Wholesalers and Retailers.
Marks Range
⦁ Excellent – A+≥80%
⦁ Distinction – A70-79
⦁ First Class – B+60-69
⦁ Higher Second Class – B55-60
⦁ Second Class – B-50-54
⦁ Pass Class – C40-49
⦁ Fail – D 40
Certification
⦁ Bharatiya Vidya Bhavan’s Harilal Bhagwati Institute of Communication and Management, Ahmedabad will award the Certificate.
⦁ The certificate will be also validated by partnering institutions and organisations.
Academic Evaluation Criteria
⦁ Attendance (minimum 65% attendance is compulsory) – 10% weightage
⦁ Pharma Marketing Project – 100 marks – 20% weightage
⦁ Viva Voce – 100 marks – 10% weightage
⦁ Field Visit Reports – 100 marks – 10% weightage
⦁ Final exam – 100 marks – 50% weightage
Course Structure
Paper 1: Introduction and Overview of Pharma Industry: SWOT analysis, key qualities of a MR, Pharma Sales and Marketing as a profession, history and overview of pharma sector – Ayurveda, Allopathy, Unani, Homeopathy systems. understanding the nomenclature and usages. Indian and foreign companies, growth drivers, future trends, marketing research companies, pharma company operations, jobs in pharma sector, understanding customers. (24 Contact Hours)
Paper 2: Human Anatomy and Physiology, Medical Terminology and Pharma Products: Understanding different systems of the body, understanding pharma products, usage by doctors.
(16 Contact Hours)
Paper 3: Resume Writing, Interview and Communication: Do’s and don’ts of writing of resume, interview, Group Discussion, factors affecting selection of a candidate.
(26/38 Contact Hours)
Paper 4: Sales Strategy and Promotion: Interaction with the doctors and chemists, Customer Relation Development, pharma events, campaigns, working of hospitals, sales evaluation, market segmentation.
(40 Contact Hours)
Paper 5: Soft Skills and Career Advancement: Communication etiquettes, dressing sense, understanding expectations of the organization, performance appraisal, avoiding conflicts, becoming and entrepreneur.
(26 Contact Hours)
