95828 - Regulationand Marketing of Health

Learning outcomes

Upon completion of the course, students will acquire:

· knowledge of the regulatory updates that govern and characterize new product categories in the healthcare sector;

· knowledge of the importance of marketing tools in the healthcare product positioning process (from packaging design to market positioning – new distribution channels), to assist customers and patients in their purchasing decisions;

· knowledge of new professions and employment opportunities that have emerged with the emergence of new markets/needs, always linked to the culture of health and well-being.

Course contents

MODULE 1 - THE HEALTH AND WELLNESS MARKET
MODULE 2 - COMMUNICATION AND LIFESTYLES
MODULE 3 - MARKET SEGMENTATION CRITERIA: KNOWING YOUR CUSTOMERS
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 CONSUMERS' PURCHASE PATHS
MODULE 8 - FOOD SUPPLEMENTS: BETWEEN ETHICS AND THE MARKET
MODULE 8 - SUPPLEMENT MARKETING
MODULE 9 - THE ROLE OF PACKAGING IN MARKET DYNAMICS
MODULE 10 - BUSINESS SYSTEM: HOW TO ORGANIZE A BUSINESS MODEL IN THE SECTOR

Readings/Bibliography

• IL MERCATO DEGLI INTEGRATORI - 2008 - EDITORE MAGGIOLI
• IL MARKETING IN FARMACIA - 2010 - EDITORE MAGGIOLI
• IL MARKETING DEGLI INTEGRATORI - 2022 - EDITORE MAGGIOLI
• GLI STRUMENTI DELLA PUBBLICITA' - 2023 - EDITORE AMON

Teaching methods

FRONTAL TEACHING - CLASSROOM

Assessment methods

VARIOUS TOPICS OR WORKSHOPS

Teaching tools

MULTIMEDIA TOOLS - SLIDES - VIDEOS

Office hours

See the website of Roberto Romagnoli