European Marketing Management

• Role of global, European and affiliate marketers
• Defining the target product profile
• Working with development teams
• Optimising the regulatory process
• Market research and competitor intelligence
• Developing the optimal pan-European strategy
• Internal stakeholder management
• Pricing, reimbursement and parallel trade
• Developing and managing KOLs
• Driving consistency of strategy and its implementation
• Affiliate support at a strategic and tactical level
• Role of agencies
• Communication beyond translation
• Monitoring and evaluation

• Knowledge of the timing and types of pre-launch decisions required to optimise commercial opportunity
• Ability to ensure effective stakeholder engagement
• Understanding of the pricing and reimbursement challenge
• Skills to develop and manage KOLs and agencies
• Ability to drive strategic alignment
• Expertise to develop and implement effective communication plans with all stakeholders

Completion of this module provides delegates with an in-depth understanding of European marketing management and the skills and confidence to address the challenges faced including how to optimise internal and external stakeholder management.