FTM Training Focus

1. Training Focus 2016

Proprietary and confidential — do not distribute

2.

PROPEL 7 / MARKETING ACADEMY
Competency Based
Foundation
Marketers
Fundamental
Tactical Marketing
New Product
Launch BGx
Brand Building
Launch Excellence
Innovation / Portfolio
Expansion &
Finance
Insights
Insights
Insight & Foresight
Insight & Foresight
Capstone
Digital Marketing
Multichannel Customer
Engagement &
Execution
Including Digital
Strategic
Innovation / Portfolio
Strategic Marketing
Marketing
Expansion & Finance
Strategy & Planning
Strategy & Planning
Proprietary and confidential — do not distribute

3. Fundamental Tactical Marketing

FUNDAMENTAL TACTICAL MARKETING
Who Attends
Product Managers
Course Objectives
Understand how to build good brand plan: analysis, strategic statement, positioning, choosing an
ad campaign, market segmentation, marketing mix optimization, and financials/return on marketing
investments for ethical and branded generic products.
Analysis of market, competitors, market share, stakeholders including Pharmacy, patient flow etc.
--- which will all be summarized into a high quality SWOT
Discussions on both patient centric segmentation and quantitative segmentation from both Health
care professional (HCP) and Pharmacy perspectives
Customized online simulation aligned to Abbott EPD’s business model (60% HCP-40% Pharmacy)
Integration of Key Trade Marketing – 5T’s Pharmacy concepts & Patient Centric content
Learn the technical know-how and effective implementation of these key topics and process to
enhance the current version of your EPD Brand Plan.
Proprietary and confidential — do not distribute