MEDK4400 Brands, Branding and Marketing: Communication Trends and Strategies Course description

The student must have been admitted to the study programme.

After completing the course, the student should have the following learning outcomes defined in terms of knowledge, skills and general competence:

Knowledge

The student

• can critically assess the effects, adverse effects and use of pharmaceuticals in the prevention and treatment of various diseases in a patient-centred manner
• can analyse problems relating to medicine administration, clinical pharmacy and other pharmaceutical services
• can discuss the causes of pharmaceutical variability in advanced pharmaceutical treatment at the individual and group levels
• can critically assess requirements for data collection and documentation of clinical studies of pharmaceuticals
• can assess pharmaceutical issues related to the administration of pharmaceuticals in intravenously
• can discuss the importance of how variations in health literacy influence different patients’ and user groups’ coping with disease, mastery and self-care
• can discuss the importance of the relationship between health economic principles and rational use of pharmaceuticals from an individual and societal perspective
• can analyse and discuss leadership and various leadership roles in pharmaceutical enterprises

Skills

The student

• can follow up patients using advanced pharmaceutical treatment at the individual and group levels for optimal pharmacotherapy
• can identify the causes of variability in pharmacokinetics and pharmacodynamics and propose solutions to advanced pharmacotherapy
• can elucidate issues related to advanced pharmacotherapy in special patient groups such as children, pregnant/breastfeeding women and elderly people
• can contribute advice on medicine administration and apply advanced pharmacotherapy in cooperation with health personnel, next of kin and patients
• can critically evaluate advanced pharmaceutical services that contribute to optimal pharmacotherapy and patient safety
• can analyse and take a critical approach to international research literature and different sources of information, and use them to formulate professional arguments in an independent manner
• can apply key statistical and epidemiological methods

General competence

The student

• can evaluate and communicate pharmacy issues, analyses, research results and conclusions to other health personnel in a structured manner
• can communicate evidence-based knowledge to health personnel, pharmaceutical users and the general public
• can contribute to optimal pharmaceutical treatment for individual patients and groups of patients through interdisciplinary cooperation
• can contribute to interprofessional cooperation on new and innovative treatment options
• can apply their knowledge and skills in professional management
• can contribute to developing the field of pharmacy and the role of pharmacists in society and in international collaborations

Work and teaching methods include lectures and student-active seminars using the flipped classroom method, digital learning resources such as medical databases and reference works, and work on group-based case assignments.

The following must have been approved in order for the student to take the exam:

• A minimum of 90 percent attendance at compulsory teaching activities
• Presentation of two case assignments in groups of 4-5 students

The following coursework requirements must have been approved in order for the student to take the exam:

Coursework 1: Analysis of chosen brand/campaign/organisation (max. 3000 words)

The purpose of this task is to identify a brand/campaign/organisation that will be the student’s focus for this course, and to evaluate the current branding/marketing strategies using relevant academic literature and market-research tools.

Coursework 2: Mood Board

The purpose of this task is to create a single slide visual presentation that captures the essence of the selected brand/campaign/organisation to inspire and inform ‘my own campaign’. Instructions provided in class.

Coursework 3: Class presentation of ‘My Own Campaign’ (5-10 minutes)

The purpose of this task is to outline ‘my own campaign’ for the chosen brand/campaign/organisation and receive feedback from peers on how the strategy may be developed.

Instructions, templates and deadlines are provided to the students during the course. Students may complete these activities as individuals or pairs (groups of 2). Students are expected to provide their peers with constructive feedback during the presentation process.

All required coursework must be completed and approved by the given deadline in order for the student to take the exam. If one or more coursework requirements have not been approved, the student will be given one opportunity to submit an improved version by the given deadline.

Note that all classes in this course are compulsory. The minimum attendance requirement is 80%. If a student's absence exceeds 20%, they must submit an alternative coursework requirement. If a student's absence exceeds 25%, they lose the right to take the exam. The reason why attendance is compulsory is that the student will in this way acquire the competences necessary to meet the objectives of the course that cannot be acquired by only reading the syllabus and/or taking the exam.

The exam in the course is a portfolio with two parts. It is possible to submit the portfolio as an individual or as a group of 2:

1. A course paper on ‘My Own Campaign’ based on the template and instructions received in the course (max. 3000 words for individual work and max. 5000 for work in pairs). Font and font size: Arial / Calibri 11 points. Line spacing: 1.5. Referencing style: APA.

2. A ‘mock-up’ or model of a media or communication output for ‘My Own Campaign’. This can be a maximum of: 1 advert image with text; OR 1 video of 30s; OR a 3 minute podcast; OR a 30s radio clip; OR a one page design of product packaging.

Students awarded a fail grade are given one opportunity to submit an improved version of the assignment/portfolio for assessment.It is possible to submit the exam in English or Norwegian.

Grade scale A-F

All answers are assessed by two examiners. An external examiner is used regularly, at a minimum of every third completion of the course. When selecting answers for external evaluation, a minimum of 10 percent of the answers shall be included, with no fewer than 5 answers. The external examiner’s assessment of the selected answers shall benefit all students.

None.

Nathalie Hyde-Clarke