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Master in Pharmaceutical Marketing

Máster en Marketing Farmacéutico

Master in Pharmaceutical Marketing

UPF-BSMMastersMaster in Pharmaceutical Marketing

The pharmaceutical industry is one of the fastest growing markets today. With the Master in Pharmaceutical Marketing from UPF Barcelona School of Management, a program for international students, you will learn the basics of current marketing and specialize in the exclusive concepts and tools of the pharmaceutical sector.

Pharmaceutical industryDigital marketing

Information session

Master in Pharmaceutical Marketing

Find out all the details of the program from the academic management
Event detailsDate: Thursday, May 30, 2024Time: 16:00hLocation: OnlineLanguage: Spanish
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Next edition
Classes start: September 2024
Duration10 months
ECTS credits60
Price12.000 €

The Master in Pharmaceutical Marketing has been designed so that each participant can acquire a strong training to enable them to access the different positions offered by the pharmaceutical sector, in the field of marketing and sales and areas of contact with patients, customers and health administration.


With updated content and a completely practical approach, at the end of this lifelong learning program you will be able to draw up a complete marketing plan for any pharmaceutical product or service. For this, throughout the programme:

- You will learn the basis of current marketing while specialising in the exclusive concepts and tools of the pharmaceutical industry

- you will get a precise overview of the national and international legal-norm framework of the sector

- You will know the specificities of pharmaceutical marketing in both its strategic and operational dimension.

This Master's has been training professionals in the sector for almost three decades, making it a priority reference for pharmaceutical companies when they need to incorporate new talent into their organisations.

The Master in Pharmaceutical Marketing is endorsed by Pompeu Fabra University, the 1st Spanish university and the 15th best university in the world (of those with less than 50 years), according to the Times Higher Education ranking. In addition, UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally.

Why choose this program


Learn from experts in the pharmaceutical industry

You will train with prestigious professionals from the main pharmaceutical companies. Thanks to close collaborations with the industry, you will benefit from permanently updated contents adapted to the reality of the market.


Take advantage of extracurricular internships


You will have the possibility of carrying out professional practices during the implementation of the programme. These are some of the companies that regularly collaborate with the Masters:  Admiral, Amgen, Angelini, Bayer, Boehringer Ingelheim, Ferrer, Novartis, Palex or Sanofi, among others.


Develop your skills

The Masters' programme focuses not only on knowledge but also on skills and attitudes. To this end, we emphasise teamwork and interpersonal communication. You will also, through sessions with managers in the sector, find out what professional and personal skills are most dear to young talent.


apply your knowledge to a real case

Throughout the program, you will have to develop a Master's End Work (TFM) for a pharmaceutical product, under real market conditions. TFM will develop it in a team that will have the continued support of a mentor/who will guide you through its development.

Who is it for?

The Master in Pharmaceutical Marketing is aimed at all those professionals interested in developing professionally in the marketing department or in the commercial area of any type of company or institution in the pharmaceutical sector.


UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally, and places itself among the top business schools in the world.



The Master in Pharmaceutical Marketing is organized in such a way that the student gradually acquires the necessary knowledge to lead the marketing and business strategy of a pharmaceutical company.

Marketing of Rx Products
  • Pharmaceutical market. Introduction to marketing
  • External analysis: secondary sources. IQVIA
  • External analysis: digital competitive intelligence
  • Internal analysis. SWOT and business opportunity
  • Marketing Goals
  • Segmentation
  • Positioning
  • Prescription market: structure and evolution
  • Pharmaceutical Distribution
  • Prescription market: GSP's and biosimilars
  • Customer Knowledge: Qualitative and Quantitative Ad-Hoc Techniques
  • Promotional legislation. Self-regulation
  • Introduction to Finance
  • The trading account
  • Financial impacts of marketing decisions
  • Practical Case: Return on Investment
  • The ROI of the marketing plan
  • Overview of medication. Fundamentals of research, development, and authorization of medicinal products
  • Basis of maintenance of value. Maintaining clinical efficacy: the scientific value of a medicine
  • Basis of maintenance of value. How to create the effectiveness of a medicine: research on health outcomes
  • Basis of maintenance of value. How to create economic value of a medicine: pharmacoeconomics
  • The Health System in Spain. Health policy and pharmaceutical management. National access
  • Regional and hospital access. Map of key decision-makers and interlocutors for access strategies. Field roles in market access (International Relations, KAM, RHAS , etc.)
  • Strategic plans focused on value. Moving value to the market: Medical Affairs-Market Access
  • Overview of the access of new medicines from the Health Administration.
  • High performance strategy and teams (Medical Marketing-Market Access)


  • Marketing Plan: What For?
  • Business Development: Partnerships in Pharma. Practical Case
  • Preparing for the global launch of a brand
  • Strategic marketing vs operational marketing. TPP
  • International brand management. Global/local marketing interaction
  • Patient engagement
  • The US pharma market
  • Corporate strategy in Big Pharma: case study
Sales channel Management
  • Hospital Market: Structure and Evolution
  • Sales plan
  • Analysis of a Territory. Practical Case
  • New sales models
  • Competitive Analysis and Market Intelligence
  • Purchasing systems. The KAM function
  • Hospital market: structure and evolution
  • Mature product lifecycle management
  • Practical Cases
  • Consumer Health Market: Structure and Evolution
  • Consumer Health: OTC Product Marketing
  • Consumer Health: Medical Device Marketing
  • Consumer Health: Nutrition Product Marketing
  • ANEFP Seal: Self-Regulation of Self-Care Advertising
  • Pharmacy Channel Management: The Relationship with Pharmacists and Assistants
  • Pharmacy Channel Management: Communication at the Point of Sale
  • Sales Force Management: Sales Effectiveness
  • Media Planning
  • Advertising Effectiveness Measurement
Communication Management
  • Fundamentals of relational marketing and application to the pharma sector
  • Practical Case: Launch of Remote Visit Channel
  • Veeva CRM: From Strategy to Practice
  • Website: role and planning
  • Integration of social media into relational marketing
  • SEM campaigns: Google Ads
  • Sales Teams: Use of Tools and Digital Channels
  • Digital Projects to Add Value to the Customer
  • Digital Marketing: Engine of Innovation for the Business
  • Workshop: Empathy Map and Digital Service Design
  • Workshop: Value Proposition
  • Workshop: Creative Brief
  • Communication Strategies for New Therapeutic Agents and Mature Products
  • Global Brand Communication Strategies
  • DTC strategies for Rx products
  • Creative Analysis of Communications to Professionals and Users
  • Omnichannel Communication Strategies
  • Media Planning
  • Advertising Efficacy Measurement
Professional Development Competencies
  • Key skills in the pharmaceutical industry
  • Final project teams: experiential team learning
  • Effective presentations: final project presentation preparation
  • Personal leadership: attitudes for the pharmaceutical industry
  • Interpersonal communication keys: assertiveness, empathy, and feedback
  • Pharmaceutical industry leaders: perspectives from Senior Management
  • Exemplary leadership (The Leadership Challenge) and female leadership
Final Master Project
  • Explanation of the project
  • Quarterly milestones
  • Individual performance review
  • Creative concept presentation
  • Finance monitoring
  • Final project defence approach
  • Final project defence

Note on the Curriculum

The information contained in these pages is for information purposes only and may be subject to change in the adaptation of each academic year. The definitive guide will be available to students in the virtual space before the start of each subject.

Complementary activities

The Master in Pharmaceutical Marketing also includes the possibility of participating in practical activities and activities for personal and professional growth such as:

  • UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.
  • International mobility: The UPF Barcelona School of Management offers you the possibility of expanding your training and international vision through the International Mobility Programme. Extend your studies extracurricularly, during the academic year following the completion of your Master's, at a top-level institution. Limited places.

Qualification obtained

Once you have passed the program, you will receive the following electronic degree certification (eTítulo©): Lifelong learning master's degree in Pharmaceutical Marketing, awarded by Pompeu Fabra University. The eTítulo© will be issued in Catalan, Spanish and English.

The electronic degree certification (eTítulo© ) is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.


The teaching staff of the Master in Pharmaceutical Marketing are unique. Entirely made up of active professionals in the sector, they will give you an up-to-date vision of the pharmaceutical sector and current market needs.

Academic directors


Collaborating faculty

  • Albert Almeyda
    Product Expert at Veeva Systems.
    Graduate in Statistics from the Universitat Politècnica de Catalunya.
  • Miguel Admirall
    Chairman of Omnicom Health Group.
    PADEFOR IESE Business School.
    Master in Marketing for UOC.
  • Núria Bosch de Basea
    Iberia Category Marketing Manager at Bayer
    PDD por IESE Business School
    Master in Pharmaceutical Marketing at the UPF Barcelona School of Management.
  • Ignasi Cabezón
    Customer Manager Diabetes Boehringer Ingelheim.
    Master in Direct and Digital Marketing for the UPF Barcelona School of Management.
    ADE graduate of the University of Barcelona.
  • Jaume Clariana
    Business Unit Director at Palex Medical.
    Doctor in Organic Chemistry from the Autonomous University of Barcelona.
    Master in Pharmacist Marketing for the UPF Barcelona School of Management.
  • Alvaro de Torre
    Business United Director CNS at Otsuka Pharmaceuticals.
    MBA for ESADE.
    ADE Licensed by ESADE.
  • Jordi Domínguez
    Director of Consultatory Unit at Luzán 5 Health Consulting.
    Diplomat in Marketing by ESMA.
    Graduate in Biology from the University of Barcelona.
  • Joaquín Garcia-Agustí
    Global Executive Business Unit Director at Reig Jofre.
    MBA & BBA for ESADE.
  • Anna Llopis
    Head of CSR at Kern Pharma.
    Master in Pharmaceutical Marketing from UPF Barcelona School of Management.
    Graduated in Pharmacy from University of Barcelona.
  • Natxo Morante
    Head of Finance and Administration at AGC Pharma Chemicals Europe.
    PDD for ESADE.
    Graduated in Economics from UIC.
  • Josep Noguer
    Corporate Marketing Customer Engagement Lead at Ferrer International.
    Master in Pharmaceutical Marketing from UPF Barcelona School of Management.
  • Xavi Olba
    Director of Digital Transformation at Petri.
    MBA for ESADE.
    ADE Licensed by ESADE.
  • Sandra Orta
    General Manager Spain & Portugal at Bristol Myers Squibb.
    MBA for the UPF Barcelona School of Management.
    Master in Pharmaceutical Marketing at the UPF Barcelona School of Management.
  • Marga Paytubí
    Pharma Senior Marketing Manager.
    MBA by Ramon Llull University.
    Graduated in Pharmacy from the University of Barcelona.
  • Cristina Pérez
    Head of Innovation & Commerce at Kantar.
    Master in Pharmaceutical Marketing at the UPF Barcelona School of Management.
    Graduated in Business Administration from the Universitat de Barcelona.
  • Gonzalo Rodríguez
    CEO and Founder at QuantumSell.
    PDG for IESE Business School.
    Graduated in History from the University of Barcelona.
  • Roger Sanclimens
    Country Business Lead Spain & Portugal for IMMUNOCORE at Syneos Health.
    Master in Marketing Pharmacutical for the UPF Barcelona School of Management.
    Graduated in Pharmacy from the Universidad de Barcelona.
  • Bernat Subirà
    Business Intelligence . Commercial Excellence Director at Esteve.
    Master in Marketing Direction for ESADE.
    Graduated in Industrial Pharmacy from the University of Barcelona.
  • Andrés Villegas-Mejíaa
    Commercial Lead LR Latam at Bristol Myers Squibb.
    MSc in Health Policy and Economics for Weill Cornell Graduate School of Medical Sciences.
    Master in Pharmaceutical Marketing for the UPF Barcelona School of Management.


All the teaching sessions of the Master in Pharmaceutical Marketing will include discussion, real cases and practical exercises. In addition, there will be the opportunity to develop a thesis throughout the course, worked in a group and under the supervision of a professor.

The master combines the active participation of the student with the learning of theoretical and practical concepts. This type of learning focuses on the discussion and resolution of practical cases in the classroom, as well as on the practical application of the acquired knowledge in real situations.


Group Master's Final Project

The Master's Final Project will respond to a challenge posed by a pharmaceutical company. By mixing different profiles in the group, the Master's Project will allow you to acquire the necessary ideas to create the entire marketing plan for a pharmaceutical product.


Individualized coaching

Throughout the course, you will be able to request personalized coaching sessions with the Academic Management of the master's program and with the person responsible for it in the Professional Careers Services


Healthcare agencies collaboration

During the development of TFM, you will have the opportunity to work with a heraldcare agency that will develop the creative concept of a communication campaign for your project. In the last edition of the Masters, the contributing agencies have been: CDM Barcelona, DDB Healthcare, Global Healthcare and Paradigma Health.


Charlas con líderes del sector

Con el objetivo de acercarte al máximo a la realidad de la Industria Farmacéutica, el programa incluye sesiones con directivos de empresas farmacéuticas que compartirán contigo su visión del sector desde la perspectiva de sus responsabilidades funcionales, así como su opinión sobre las competencias clave para triunfar en él.


Testimonios de orientación profesional

Además de obtener conocimientos en marketing farmacéutico, el máster debe servirte también para tu orientación profesional. Para ello, tendremos ocasión de que distintos perfiles de profesionales del sector nos cuenten su día a día y te sirvan de referencia e inspiración en tus decisiones de carrera profesional.



From the first day, a mentor (an active professional in the pharmaceutical sector and a former student of the program) will guide you throughout the process of carrying out your work.


Thesis: realization and public defence of a group thesis.
Individual work: individually undertaking exercises concerning real cases.
Attendance: a high level of attendance is required for the course sessions.


Project-oriented learning and the combination of lectures and active methodologies such as case studies, flipped learning, solving real problems and professional simulations allow the student to connect theory and practice, acquire advanced skills and achieve learning which is transferable to work.

You will have:

  • Master's Final Project (TFM) or  Postgrad Final Project (TFP)
  • A personal mentor to monitor your final project (TFM or TFP)
  • Digital resources to achieve transversal skills
  • Interdisciplinary activities and workshops

Professional Future

If you want to enter the pharmaceutical industry, the Master in Pharmaceutical Marketing is the training you need. Fully integrated by professors who are also professionals in the sector, you will develop your managerial skills to face the challenges of this constantly changing market.

Student profile

The Master in Pharmaceutical Marketing is the training you need to enter the professional market. In its 25 courses, more than 400 students have passed, some from the health area such as Pharmacy, Biotechnology, Physics, Chemistry or Nutrition, and others from the management area such as Business Administration, Advertising and Marketing who want to focus their professional career in the pharmaceutical sector.


Average age


Number of years of professional experience


International students

Career opportunities

The Master in Pharmaceutical Marketing aims to convert those who study it into competent professionals in the area of pharmaceutical marketing. The program allows the option of carrying out extracurricular internships in pharmaceutical companies.

  • Brand/Product Management: Comprehensive Marketing and Communication Management applied to any pharmaceutical company and to any category of pharmaceutical product or service: prescription, hospital, OTC, Parapharmacy, etc.
  • Medical Marketing: Management that combines scientific knowledge with Marketing knowledge to provide commercial discourse based on scientific evidence to the Brand Managers' team.
  • Market Access: Management oriented towards institutional decision-makers of Public Administrations, both at national and regional level, in order to gain access to the product market.
  • Market research: Marketing services responsible for providing market and customer intelligence to Marketing Management and Brand Managers.
  • Commercial: Commercial management in sales teams for both medical or hospital visits and sales to pharmacy offices.
  • Service companies to the pharmaceutical sector: Marketing and/or commercial functions in healthcare agencies, consulting firms specialized in Pharma, market research institutes, etc.

Grants, scholarships and financing


The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.

Merit Based Scholarship

Apply for our Merit Based Scholarship, awarded to those who prove they have talent and motivation.

Learn more

Grants and discounts

Alumni discounts

If you are a member of our alumni associations or of one of our partner universities, we offer you a series of applicable discounts on the amount of tuition for your program.

Learn more

UPF Employee Discounts

If you are a member or family member of an employee of the UPF group or belonged to the collaborating institutions of the UPF Barcelona School of Management, you can enjoy a series of applicable discounts on the tuition fees for your program.

Learn more

UPF Partner Latinoamerican Universities Discount

If you are alumni of one of our Partner Universities, you are entitled to a discount of 10% on the UPF Barcelona School of Management Masters and postgraduate program tuition fees (those programs with more than 15 credits).

*Discount not compatible with other scholarships, discounts and reductions.

Learn more


Financing simulator

You can choose how to finance your studies by consulting our simulator.

Go to the simulator

Collaborating entities

In addition, we collaborate with various entities which provide study loans on favorable terms. For more information you can contact any of the following links. 

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