Master in Pharmaceutical Marketing

12 MAY 2021
Information sessions
18:00h, Online
Sign up
27 APR 2021

5% discount available to applications submitted before 27/04/21 

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

  • Pharmaceutical Marketing
  • Pharmaceutical Industry
  • Pharmaceutical Management
Next edition
Classes start
27 September, 2021
Program ends
30 June, 2022 (To be confirmed)
Monday and Wednesday from 6 pm to 9 pm. Friday from 4 pm to 7 pm
ECTS credits
10950 €

The Master in Pharmacist 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 the Master's in Marketing Pharmaceutical 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.

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.

Admission and enrolment


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 Rx: operational management
Introduction to Marketing. Pharmaceutical market. Internal analysis
Market research: secondary sources and ad-hoc techniques
Digital competitive intelligence
SWOT. Marketing objectives
Segmentation and Positioning. Case study
Marketing strategies for mature products
Marketing strategies for generic drugs
Promotional legislation. Self-regulation
Strategy and high performance teams (Marketing-Medical-Market-Access)
The ROI of the marketing plan
Introduction to Finance
The operating account
Financial impacts of marketing decisions
Case study: return on investments
Medical Marketing and Market Access
Management of opinion leaders. Scientific evidence-based communication (MSL)
Search for information and scientific intelligence
Research, development and authorization of medicines. Clinical Trials/Post-Authorization Studies
How to add value to a medicine: Health/RWE results research
Pharmaeconomics/Value Dossier
Price and reimbursement of medicines. Therapeutic positioning report. Access to the National Health System
The Health System in Spain and Market Access customers
Access strategies: hospital vision and Primary Care
Medical strategic plans - Market Access. Case studies
Promotion and advertising of medicines. Transparency. Handling a crisis due to security reasons
Pharmaceutical policy of the Autonomous Communities in evaluation and access to new drugs. Strategies to drive usage recommendations
Marketing Rx: strategic and international management
SWOT analysis of the company and product portfolio design
Management of the life cycle of products. Licensing in/out
Optimization of business models and commercial promotion
Strategic marketing vs operational marketing. TPP *
Brand identity *
International brand management. Global/local marketing interaction *
Pharma business development *
The US pharma market *
Patient engagement *
Corporate strategy: case study
Hospital Sales and Marketing Teams
The Sales Plan
Analysis of a zone. Case study
New sales models
Introduction to the national and international hospital market
Competitive analysis and market intelligence
Purchase systems and market access
Mature product life cycle management
Case studies
Pharmacy and OTC Marketing Channels
Self-medication and OTC marketing variables. Case studies
Marketing Parapharmacy products
Marketing Parapharmacy products. Finisher case study
ANEFP: Mission, organization and functions
Pharmacy channel management: the relationship with pharmacists and assistants
Pharmacy channel management: communication at the point of sale
Sales force management: sales effectiveness
Mass media planning
Communication and Creativity Planning
Mental frameworks: insight point of connection with audiences
Workshop: digital service design
Workshop: digital service brief
The healthcare communication agency
Communication strategies for new products and mature products
Communication strategies for global brands
Relationship Marketing and Digital Channels
Relationship marketing and loyalty fundamentals
Application of Relationship Marketing to the pharmaceutical sector
Website: role and planning. SEO
Integration of social networks in Relationship Marketing
SEM campaigns: Google Ads
Mobile marketing: Apps, geolocation, AR
Push & pull digital strategies for the prescriber
Digital supports for the sales team
New digital business models for the pharmaceutical sector
Professional Development Competencies
Personal leadership
Competency assessment
Organization, personal productivity and time management
Professional career experiences
Interpersonal communication and conflict management
Efficient presentations
Teambuilding session: skills for teamwork

Complementary activities

BSM Inside is a transversal and interdisciplinary module, common to all master's and postgraduate degrees at UPF Barcelona School of Management, which has been conceived to work on a set of key competencies for professional development in conjunction with the real needs of today's organizations. 

This module extends throughout the academic year and is made up of 3 areas of knowledge that constitute the identity traits of the UPF-BSM: Communication; Entrepreneurship and Innovation; and Planetary Well-being and Humanities. 

All the subjects of the BSM Inside module are 100% online and have been designed as self-learning subjects: from the first day of the subject until the end of the term you will have all the teaching materials available on the eCampus and you can work with the material and the different activities that it contains at your own pace, according to your availability and in a self-organized way. 

Qualification obtained

Once you have passed the program, you will be awarded a degree of Máster en Marketing Farmacéutico, issued by the Pompeu Fabra University.


Academic directors

Josep-Maria Fàbregas Torrens

Lecturer BSM

Juan Luis Fernández Fernández

Director of the Master in Pharmaceutical Marketing.

  • Miguel Admirall
    Chairman of Omnicom Health Group.
    PADE FOR IESE Business School.
    Master in Marketing for UOC.
  • Bahdja Benkherouf
    Senior Product Manager at Palex Medical.  
    Master in Pharmaceutical Marketing for the UPF Barcelona School of Management.
    She is a graduate of the École Nationale Vétérinaire d'Alger.
  • 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
    Oncology Unit Manager at Palex Medical.
    Doctor in Organic Chemistry from the Autonomous University of Barcelona.
    Master in Pharmacist Marketing for the UPF Barcelona School of Management.
  • Silvia Cuscó
    Shooper Marketing Manager at Ferrer Consumer Health.
    Graduated in Pharmacy from the Universidad de Barcelona.  
    Master in Pharmaceutical Marketing at the UPF Barcelona School of Management.
  • Alvaro de Torre
    Business United Director CNS at Otsuka Pharmaceuticals.
    MBA for ESADE.
    ADE Licensed by ESADE.
  • Jordi Dominguez
    Director of Consultatory Unit at Luzán 5 Health Consulting.
    Diplomat in Marketing by ESMA.
    Graduate in Biology from the University of Barcelona.
  • Emma Gasol
    Corporate Development director at Gebro Pharma Laboratories.
    MBA for ESADE.
    Doctor in Biochemistry and Molecular Biology at the University of Barcelona.
  • Joan Heras
    Market Access Head  Healthcare Affairs Head at Boehringer Ingelheim.
    PDD for IESE Business School.
    Graduated in Medicine from the University of Barcelona.
  • Miguel Ibarra
    Deputy General Manager at Spinreact.  
    MBA for Universitat by IESE - University of Navarra.
    Graduated in Medicine from the University of Navarra.
  • Anna Llopis
    Head of CSR at Indukern.
    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.
  • Xavi Olba
    Consultant Digital Strategy . Open Innovation in Area Health.
    MBA for ESADE.
    ADE Licensed by ESADE.  
  • Marga Paytubí
    Pharma Senior Marketing Manager.
    MBA by Ramon Llull University.
    Graduated in Pharmacy from the University of Barcelona.  
  • Eva Perea
    Commercial Director at Lundbeck.
    PDD from IESE.
    Master in Pharmaceutical Marketing from UPF Barcelona School of Management.
  • Abel Ramon
    Innovation Solutions at Novartis.
    PDD from IESE.
    MSC International Health Economics and Pharmacoeconomics.
  • Gonzalo Rodriguez
    CEO and Founder at QuantumSell.
    PDG for IESE Business School.
    Graduated in History from the University of Barcelona.  
  • Roger Sanclimens
    National Sales Manager at Cardiorenal Amgen.
    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 and Marketing Director at Grupo Amarey Colombia.
    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.



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.


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


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.


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 or postgraduate work to learn by doing
  • A personal mentor to monitor your Master's Final Project (TFM) or Postgraduate Final Project (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.

Admission and enrolment

Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.

Who can apply?

A university degree is needed to apply for the Master in Pharmaceutical Marketing. Professionals with verifiable merits but without academic training can also apply.

Those participants who do not have Spanish as one of their mother tongues or who did not have it as a teaching language in their training studies, must prove that they have at least a B2 level of Spanish (Common European Framework of Reference), as well as fluently take part in a personal interview with the academic director, if necessary. If there is a lack of fluency in oral comprehension, additional certifications or tests may be requested to allow adequate and sufficient monitoring of the sessions.

How to apply?

To apply for admission to this program, students must read and accept the Terms and Conditions of Contract once they start the application for admission through the following form.

Application for admission

Complete your application within the next admission rounds:

RoundApplication deadlineAdmission resolution

Applications for admission will be evaluated when you complete the following steps:

  • Complete the online admission form.
  • Pay the €120 admission fee. This amount will be returned if you are not admitted.
  • Send the following documents through the online platform e-registrar:
    • Presentation letter or video
    • CV
    • Scanned copy of university degree (if you are in the last year of your degree, you can provide your academic records)
    • Scanned copy of Transcript of Records. Make sure that it includes your GPA (Grade Point Average)
    • Scanned copy of ID Card or Passport
    • Passport-size photo (jpg format)

Additional documents may be requested in certain cases.
Application rounds are subject to the number of places available on the program.


  • The Admissions Committee will select the candidates on the basis of a personal or CV-based interview.
  • You will be notified of the admission decision in writing.


  • Registration must be paid within a 15 days after the admission.
  • Once the letter of acceptance to the program has been received, you will need to submit the following original documents before the course begins:
    • Stamped and/or authenticated photocopy of your university degree.
  • If you have a foreign degree you may need to submit additional documents.
  • Paying the reservation fee (25% of the program's tuition fees) is essential in order to reserve your place
  • If you pay the tuition fees by bank transfer you will be required to introduce the program code. The program code for this course is 1046.
  • The remaining tuition fees must be paid 2 weeks before the start of the course.

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.

Talent Scholarship

Apply for one of our Talent Scholarships, specifically awarded to master students who can demonstrate an exceptional academic, professional or personal trajectory.

Partner Talent Scholarship

If you are a graduated from one of the UPF Barcelona School of Management partner universities you can apply to the Partner Universities Scholarships.


Apply for one of our UPF-BSM Scholarships, awarded specifically to Pompeu Fabra University students with a good academic record.

Social Value Scholarships

UPF Barcelona School of Management, for this next academic year, and aiming at the commitment for social welfare, offers the Social Value Scholarships with the objective of supporting and favoring the groups that the School considers a priority. Enter and consult the details.

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.

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.

Early Bird discount

Discount available to applications submitted before the stated deadline.

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).

UPF Partner Universities Discount

Check if the university where you took your undergraduate studies is a UPF partner university and obtain a 10% discount on your master's tuition fees. 


Financing simulator

You can choose how to finance your studies by consulting our simulator and receive an answer in less than 24 hours.

Go to the simulator

Collaborating entities

In addition, UPF Barcelona School of Management collaborates with various banks and financial entities which provide study loans on favorable terms. For more information you can contact any of the following links (in Spanish).

Note, however, that in order to benefit from these special conditions you must have a NIE if you are not a European Citizen. Therefore, UPF Barcelona School of Management strongly recommends international students to seek first for students loans at bank entities of their country of origin, or to search for funding opportunities through international entities.

The Agency for Management of University and Research Grants of Catalonia (AGAUR, in Spanish) also offers loans to university students with legal residence in Catalonia through the PREPOST program.

Application for admission
You are applying for admission to the program:
Master's Degree in Pharmaceutical Marketing
Modality: Presencial
Language: Spanish
Price: 10950
Admission fee: 120
We will deduct this amount from the total registration fee if your application is accepted. If your application is rejected, we will reimburse you.

Master in Pharmaceutical Marketing