PST NTA Level 6

NTA Level 6 • Semester 2 • PST06209 Factors Influencing Tendency to Engage in Entrepreneurship Entrepreneurship • Source Session/Topic 9 Full source-text version: all educational wording from the extracted learning source is retained; only presenter/tutor metadata and web-layout noise are removed, while formatting is improved for readability. Session 9: Factors Influencing Tendency to Engage in Entrepreneurship Total Session Time: 60 minutes Prerequisites • None Learning Tasks By the end of this session, learners will be able to: • Define entrepreneurial intention • Explain the positive factors that 'pull' people into entrepreneurship • Explain the negative situational factors that 'push' people into entrepreneurship • Explain the motivation and stages of entrepreneurship Resources Needed: • Flip charts, marker pens, and masking tape • Black/white board and chalk/whiteboard markers • LCD Projector and computer SESSION OVERVIEW Activity/ Step Time Content Method 1 05 minutes Presentation Introduction, Learning Tasks 05 minutes Definition of Entrepreneurial Intention 2 Presentation 15 minutes Presentation Positive Factors that 'Pull' People into Buzzing Entrepreneurship 3 15 minutes Presentation Negative Situational Factors that 'Push' People 4 brainstorming into Entrepreneurship 10 minutes Presentation Motivation and Stages of Entrepreneurship 5 8 05 minutes Presentation Key Points 9 05 minutes Presentation Evaluation __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 67 SESSION CONTENTS STEP 1: Presentation of Session Title and Learning Tasks (5 minutes) READ or ASK students to read the learning tasks and clarify ASK students if they have any questions before continuing. STEP 2: Definition of Entrepreneurial Intention (5 minutes) • Entrepreneurial intention is defined as willingness of individuals to perform entrepreneurial behavior, to engage in entrepreneurial action, to be self-employed, or to establish new business o It usually involves inner guts, ambition and the feeling to stand on one‘s feet o An individual may have potential to be entrepreneur but not make any transition into entrepreneurship unless they have such intentions (Mohammad Ismail et al., 2009). • Individuals decide to engage in entrepreneurial activity because of different (combinations of) motivations. o Generally, a distinction is made between positive factors that 'pull' and negative situational factors that 'push' people into entrepreneurship STEP 3: Positive Factors that 'Pull' People into Entrepreneurship (15 minutes) Activity: Buzzing (5 minutes) ASK students to pair up and buzz on the following question for 2 minutes • What are the positive factors that ‗pull‘ people into Entrepreneurs? ALLOW few pairs to respond and let other pairs to add on points not mentioned WRITE their response on the flip chart/board CLARIFY and SUMMARIZE by using the content below According to Model of the Entrepreneurial Event • The act of starting up a business is dependent upon a change that occurs in the life of an individual, i.e., a displacement. • Individual characteristics including: socio-cultural factors and economic, social and human capital  Determine how individuals experience, value and perceive‘ disruptive' events or encountered opportunities, as well as how they react to them o It is not the objective situation but rather the perception of an individual that makes him/her decide upon an entrepreneurial career. __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 68 o In reaction to a certain‘ disruptive' event some may start a business, whereas others go in a different direction. • Pull motivation may come in different forms distinguish between three pull motivations: market opportunity, social status and profit o There are six categories of motivation: innovation, independence, recognition, roles, financial success and self-realization. o Examples of 'pull' motivations are;  The need for achievement  The desire to be independent  Social development possibilities. o 'Push' motivations may arise from the exit from or risk of unemployment, family pressure and/or dissatisfaction with the present situation in general STEP 4: Negative Situational Factors that 'Push' People in Entrepreneurship (15 Minutes) Activity: Brainstorming (5 minutes) Ask students to brainstorm on the following question: • What are the negative factors that 'push' people in entrepreneurship? ALLOW few students to respond WRITE their responses on the flip chart/ board CLARIFY and SUMMARISE by using the content below • Individuals with low prospects for wage-employment may become self-employed to earn a living. o Individuals make decision between three activities: unemployment, self-employment and employment. o The effect of unemployment, lowering the opportunity costs of self-employment, thereby driving individuals to start their own business, is often referred to as the push effect of unemployment o Push motivation is usually understood as the unemployment-push o Family pressure, for example in case of a business transfer to the new generation. o Different types of necessity entrepreneurs, including;  Individuals who are fired from their jobs  Individuals who decide themselves to leave wage-employment because their boss does not want to commercialize their ideas or inventions; __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 69  Individuals who are "unlikeable", e.g., due to a lack of educational or language skills (immigrant entrepreneurs) or criminal backgrounds. • Job dissatisfaction is a reason for new venture creation STEP 5: Motivation and Stages of Entrepreneurship (10 minutes) Individual characteristics and motivation • Gender and entrepreneurial motivation o Being a man has a positive effect on the decision to start a business because of 'exit of unemployment'.  There is significant impact of being a man on the probability of being an opportunity nascent entrepreneur versus being unemployed or in paid employment. • Age patterns are different for opportunity and necessity entrepreneurs o Age positively affects the start-up of a business because of "exit from unemployment",  Related to the fact that older people have a lower employability o Age is negatively related to the "search of the profit" and "social development" opportunity motivations o Opportunity entrepreneurs are older than necessity entrepreneurs. • Higher educated individuals have more alternatives, lowering the chances to be a necessity entrepreneur; o Lower educated people might have difficulties in finding a job. o Necessity entrepreneurs are less likely to be educated in the field that they start and run a business in. o

NTA Level 6 • Semester 2 • PST06209 Challenges Encountered by Entrepreneurs in Provision of Pharmaceutical Services Entrepreneurship • Source Session/Topic 10 Full source-text version: all educational wording from the extracted learning source is retained; only presenter/tutor metadata and web-layout noise are removed, while formatting is improved for readability. Session 10: Challenges Encountered by Entrepreneurs in Provision of Pharmaceutical Services Total Session Time: 60 minutes Prerequisites • None Learning Tasks By the end of this session students are expected to be able to: • Define entrepreneurship challenges • List challenges faced by entrepreneurs • Explain ways to address challenges faced by entrepreneurs Resources Needed: • Flip charts, marker pens, and masking tape • Black/white board and chalk/whiteboard markers • LCD Projector and Computer SESSION OVERVIEW Activity/ Step Time Content Method 1 05 minutes Presentation Introduction, Learning Tasks 05minutes Presentation Definition of Entrepreneurship Challenges 2 Buzzing 20 minutes Presentation Challenges Faced by Entrepreneurs 3 Brainstorming 20 minutes Presentation Ways to Address Challenges Faced by 4 Entrepreneurs 5 05 minutes Presentation Key Points 6 05 minutes Presentation Evaluation __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 73 SESSION CONTENTS STEP 1: Presentation of Session Title and Learning Tasks (5 minutes) READ or ASK students to read the learning Tasks and clarify ASK students if they have any questions before continuing. STEP 2: Definition of Entrepreneurship Challenges (5 minutes) • Entrepreneurship challenges are the encounters faced by entrepreneurs in analyzing problems and risks o One of the critical skills needed by an entrepreneur o Encounters to identify and evaluate the risks associated with the new venture idea and to react to them by developing strategies to overcome or manage them. STEP 3: Challenges Faced by Entrepreneurs (20 Minutes) Activity: Brainstorming (5 minutes) Ask students to brainstorm on the following question: • What are the challenges faced by entrepreneurs? ALLOW few students to respond WRITE their responses on the flip chart/ board CLARIFY and SUMMARISE by using the content below • Cash flow management o Cash flow is essential to small business survival o Problem stems from delayed invoicing, which is common in the entrepreneurial world o Waiting to get paid can make it difficult to get by and when a customer doesn‘t pay, you can risk everything • Hiring employees o The hiring process can take several days of entrepreneur time: reviewing resumes, sitting through interviews, sifting through so many unqualified candidates • Time management o Time management might be the biggest problem faced by entrepreneurs o If entrepreneur only had more time, entrepreneur could accomplish so much more • Delegating tasks o Entrepreneur need to delegate or outsource tasks • Choosing what to sell o Entrepreneur could make a fortune if entrepreneur just knew what products and services to sell. You‘re just unsure how to pick a niche. • Marketing strategy __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 74 o Entrepreneur has to know the best way to market products and services: print, online, mobile, advertising, etc. o To maximize your return on investment with efficient, targeted marketing that gets results • Capital o Important prerequisite to establish an enterprise o Lubricant of the process of production • Strapped budget o Even though cash flow is fine, entrepreneur never has enough in their budget to market company to its full potential • Business growth o Enterprise can grow to the point at which entrepreneur can‘t take on any more work in current structure • Self-doubt o An entrepreneur‘s life is not enviable, at least in the beginning o It‘s extremely easy to get discouraged when something goes wrong or when you‘re not growing as fast as you‘d like o Self-doubt creeps in, and entrepreneurs feel like giving up STEP 4: Ways to Address Challenges Faced by Entrepreneurs (20 minutes) • Cash flow management o Proper budgeting and planning are critical to maintaining cash flow  One way to improve cash flow is to require a down payment for products and services  Your down payment should cover all expenses associated with a given project or sale as well as some profit for you o To require faster invoice payments o Invoice clients within 15 days, which is half the typical invoice period o In addition, more and more companies are requiring immediate payment upon project completion  In digital age when customers can pay invoices right from their mobile phones, it‘s not a stretch to request immediate payment o Establish a good relationship with vendors and are a good customer • Hiring employees o Be exclusive  In terms of what qualifications candidates must have, what the job duties are, what days and hours will be worked, and what wages and benefits will be paid  Take the time to seek real references people who can honestly attest to their work ethic and potential • Time management __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 75 o Make time. Here‘s how:  Create goal lists: have a list of lifetime goals, broken down into annual goals, broken down into monthly goals, then broken down into weekly goals  If any tasks do not mesh with your goals, eliminate them  If any tasks do not absolutely have to be completed by you, delegate them  Consistently ask yourself: ―Is what I‘m doing right now the absolute best use of my time?‖ • Delegating tasks o Find good employees and good outsourced contract help, for starters. o Be ultra-specific as to what you want done. o Don‘t make assumptions, and don‘t assume your help will be able to think for themselves • Choosing what to sell o Delegate the task to someone who is strong in this area. o You don‘t have to hire a huge, expensive marketing firm; rather, recruit a freelance researcher who has experience in whatever type of field you‘re considering entering (retail e-commerce, service industry, publishing, etc.). o Have them conduct market research and create a report with

NTA Level 6 • Semester 2 • PST06209 The Innovation and Creativity in Entrepreneurship Entrepreneurship • Source Session/Topic 11 Full source-text version: all educational wording from the extracted learning source is retained; only presenter/tutor metadata and web-layout noise are removed, while formatting is improved for readability. Session 11: The Innovation and Creativity in Entrepreneurship Total Session Time: 120 minutes Prerequisites • None Learning Tasks By the end of this session students are expected to be able to: • Define innovation and creativity • Explain principles of innovations and creativity • Explain entrepreneurial mindset Resources Needed: • Flip charts, marker pens, and masking tape • Black/white board and chalk/whiteboard markers • LCD Projector and computer SESSION OVERVIEW Activity/ Step Time Content Method 1 05 minutes Presentation Introduction, Learning Tasks 2 10 minutes Presentation Definition of Innovation and Creativity Buzzing 3 35 minutes Presentation Principles of Innovations and Creativity Brainstorming 4 60 minutes Presentation Small Group Entrepreneurial Mindset Discussion 5 05 minutes Presentation Key Points 6 05 minutes Presentation Evaluation __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 79 SESSION CONTENTS STEP 1: Presentation of Session Title and Learning Tasks (5 minutes) READ or ASK students to read the learning tasks and clarify ASK students if they have any questions before continuing. STEP 2: Definition of Innovation and Creativity (10 minutes) Activity: Buzzing (5 minutes) ASK students to pair up and buzz on the following question for 2 minutes • What are innovation and creativity? ALLOW few pairs to respond and let other pairs to add on points not mentioned WRITE their response on the flip chart/board CLARIFY and SUMMARIZE by using the content below • Innovation: o The ability to apply creative solutions to problems and opportunities to enhance or enrich people‘s lives o It is the process or act of introducing or inventing something new, or a new process/way of doing something. o Is the creation of better or more effective products, processes, services, technologies, or ideas that are accepted by markets, governments, and society. o Refers to the use of a new idea or method, o The process by which an idea or invention is translated into a product or service for which people will pay, or something that results from this process. • Creativity: o The ability to develop new ideas and to discover new ways of looking at problems and opportunities. o Creativity can help a company:  Manage tasks  Improve staff performance  Create quality products __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 80 STEP 3: Principles of innovations and creativity (35 minutes) Activity: Brainstorming (5 minutes) Ask students to brainstorm on the following question: • What are the principles of innovations and creativity? ALLOW few students to respond? WRITE their responses on the flip chart/ board CLARIFY and SUMMARISE by using the content below • Principles of Innovation o Action-oriented o Make the process or service simple o Make the process or service customer-focused o Start small but aim high o Try, test, and revise the process or service o Learn from failures o Reward good performance o Work, work, and work to innovate successfully. o Innovation does not rely on genius or mystery. • There four basic types of innovation: o Invention o Extension o Duplication o Synthesis • Innovation can be incremental or radical o Every improvement that you make in products or services can be seen as an incremental innovation.  Most businesses and most managers are good at incremental innovation.  They see problems in the current set-up and they fix them o Radical innovations involve finding an entirely new way to do things  As such they are often risky and difficult to implement  Most larger organizations and most managers are poor at radical innovation. • Principles Creativity o Creative thinking is acquired through:  Asking questions, such as: ‗Is there a better way to…?‘  Constructively challenging the routine, status quo, or traditional way of doing things __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 81  Thinking of alternatives to any right answer  Seeing mistakes and failures as stumbling blocks on the way to success  Organizational leadership should have a culture that encourages people to develop new thinking and new ways of doing things. o This includes:  Encouraging curiosity  Viewing problems as challenges.  Expect and tolerate them, and do not view them as threats.  Training people on creativity  Providing support  Developing a procedure for capturing ideas  Rewarding creative staff STEP4: Entrepreneurial Mindset (60 minutes) Activity: Small Group Discussion Instructions Work in small groups. Your group should discuss the following question: • How does Entrepreneurial Mindset apply to the health sector? You will be allowed ten minutes to discuss this question within your group. You may be asked to share your responses with the class, so be prepared to discuss. • The entrepreneurial mindset entails extraordinary thinking, and recognizing opportunities that move beyond or reconsider routine/traditional ways of doing things. • Pillars of the Entrepreneurial Mindset • There are three pillars needed to create an entrepreneurial mindset: o Means  Capital/access to resources, which can be external funding, self-funding, the ability to harness labour and so on.  It generally takes something to make something else. (Often, this is money; but not always.) o Ability  Having the physical and mental capacity to understand the vision in ways required to succeed in the planned goals o Desire  Means the aspiration to invest in new ideas to make something of value happen to an individual or a community • Moving from Ideas to Reality o Sources of ideas  Experience of people in your workplace, work force, or others in the profession __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 82  They know how the system operates and already have contacts and a good network • A colleague doing some entrepreneurial work •

NTA Level 6 • Semester 2 • PST06209 Concepts of Marketing in Sales of Pharmaceuticals Entrepreneurship • Source Session/Topic 12 Full source-text version: all educational wording from the extracted learning source is retained; only presenter/tutor metadata and web-layout noise are removed, while formatting is improved for readability. Session 12: Concepts of Marketing in Sales of Pharmaceuticals Total Session Time: 120 minutes and 4hrs for assignment Prerequisites • None Learning Tasks By the end of this session learners are expected to be able to • Define market and marketing • Describe marketing strategies • Develop promotional material for given product Resources Needed: • Flip charts, marker pens, and masking tape • Black/white board and chalk/whiteboard markers • LCD Projector and computer SESSION OVERVIEW Activity/ Step Time Content Method 1 05 minutes Presentation Introduction, Learning Tasks 2 15 minutes Presentation Definition of Market and Marketing Buzzing 3 35 minutes Presentation Marketing Strategies Brainstorming 4 40 minutes Presentation Develop Promotional Material for Given Product 5 10 minutes Presentation Key Points 6 10 minutes Presentation Evaluation 7 05 minutes Presentation Assignment __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 85 SESSION CONTENTS STEP 1: Presentation of Session Title and Learning Tasks (5 minutes) READ or ASK students to read the learning tasks and clarify ASK students if they have any questions before continuing. STEP 2: Definition of Market and Marketing (15 Minutes) Activity: Buzzing (5 minutes) ASK students to pair up and buzz on the following question for 2 minutes • What is market and Marketing? ALLOW few pairs to respond and let other pairs to add on points not mentioned WRITE their response on the flip chart/board CLARIFY and SUMMARIZE by using the content below • Market o An actual or nominal place where forces of demand and supply operate, and where buyers and sellers interact (directly or through intermediaries) to trade goods, services, or contracts or instruments, for money or barter. o Markets include mechanisms or means for  Determining price of the traded item.  Communicating the price information.  Facilitating deals and transactions.  Effecting distribution. o The market for a particular item is made up of existing and potential customers who need it and have the ability and willingness to pay for it. • Marketing o Process of identifying and meeting human and social needs profitably o It is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging product and services of value with other (Kotler and Keller, 2012.p.1). o Management process through which goods and services move from concept to the customer. o It includes the coordination of four elements called the 4 P's of marketing:  Identification, selection and development of a product.  Determination of its price. __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 86  Selection of a distribution channel to reach the customer's place.  Development and implementation of a promotional strategy. o For example, new Apple products are developed to include improved applications and systems, are set at different prices depending on how much capability the customer desires, and are sold in places where other Apple products are sold. o In order to promote the device, the company featured its debut at tech events and is highly advertised on the web and on television. o Marketing is based on thinking about the business in terms of customer needs and their satisfaction. o Marketing differs from selling because (in the words of Harvard Business School's retired professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. o It is not concerned with the values that the exchange is all about. o And it does not, as market invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs." o In other words, marketing has less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling the customer's needs. STEP 3: Marketing Strategy (35 Minutes) Activity: Brainstorming (5 minutes) Ask students to brainstorm on the following question: • ―What are marketing strategies?‖ ALLOW few students to respond? WRITE their responses on the flip chart/ board CLARIFY and SUMMARISE by using the content below • Marketing strategy is defined as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. • Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contributes to the goals of the company and its marketing objectives. o Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 87 o Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. o Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. o Marketing strategies are dynamic and interactive. o They are partially planned and partially unplanned. o Marketing strategy needs to take a long term view, and tools such as customer lifetime value models can be very powerful in helping to simulate the effects of strategy on acquisition, revenue per customer and churn rate. o Marketing strategy involves careful and precise scanning of the internal and external environments. o Internal environmental factors include the marketing mix and marketing mix modeling, plus performance analysis and strategic constraints. o External environmental factors include

NTA Level 6 • Semester 2 • PST06209 Marketing Skills in Sales of Pharmaceuticals Entrepreneurship • Source Session/Topic 13 Full source-text version: all educational wording from the extracted learning source is retained; only presenter/tutor metadata and web-layout noise are removed, while formatting is improved for readability. Session 13: Marketing Skills in Sales of Pharmaceuticals Total Session Time: 60 minutes +1 hours of Tutorial Prerequisites • None Learning Tasks By the end of this session students are expected to be able to: • Define marketing skills • Explain general marketing skills • Explain the pharmaceutical marketing skills Resources Needed: • Flip charts, marker pens, and masking tape • Black/white board and chalk/whiteboard markers • LCD Projector and computer SESSION OVERVIEW Activity/ Step Time Content Method 1 05 minutes Presentation Introduction, Learning Tasks 2 10 minutes Presentation Definition Of Marketing Skills 15 minutes Presentation General Marketing Skills 3 Buzzing 20 minutes Presentation 4 Pharmaceutical Marketing Skills Brainstorming 5 05 minutes Presentation Key Points 6 05 minutes Presentation Evaluation __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 93 SESSION CONTENTS STEP 1: Presentation of Session Title and Learning Tasks (5 minutes) READ or ASK students to read the learning Tasks and clarify ASK students if they have any questions before continuing. STEP 2: Definition of marketing skills (5 minutes) • Marketing skills means abilities to make a decision on what to purchase, use, follow or conform to someone else's products, services or values. o Ability of identifying and satisfying customer requirements profitably  Involves the processes of market research, new product development, product life cycle management, pricing, channel management as well as promotion  An approach to business that seeks to identify, anticipate and satisfy customers‘ needs. STEP 3: General Marketing Skills (20 minutes) Activity: Buzzing (5 minutes) ASK students to pair up and buzz on the following question for 2 minutes • What are general marketing skills? ALLOW few pairs to respond and let other pairs to add on points not mentioned WRITE their response on the flip chart/board CLARIFY and SUMMARIZE by using the content below • The general marketing skills are: o Revenue-driven marketing  Who are capable of driving revenue tend to thrive in their careers. Believe marketers are disconnected from short and long-term financial objectives.  Who can tie their efforts to improving revenue thrive in an environment like this. o Know your market  The success of a marketing organization depends on its ability to understand its target market.  The marketer who can understand and effectively articulate what customers and competitors are doing has a foundational marketing skill.  Becoming the voice of the customer is particularly valuable to a business.  Marketers who can collect both quantitative and qualitative data about customers and present that data to executives in a strategic manner are very valuable __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 94 o Create remarkable customer experiences  Today‘s most successful marketers create remarkable experiences for customers.  Thanks to the internet, there are now many more points of interaction between a customer and brand today.  These interactions are growing richer and richer and its marketing‘s job to create and manage these experiences.  Marketers who can create experiences that truly resonate with customers are rare, but those that can deliver business results that far exceed the norm. o Become a storyteller  A big part of creating a remarkable customer experience is telling a good story.  It is critical to successful marketing.  Marketers must be good storytellers for the simple reason that customers identify with compelling stories more than anything else.  Most successful marketing campaigns tell a story that customers identify with on an emotional level.  Marketers who can tell great stories to customers via a variety of marketing campaigns are indispensable in a world where attracting a customer‘s attention can be challenging. o Test everything; assume nothing  Good marketers are continuously testing things like new marketing campaigns, ad copy, and pricing to turn data into business results.  Fortunately, a number of tools, such as online advertising platforms are now available, making testing easier than ever designs. o Never stop learning Marketing is changing at a rapid pace  dynamics like the internet and the changing customer behavior.  That means that marketers have to learn faster than ever.  Something as simple as learning has become an essential marketing skill.  There‘s a wealth of information available online that can help marketers learn about new marketing trends.  Many of the world‘s best marketers are actively blogging and tweeting the latest data and information.  LinkedIn is another powerful tool for acquiring marketing knowledge. o Use customer data to make decisions  Marketers now have access to a tremendous amount of data.  As a result, companies are able to understand their customers much better than before.  Marketers who learn how to collect and analyze customer data in an effort to make better decisions will be in extremely high demand for decades to come. o Become a marketing technologist  Gartner predicts that by 2017 marketing will spend more on technology than the information technology group itself. __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 95  That means that marketers who are proficient with common marketing applications and systems will thrive.  This doesn‘t mean that you have to be an engineer to succeed, but you do need to be able to use many of these applications as a business user. Commonly used marketing technologies include CRM, marketing automation, email marketing, marketing analytics, and a plethora of emerging, online marketing technologies. o Manage to a schedule  Successful marketers use schedules and project plans to ensure that they complete their work in a timely fashion.  Most of the work in a marketing organization is deadline-driven.  For example, marketing campaigns have launch dates that everyone working on the campaign focuses on.

NTA Level 6 • Semester 2 • PST06209 Ethical Issues in Marketing and Sales of Pharmaceuticals Entrepreneurship • Source Session/Topic 14 Full source-text version: all educational wording from the extracted learning source is retained; only presenter/tutor metadata and web-layout noise are removed, while formatting is improved for readability. Session 14: Ethical Issues in Marketing and Sales of Pharmaceuticals Total Session Time: 60 minutes +1 hours of Tutorial Prerequisites • None Learning Tasks By the end of this session students are expected to be able to: • Define ethical marketing • List Benefits of marketing ethics • Explain the ethics in marketing Resources Needed: • Flip charts, marker pens, and masking tape • Black/white board and chalk/whiteboard markers • LCD Projector and computer SESSION OVERVIEW Activity/ Step Time Content Method 1 05 minutes Presentation Introduction, Learning Tasks 2 10 minutes Presentation Definition of Ethical Marketing Buzzing 3 10 minutes Presentation Benefits of Ethics in Marketing 4 25minutes Presentation Ethical Issues in Marketing brainstorming 5 05 minutes Presentation Key Points 6 05 minutes Presentation Evaluation __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 99 __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 100 SESSION CONTENTS STEP 1: Presentation of Session Title and Learning Tasks (5 minutes) READ or ASK students to read the learning tasks and clarify ASK students if they have any questions before continuing. STEP 2: Definition of marketing (10 minutes) Activity: Buzzing (5 minutes) ASK students to pair up and buzz on the following question for 2 minutes • What Marketing ethics? ALLOW few pairs to respond and let other pairs to add on points not mentioned WRITE their response on the flip chart/board CLARIFY and SUMMARIZE by using the content below • Marketing ethics are moral principles behind marketing. • Ethics in marketing applies to different spheres such as in product, pricing, Placing (Distribution), promotion and advertising marketing product or services STEP 3: Needs for Ethic in Marketing (10 Minutes) • The importance of ethics in marketing are: o Develop more positive attitudes about the firm, its products, and its services. o To create Values or trust with key stakeholders o To build good image about the organization in the minds of customer, employees, shareholders and the society STEP 4: Ethical Issues in Marketing (25 Minutes) Activity: Brainstorming (5 minutes) Ask students to brainstorm on the following question: • What are ethical issues in marketing? ALLOW few students to respond? WRITE their responses on the flip chart/ board __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 101 CLARIFY and SUMMARISE by using the content below • Marketing ethic can be easily explained by using 4P‘S of marketing: o Product & packaging o Price o Placing (distribution) o Promotion (advertising & branding)  Product • Consumer safety • Product liability and reliability • Designing for special needs  Packaging • Label information • Packaging graphics • Packaging safety • Environmental implication of packaging  Price: Second P of Marketing • • Bid rigging • Supra competitive pricing • Price fixing • Price skimming  Placing (distribution) • Product distribution (or place) is one of the four elements of the Marketing Distribution of product or service is transporting them from manufacture to stockiest, wholesalers, retailer and then to consumers. • Unethical Practices o Many retailers sell products that have crossed expiry date is unethical. o Exerting influence to cause vendors to reduce display space for competitors' products is unethical. o Promising shipment when knowing delivery is not possible by the promised date is also unethical. o Paying vendors to carry a firm's product rather than one of its competitors are also unethical. o Most drug stores would give too many drugs without prescriptions from a qualified doctor are also unethical. o Products are moved in unsafe vehicles, are also unethical. • Promotion is one of the four elements of marketing mix (product, price, promotion, place) o It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.  To present information to consumers as well as others  To increase demand __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 102  To differentiate a product • Ethical Issues in Advertising o Puffery (Nothing to support the fact) o Advertising to Children o Promoting Unhealthy Products o Subliminal Advertising o Deceptive Advertising • Ethics in Consumer Protection o A concept that are designed to ensure fair competition and the free flow of truthful information in the marketplace. o Ethics in Marketing in Consumer Protection Market is flooded with duplicate goods having fake labels for selling drugs, food stuffs, consumables o Consumer Protection  Better protection of interests of consumer  Protection of rights of consumers  To prevent practices having adverse effect on competition  To promote and sustain competition on market  To protect the interests of consumers o Scope of Consumer Protection applies to:  Whole nation  All type of goods and services, public utilities and public sector undertakings. o All types of complaints relating to goods, unfair trade pictures. o Who can file complaint  The consumers to whom the goods are sold or delivered or agreed to be sold are delivered or the service has been provided or agreed to be provided. o But how to file a complaint?  One can go to Consumer courts and can file complaint  One can file consumer complaints online STEP 6: Key Points (5 Minutes) • Marketing ethics is an area moral principles behind marketing • Ethics are needed in Marketing of pharmaceutical services • Marketing ethical issues can be explained using 4P‘S of marketing: o Ethics in Product & packaging o Ethics in Price o Ethics in Placing (distribution) o Ethics in Promotion (advertising & branding STEP 7: Evaluation (5 Minutes) • What is ethical marketing? • What are the benefits of marketing ethics? • Outline ethics in marketing? __________________________________________________________________________________________ PST 06209 Enterpreneurship

NTA Level 6 • Semester 2 • PST06209 Establishment of Medicines and Medical Entrepreneurship • Source Session/Topic 15 Full source-text version: all educational wording from the extracted learning source is retained; only presenter/tutor metadata and web-layout noise are removed, while formatting is improved for readability. Session 15: Establishment of Medicines and Medical Supplies Outlets in Tanzania Total Session Time: 120 minutes +1 hours of Tutorial Prerequisites • None Learning Tasks By the end of this session students are expected to be able to: • Define medicines and medical supplies outlets • Outline medicines and medical supplies outlets in Tanzania • Explain the procedures for establishing medicines and medical supplies outlets • Describe criteria for Establishing a medicines and medical supplies outlet Resources Needed: • Flip charts, marker pens, and masking tape • Black/white board and chalk/whiteboard markers • LCD Projector and computer SESSION OVERVIEW Activity/ Step Time Content Method 1 05 minutes Presentation Introduction, Learning Tasks 10 minutes Definition of Medicines and Medical Supplies Presentation 2 Outlets Buzzing 20 minutes Presentation Types of Medicines and Medical Supplies 3 Outlets in Tanzania 30minutes Presentation Procedures for Establishing Medicines and 4 Brainstorming Medical Supplies Outlet 35 minutes Presentation Criteria for Establishing an Medicines and 5 brainstorming Medical Supplies Outlet 6 05 minutes Presentation Key Points 7 05 minutes Presentation Evaluation __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 106 SESSION CONTENTS STEP 1: Presentation of Session Title and Learning Tasks (5 minutes) READ or ASK students to read the learning tasks and clarify ASK students if they have any questions before continuing. STEP 2: Definition of Medicines and Medical Supplies Outlets (20 minutes) Activity: Buzzing (5 minutes) ASK students to pair up and buzz on the following question for 2 minutes • What are medicines and medical supplies outlets?‖ ? ALLOW few pairs to respond and let other pairs to add on points not mentioned WRITE their response on the flip chart/board CLARIFY and SUMMARIZE by using the content below • Medicines and medical supplies outlets means establishment that is engaged in dispensing, delivery or distribution of drugs o This is establishment can be:  Any pharmacy  Nursing home  Shelter home  Convalescent home  Extended care facility  drug abuse treatment center  Penal institution  hospital  Family planning clinic  Student health center  Retail store  Wholesaler  manufacturer  mail-order vendor or __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 107 STEP 3: Types of Medicines and Medical Supplies Outlets in Tanzania (10 Minutes) • The common drugs and supplies outlets in Tanzania o Community pharmacy o Hospital pharmacy o Whole sales o Accredited drug dispensing outlet (ADDO) STEP 4: Procedures for Establishing Medicines and Medical Supplies Outlets (30 Minutes) Activity: Brainstorming (5 minutes) Ask students to brainstorm on the following question: • What are procedures for establishing medicine and medical supplies outlets? ALLOW few students to respond? WRITE their responses on the flip chart/ board CLARIFY and SUMMARISE by using the content below • Procedures for establishing an ADDO include the following area: o Application to establish an ADDO o Roles and responsibilities of various administrative levels o Criteria for establishing ADDO  Application to Establish an ADDO  The application to establish an ADDO is done through the following administrative levels: • Village • Ward • Council • Region • Pharmacy Council o An individual applying to establish an ADDO should do the following—  Read and understand the Guideline for Establishing and Operating an ADDO.  Copies of the guideline are available in the offices of Regional and Council Pharmacists, Pharmacy Council Zonal Offices, and TFDA headquarters.  Obtain the application form for permit to establish an ADDO  Complete section A of the application form and then submit  Pay the annual fee for the permit after receiving permission to operate an ADDO. __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 108 • Roles of Various Administration Levels in Establishing ADDOs o Application forms for establishing ADDOs have to pass through various administrative levels whose members and their roles are as follows— Village Level At this level, the key responsible person is VEO/MEO who is supposed to: • Provide application forms to the applicant • Receive, review, and provide opinions related to the submitted application; this requires filling in section B of the for • Submit the completed form (sections A and B) to the WEO Ward Level The Ward Health Committee has the following members: • WEO—chairperson • Medical officer in-charge of the nearby health facility—secretary • Ward health officer • Ward extension officer dealing with livestock • The Ward Health Committee is responsible for the following— o To provide the application forms for establishing an ADDO o To receive and go through completed application forms from VEO/MEO o To interview applicants together with potential dispensers in accordance with information in application form o If conditions in the application form sections A and B have been satisfied, the inspectors will inspect the premise for which the permit has been applied in accordance with mapping and pre-inspection forms (Annex 2) o To provide opinions on the submitted application to the committee by filling in section C of the application form o To submit completed application form together with results of the premise‘s inspection to the CFDC secretary Note: The applicant is advised to seek opinion from the Ward Health Committee on the expected location of the ADDO before building/renovating the intended ADDO premise. Council Level The CFDC has the following members— • Executive director—chairperson • Medical officer—secretary • Pharmacist • Trade officer • Health officer • Veterinary officer • Agriculture officer • Treasurer __________________________________________________________________________________________ PST 06209 Enterpreneurship NTA Level 6 Semester 2 Facilitator Guide 109 • Any other co-opted member whose expertise will be needed by the committee. Note: The CFDC secretary is district medical officer supported by the district ist or district livestock officer, depending on the objectives/issues of the