Beating the Market: Students Show of Pharmacy Marketing Prowess

Group of students stands with judges 1st Place Most Feasible/Best All-Around: Gulf Coast Animal Compounding Pharmacy. From left: Dr. Jan Kavookjian, Diya Howard, Amber Usrey, Samantha Sloan, Cynthia Smith, Emily Peel, Paige Thaxton, Ashley Aune, Megan Fonento, and Jermaine Smith, RPh, Rite Aid Senior Director of College Relations and Professional Recruitment.

April 16, 2018

AUBURN, Alabama – Pharmacists wear several hats. Chief among them are healthcare providers, but for many they are also entrepreneurs and are responsible for all aspects that come with owning and operating your own business. To prepare students for at least one of those aspects, Dr. Jan Kavookjian created the Rite Aid Marketing Plan Competition as part of her management class.

No in its 10th year, the Rite Aid Marketing Plan Competition is an opportunity for teams of 6-8 students to present a brief and concise presentation of their semester-long marketing plan projects.


RELATED: Photos from the 10th Annual Rite Aid Marketing Plan Competition

“The project and paper for this endeavor represents a lot of work that the students develop over the semester,” said Kavookjian. “The Rite Aid Marketing Plan Competition is a fun event for the students because they get to display and express their creativity, but they also get to learn beyond their own project in seeing the display of marketing strategies that the other students have created.

The project includes the students selecting a pharmacist-delivered advanced care service they are interested in learning more about, conducting a SWOT (Strength, Weakness, Opportunity, Threat) strategic analysis, conducting a market demand analysis and competitor analysis in a selected geographic location/community for the service, and then developing marketing strategies for elements of the marketing mix (products/services, place, pricing, personnel, promotion) that are specifically targeted to appropriate primary (patient) and secondary (prescribers, payers) customer groups using a targeted, creative positioning scheme.

The presentations are meant to display the mission statement, positioning scheme and marketing strategies as part of a Rite Aid-sponsored competition for first, second, and third prizes in two categories of achievement. These include 1) Most Creative, and 2) Best All Around/Most Feasible. Rite Aid has supported this event for 10 years and sends executives to serve as judges for the competition. Rite Aid also providing prizes for each member of the winning teams.

For the 2018 competition, the team winning Most Feasible/Best All-Around was the Gulf Coast Animal Compounding Pharmacy. The team was made up of Ashley Aune, Megan Fonento, Diya Howard, Emily Peel, Samantha Sloan, Cynthia Smith, Paige Thaxton and Amber Usrey.

Winning the Most Creative category was PAW (Patient and Animal Wellness) Pharmacy. The team was made up of Ayah Abu-Spetani, Brittany Allums, Alex Gonzalez, Maria Jasser, Ahmad Kader, Kyle Manning, Uma Patel and Walter Sidwell.


Group of students stands with judges 1st Place Most Creative: PAW (Patient and Animal Wellness) Pharmacy. Front row, from left: Uma Patel, Maria Jasser, Ayah Abu-Spetani, and Brittany Allums. Back row, from left: Dr. Jan Kavookjian, Walter Sidwell, Kyle Manning, Ahmad Kader, Alex Gonzalez, and Jermaine Smith, RPh, Rite Aid Senior Director of College Relations and Professional Recruitment.

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About the Harrison School of Pharmacy

Auburn University’s Harrison School of Pharmacy is ranked among the top 20 percent of all pharmacy schools in the United States, according to U.S. News & World Report. Fully accredited by the Accreditation Council for Pharmacy Education (ACPE), the School offers doctoral degrees in pharmacy (Pharm.D.) and pharmaceutical sciences (Ph.D.) while also offering a master’s in pharmaceutical sciences. For more information about the School, please call 334.844.8348 or visit http://pharmacy.auburn.edu.

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Last Updated: April 16, 2018