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The Development of Optimization Method of Marketing Strategy, Case Study of Pharmaceutical Company

Student: Roman Rud

Supervisor: Tatiana Yakushkina

Faculty: Graduate School of Business

Educational Programme: Business Informatics (Master)

Year of Graduation: 2019

The paper is dedicated to the development of optimization method of marketing strategy by applying client segmentation using machine learning methods (pharmaceutical company case-study). The paper clarify the specificity and characteristics of pharmaceutical market and describes its main players. It also contains the description of the main market player – a pharmaceutical company, with its organizational structure and key aims. The analysis of existing segmentation methods using machine learning algorithms was conducted. The data of 2017 with rep calls of the pharmaceutical company were examined in practical part, which were also prepared and cleaned for performing market segmentation using the hierarchic clustering. Hierarchic clustering process was resulted in selecting 7 clusters and for each of it the recommendations of interaction were elaborated. The special KPI’s were developed to assess the recommended approaches. The paper contains the introduction, three main parts and the conclusion. It also consists of 23 literature sources, 40 pictures and one chart.

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