MODELING THE EFFECTIVENESS OF ADVERTISING OF PHARMACEUTICAL PRODUCTS AS A MEANS OF FORMING PROFESSIONALLY ORIENTED SUBJECT COMPETENCIES OF MASTERS OF PHARMACY

Abstract

This study conducts a comprehensive analysis of scientific literature describing physical processes exhibiting hysteresis phenomena and the geometric characteristics of S-shaped (logistic) curves. Publications containing mathematical models used in marketing and management have been reviewed. The main focus is on investigating the integration of physical and mathematical aspects into the educational process when teaching the subject “Computer Modeling in Pharmacy”. The study details the use of logistic curves to model the effectiveness of pharmaceutical advertising campaigns as a means of developing subject-specific professional competencies for pharmacy students. Specifically, it examines how mathematical models can be applied to analyze and forecast the effectiveness of advertising activities, determine optimal strategies, and allocate resources to enhance the competitiveness of pharmaceutical enterprises. Aspects related to the formation of professionally oriented subject competencies of pharmacy students are highlighted. The study explores how integrating physical and mathematical aspects into the educational process promotes the development of data analysis, mathematical modeling, and strategic thinking skills. This, in turn, enhances future specialists' ability to work effectively in a market economy, develop and implement efficient marketing strategies, and make informed decisions based on data analysis. In the course of the research, the computer model of the logistic curve was implemented using two software tools: the Python programming language and Mathcad 15. When implementing the model in Mathcad 15, a mathematical model was used, which was solved using the Runge-Kutta method. The use of these tools ensured high accuracy and reliability of the obtained results, and demonstrated the practical aspects of applying different software platforms for modeling and analysis. Significant attention is paid to the practical aspects of integrating the proposed model into the educational process. Specific methodologies and approaches are described, allowing for the effective integration of theoretical knowledge of physics and mathematics into practical computer modeling classes. Thus, the study represents a comprehensive investigation combining theoretical and practical aspects aimed at improving the educational process and enhancing the competitiveness of pharmaceutical enterprises through the effective use of mathematical models in marketing. Objective of the study. The objective of our study is to enhance the subject-specific professional competencies and practical skills of pharmacy master's students to increase their competitiveness in the pharmaceutical market. In this research, we explore the potential of using advertising effectiveness modeling as a tool for developing these competencies. We aim to teach future professionals to effectively utilize theoretical knowledge to solve real-world problems, particularly analyzing the use of logistic curves for modeling the effectiveness of advertising in the pharmaceutical sector. Results and discussion. Developing professional competencies in students is one of the key tasks of modern education. This process aims to develop not only theoretical knowledge but also practical skills and personal qualities necessary for successful professional activities. In the context of our research, the formation of professional competencies in pharmacy master's students may include developing their ability to apply mathematical models to analyze the effectiveness of advertising campaigns in the pharmaceutical industry. This approach helps students enrich their arsenal of professional tools and increase their competitiveness in the labor market. Research results on modeling the effectiveness of pharmaceutical advertising using logistic curves show that using mathematical models such as the logistic curve allows for the selection of optimal advertising strategies for pharmaceutical products. This may include optimal allocation of the advertising budget across different advertising channels and determining the best timing and frequency for advertising campaigns. The research also identified the saturation point, where additional advertising expenditures cease to yield significant consumer demand growth. Conclusions. The obtained results highlight the importance of combining theoretical knowledge with practical experience in the educational process. The research confirms that modeling the effectiveness of pharmaceutical advertising is a relevant topic, especially considering the need to develop subject-specific professional competencies in pharmacy master's students. This approach allows not only analyzing the effectiveness of advertising strategies but also developing the necessary skills for the professional use of such tools in their future careers. This research is an important step toward improving the educational process and enhancing the quality of education in the field of pharmacy.