ArticleBMC medical education2026
Pharmacy student's awareness, perceptions, and supportive environment as determinants of their intent to pursue postgraduate education in pharmaceutical marketing: a cross-sectional study.
Article in BMC medical education, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
introductionThe pharmacy industry faces a significant challenge in maintaining a qualified workforce within the marketing sector. The purpose of the current study was to quantitatively investigate the combined effect of level of awareness, perceived importance, and the presence of a supportive environment on the intent to pursue a master's degree in pharmaceutical marketing among undergraduate pharmacy students.
methodsWe conducted an institutional cross-sectional study among undergraduate pharmacy students at a large public university in Saudi Arabia. Questionnaires were distributed electronically and students were given five weeks to complete and return them via email. Data were collected between March 25, 2025, and April 29, 2025. The data was analyzed using the Statistical Package for Social Sciences (SPSS).
resultsA total of 421 students completed and returned the questionnaires. More than 65% of participants reported a GPA between 3.1 and 4.0, and nearly half (48.4%) were aged between 21 and 23 years. There was a combined effect of awareness level, perceived importance, and availability of a supportive environment on their intent to pursue a master's degree in pharmaceutical marketing (p < 0.001). Among these factors, perceived importance demonstrated the strongest independent influence (p < 0.001), surpassing the effects of awareness or supportive environment.
conclusionsThe combined influence of awareness, perceived value, and supportive environments significantly impacts undergraduate pharmacy students' intent to pursue higher education in pharmaceutical marketing. Strengthening awareness campaigns, enhancing the perceived value of advanced pharmaceutical marketing education, and providing supportive environments could help build a skilled workforce and bridge the current gap in pharmaceutical marketing expertise. PATIENT OR PUBLIC CONTRIBUTION: Patients or members of the public were not directly involved in the design, conduct, analysis, or interpretation of this study. This is because the research focused on undergraduate pharmacy students' awareness, perceptions, and intentions regarding postgraduate education in pharmaceutical marketing, which is an educational and professional development topic rather than a patient-centered clinical issue. However, elements of perceived importance included consideration of potential impacts on patient outcomes, reflecting an indirect acknowledgment of patient benefit. Future research may incorporate patient or public perspectives to better understand how pharmaceutical marketing education influences healthcare delivery and patient care.
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