FRS 001J - Sec. 001 - (2 units) - CRN 75082 - W 2:10 – 3:00 pm - 127 Wellman
“Pushing Drugs?” Consumers and Prescription Drug Advertising

Instructor: Henry Young, Center for Health Services Research, School of Medicine

Description: Advertising prescription medications to the general public is a debated issue because of its potential effects on health care. From Allegra to Zyrtec, this course will introduce students to concerns surrounding consumer-targeted drug advertising and allow them to develop researchable ideas. Investigating drug advertising will provide some insight into how the media (advertising) may play a pivotal role in influencing people's behaviors. Students seeking to study marketing, advertising, and/or health care will benefit from this course.

Format: The seminar will meet for one hour each week for eight weeks. Class time will be divided between informal lectures, student oral presentations, and open discussions. There is no text for the course, but students will be expected to read research articles and policy papers. Several guest speakers will talk with the class. Grading: Course grading will be based on the quality of an oral presentation (40%) and a short paper (5-7 pages, 40%) and participation in class discussions (20%). Topics of oral presentations will be chosen in consultation with the instructor.

About the Instructor: Henry N. Young is a Postdoctoral Scholar at the University of California, Davis. Dr. Young received his Ph.D. in Pharmaceutical Sciences - Pharmacy Administration. His research interests include investigating patient behaviors in the medications use process and the interactions between health care providers and patients. Currently, he is working on research that is examining consumers' informational needs regarding prescription medications that are advertised to the public.