B7699-052: Health Care Marketing: From start-up to multinationals
Block Week 4, EMBA Block Week June 27 - Jul 1
Instructor: Francoise SimonDownload Syllabus
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This course covers marketing strategy for all players, from biotech startups to pharma companies. It presents new models for the life sciences and state-of-the-art best practices. The course content is customized to students' needs through a personal project instead of a final exam. The other assignment is an oral case presentation.
Key learnings include how to brand a new product/service, create a marketing plan, decide on pricing and link online/offline communications.
APPROACH AND GRADING
We will use F. Simon and Philip Kotlerâ€™s book, Building Global Biobrands, current cases and readings,Â videos and top executive speakers from firms such as Novartis, J&J, Genzyme, McKinsey, Pfizer and Biogen Idec.
Instead of an exam, a term project allows participants to customize the course to their needs.