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 Kotler’s book, Building Global Biobrands, current cases and readings, 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.
Françoise Simon was a Columbia Business School faculty member from 1991 to 2016.