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Health Care Marketing: From start-up to multinationals

Summer 2012 EMBA Course

B7699-052: Health Care Marketing: From start-up to multinationals

Global Elective (Block Week 2) , Global Elective, Jun 4-8, New York

Instructor: Francoise Simon


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.


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.