Summer 2013 EMBA Course

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

EMBA Fri/Sat Electives, Menu C - 02:00AM to 03:00AM

Instructor: Francoise Simon

Download Syllabus

View textbook info

View course evaluation

COURSE OBJECTIVES

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.


Area: 

Françoise Simon

Adjunct ProfessorProfessor Simon also holds an appointment as Clinical Professor in the Department of Health Policy and Management. Professor Simon teaches core courses on international business and marketing, as well as electives on e-commerce and health care management, in the MBA and Executive MBA Programs. Her research focuses on global strategies in the consumer, health and high-technology sectors and on management in emerging markets. She is...

View full profile