Marketing Applications:Biotech

1 Credit · Level: Graduate, Undergraduate

Discovery drives the life science industry but how value is determined in the inventor’s laboratory can be different than in the marketplace. The role of marketing allows for the value of a product to be described in terms of the customer. The value of that product is key to projecting sales, obtaining investments, finding partners and launching the product. This course provides an introduction to the strategic and tactical considerations employed by marketing to create customer value. Students will be exposed to basic marketing and sales concepts with examples that draw from participants and situations in the life science industry. The course provides an approach for understanding the marketplace as a basis for developing, pricing, promoting and distributing products and services that satisfy customer needs. Prerequisites: None