Bio-Markets

About the course

Emner

Markedsføring Strategi Innovation

Course content

The aim of the course is to provide the students with a comprehensive understanding of biotechnology and pharmaceutical markets, along with actionable skills to address the challenges that are typical for firms and individuals operating in the sector. Students will learn how to differentiate products with similar mechanisms of action / functionalities and how to optimize the value of a product throughout its lifecycle. The course includes, but is not limited to, the following topics:

Fundamental principles of biotechnology and pharmaceutical markets, and the role of different actors that operate within these markets
Key concepts of strategy and strategic management
The interplay between the external environment and firm internal capabilities for achieving profits
Industry structure, value chains, and competition in bio-markets
New product development and product-life-cycle management
Firm boundaries and the role of mergers & acquisitions
Central marketing theories, strategies and instruments that are relevant for biotechnology firms, including pricing and communication strategies
Requirements of regulation and strategies to master the regulatory pathway for new products

See course description in course catalogue

What you will learn

To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:

Demonstrate understanding of central concepts and theoretical foundations of markets, marketing, and strategy, including their interdependencies
Ability to discuss how various concrete marketing instruments (e.g. product design, pricing, communication) can be used and combined to achieve commercially successful products
Identify and reflect upon specific characteristics of biotechnology-related markets and their implications for firm-level decision-making
Ability to to perform an external analysis of the firm’s environment (industry, competitors, and the broader environment), and an internal analysis of the firm’s resources (capabilities, tangible and intangible assets etc.)
Ability to conduct a market and commercialization analysis, which includes the adequate application of theoretical concepts, the collection and analysis of informative data, and the communication of results and their implications

Course prerequisites

This is a mandatory course for the MSc in Business Administration and Bioentrepreneurship. To sign up send a 1-page motivational letter and a grade transcript to ily.stu@cbs.dk before the CBS registration deadline for elective courses. You may find the registration deadlines on my.cbs.dk (https://studentcbs.sharepoint.com/graduate/pages/registration-for-electives.aspx). Please also remember to sign up through the online registration.

Facts

Level

Kandidat

Type

Obligatorisk fag – også udbudt som valgfag

ECTS

7,5

Code

CBIOO1005U

Teaching periods

Efterår – 1. quarter

Academic year

2024/2025

Status

Available places

Teaching language

English

Teaching Format

Hybrid

Exams

Skriftlig opgave og mundtlig eksamen på campus
Group exam, efterår

Assessment type

7-trins skala