Apr 13, 2016–Apr 20, 2016
(All Day)
Biotech Marketing
Of 5,000 to 10,000 bioscience compounds screened, only one typically makes it to market, which translates to the development of a new drug costing more than $1 billion. Dizzyingly, this price tag has increased 145% since 2003. With this in mind, our course teaches non-marketers the essentials of marketing with the aim of launching new products effectively and structuring product portfolios optimally.
Objectives:
- Situation Analysis and the 5Cs (Company, Customers, Competitors, Collaborators, and Context)
- The Marketing Mix (4Ps: Product, Promotion, Pricing, and Place) STP (Segmentation, Targeting, and Positioning)
- Timing of early-on decisions for products that will take years before coming to market
- Fundamentals of launch planning and choices of attribute levels (including pricing) to capture optimum sales level and profit
- Critical marketing decisions to consider during translation efforts
To solidify participants’ grasp of the material, we provide an engaging online simulation of the OTC pharma environment.
Specifically, this exercise places students in the role of marketing managers, competing with four rivals, each with a different marketing strategy and portfolio of brands. Decisions are centered on the 4Ps of marketing, and made once each simulated year. The design of the simulation allows students to actively experiment with different decision sets. Each simulated environment will develop uniquely depending on the choices that the student team makes and how their competitors react.
Event Website
Date and Time
Apr 13, 2016–Apr 20, 2016
(All Day)
Location
Rady School of Management
Event Registration
Registration for this event is required.
Visit the registration page for details.
Event Fee
$1,800.00 general fee; $1,530.00 faculty/staff/UC San Diego students
Contact
Alyssia Wagner • aawagner@ucsd.edu • (858) 822-0575
Audience
Faculty, Staff, Students, The General Public
Event Host
Rady School of Management
Event Category
Conferences, Workshops and Symposia