Course Detail

Session 1:  Introduction to Competitive Strategy
Session 2:  Industry Structure
Session 3: Capabilities
Session 4: Business Models and Commercializing Science
Session 5: Entrepreneurial Dynamics
Session 6: Market Research and Project Management
Session 7: Competitive Intelligence
Session 8: Introduction to Marketing
Session 9: Pricing Strategies
Special Session: Patent Strategy
Session 10: Sales and Marketing
Session 11: Developing the Marketing Mix: Target Market Segmentation and Selection, Market Adoption and Product Positioning
Session 12:  Marketing Communications, Promotional Strategies, Distribution and Channel Management
Session 13: Integrating R&D and Marketing
Session 14: Final Market Research Analysis Presentations

Students will:

1. Develop an in-depth understanding of industry dynamics within the pharmaceutical industry.
2. Gain an understanding of major frameworks of strategic management, and learn how to apply these frameworks to typical problems facing firms in the pharmaceutical industry.
3. Become familiar with key concepts in strategic marketing, particularly as they apply to companies in life science and related technology-intensive industries.
4. Learn how to use market information in order to better understand the customer and the competitive environment.
5. Develop expertise in performing market research and competitive intelligence analysis.
6. Gain a knowledge of the organization of health care systems and their impact on the strategies of large pharmaceutical companies
7. Develop professional skills – teamwork, project management, and both written and spoken forms of communication.

There are four primary course requirements:

            Class participation     25%           

            Short memo assignments       35%

            Team report: market research analysis   15%

            Written report      25%