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2014/2015  KAN-CBIOU1000U  BioBusiness Marketing

English Title
BioBusiness Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Course period Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 12
Study board
Study Board for MSc. in Business Administration and Bioentrepreneurship
Course coordinator
  • Finn Valentin - Department of Innovation and Organizational Economics (INO)
  • Jens Geersbro - Department of Marketing (Marketing)
Several factors necessitate size restrictions for this course to 12 students. Students enrolling for the minor in bioentrepreneurship are selected first.

CBS students have to apply through the official CBS course enrollment and credit students must apply by filling out an application form found at www.cbs.dk.
Main academic disciplines
  • Innovation and entrepreneurship
  • Marketing
Last updated on 17-02-2014
Learning objectives
The learning objectives of the course are that students can:
  • identify a relevant case suitable for applying selected theories and models from this bio business marketing course
  • adapt relevant bio business marketing theories and models to the specific case
  • structuring and analyzing data by using adapted theories and models
  • drawing conclusions from the analysis and communicate clearly the implications of the analysis.
Course prerequisites
Students must have completed the first year in one of the following cand.merc. programmes: FIR, FSM, ASC, AEF, IMM, IBS, MIB.
BioBusiness Marketing:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Synopsis
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Autumn Term and December/January
Aids allowed to bring to the exam Closed Book
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

It is the aim of this course to provide the students with a comprehensive view of the challenges in marketing in bio business. The course provides an opportunity for students to (a) deepen their understanding of bio business markets, (b) develop insights into bio business marketing, and (c) gain knowledge about the nature, the analysis and the management of customer relationships in bio business markets.

The structure of this course reflects our belief that these objectives are best accomplished through rigorous analysis of business marketing situations, guided by selected fundamental concepts and supported by marketing literature that reports on recent empirical research and conceptualizations. Balanced with concepts and research, the course content is biased towards developing a decision-making orientation among the course participants, anchored in theory and empirical research. Marketing frameworks and tools will be examined in the context of managerial decisions.

Teaching methods
This course involves communication, not only from professor to students, but more importantly, between individual students and from student to professor. The old truism applies, “What you get depends on what you put in”. The success of class discussions depends upon the active participation of each student. Reading alone is not sufficient but must be supplemented with class participation, or at least listening. Active listening also contributes to the success of the class. Attendance is vital to the class, and your participation will be a factor in the learning experience.

Lectures: There will be lectures to clarify certain areas, elaborate on and supplement some topics, explain approaches, frameworks and tools, and respond to questions from students.
Discussions: Various articles will be assigned for reading. Certain parts of each class session will be used for class discussion, questions, and student observation concerning these readings.
Cases: Various cases are assigned for analysis and discussion. The success of case discussion depends upon the active participation of each student and student group.
Further Information

Students from the EMF program cannot join this course.

Expected literature

Recommended literature:

  • Anderson, James C., Håkan Håkansson and Jan Johanson (1994), "Dyadic Business Relationships within a Business Network Context", Journal of Marketing, 58 (4), 1-15.
  • Blois, Keith (1998): Don’t all firms have relationships? Journal of Business and Industrial Marketing, Vol. 13 (3), pp. 256-270.
  • Day, George S. (2000), “Managing market relationships,” Journal of the Academy of Marketing Science, Vol. 28 (1), pp. 24-30.
  • Levitt, Theodore (1960): “Marketing myopia”, Harvard Business Review, Vol. 38 (4), pp. 45-56.
Last updated on 17-02-2014