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2018/2019  KAN-CBIOO1006U  Bio-Markets and Contracting

English Title
Bio-Markets and Contracting

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory offered as elective
Level Full Degree Master
Duration One Quarter
Start time of the course First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc. in Business Administration and Bioentrepreneurship
Course coordinator
  • Palle Høy Jakobsen - Department of Strategy and Innovation (SI)
Main academic disciplines
  • Innovation
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 27-02-2018

Relevant links
Learning objectives
  • adapt relevant bio business marketing theories and models to the relevant cases
  • Identify and develop relevant issues within pharmaceutical marketing
  • 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
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 cbio@cbs.dk no later than 24 April 2018. Please also remember to sign up through the online registration.
Examination
Bio-Markets and Contracting:
Exam ECTS 7,5
Examination form Oral exam
Individual or group exam Individual exam
Duration 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
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.

Students will learn how to differentiate products with similar mechanism of action and how to optimize the value of a product through its lifecycle.

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. Marketing frameworks and tools will be examined in the context of managerial decisions.
Description of the teaching methods
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.
Feedback during the teaching period
Students will receive feedback on assignments made during the lectures.
Student workload
lecture 42 hours
preparation 164 hours
Expected literature

Brent L. Rollins & Matthew Perri: Pharmaceutical marketing (Jones & Bartlett Learning, 2014, ISBN 978-1-4496-2659-4).

Achieving Global Launch Excellence, IMS Special Report, January 2009.

PriceWaterhouseCoopers. Pharma 2020: Challenging Business Models. Which path will you take?


Fereshteh Barei, PhD, et al (2013): The generic pharmaceutical industry: moving beyond incremental innovation towards re-innovation. Generics and Biosimilars Initiative Journal, Volume 2, Issue 1.


U.S. Biobased Products. Market Potential and Projections Through 2025. United States Department of Agriculture. 2008.
Last updated on 27-02-2018