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2020/2021  KAN-CBIOO1005U  Bio-Markets

English Title

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
  • Markus Simeth - Department of Strategy and Innovation (SI)
Main academic disciplines
  • Innovation
  • Marketing
  • Strategy
Teaching methods
  • Blended learning
Last updated on 15-06-2020

Relevant links

Learning objectives
  • Describe, classify, structure and combine concepts, theories, and models taught
  • Identify and develop relevant issues within biotech / pharmaceutical marketing
  • Collect, structure and analyze informative data by using the adapted theories and models
  • Draw 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 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.
Bio Markets:
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 oral exam based on written group product
Number of people in the group 4-5
Size of written product Max. 15 pages
The written group report may not exceed 15 pages, including text, figures, and appendices but without the title page, the table of content, and references.
Assignment type Report
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
Grading scale 7-point grading scale
Examiner(s) Internal examiner and external examiner
Exam period Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
If a student is ill during the regular oral exam, he/she will be able to re-use the project at the make-up exam. If a student is ill during the writing of the project and did not contribute to the project, the make-up exam can be written individually or in groups (provided that other students are taking the make-up/re-exam). If the student did not pass the regular exam or did not show up at the oral exam, he/she must make a new revised project/business plan (confer advice from the examiner) and hand it in on a new deadline specified by the secretariat.
Description of the exam procedure

The oral examination will cover central theories and concepts that are related to the content presented during the course. Insights provided by the external lecturers will be relevant for the examination, too. Exam questions may also refer to content of the group report.

Course content, structure and pedagogical approach

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 through its lifecycle. The course includes, but is not limited to, the following topics:


  • Basic principles of biotechnology and pharmaceutical markets, and the role of different actors that operate within these markets
  • Central marketing theories, strategies and instruments that are relevant for biotechnology firms, including pricing and communication strategies
  • New Product Development and Product-life-cycle management
  • Management of customer relations
  • Requirements of regulation and strategies to master the regulatory pathway for new products
  • The role of collaboration, networks, and stakeholders
  • Value-chains, industry structure, and competition in bio-markets
Description of the teaching methods
This course is lecture-based but also incorporates case discussions, recent news articles, and project work. The lectures themselves will follow an interactive format, with students being strongly encouraged to actively participate and to share own viewpoints, experiences and considerations.

Lectures: The lectures will be used to introduce, elaborate on and supplement theories, to explain specific problem-solving approaches, frameworks and practical tools. The majority of lectures will be provided by CBS-internal staff. However, for selected topics, the expertise and knowledge from practitioners working in the biotechnology and pharmaceutical industry (e.g. Novozymes, Novo Nordisk) will be leveraged.

Discussions: Recent bio-market related news articles will be used throughout the course. Moreover, case studies (e.g. Harvard Business Review Cases) will be discussed. These cases are intended to train students’ generic problem solving skills based on the reflection of a specific problem. The success of case discussions depends upon thorough preparation and active participation by each student.

Project: The (mini-) project allows for a direct application of the theories and concepts taught in this course. In the context of this project, the student teams will identify and analyze a relevant case, which can be a specific product or company.
Feedback during the teaching period
Intermediate feedback on the mini-project will be given to each student team in formalized 1-hour coaching sessions following the submission of a standardized template. Feedback related to students’ familiarity with the theoretical contents will be provided using quizzes in CANVAS and subsequent discussion of the quiz outcomes in class. Final feedback on the project will be given at the oral examination.
Student workload
lecture 42 hours
preparation 164 hours
Expected literature
  • Pharmaceutical marketing (2014), by Brent L. Rollins & Matthew Perri, ISBN 9781449697990. Jones & Bartlett Learning.
  • Marketing Management (2016), by Kotler P., Keller K., Brady M., Goodman, M., Hansen, T.. ISBN 9781292106083. Person Education.
  • Pharmaceutical lifecycle management (2012). by Ellery T. & Hansen N. ISBN 9780470487532. Wiley & Son.
  • Deloitte (2019): Global life sciences outlook


Additional literature will be announced in the course syllabus.

Last updated on 15-06-2020