| Learning objectives |
- Identify problems within your organization in relation to life
science markets.
- Apply theories and models of the course to own organization or
other chosen empirical or conceptual context.
- Reflect upon theories and models’ relevance and
applicability.
|
| Course prerequisites |
This course is relevant for everyone interested
in a deeper understanding of the complexities of biotech and pharma
markets. This includes participants from general management,
project management, product development, marketing, finance,
consulting and pricing.
Please note this course is part of the life science specialisation.
Participation will imply basic knowledge and interest in the Life
science area. |
| Examination |
|
Life Science
Markets:
|
| Exam
ECTS |
6 |
| 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, see also the rules about
examination forms in the programme regulations. |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 5 pages |
| Assignment type |
Synopsis |
| Release of assignment |
An assigned subject is released in
class |
| Duration |
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 second internal
examiner |
| Exam period |
Summer and Winter |
| Make-up exam/re-exam |
Home assignment - written product |
|
Size of written product: Max. 10
pages |
|
Assignment type: Written
assignment |
|
Release of assignment: An assigned
subject is released in class |
|
Duration: Written product to be
submitted on specified date and time. |
Description of the exam
procedure
The student is expected to draw on the material assigned for the
course to discuss a pricing problem in their own
organisation.
|
|
| Course content, structure and pedagogical
approach |
|
Biotech and pharma markets are among the most complex markets
today. They consist of many different stakeholders, not only
customers, regulatory entities, politicians, insurance companies,
hospitals, as well as medical doctors to name but a few. Regulatory
entities are increasingly measure and adopt treatments based on
benefits and cost effectiveness. Pricing policies are challenged
for legitimacy and insurance firms are pushing for discounts and
rebates. Digital health solutions with a clear focus on end
consumers are challenging a focus on scientific communication with
doctors and regulatory entities.
Life science companies must find ways to navigate and make
necessary compromises in many different areas such as product
research and development, marketing, market access, pricing etc.
They most focus on measurable benefits and cost effectiveness and
find innovative solutions to access their markets, while
maintaining their legitimacy and integrity in pricing, and they
must find ways to prolong product lifecycles and optimize
revenues.The course life sciences market focus on an integrated set
of subjects in the marketing of lifescience products. The course
starts out analyzing the complexity of life science markets and
develops key marketing concepts. This is followed by a session on
the management of benefits and value through target product
profiles, how alliances and business relationships may be managed
in the life sciences, and how market access is managed. On the
third day we start out with a focus on health economics and develop
the methods and techniques for analyzing benefits and cost
effectiveness, followed by a session on pricing focusing on both
how to price for value, how control discounting and defend pricing
integrity and legitimacy. The final day starts with a discussion on
life cycle management and finishes with work on synopsis where the
learnings of the course are applied to your firm.
|
| Description of the teaching methods |
| The course will be delivered in an interactive
manner. Each session will typically start out with a lecture
focusing on key elements of the problems discussed. Following this,
the session will move on to more detailed work applying concepts
and models through simulations, exercises, casework, and workshops.
The last day will provide a forum for discussing the synopsis and
developing perspectives on the status and development of your
organization’s market competencies. |
| Feedback during the teaching period |
| Feedback will be availble during
lectures |
| Student workload |
| Preparation and Exam |
88 hours |
| Teaching |
32 hours |
|
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