MKT42310 Marketing Management MSc Bio&B

Academic Year 2021/2022

The most innovative biotech breakthrough means nothing if it never makes it to market. Of the more than 1,800 U.S. biotechnology companies founded since 1980, less than 200 are generating revenues and only 6 are net positive. With that in mind, the more we can weigh the odds of success in our favour, the better. Marketing is ultimately about creating, defining and delivering value to the customer. The customer can be an individual, an organization, an investor, a nation-state or any other entity. Marketers specialize in understanding customers – and acting on this knowledge to engage them in a profitable and sustainable relationship.

We are all exposed to elements of the marketing mix on a daily basis – advertising on television, social media, billboards and radio; selling in multiple and varied contexts and locations; promotions online and at traffic lights. This may lead us to believe that any one of these elements is what marketing is all about. In fact, marketing is the sum of a set of tools, a process of value creation and capture that takes place at both strategic and operational levels. Understanding the marketplace and the customer enables an organization to design a compelling marketing strategy, construct an effective marketing programme to deliver on that strategy, build customer relationships and ultimately capture value to create profit.

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Curricular information is subject to change

Learning Outcomes:

Specific Objectives of this course are:
1. To develop an understanding of what marketing is and the elements involved
2. To equip students to make relevant and useful contributions to understanding customers, differentiating and positioning the company, and pricing products and services in biotechnology organisations
3. To understand different elements of the marketing mix and how they can be combined to good effect
4. To explore the role and effect of marketing in case study contexts
5. To gain practical experience in designing a marketing plan

Indicative Module Content:

Please refer to Module Outline on Brightspace for details

Student Effort Hours: 
Student Effort Type Hours
Lectures

200
Total

200
Approaches to Teaching and Learning:
This module will be presented following an action learning approach, consisting of theoretical exploration and case discussion in combination with interactive in-class exercises. The delivered materials will be related to general marketing principles with examples from biotech discussed through readings and participants knowledge.

To derive the fullest benefit possible from the course, class participants will be expected to read from the assigned readings in advance of each class session and will be expected to participate fully in class discussions. In addition to large class discussions, small group-based activities will be organised to discuss the learning outcomes associated with the course material covered in class. Educational technology will be used to enhance interaction. To further learning and understanding the practical application of theory, industry speakers will be invited to classes when possible.
 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Case memos (Discuss and address case assignment questions) Unspecified n/a Graded Yes

40
Attendance: Individual class participation (Attendance and contributions to class discussions) Throughout the Trimester n/a Graded No

10
Group Project: Group presentations and written reports of the marketing plan of a biotechnology company Coursework (End of Trimester) n/a Graded Yes

50

Carry forward of passed components
No
 
Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Students will receive feedback on their group projects and reports.