CMBA 662 Global Marketing in the Biomedical Industry
The course will provide students with the tools necessary to perform the duties of an international healthcare marketer through a challenging combination of cases, discussion, lecture, readings, and videos focused on the biomedical industry. Students will earn to identify foreign market opportunities, select and execute a market entry strategy, and design / manage a successful marketing mix. Students will gain exposure to the essentials of market analysis (buyer behavior and customer analysis) and the tools marketers rely on the fill customers' and consumers' expectations. Special topics may include marketing consumer OTC products vs. physician preference products, ramifications of the direct to consumer marketing trend for prescribed products, product pricing in a reimbursement driven world, and balancing marketing / advertising materials vs. regulatory approved label content.