UCSC Ext. Bioscience Product Marketing, Thursdays, Feb. 11 – March 25, 2010
Course Description:
This product marketing and selling-focused course gives participants an in-depth look at product planning and research, marketing planning, and promotional execution practices in the bioscience industry. Topics include market research methodologies, information sources and applications relevant to product planning; the development of marketing strategy, product positioning and differentiated claims; and the creation of tactical marketing programs and activities to maximize revenue potential. Course activities include the creation of a preliminary marketing plan.
The course is well suited for all levels of professionals in bioscience marketing research, product management, product sales, advertising, public relations, business development and licensing, as well as other related functions, such as regulatory, clinical and legal.
Lead Instructor:
Audrey Erbes, Ph.D., is a life science business development and marketing consultant with more than 25 years of managerial experience in marketing and business development in the biotech and pharmaceutical industry. She was Executive Vice President and cofounder of Kowa Research Institute and held management positions at Syntex Corp. in market research, product management, strategic marketing and planning, and business development in the U.S. and abroad.
Guest Speakers:
Chris Mahoney, MPA, WebMD, is an expert in the use of secondary patient data for pharmaceutical marketing applications, consulting with companies ranging from large global pharmaceutical companies to start-up biotechnology companies and Alan Hirshman, Senior Principal, Commercial Effectiveness, IMS Health. Before coming to IMS Health, Alan was Vice President of Sales for SDI Health. At SDI he was responsible for West and Midwest sales. Topic – "Patient Adherence: The Impact on Brand Performance."
Stanley Skrzypczak, M.B.A., Director, Managed Care Marketing, Genomic Health, has over 25 years of successful biotech and pharmaceutical sales and marketing experience, including product, managed care, clinical marketing and sales management. Topic – "Product Management 101- Developing/Executing The Tactical Plan"
Charles Versaggi, Ph.D., is president of Versaggi Biocommunications®, a strategic marketing consultancy for biotechnology, pharmaceutical and medical technology companies. Topic – "Building Value through Strategic Marketing Planning and Communications."
Steven Wong, B.A., is a senior consultant at Plan A, a strategic marketing consulting firm servicing biotechnology and pharmaceutical companies. At Plan A, he has directed numerous consulting engagements, including opportunity assessments, complex population modeling, and therapeutic area. Topic – "Market Research Information Resources."
Dates and Times: Thu 6:00PM to 9:30PM
Feb 11, 2010 to Mar 11, 2010
Thu 6:00PM to 9:30PM
Mar 25, 2010
Number of Sessions: 6
Location: UCSC Extension in Silicon Valley, 2505 Augustine Drive, Santa Clara
Tuition: $700 (Early enrollment - $630 through Jan. 28)
See details at www.ucsc-extension.edu/BPM
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