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MKTGGB 2130 - Innovation in Pharmaceutical/Bio Technology

Although the pharmaceutical industry has been much maligned in recent years, it remains a vital part of the United States economy especially that of the Northeast and plays an increasing role in the nation's healthcare. The objective of the course is to provide you with an understanding of the industry and the role of the marketing department in the organization. The focus will be on marketing to health care professionals and to patients, although the potential effect of other parties in product success will be briefly explored. The economics of the industry will be highlighted. To provide context the regulatory framework of the industry and the typical organizational structure of a large pharmaceutical company will be discussed. The effects of changes in the larger environment changes in the media landscape and changes in the patient/physician relationship, to name two will be investigated. The numerous significant ethical issues facing the industry will be discussed. This course employs interactive discussion, guest speakers and a limited amount of lecture. Enrollment Requirements: Prerequisites: Full-time MBA. Co-requisite: COR1-GB 2310.Prerequisites: Focused MBA. Co-requisite: COR1-GB 2110.Prerequisites: Part-time MBA and COR1-GB 2310.Not open to students with more than 24 MKTG-GB units.
Healthcare Marketing Focused MBA Alumni IMP Langone (Continuing) and APC MBA1 MBA2 Non-Stern
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Spring 2021, Spring 2020, Spring 2019, Spring 2018
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