October 5 & 12, 2016
8:00 a.m. – 5:00 p.m.
Includes tuition, course materials, parking and meals.
About the Program
Of 5,000 to 10,000 bioscience compounds screened, only one typically makes it to market, which translates to the development of a new drug costing more than $1 billion. Dizzyingly, this price tag has increased 145% since 2003. With this in mind, our course teaches non-marketers the essentials of marketing with the aim of launching new products effectively and structuring product portfolios optimally.
- Situation Analysis and the 5Cs (Company, Customers, Competitors, Collaborators, and Context)
- The Marketing Mix (4Ps: Product, Promotion, Pricing, and Place)
- STP (Segmentation, Targeting, and Positioning)
- Timing of early-on decisions for products that will take years before coming to market
- Fundamentals of launch planning and choices of attribute levels (including pricing) to capture optimum sales level and profit
- Critical marketing decisions to consider during translation efforts
To solidify participants’ grasp of the material, we provide an engaging online simulation of the OTC pharma environment. Specifically, this exercise places students in the role of marketing managers, competing with four rivals, each with a different marketing strategy and portfolio of brands. Decisions are centered on the 4Ps of marketing, and made once each simulated year. The design of the simulation allows students to actively experiment with different decision sets. Each simulated environment will develop uniquely depending on the choices that the student team makes and how their competitors react.
Dr. Klein is on the faculty of UCSD’s Rady School of Management and of Steinbeis University Berlin’s School of International Business and Entrpreneurship in Germany. Formerly, she was a faculty member at MIT’s Sloan School of Management, USC’s Marshall School of Business, and UCLA’s Anderson Graduate School of Management. She teaches a breadth of marketing topics, including marketing management, marketing research, sales, and international marketing. She enjoys her role as an educator, teaching undergraduates, graduates, and executives locally and internationally.
Dr. Klein has published numerous academic articles on cross-cultural issues. She is particularly curious about consumers behaving “irrationally.” Currently, she is also interested in innovation and entrepreneurialism.
Previously, Dr. Klein was a Fulbright Scholar in Berlin, Germany. While there, she served as an interpreter and translator. Dr. Klein relished her time as a foreign correspondent for the Atlanta Journal-Constitution during the fall of the Berlin Wall.
Dr. Klein holds a doctorate in International Marketing with a minor in Anthropology from the University of California, Irvine. Her undergraduate degrees are in Economics and German Literature (honors) from Scripps College. She speaks English and German natively and travels zealously.