April 13 & 20, 2016
8:00 a.m. – 5:00 p.m.
$1,500 (early bird rate - price increases to $1,800 on or after January 1, 2016)
Includes tuition, course materials, parking and meals.
About the Program
This two-day course is designed to equip you with the tools you need to successfully unlock commercial potential in the drug development and launch process.
Of 5,000 to 10,000 bioscience compounds screened, only one typically makes it to market. This translates to the development of a new drug costing more than $1 billion. Dizzyingly, this price tag has increased 145% since 2003. Development is even more challenging given that early stage funding is becoming increasingly hard to obtain. Ideally, marketers should step in very early in the development process, work collaboratively with scientists, and aim their efforts toward launching new products effectively.
To solidify students’ grasp of the material, we provide a highly interactive experience: an online therapeutic drug marketplace simulation. Specifically, this exercise places students in the role of marketing managers, competing with rivals to launch three therapeutic drugs in different stages and markets. In assessing the business situation for each goal to be achieved, students need to consider the marketing mix, segmentation, and points of difference. They are also required to make decisions regarding their company’s planned launch(es) by choosing the appropriate attribute levels (including price) that would allow capturing the right amount of sales, market share, or profit. Students also need to take into consideration the set of competitive offerings and the cost implications of each product profile. In some cases, the task is to properly anticipate the moves by rivals that would allow them to achieve optimal business outcomes.
- Understanding the elements of the marketing mix, segmentation, and how all marketing decisions necessitate good research
- Learning how marketing fits with the overall strategy of the firm and how it influences decision-making
- Concrete exposure to key business concepts such as demand curves, segmentation, profit functions, competitive responses, vertical and horizontal differentiation, niche vs. mass market strategies, product portfolio management, and brand equity
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.