Program Overview

Course Syllabus for Marketing and Sales in Life Sciences

Essential Data

The course code for Marketing and Sales in Life Sciences is 4BP047. This course is worth 6 credits and falls under the category of higher education, study regulation of 2007. The main field of study is Bioentrepreneurship, and it is classified as a second-cycle course. The grading scale for this course is Fail (U), Pass (G), or Pass with Distinction (VG). The Department of Learning, Informatics, Management, and Ethics is responsible for this course.

Specific Entry Requirements

To be eligible for this course, students must have at least a Pass grade in the following courses within the Master's program in Bioentrepreneurship:

• Theory in Bioentrepreneurship
• Industrial Management
• Communication in Bioentrepreneurship 1
• Market Analysis
• Communication in Bioentrepreneurship 2
• Practical Placement 1

Outcomes

Upon completion of the Marketing and Sales in Life Sciences course, students should be able to:

• Explain concepts, theories, methods, and models of marketing and sales, as well as understand when they are relevant to apply in the life science industry context.
• Practically apply theories and models in marketing and sales to analyze problems that companies and organizations encounter, and to identify and argue for problem solutions from a marketing perspective.
• Critically assess and evaluate the ethical dimensions of marketing and sales.

Content

The course covers the following themes:

• Psychology of buying and buying behavior
• Marketing technology
• Market communication
• Brand management
• Personal selling
• Sales psychology
• Marketing and sales automation
• Sales methodology and sales processes
• Key account management
• Sales organization and sales management

Teaching Methods

The teaching consists of lectures, seminars, case studies, and assignments on both group and individual levels. The course is given at the master's level, where students are assumed to be familiar with the most common study methods in higher education. The fundamental pedagogical view is based on entrepreneurial learning and requires active student participation.

Examination

The examination consists of:

• A team assignment (Fail/Pass)
• An individual written assignment (Fail/Pass)
• An individual verbal assignment (Fail/Pass)
• A written exam (Fail/Pass/Pass with Distinction)

To get the grade "Pass" on the whole course, the student must get the grade "Pass" on all examinations. To get the grade "Pass with Distinction" on the whole course, the student must get the grade "Pass" on the written exam.

Transitional Provisions

Examination will be provided during a time of two years after a possible cancellation of the course. The examination can take place according to an earlier literature list during a time of one year after the date when a major renewal of the literature list has been made.

Other Directives

The course language is English. Course evaluation will be conducted according to guidelines decided by The Committee for Higher Education.

Literature and Other Teaching Aids

Mandatory Literature

• Kotler, Philip, Principles of Marketing, Global Edition, PEARSON EDUCATION LIMITED, 2023, ISBN: (provided), LIBRIS-ID: 8rzmr36m6l8ctt5j.

The course leader will assign further mandatory literature in the form of articles, reports, cases, and lecture material.