Hi,
We have a great program of topics and speakers lined up for the upcoming evening series of the UCSC Extension’s Bioscience Product Marketing course, Thursdays , Feb. 11 – March 11 and 25th where you’ll have opportunity to learn how to develop a professional quality marketing plan to add to your career portfolio.
See course description and details below with list of outstanding experienced industry professionals who will share their expertise with you–enabling you and your team to develop a preliminary marketing plan for a product of your team’s choice.
Sign up prior to Jan. 28th and get the early enrollment discount.
Audrey
UCSC Ext. Bioscience Product Marketing, Thursday Evenings, Feb. 11 – March 25, 2010
Course DescriptionThis 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.
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. “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.”
Additional Guest Speakers with Short Presentations:
§ Tais Schmitt, Ph.D. currently pursuing a Certificate in Bioscience Business and Marketing at UCSC Extension, agreed to share her student project experiences for this course which she completed in the winter of 2007. Topic – “Tackling the Marketing Plan Project.”
§ Debbie Donovan, Consultant at eGold Solutions, has worked on client side on products that served the ENT, Orthopedics/Spine, Ob/Gyn and Oncology surgery specialties at Somnus, Kyphon and Conceptus, Inc., and most recently Senior Manager at Intuitive Surgical where she focused on market development programs and e-marketing initiatives. Topic – “E-Marketing: Activating Patients in a Web 2.0 World.”
§ Erik Haghjoo, Ph.D., consultant in the Life Sciences division of Simon-Kucher & Partners, focuses on developing global pricing and positioning strategies for new and existing products. His project experience includes product launch strategy, value proposition, pricing and reimbursement strategy, and portfolio strategy. Topic – “Role of Pricing and Reimbursement in Product Management Strategic Planning.”
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 (over 7 weeks)
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
Audrey
No comments:
Post a Comment