Life Sciences Promotion

Catalog description

This course provides students with a comprehensive framework and tools to understand the modern-day promotional process and the ever-changing digital media landscape. The students will learn about current industry trends, the role of brand manager, understanding the agency-client relationships, uncovering insights, utilizing data and technology, brand positioning, creative strategy, developing big ideas, social media, integrated production, and communications planning. Classes will be a combination real-world examples from the life sciences industry (pharma, biotech, MedTech etc.) Coursework involves a comprehensive group project that fosters learning in all functional areas of promotions, while simulating the development of an integrated marketing communication plan.