Biotech Marketing Crash Course

Jan 01, 2002


Audrey Erbes
Finally...some formalized instruction in biotech marketing. Audrey Erbes, PhD, a 25-year marketing and business development veteran, designed and will teach the first crash course on that subject this spring. The two-day seminar, held at the University of California (UC) at Berkeley, will focus on marketing in the phases of bioscience product development:

  • strategic marketing and planning
  • marketing research
  • business development and licensing
  • product promotion sales.

A second course, hosted by UC Santa Cruz, will be more tactical and will focus on market research methodologies, development of marketing strategy, product positioning, and marketing programs.