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.