Course syllabus for Marketing and Sales in Life Sciences

Marknadsföring och försäljning inom life science

Versions of this syllabus:

Autumn 2026

Essential data

Course code: 4BP047
Course name: Marketing and Sales in Life Sciences
Credits: 6
Form of Education: Higher education, study regulation of 2007
Main field of study: Bioentrepreneurship
Level: AV - Second cycle
Grading scale: Fail (U), pass (G) or pass with distinction (VG)
Department: Department of Learning, informatics, Management and Ethics
Decided by: Utbildningsnämnden LIME
Decision date: 2026-02-18
Course syllabus valid from: Autumn semester 2026

Specific entry requirements

At least the grade Pass on the courses in Theory in bioentrepreneurship, Industrial Management, Communication in bioentrepreneurship 1, Market analysis, Communication in bioentrepreneurship 2 and Practical Placement 1 within the Master's programme in bioentrepreneurship.

Outcomes

The course aims to give an understanding of the basics of marketing and sales in the life science industry.

Upon completion of the course, the student should be able to:

  • explain concepts, theories, methods and models of marketing and sales as well as understand and discuss when they are relevant to apply in the life science industry context
  • practically apply theories and models in marketing and sales to analyse problems that companies and organisations 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 behaviour
  • 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 group as well as individual levels. The course is offered at master’s level, where the students are assumed to be familiar with the most common study methods in higher education. The course’s pedagogical approach 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)

In order 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.

Compulsory participation
Seminars, workshops and presentations are compulsory. The examiner assesses if and, in that case, how absence from compulsory components can be compensated. The student must participate in all compulsory parts or compensate for absence in accordance with the examiner's instructions, in order to pass the course. Absence from a compulsory activity may result in the student not being able to compensate for the absence until the next time the course is given.

Limited number of examinations
Students who have not passed the regular examination are entitled to participate in five more examinations. If the student has not passed the exam after four participations, he/she is encouraged to visit the study advisor. If the student has failed six examinations/tests, no additional examination or new admission is provided.

Physically attending or otherwise commencing an examination is regarded as an examination session. An examination, for which the student registered but did not participate, is not counted as an examination session.

Adaptation of examination
In the event of special circumstances, or if a student with a disability is in need of certain adjustments, the examiner may decide to depart from the syllabus' regulations on examination form, number of examination opportunities, possibility of completion or exemption from compulsory educational elements, etc. Content and intended learning outcomes as well as the level of expected skills, knowledge and abilities must not be altered, removed or lowered.

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

The course always uses the latest edition of the literature.

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