Market Analysis, 7.5 credits

A Bachelor's degree or a professional degree equivalent to a Swedish Bachelor's degree of at least 180 credits in health care, biomedicine, biology, cellular and molecular biology, pharmaceutics, chemistry, medicine or biotechnology. English language skills equivalent to English B at Swedish upper secondary school.

The aim of the course is that the students should understand market analysis and marketing and be able to apply this on the specific conditions that prevail within the life science industry. 

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

• describe central principles and methods in market research ,
• describe central principles and methods in marketing,
• analyse the market for a life science product,
• design a marketing plan for a life science product
• analyse and compare the major global life science markets against one another.

Key concepts and themes for the course include:
Customer needs
Analyzing microenvironment and macroenvironment
Market information including the marketing research process, and primary and secondary research data
Segmentation, targeting and positioning
Branding strategy
Marketing strategy and marketing planning
Pricing and Marketing channels
The marketing communication mix
Digital marketing
Health economics
Social responsibility and Ethics in life science market
The global life science marketplace 

The course is given at the master's level, where the students are assumed to be familiar with the most common study methods in higher education. The fundamental pedagogical view is based on entrepreneurial learning and requires an active student participation. Teaching will be in the form of lectures, seminars, work shops and case studies. Students will work on  a team assignment and an individual assigment. Guest lecturers from industry will provide their views of marketing management. 

The examination consists of:

• A written report from a team assignment  (Fail/Pass)
• An oral presentation of a team assignment (Fail/Pass)
• A written report from an individual assignment (Fail/Pass/Pass with distinction)
• A written exam (Fail/Pass/Pass with distinction) 

In order to pass the course as a whole, the students must at least get the grade pass on all examinations. To get the grade "Pass with distinction" on the entire course, the student must also get the grade "Pass" on the team project report and presentation and the grade "Pass with distinction" on the individual assignment report and the written exam.

Compulsory participation
Participation in seminars, work shops and presentations is compulsory. The course director decides if and in that case how absence may be compensated. Before the student has participated in compulsory parts, or compensated absence in accordance with the course director 's instructions the student's results on respective part will not be registered in LADOK.

Limited number of examinations
Students who have not passed the regular examination are entitled to participate in five more examinations. If the student has failed six examinations/tests, no additional examination or new admission is provided.

Participation in an examination is defined as an occasion on which a student attends an examination, even if the student submits a blank examination paper. If a student has registered to sit an examination, but does not attend the examination, this is not defined as participation in the examination.

After each course occasion there will be at least six occasions for the examination within a two-year period from the end of the course.

The course language is English.

A course evaluation will be conducted according to guidelines decided by the Board of Higher Education.

Oral evaluation in the form of course council meetings will be carried out during the course.