MS in Biopharmaceutical Marketing

General

Program Description

Overview

The Master of Science in Biopharmaceutical Marketing (BPMK) is a 27-unit interdisciplinary graduate program in precision marketing aimed exclusively at careers in the biopharmaceutical and payer industries. BPMK is designed to build core knowledge and strategic skills targeting the biotechnology & pharmaceutical industry, managed care payers, consulting and other advanced healthcare-related fields. Students will learn and use the practical tools, required skills and methods to embrace the next wave of healthcare innovation and expanded use of artificial intelligence (AI), to drive markets while improving outcomes and product value.

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BPMK represents a first-of-its-kind program to address the incorporation of the full “health economic ecosystem”, to improve and facilitate practical applications of data-driven marketing, leading to improved access, segmentation, and understanding of customers and patients. The result of this deeper analytic based strategic process is a significant reduction in marketplace risk and loss of opportunity, through improved insights and planning efficiency.

Graduates of the Biopharmaceutical Marketing program are professionally trained in the principles of success and leadership ranging from the traditional pharmaceutical industry through biotechnology, integrated devices, 1st, and 2nd generation diagnostics and advanced immunotherapeutic, through a wide array of newly emerging healthcare ventures and career requirements including:

  • Business intelligence, pricing & product life-cycle
  • Product development, launch and market planning
  • Strategies for coverage, reimbursement, and product placement
  • Value & access ‘best practices’ for modeling and formulary tactics
  • Targeted sales & marketing tools and techniques to maximize market positioning
  • Communication, advertising, and forecasting specifically aimed at biopharmaceuticals
  • Customer and patient segmentation and direct to consumer advertising

This new accelerated degree — aimed at both working adults and full-time students — is configured to be completed in as short as

3 Semesters

The curriculum combines professionally delivered classroom lectures with practical distance learning and real-world mentored projects, with an emphasis on ‘real world’ problem solving and scenario-based learning.

Classes will be held on selected weekends at USC, requiring limited on-campus attendance per course.

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Courses

The USC Biopharmaceutical Marketing curriculum is designed to advance market access from any point in a product’s life cycle for optimal market positioning and product utilization.

BPMK 500 Biopharmaceutical Market: Reimbursement Strategy

Analyze source & impact medical trends from global payers and government policies across industry practices. Healthcare reform and access to current & future therapies. (3 units)

BPMK 501 Healthcare Payers, Insurance & Coverage Policy

Review evolution, design, innovation among healthcare products and coverage policies. Costs impact and controls on insurance premiums, formulary tactics & reimbursement of biopharmaceuticals. (3 units)

BPMK 502 Biopharmaceutical Product Development and Marketing

Introduction to strategic roles of clinical trials, regulatory and government agencies in product development. Planning profiles for R&D of novel products vs. unmet needs. (3 units)

BPMK 503 Biopharmaceutical Advertising and Communication

Understand product positioning, timing, and market opportunities. Key message development and communication pathways, budgets, quantitative measures of growth. Integrated launch & market planning with success. (3 units)

BPMK 504 Payer Formulary Placement: Values & Access

Profile insurance categories, controls, and public demands. Aligning formulary and value measures & research to access. Quantitative assessment of market segmentation and evidence generation. (3 units)

BPMK 505 Product Health Economics & Valuation

Applied healthcare micro-economic tools, health technology assessment, cost-effectiveness & cost-utility research. Practical understanding data sets & applications of outcomes research and modeling. (3 units)

BPMK 506 Biopharmaceutical Product Pricing & Competition

Design developmental maps, methods & processes for competitive intelligence. Pricing tools & models to predict market share, product revenue. Strategic use rebates, discounts, and guarantees. (3 units)

BPMK 510 Capstone 1: Biopharmaceutical Management Project

Program directed basic research and topics to develop student core skills surrounding research design, execution, planning, presentation, and defense, consistent with biopharmaceutical industry standards. (3 units)

BPMK 511 Capstone 2: Management Project

Student-directed advanced research and topics to develop student individual skills surrounding research design, execution, planning, presentation, and defense, consistent with biopharmaceutical industry standards. (3 units)

Requirements

Application Eligibility Requirements

  1. Earned bachelor’s degree with an overall GPA of 3.0 or higher
  2. GRE or GMAT is required for application
  3. International students only: TOEFL (minimum 90 with no less than 20 in each section) or IELTS (minimum 6.5 with no less than 6 on each band score)
Last updated September 2019

About the School

Founded in 1905, the USC School of Pharmacy has played a key leadership role in both the advancement of the field of pharmacy and in the education of new generations of pharmacists and remains one of ... Read More

Founded in 1905, the USC School of Pharmacy has played a key leadership role in both the advancement of the field of pharmacy and in the education of new generations of pharmacists and remains one of the nation’s foremost schools of pharmacy today. Read less