ALS359 - Introduction to Market Assessment and Market Strategy

ALS359 - Introduction to Market Assessment and Market Strategy 

This course is a required class for all PPM students. It is taught by Steve Casper, one of KGI's business faculty. Steve has been with KGI since 2003. He has a PhD in Government from Cornell University and prior to KGI had a faculty position at Cambridge University in the UK.

The course will equip students with an understanding of conceptual frameworks in market strategy and market assessment with reference to bioscience industries. These topics will be explored with reference to the commercialization of academic science into commercial ventures.  We will examine industry dynamics within different segments of the life science industries, such as therapeutics, diagnostics, and medical devices. This includes evaluating common business models employed by entrepreneurial firms, and an introduction to analytical tools used to assess the attractiveness of a variety of life science marketplaces. Common tools used for market research, such as survey methods and qualitative interview based techniques, will be introduced.  Finally, the course will provide an overview to analytical tools firms use to design market strategies.

Learning Outcomes

1.      Describe basic industry dynamics within bioscience industries, and business models commonly employed by biotechnology firms.

2.      Demonstrate an understanding of technology commercialization processes, especially the translation of university science into entrepreneurial life science companies.

3.      Use quantitative and qualitative data to assess the attractiveness of life science marketplaces.

4.      Demonstrate the ability to analyze the strategic marketing strategies of companies in technology intensive industries. 

5.      Use market research and competitive intelligence techniques to conduct primary research on the commercial attractiveness of a novel life science technology.

6.      Demonstrate proficiency in the use of professional skills in the areas of teamwork, project management, and both written and spoken forms of communication.

  

Course Materials

There is a case reader that should be purchased from the Huntley Bookstore.  Due to the vigorous enforcement of copyrights by Harvard Business School, it is mandatory that students purchase the case reader.  Any unauthorized copying of Harvard Business School cases will be treated as a KGI honor code violation.

All other readings will be available on the on-line Sakai system within the ALS 359 course folder.

Grading

Class Participation                                                                                30%

Short Memo Assignments (5 x 7% each)                                               35%

Team Market Research Project                                                            35%

Market Research Analysis:  Teams of 3-5 students will conduct market research for a technology emerging from a university research lab or start-up biotechnology company.  For most projects your client will be a professional technology transfer officer working at a universitiy or research institute.  Most projects will combine market research and competitive analysis research.  Particular goals for each group will be negotiated between the sponsoring client, the course instructor, and students.  All groups must submit written report of findings (typically 15-20 pages plus appendices) and make a formal presentation to their client.  Most presentations will be scheduled during finals week.