The Biomedical Marketing course will give you introduction to marketing in the enormous biomedical industry. The course explores how core marketing concepts like segmentation, targeting, positioning, pricing and new business strategy play out in the complex world of healthcare. In terms of scope, the material includes marketing to providers, physicians, patients, payers and politicians. The course is ideal for students who plan to go into the medical device and pharmaceutical industries, and for students headed to consulting or with an interest in this fast moving arena. Students who have healthcare experience and students new to healthcare will both find the course interesting and thought-provoking. The course includes lectures, case studies, guest speakers and student presentations. Assignments include two short-written essays. The main deliverable is a final project: students analyze a recent new product launch in the industry, and this culminates with a presentation and paper. There is also a final exam.