Universitat Internacional de Catalunya

Administration and Management of Biomedical Companies

Administration and Management of Biomedical Companies
4
14030
4
First semester
op
MENTION IN BIOMEDICAL BUSINESS
Main language of instruction: Spanish

Other languages of instruction: Catalan, English

Teaching staff


Dr. MARFÀ BRUIX, Santiago - smarfa@uic.es

Questions will be resolved before or after class. To resolve non-face-to-face questions, they will be done by videoconference.

Introduction

The course is aimed at showing the key elements in the administration and management of biomedical companies. Throughout the course, the aspects that are introduced in the course "Entrepreneurship and Innovation" will be studied in depth and will focus even more on the biomedical company.

Pre-course requirements

Entrepreneurship and Innovation

Objectives

  • To know the key concepts for the strategic management of biomedical companies.
  • To know the key concepts of business finance.
  • To know the key concepts of marketing with special incidence in the development of the product.
  • To know the key concepts about management skills and negotiation.

Competences/Learning outcomes of the degree programme

  • CB01 - Students must demonstrate that they have and understand knowledge in an area of study that is based on general secondary education, and it tends to be found at a level that, although it is based on advanced textbooks, also includes some aspects that involve knowledge from the cutting-edge of their field of study.
  • CB03 - Students must have the ability to bring together and interpret significant data (normally within their area of study) to issue judgements that include a reflection on significant issues of a social, scientific and ethical nature.
  • CB04 - That students can transmit information, ideas, problems and solutions to specialist and non-specialist audiences.
  • CB05 - That students have developed the necessary learning skills to undertake subsequent studies with a high degree of autonomy.
  • CE19 - To be aware of the principles of biomedical science related to health and learn how to work in any field of Biomedical Sciences (biomedical companies, bioinformatics laboratories, research laboratories, clinical analysis companies, etc.).
  • CG07 - To incorporate basic concepts related to the field of biomedicine both at a theoretical and an experimental level.
  • CG10 - To design, write up and execute projects connected to the field of Biomedical Sciences.
  • CG11 - To be aware of basic concepts from different fields connected to biomedical sciences.
  • CT01 - To develop the organisational and planning skills that are suitable in each moment.
  • CT02 - To develop the ability to resolve problems.
  • CT03 - To develop analytical and summarising skills.
  • CT04 - To interpret experimental results and identify consistent and inconsistent elements.
  • CT05 - To use the internet as a means of communication and a source of information.
  • CT06 - To know how to communicate, give presentations and write up scientific reports.
  • CT07 - To be capable of working in a team.
  • CT08 - To reason and evaluate situations and results from a critical and constructive point of view.
  • CT09 - To have the ability to develop interpersonal skills.
  • CT10 - To be capable of autonomous learning.
  • CT11 - To apply theoretical knowledge to practice.
  • CT12 - To apply scientific method.
  • CT13 - To be aware of the general and specific aspects related to the field of nutrition and ageing.
  • CT14 - To respect the fundamental rights of equality between men and women, and the promotion of human rights and the values that are specific to a culture of peace and democratic values.

Learning outcomes of the subject

At the end of the course, the student:

  • Uses information as a strategic tool in business management and technological development.
  • Demonstrates autonomy and critical sense in the interpretation of information.
  • Understands business management and administration strategies, knows how to use business plans as a work tool.
  • Learns about the different types of biomedical companies, including hospital management, biomedical startups, pharmaceutical companies and other types of service companies.
  • Knows the key concepts in the management of people in the biomedical field.
  • Knows the key principles of business finance.
  • Knows the key principles of marketing and, with a special incidence, the product development processes.
  • Knows the basics of management skills and the key principles of negotiation.

Syllabus

1. Business strategy

  1. Introduction
  2. Canvas
  3. Mission, vision, values
  4. External analysis (PESTLE, Porter's 5 Forces)
  5. Internal analysis (Porter's value chain, VRIO model, SWOT)
  6. Competitive strategy
  7. Expansion, diversification and cooperation
  8. McKinsey 7S model
  9. Leadership and styles

 2. Marketing

  1. Introduction
  2. Marketing mix (4P) 

      i. Product

      ii. Price

      iii. Placement

      iv. Promotion

      v. Others

  3. Pharmaceutical Market (Rx, Spain)
  4. Marketing plan
  5. Market definition (Patients, stakeholders, competitors)
  6. Segmentation and Targeting
  7. Medical Marketing (KOL, RWE, Pre-Launch, Post-Launch)
  8. Omnichannel
  9. Strategic framework
  10. Structure (Staff and Sales Force).
  11. Tactical plan (Pre & Post launch investments, projects)
  12. Access to the market (National, Regional, Hospital/Retail & Barriers)
  13. Contingency plan
  14. Life cycle management
  15. Timeline and Conclusions

 3. Finance for non-financial pharma marketers

  1. Introduction: From an account to global sales
  2. Financial Monitoring: Budget, T1, T2, Forecast, Strategic Plan...
  3. Stock value analysis
  4. P&L
  5. Balance sheet
  6. Income statement
  7. Cash Flow

 4. Management Skills

  1. Typology: Group, Interpersonal and Personal
  2. Self-knowledge: Disc Model

 5. Negotiation

  1. Introduction
  2. Process in negotiation
  3. Types of negotiations and negotiators

Teaching and learning activities

In person



Lectures: 50-minute presentation of a theoretical topic by the teacher.

Clinical cases or case methods (CM): Approach to a real or imaginary situation. Students work on the questions formulated in small groups or in active interaction with the teacher and the answers are discussed. The teacher intervenes actively and, if necessary, contributes new knowledge.

Virtual education (EV): Online material that the student can consult from any computer, at any time and that will contribute to the self-learning of concepts related to the subject.

Evaluation systems and criteria

In person



  1. Students in first call:

Class participation and attitude: 10%

Works and/or presentations during the practical cases: 40%

Final exam: 50%. To be able to average, in the final exam a minimum grade of 4 must be obtained.

  1. Students in second or subsequent call: the class participation and attitude grade will be saved.

The presentation of a practical case in the second call may only aspire to a maximum grade of 6 out of 10.

General points to keep in mind about the evaluation system:

  1. Attendance to at least 75% of lessons (CM and Lectures) is mandatory.

  2. Class participation is understood to be the contribution of interesting ideas or the raising of pertinent questions that help to improve the quality of the session, whether it is a lecture or case methods.

  3. Assistants will have to be governed by the norms indicated by the professors.

Bibliography and resources

Evaluation period

E: exam date | R: revision date | 1: first session | 2: second session:
  • E1 18/01/2024 A10 14:00h
  • R1 25/01/2024 A10 18:00h
  • E2 18/06/2024 A06 18:00h
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