Universitat Internacional de Catalunya
Marketing for Biomedical Industries
Other languages of instruction: Catalan, English
Teaching staff
- Coordinator: Santiago Marfà
- Teaching staff: Santiago Marfà, Oriol de Solà-Morales and Quique Marroquín
- Office hours: Questions will be answered before or after class. For non-face-to-face queries, videoconferencing will be used.
Introduction
This course provides students with a basic and comprehensive view of marketing applied to the biomedical sector, incorporating ethical, sustainability, and social responsibility criteria, aligned with the Sustainable Development Goals (SDGs 3, 4, 9, and 12).
- SDGs to which it contributes: SDG 3 (Good Health and Well-being), SDG 4 (Quality Education), SDG 9 (Industry, Innovation and Infrastructure), and SDG 12 (Responsible Consumption and Production).
Pre-course requirements
No mandatory prerequisites are established.
Objectives
The course aims for students to develop an integrated understanding of pharmaceutical marketing strategies, acquiring competencies to design sustainable business plans, evaluate market access, and apply economic, ethical, and social criteria in decision-making.
Competences/Learning outcomes of the degree programme
- CN14 - Identify the principles of biomedical sciences related to health, as well as the basic concepts and tools that have an impact on Biomedical Sciences and allow them to work in any of its fields (biomedical companies, bioinformatics labs, research laboratories, clinical analysis companies, etc.).
- CP05 - Apply biological foundations in the search for practical solutions to health problems, following ethical standards and scientific rigour and respecting fundamental equal rights between men and women, and the promotion of human rights and the values inherent in a peaceful society of democratic values that includes inclusive, non-discriminatory language without stereotypes.
Learning outcomes of the subject
At the end of the course, students must:
- Analyze the competitive environment of the biomedical sector.
- Design basic pharmaceutical marketing plans.
- Evaluate market access strategies.
- Apply basic financial tools.
- Integrate ethical and sustainable principles.
- Interpret relevant health policies.
- Communicate business proposals professionally.
Syllabus
- Introduction to marketing.
- Digital healthcare marketing.
- Pharmaceutical strategy.
- Product value definition.
- Pricing studies.
- Financial plan.
- Market Access and HTA.
Teaching and learning activities
In person
Fully face-to-face classroom modality.
1. Lectures – 10 hours: transmission of knowledge to the entire group.
2. Case method (CM) – 10 hours: resolution of cases, debates, and/or group presentations with the introduction of concepts as needed and under supervision.
Contribution to SDGs in methodology: SDG 4 (active learning and formative assessment); SDG 5 (inclusive dynamics and co-assessment with an equality perspective); SDG 9 (process/technology orientation); SDG 3 and SDG 8 (analysis of health and socioeconomic impact in cases); SDG 12 (reflection on product life cycle and efficient use of resources).
Evaluation systems and criteria
In person
First sitting:
- Class participation and attitude: 15%
- Assignments and/or presentations: 30%
- Final multiple-choice exam: 55% (minimum grade of 4 to calculate the average)
Second and subsequent sittings:
- Participation and assignment/presentation grades from the first sitting are retained.
- Final multiple-choice exam: 55%.
- NOTE: In second and subsequent sittings, the maximum attainable grade is 6/10.
General conditions and minimum requirements:
- To calculate the average, a minimum of ≥4/10 in the final exam is required.
- Minimum overall grade to pass the course: 5/10.
- Attendance: Failure to meet the minimum 75% attendance will reduce the participation grade.
- There is no midterm exam.
- Penalty in multiple-choice exams: –0.33 per incorrect answer when there are 4 options (1 point for a correct answer) and –0.25 when there are 5 options.
Alignment with SDGs in assessment: the exam and participation guarantee SDG 4 (quality education).
Bibliography and resources
- Kotler, P. & Keller, K. (2016). Marketing Management.
- Mossialos, E. et al. (2010). Pharmaceutical Policy in Europe.
- UIC teaching materials.
- Scientific databases.
Evaluation period
- E1 13/03/2026 A10 16:00h
- E2 01/07/2026 A10 18:00h