Description:
This course will help bridge the gap between science theory and practice in modern pharmaceutical and biotechnology business using major blockbuster drug launches over the past 20 years as examples. Each class will focus on a single therapeutic area (eg, Type 2 diabetes, cervical cancer, multiple sclerosis, GERD) and will be divided into two sections: first a review of relevant underlying pharmacological principles (eg., pharmacodynamics/mechanism of action, pharmacokinetics, toxicology, and clinical study data) followed by case examples of how these concepts were used to develop specific product marketing and educational campaigns to support product differentiation.
Course Objective:
After completing this course, students will better understand the relationship between basic pharmacological principles and how pharmaceutical companies use these principles to differentiate their products in competitive
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