Turning a molecule from the lab into a brand-name drug takes more than scientific discovery; it also requires proficient knowledge in business and marketing. A new interdisciplinary minor at USC studies the intersection of biomedical product discovery, development and marketing from the perspective of science, pharmacy and healthcare commercialization.
A collaboration between the USC Mann School and the USC Marshall School of Business, the Biopharmaceutical Management and Marketing minor will merge the basics of drug discovery with the fundamentals of business and marketing, enabling students to meet the demands of the rapidly changing landscape of the biomedical industry.
With a “molecule-to-market” focus, the program will be taught by faculty from both schools. Students will learn how medical products are developed, managed and regulated to ensure safety and effectiveness, while acquiring skills in designing and executing promotional strategies that communicate both the therapeutic value and safety of these products to various stakeholders — physicians, patients, regulators and payers.
“For USC undergraduates interested in healthcare and the life sciences, the minor provides a deeper understanding of how biomedical products are developed, regulated and brought to market,” says Daryl Davies, associate dean for undergraduate education at USC Mann. “It also gives students interested in business, marketing and entrepreneurship valuable insight into the scientific and healthcare dimensions of the biopharmaceutical industry. The program is designed to help students combine perspectives across disciplines and prepare for careers in the rapidly growing healthcare and biopharmaceutical fields.”
The 24-unit minor includes two required courses: BPSI 410: Biopharmaceutical Product Development and Brand Planning (4 units), and BUAD 307: Marketing Fundamentals (4 units). Students will choose additional electives in biopharmaceutical sciences and marketing, including:
Biopharmaceutical Sciences Electives
(8 units)
- BPSI 406 Drug Safety Pharmacology and Toxicology
- BPSI 407 Pharmaceutical and Health Economics
- BPSI 414 Pharmacoethics
- BPSI 415 Science Talk
- RXRS 407 The Discovery, Development and Marketing of Medicines
- RXRS 413 Globalization of the Biomedical Industry
- RXRS 416 Medical Products: From Idea to Market
- RXRS 421 Management and Operation of Clinical Trials
Marketing Electives
(8 units)
- MKT 401 Marketing Research for Consumer Insights
- MKT 402 Introduction to Marketing Analytics
- MKT 405 Marketing Communication and Promotion Strategy
- MKT 410 Professional Selling
- MKT 425 Digital Marketing Fundamentals
- MKT 428 Social Media Strategy for Business
- MKT 445 New Product Development and Branding
- MKT 450 Consumer Behavior and Marketing
USC undergraduate students with a declared major are eligible to apply. To learn more, contact Randa Issa, academic program manager, at rissa@usc.edu.