This course is designed to provide science and business students with a strong foundation in strategic marketing concepts, while incorporating emerging practices from the life sciences sector and the use of artificial intelligence (AI) as a tool for insight generation, decision support, and personalization. Students will explore how to develop and implement actionable marketing strategies in both traditional consumer markets and highly specialized, regulated industries such as pharmaceuticals, cosmetics, personal care, biotechnology, personal wellness, and healthcare.
The course emphasizes decision-making in managing the marketing mix, including persona development, target market selection, market research (traditional, digital, and AI-enhanced), and brand-building strategies using the 4 Ps: Product, Promotion, Pricing, and Placement. Special attention will be given to how these elements evolve within life sciences and healthcare environments, where trust, regulation, and evidence-based messaging are critical.
Students will learn to leverage analytics, digital tools, generative AI, and predictive modeling to build connected brands, optimize campaigns, and enhance the customer experience (CX). They will explore how AI can support content creation, personalization, segmentation, synthetic persona development, and real-time engagement—while also navigating the ethical and regulatory implications of AI in healthcare and science-based marketing. A team-based project will center on developing an integrated, Experiential Brand Marketing Plan.
- Apply core strategic marketing concepts within digital environments that increasingly incorporate artificial intelligence, analytics, and marketing technologies.
- Communicate marketing insights effectively in written and oral formats, using data, analytics, and AI-supported tools to present strategic recommendations.
- Evaluate marketing strategies across traditional and digital channels, including AI-enabled marketing approaches and social media platforms such as X/Twitter, Facebook, YouTube, Instagram, and TikTok.
- Analyze the interaction of marketing mix variables (Product, Price, Promotion, and Placement) with environmental, technological, and regulatory factors.
- Assess the ethical, societal, and regulatory implications of AI and marketing, particularly within science-based industries such as healthcare, biotechnology, and personal care.
- Explain the integration of marketing with other business functions, including R&D, regulatory affairs, and data analytics in science-driven organizations.
- Develop an integrated marketing communications strategy that leverages both traditional and AI-enabled tools for segmentation, personalization, and customer engagement.
Technical Skills
Salesforce Trailheads
Transferable Skills
- Teamwork
- Presentations
- Communication
Experiential Learning
- Field trip to IKEA to study marketing tactics.
- Guest lectures from industry experts.
- Salesforce trailhead course modules.