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Marketing VI

Digitization of the Pharmaceutical Industry

Seminar (14266.0208)

          Instructor: Philip Pollmann-Schweckhorst
          Date, time and room: see Klips

Business projects with Boehringer Ingelheim and Bayer in the winter semester 2020/2021

Company information
Boehringer Ingelheim is a major pharmaceutical company based in Germany. Family-owned since it was established in 1885, Boehringer Ingelheim is one of the pharmaceutical industry’s top 20 companies. The company is headquartered in Ingelheim and operates worldwide with 146 subsidiaries and approximately 50,000 employees. Main areas of interest are separated into three business divisions: Human Pharmaceuticals, Animal Health and Biopharmaceuticals. The company focuses on the development of innovative therapies that can prolong patients' lives.

Bayer is a life science company and a global leader in health care and nutrition. The company is focused on innovative products to overcome the major challenges presented by a growing and aging global population. Guided by the corporate purpose “Bayer: Science for a better life,” the company helps to prevent, alleviate and treat diseases. The German multinational pharmaceutical and life sciences company was founded in 1863 and is headquartered in Leverkusen.

Topic/subject/aim
The digitization facilitates many processes and gives rise to rich data. The availability of a large amount of structured and unstructured data, so-called big data, creates new opportunities to gain market knowledge through data analytics. At the same time, digitization implies obstacles that arise when transforming current processes into the digital age. This business projects aim at better understanding the market and customers that Boehringer Ingelheim and Bayer deal with and at solving challenges of the digitization. There are two different project groups with different topics. Each student can only apply for one group. On the one hand, these business projects give you the unique opportunity to further develop your analytical skills. On the other hand, you are able to apply strategic and data science tools in order to help a pharmaceutical company to improve its decision-making.

Potential workstreams for student teams:

  1. Digital Transformation in Pharmacies 
  2. Leveraging E-learning as a Communication Vehicle
  3. Transforming Research and Data Science into Value for Daily Business

Requested profile of the team members:
Language: English (German – not mandatory)

Examination mode: Strategy brief, project documentation (i.e. final report), presentation, 12 LP

Time schedule (Group 1: Bayer):
30.10.2020 (kick-off with the University of Cologne) 
November 2020 (kick-off with Bayer)*
January 2021 (mid-term presentation with Bayer) *
March 2021 (final presentation with Bayer)*

Time schedule (Group 2: Boehringer Ingelheim):
30.10.2020 (kick-off with the University of Cologne)
November 2020 (kick-off with Boehringer Ingelheim)*
January 2021 (mid-term presentation with Boehringer Ingelheim) *
March 2021 (final presentation with Boehringer Ingelheim)*

*exact date will be communicated in advance and in time

Examination

Kick off meeting will take place on October 30, 2020. During the kick off you will receive all necessary information for the exam registration and the exam date.

Content

A syllabus of the Business Project you find here.

Learning Objectives

The learning objectives of the Business Project can be summarized as follows:

• Digitalization: Students become their client's agency focused on researching a defined target audience, creating a plan, and

• activating a customized campaign using a real budget over the course of an academic term.

• Project management: how to run projects, how to plan and organize activities, meetings and processes.

• Team work: how to manage team processes, how to work in multidisciplinary and international team settings, how to take up initiative and leadership roles, how to contribute to a high team performance.