Marketing of bioproducts (case studies)

Bioeconomy is increasingly responsive to customer behaviors, due to the ethical and safety issues arising from some biotechnological applications. Understanding how customers perceive your brand messaging and marketing is one of the most important aspects to understanding consumer behavior. This course will explore the development of programs from the determination of objectives and methods of organization through the execution of research, advertising, distribution, and production activities focusing on particular biotechnological products and services.