Marketing and Market Access for Healthcare - MMA


Content, progress and pedagogy of the module

Learning objectives


  • Demonstrate knowledge of microeconomics, including imperfect market conditions
  • Demonstrate knowledge of welfare economics, including the role of regulation in medical market access
  • Explain the concept of value of products and services and its relation to costs
  • Describe the business-to-business buying process within the health care sector including the regulatory and ethical pathways


  • Collect data relevant for conducting a market analysis
  • Apply game theory for pricing within oligopolistic conditions
  • Apply the segmentation, targeting and positioning approach for different health care products and services
  • Analyse the impact of major market errors in healthcare


  • Select the most appropriate design for a specific market-related analysis
  • Discuss the impact of different pricing strategies for decision making
  • Assess the impact of classification systems for pharmaceuticals and medical devices

Type of instruction

  • Teaching varies between lectures, workshops, (group) exercises and individual study



Name of examMarketing and Market Access for Healthcare
Type of exam
Written or oral exam
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Additional information

Please consult the Moodle page for your semester and contact the semester coordinator if you have academic questions, or the study secretary if you have administrative questions.

All other enquiries may be directed to Helene Nørgaard, secretary of the Study Board.

Facts about the module

Danish titleMarketing og Market Access i sundhedsvæsenet - MMA
Module codeMEDMS20K1_7
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Education ownerMaster of Science (MSc) in Medicine with Industrial Specialisation
Study BoardStudy Board of Medicine
DepartmentDepartment of Clinical Medicine
FacultyThe Faculty of Medicine