Advanced Marketing and Deal Making
3 -5 September 2008

Copenhagen, Denmark

Places are limited to 30 for this course!

Introduction

Technology transfer is the business of bringing new technologies to the marketplace. The past decade, the technology market has become a highly competitive environment in a globalized world where innovative technologies are abundant. Effective marketing and Deal making are key to success. In this intensive and highly interactive course we gain insights into the mindset of our industrial partners when it comes to developing new business. Too often, they receive licensing offers from academia which do not meet market needs or are presented in a manner that does not show business value. Identifying and maximizing such value in your technology can help to attract the right partner. The dealmaking process that follows should aim to build trust and commitment between partners. Good communication and exchange of information further contribute to create and negotiate the so much endeavoured win-win deal.  

In a series of case studies of workshops, the course will touch on the different stages from technology offering to a signed term sheet, targeting technology professionals with at least two years of experience in technology marketing and/or licensing and will focus on the development of personal skills and insights.

Content

The course is split into three days in which many aspects will be covered; the second day will be entirely devoted to negotiation. Topics include:

• Developing a pre-marketing strategy

• Finding good markets and strategies

• Technology scouting and evaluation in industry

• Strategies to find and attract a valuable partner

• What is a negotiation and how to prepare for it ?

• Trading and value exchange dynamics in a negotiation

• Sources of conflict during negotiations

• The Term Sheet

• Maximizing the value of your technology

Program

The main features of the course are its informal style of presentation and interaction between participants. The sessions are a mixture of seminar-style talks and smaller, break-out groups to discuss and report back on specific case studies. During the feedback sessions the different results of all the groups are discussed and the speaker(s) – all of them experienced practitioners - add their own perspective. ‘You get out of the course, what you put into it’, so active participation is essential to gain as much information as possible as a delegate. Our aim is to create an informal and pleasant atmosphere during the course, so everyone feels comfortable and gets to know other delegates.

Please find the first set-up of the program here. The Course Committee is working hard to finalize it, so please visit our website regularly in order to view the completed program.

Social Program

A joint dinner on Wednesday evening is included in the course fee. More information about the details of this social event will be revealed soon.
 

Course fee

* Estonia, Latvia, Lithuania, Poland, Czech Republic, Slovakia, Hungary, Slovenia, Romania, Bulgaria, Croatia, Serbia, Bosnia-Herzegovina, Albania, Macedonia, Belorussia, the Ukraine and Russia

 The three-day course includes: coffee/tea, refreshments, lunches, welcome cocktail on Tuesday, joint dinner on Wednesday and course materials.

Venue

The Training Course will be held at the:
IDA Conference Centre
Ingeniørhuset
Kalvebod Brygge 31-33
DK-1780 Copenhagen V
Phone +45 3318 4848

The Copenhagen Central Station and the Tivoli Gardens are about 5 minutes walk away. The City Centre and Rådhuspladsen (the main city square) and Strøget (Europe’s longest pedestrian street), are 10 minutes walk from the Conference Centre.

How to reach the IDA Conference Centre?

Bus routes
You will have easy access to bus routes:
Bernstorffsgade (the nearest stop): 8, 46, and 97N
The Copenhagen Central Station: 6, 16, 28, 40, 46, 250S (to/from the airport), 534P, 550S and 650S
The Police Square: 11, 12, 13, 40 and 47 

The airport
It will take 15 minutes to get to Copenhagen Airport by car and 12 minutes by the regional train service from the Copenhagen Central Station. You can also take bus No. 250S from Copenhagen Central Station.

Parking
We are well served by motorway exits to and from Copenhagen, both from the North and South. Directly outside you will find parking facilities with parking meters. The fee is currently Monday - Friday, 8 am – 6 pm – DKK 7 per hour.
 

Hotel reductions

The fee does not include overnight accommodation. Each participant is responsible for its own hotel booking.

Due to the Exhibition and Congress of Copenmind preceding our Training Courses, the hotel accommodation will be limited in Copenhagen. Therefore we strongly advise you to book your accommodation as soon as possible! We arranged a special reduction fee for the:

Copenhagen Island Hotel
Kalvebod Brygge 53
1560 Copenhagen V 
Denmark
Tlf. + 45 3338 9600
Fax. +45 3338 9601
www.copenhagenisland.com

The room rate for a double room for single use is DKK 1,495.- (breakfast included), a double room costs DKK 1.845,- (breakfast included). This offer lasts until the 26th of June 2008 - after this date the availability of the rooms cannot be guaranteed anymore.

Reservations should be make through the Copenhagen Convention Bureau. Please use their Booking form and sent this by fax (+ 45 4492 5050) to their office. For further questions regarding hotel reservation, contact the convention bureau at the following address:

Copenhagen Convention Bureau
Herlev Ringvej 2 C,
DK-2730 Herlev, Denmark
Tel. + 45 4492 4492
Fax. + 45 4492 5050

Registration

The maximum number of participants is 40 (based a first come, first serve basis). If you wish to sign up for the course, please complete the Registration form and send it by fax to the Secretariat of ASTP +31 70 392 6375. As soon as we've received your registration form, a confirmation letter, an invoice and logistical details on the venue will be sent to you.
 

For this event, you can also register online. Please note that on the website for registration, the fees already include 19% VAT and 5% credit card charge. To register for the Vienna course, please visit: With online registration, no separate invoice will be sent to you. If you wish to receive such, please ask us explicitly for this, by sending an email to secretary@astp.net.

Booking conditions

Payment must be received at least two weeks before the course starts. 50% of the course fee will be refunded for written cancellations received before the 1st of Augustus 2008. After the 1st of August no refunds are possible. Substitutions may be made up to 4 weeks before the course actually takes place, but we will charge you € 90,- administration costs.

More information
For more information about this ASTP Training Course, please contact the headquarters of ASTP,
tel + 31 70 392 63 74, fax + 31 703 92 63 75 or send an e-mail to secretary@astp.net
If you are interested in attending this event as an ASTP member but you aren't a member yet, you can apply for the membership by faxing the Membership Application Form to ASTP (fax.+ 31 70 392 63 75).