Course Programme

Strategic Marketing of Intellectual Property

25 – 27 January 2006, Copenhagen

Introduction

This course focuses on the marketing of technology – that is, the part of the job that involves finding and nurturing potential licensees and investors. This tends to be the most ambiguous and problematic part of a Tech Transfer Manager’s role – especially those that have come from scientific & engineering backgrounds for who ‘marketing’ is an entirely new and mysterious art.

This training is set-up for Tech Transfer professionals who have been in post for between approximately one year and three years – long enough to have built up a portfolio of projects and to appreciate the problems of finding good licensees but not long enough to have learned about marketing the hard way.

Content  

The course is split into three parts, each dealing with a different aspect of the marketing activity and supported by case studies or role plays:

• Setting the strategy – assessing what you have to license, what the university wants out of it, which application(s) to pursue, which companies to target, what kind of deal you want.

• Understanding the potential market – understanding the industry, what industry wants from us and how do they take decisions, identifying possible licensees, finding the right person to talk to, what conversations to have, what to ask them. Using external consultants and agencies.
• Marketing Individual technologies – initial awareness to sale, what to send the licensee, when, in what form and how to follow up,  generating enthusiasm, discussing the deal, developing and trialing the technology, classical sales advices, closing the deal, negotiation and structuring and pricing licensing agreements

After a final case study the programme closes with a clinic where individual questions will be answered by a panel of experienced practitioners.

Programme

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.

The programme is almost finalised and can be seen by clicking here.

Cocktail and Dinner  

Besides the formal part, the course also has plenty of informal elements giving you the opportunity to meet other delegates and share knowledge. On Tuesday evening the 24^th, the course will start with the registration and an introduction cocktail from 18.30 until 20.00. On Wednesday evening the 25^th we invite all delegates to join us for dinner in the inner city of Copenhagen.

Course fee

The registration fee depends on whether you are a member of ASTP or not:

-          Members € 945,- (excluding 19% VAT)

-          Non members € 1495,- (excluding 19% VAT)

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

Hotel reductions

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

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 63 75. As soon as we received your registration form, a confirmation letter, an invoice and logistical details on the venue will be sent to you.

Booking conditions

Payment must be received at least one week before the course start date. 50% of the course fees will be refunded for written cancellations received two weeks before the course start date. Substitutions may be made up to 2 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 Secretariat of ASTP,

tel + 31 70 392 63 74, fax + 31 703 92 63 75 or send an e-mail to secretary@astp.net