Marketing & Negotiation

///Marketing & Negotiation

Marketing & Negotiation


 Programme Marketing & Negotiation (last year’s programme, an updated version will be soon available)

Have a look at last year’s programme:

08:45 – 09:00 Course Introduction
09:00 – 09:30 Success as a ‘Business Developer in academia’
09:30 – 10:15 On the front line
10:15 – 11:00 What academics need from us
11:00 – 11:30 Coffee break
11:30 – 13:00 Developing commercial strategy
13:00 – 13:45 Lunch
13:45 – 15:00 Knowing the right people to ‘market’ to
15:00 – 15:30 Coffee break
15:30 – 17:30 Using Social Media tools to find and contract partners and investors
17:30 – 17:45 Wrap up of the day
19:00 Networking dinner
08:30 – 10:15 The sales process
10:15 – 10:30 Coffee break
10:30 – 11:15 Why don’t we like negotiating?
11:15 – 12:30 Value in stressful situations
12:30 – 13:30 Lunch
13:30 – 17:30 Case study – Multi-party negotiations: so you think you can negotiate…
17:30 – 17:45 Break
17:45 – 18:45 Case presentation preparation
08:30 – 09:30 Capturing the essence of an agreement
09:30 – 11:00 Building lasting relationships
11:00 – 11:30 Coffee break
11:30 – 12:30 Overcoming barriers, internal and external
12:30 – 12:45 Course summary and wrap-up
12:45 – 13:30 Sandwich lunch

Speakers/trainers will be announced soon.


Calipolis Hotel ****

Av. Sofia 2-6
Sitges, Barcelona
T: +34 938 941 500

Download the logistical information here


Single room: €103.50
Double room: €114. 50

These prices include breakfast, free WIFI, VAT (10%) and city tax (€1 per person, per night). This special rate is available until 30 November 2017. You can book your stay with this special rate via the website by using this promotional code: ASTP2018.


Please find below some other hotels nearby the Training Course venue.

Design Room - MiM 4* Hotel, downtown Sitges

The MiM Hotel Sitges ****
In the same street as the venue

Avda Sofia, 12.
08870 Sitges
T: +34 938 113 500

Please check the website for availability and prices.

Mediterráneo Sitges
In the same street as the venue

Av. Sofia, 3
08870 Sitges
T: +34 938 943 355

Please check the website for availability and prices.

Hotel Ibersol Antemare Spa ****
1km from the venue

Avenida Mare de Deu de Montserrat, 48-50
08870 Sitges
T:  +34 938 947 000

Please check the website for availability and prices.

rates training course

Member early bird: €1290
Member: €1350

Non-member early bird: €1940
Non-member: €2000

If you are not a member join here for €250 a year and benefit immediately from the membership discounts and other specials

CE Points: 18

Learning Objectives

  • An understanding the scope of the Business Development role;
  • How our role interfaces with the academic role and with other KT roles;
  • How to re-frame research strengths as commercial propositions;
  • The five elements of a commercial hypothesis;
  • Using those elements to develop and understanding of the Value Chain;
  • Using the value chain to identify potential partners;
  • The ideal characteristics of a potential innovation partner – ‘absorptive capacity’;
  • Tactics for identifying potential leads using the internet;
  • Using Social Media to identify thought leaders and active innovators;
  • The power of forums to link with potential partners;
  • Using ‘search terms’ to identify active areas of growth;
  • Understanding the sales process using the ’SPIN’ methodology;
  • Realising the superiority of the ‘question’ approach over ‘pitches’;
  • The distinction between ’simple’ and ‘complex’ sales;
  • The importance of starting ’small’ – but with strategic intent;
  • What constitutes a success client conversation;
  • Realising why we so often dislike negotiation and conflict;
  • The value of teamwork in setting negotiation tactics and issues;
  • Structuring complex research partnerships;
  • Converting research objectives into fully contingent agreements;
  • Using small projects to build mutual understanding and trust;
  • The foundations of strategic partnerships with businesses.


  • The ‘Business Development’ role in an academic context.
  • The support that researchers want and need from us
  • Developing a Commercial Strategy
  • Finding leads – who to ‘market’ to.
  • Using Social Media to find leads
  • The Sales process
  • Why we dislike negotiating
  • Dealing with stress and conflict
  • Multi-party negotiations
  • Capturing the essence of an agreement
  • Building lasting relationships.
  • Overcoming obstacles – building a roadmap.

Why join this course?

Most knowledge transfer courses assume that the partner is already identified and concentrate on the ‘technical’ aspects of structuring a robust deal. However,  the more difficult and time-consuming part of process is finding a partner and generating commitment and enthusiasm to the point where they want to invest in the relationship and do the deal.  Using a series of case studies and reflections from experienced practitioners, this course develops frameworks and tools that can be widely used to develop new research and licensing collaborations and structure those relationships in a way that benefits and aligns the motivation of both parties.

Who should attend?

This course is designed for those whose job involves finding and ‘warming up’ potential research partners and licensees; the human elements of negotiating a deal. It largely focuses on the part of the ‘process’  where, having identified a promising technology or research strength, it is time to find external partners willing to commit resources to take it to market and structure that deal.

Perfect training for a new Business Developer in academic tech transfer.
Cecile Cavalade, Université Libre de Bruxelles, Belgium
Very nice course with passionate speakers and great to be able to talk and discuss things with others in the same field.
Esther Smit, IxA/ UvA, the Netherlands