Marketing & negotiationStephen
London Business School, United Kingdom
id law partners / BGMA Spain
Optix Solutions United Kingdom
University of Cambridge United Kingdom,
Robert Marshall & Associates, United Kingdom
Level: 2 years of experience in technology transfer
This course is aimed at those with the most difficult and ambiguous knowledge transfer role in Knowledge transfer – marketing, business development, structuring deals and creating long-term relationships with businesses. The course picks up at the point at which there is some valuable expertise or technology that – you think – is ripe for investment and commercialisation by a third party. Using a series of case studies, presentations and exercises we propose practical frameworks and advice on how to develop and then implement strategies for identifying potential partners (based on the ‘lean’ methodology), getting their attention and then ‘dealing’ with them to share the benefits in an equitable way. We examine the role of business developer (as a ‘specialist integrator’) and explore why it is so difficult. We also look at common obstacles and how to overcome them.
Please note that this training course was previously called ‘Marketing & Deal-making’.