Professional Development Courses
(Additional fee required, seating limited)

AUTM Marketing CourseSM

Sunday, March 12
7 a.m. – 5 p.m.

As one of AUTM’s most popular and enduring courses, the Marketing course is designed to put you ahead of the game. Learn basic marketing concepts and acquire new tools and new skills to get your technologies licensed. The course follows the technology marketing lifecycle – from effective market research to making the business case and generating qualified licensing leads. 

In the course you will learn how to:
  • Understand the value proposition of your inventions
  • Develop your marketing mix and strategy
  • Write effective technology summaries that capture licensee interest
  • Position yourself to make the sale and close the deal

The AUTM Marketing CourseSM is a full-day educational event that includes focus on key marketing concepts. Both basic and advanced topics, including brand, strategic communications, marketing tools, and customer relationship management are interwoven throughout the day. You’ll leave the course armed with the knowledge you need to take your technology licensing activities to the next level.

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AUTM Technology Valuation CourseSM

Sunday, March 12
7 a.m. – 5 p.m.

The AUTM Technology Valuation CourseSM teaches technology valuation as specifically applied to academic licensing. The first half of the course reviews key concepts such as value creation, accounting measurements and key license terms that affect value and risk. It then reviews basic valuation methodologies, including cost, industry standards, comparables, profit allocation, discounted cash flow and equity. The first part concludes with a review of payment structures within a license. 

The second half of the course consists of case studies derived from real world examples. The class will also be divided into groups to develop license term proposals, which will then be discussed by the class. If you have or will have responsibility for negotiating licenses, the AUTM Valuation CourseSM is for you.

Registrants should have a basic familiarity with the structure and payment mechanisms used in a license, an intermediate level of experience in license negotiations and basic knowledge of the valuation methodologies that are reviewed in the first half of the course.

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AUTM Negotiation CourseSM

Tuesday, March 14
12:30 – 5 p.m.

Make the most out of your participation in the AUTM Annual Meeting by attending the AUTM Negotiation Course. This educational course is a must-attend for anyone involved in negotiations. The course will explore the art of negotiation with an emphasis on the practical tools and strategies essential for conducting successful negotiations.

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AUTM 2017 Annual Meeting Sponsors