AUTM Marketing Course

(Additional fee required, seating limited)
To access course materials, click here

Sunday, February 18

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 focused on key marketing concepts. Both basic and advanced topics, including branding, strategic communications, storytelling and public relations, and customer relationship management are interwoven throughout the day. You’ll finish the day energized, connected with new colleagues and armed with the knowledge to take your office's activities to the next level.

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Agenda

7 - 8 a.m.                          Continental Breakfast

8 - 8:15 a.m.                     Welcome and Introduction

8:15 - 9:45 a.m.               Pre-Disclosure: Setting the Stage
What exactly is the importance of branding when it comes to building a strong TTO? How does branding differ from marketing? What are high-level strategies and practical tactics you can implement to build your brand and generate trust and engagement? We'll talk through the concepts, and work together on how to take action.
Instructors: Paul Tumarkin, University of Arizona
                       Quentin Thomas, Emory University

9:45 - 10:15 a.m.              Disclosure and Value - Part 1
Invention Disclosures - The Good, the Bad and the Ugly. How do you decide which technologies to spend limited resources (time, money and people) on? This section will focus on the evaluation process of inventions. A discussion of the tools used to evaluate invention disclosures will be covered.
Instructors: Arnaud Cottet, Tech Transfer and Management of Innovation Consultant
                       Harl Tolbert, Roswell Park Cancer Institute

10:15 - 10:45 a.m.            Networking Break

10:45 - Noon                    Disclosure and Value - Part 2
This section will focus on uncovering the value of scientific discoveries. We will explore strategies and tools that can help you identify winning technologies, uncover hidden potential and develop an idea of what value the technology might have in the marketplace.
Instructors: Arnaud Cottet, Tech Transfer and Management of Innovation Consultant
                       Harl Tolbert, Roswell Park Cancer Instiute

Noon - 1 p.m.                   Lunch provided

1 - 3 p.m.                          Writing the Non-Confidential                                            Summary & Lead Generation
You can't deliver a solid pitch without first crafting the pitch. As the marketer for your organization's technology, the non-confidential summary (NCS) is an important tool in communicating your value proposition. In this section, we will walk through creating an NCS and identifying your marketing targets, as well as share a few tips for the NCS, lead generation and getting eyes on your technology.
Instructors: Paul Tumarkin, University of Arizona
                       Quentin Thomas, Emory University

3 - 3:30 p.m.                       Networking Break

3:30 - 5 p.m.                       Selling, CRM and Post-Deal Support
What are the next steps after you have the lead? In this session you will learn how marketing and selling are not the same. We will discuss the selling system and share selling tips and techniques.
Instructor: Jay Schrankler, University of Minnesota

5 p.m.                                   Wrap-up

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