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21st - 25th September 2020

Course overview

Delivered online in five x three hour training sessions, the IP and Market Strategy course is designed to equip participants from any background with the IP and market assessment skills to design winning business strategies. Topics covered include:

  • Different types of intellectual property rights (IPRs)
  • Benefits and pitfalls of IP landscaping
  • Tools and methods to create IP landscapes
  • Freedom to operate: methods to assess it and approaches to obtain it
  • Market research
  • Validation, deal-making and partnerships
  • Creating and implementing successful market strategies

Who should attend?

  • Technology Transfer Managers
  • Research and innovation officers
  • Industrial engagement liaisons
  • Business development officers
  • Staff of industrial R & D offices
  • Innovation champions
  • Research entrepreneurs
  • Corporate IP managers
  • SME directors and managers.

Online delivery

Training sessions are 10:30 – 13:00 GMT every day for five days (Monday 21st – Friday 25th September 2020). All timings are in GMT. Please check your time zone before booking your place.

We will be using Zoom to deliver the course, with a combination of dedicated training time and break-out groups. To attend the course, you will be access to the following:

  • An internet connection – broadband wired or wireless (3G or 4G/LTE)
  • Speakers and a microphone – built-in or USB plug-in or wireless Bluetooth
  • A webcam or HD webcam – built-in or USB plug-in
  • Or, a HD cam or HD camcorder with video capture card

You can find Zoom’s full system requirements here. Please check that your organisations IT setup allows the use of Zoom.

Course Fee

We are currently running and 20% Early Bird Booking Discount on the course, priced at £396.00 + 20% VAT (£475.20). This offer ends at 17:00 BST September 1st 2020.

The full price for the course is £495 + 20% VAT per participant. Advance payment is required. To book online and pay for your place please use the form at the bottom of the page.

Places are limited and will be allocated on a first-come, first-served basis.

Please read Oxentia Ltd’s training terms and conditions in full before booking.

If you have any questions please email

Whats included?

  • 15 hours of interactive online teaching across five days
  • Access to slides and reference materials (electronic or otherwise) via our online learning platform, Oxentia Enhance
  • An Oxentia certificate of completion
  • 15 Continuing Education points accredited by the Alliance of Technology Transfer Professionals (ATTP)

Accreditation and Certification

This course is accredited by the Alliance of Technology Transfer Professionals (ATTP) to provide 15 Continuing Education points which can be used when applying for professional recognition as a Registered Technology Transfer Professional (RTTP).


10:00 – 10:15

Introduction and course overview

Meet your trainers and fellow trainees and get a brief overview of the weeks training.


10:15 – 10:45

Types of Intellectual Property

– Why should you manage IP?
– What forms of IP exist and how are these protected?

Learning outcomes:
– Understand that, just like physical property, intellectual property is an asset that must be managed.
– Appreciate that different protections and intellectual property rights require careful navigation whilst also providing strategic opportunities.


10:45 – 11:15

Patents 101

– Basic characteristics of patents, including timeframes
– Patent classification systems
– Patent families

Learning outcomes:
– Gain knowledge of the benefits and potential limitations of patent protection.
– Understand how patents are classified including patent numbering and kind codes
– Understand how patent families are created and how certain families can strengthen defensive IP positions.


11:15 – 11:30

Comfort break



11:30 – 11:45

IP & Strategy

IP strategy is business strategy

Learning outcome:
Appreciate the centrality of IP strategy to successful commercialisation and impact.


11:45 – 12:15

Value of IP

The role of IP and intangible assets in creating value

Understand the critical value of IP and other intangible assets


12:15 – 12:45

Internal IP Strategy

Documenting, sourcing and managing IP

Learning outcome:
Understand common approaches to build awareness of the importance of IP, to source valuable IP, and to manage this IP efficiently.


12:45 – 13:00

Summary and Q&A session

10:00 – 10:30

IP Landscaping

– What are IP landscapes?
– Finding non-patent IP

Learning outcomes:
– Comprehend the characteristics and potential benefits of IP landscapes
– Become familiar with fruitful approaches to identifying non-patent IP


10:30 – 11:30

Group Exercise: Building a search strategy

Work in small groups to build a search strategy to serve as the basis for an IP landscape

Learning outcome:
Gain practical experience of initiating an IP landscape in line with instructive materials/scenarios provided


11:30 – 11:45

Comfort break



11:45 – 12:15

Sample patent landscapes

Guided examination of a number of patent landscape outputs

Learning outcomes:
Appreciate both ideal approaches and pitfalls to avoid when creating and displaying patent landscapes.


12:15 – 12:45

IP protection strategy

– Strategic protection and commercialisation through copyright, registered designs, patents, and licencing approaches
– Approaches to protecting through defensive filings, IP acquisition (portfolio expansion), obtaining investment, and litigation.

Learning outcomes:
Appreciate how strategies such as defensive filing, litigation, securing investment, and portfolio expansion can complement, substitute for, or enhance previously discussed strategies (viz. patent pooling, inventing around, licencing-in or cross-licencing, waiting for patent expiry, or targeting unprotected jurisdictions).


12:45 – 13:00

Summary and Q&A session

10:00 – 10:30

Introduction to Freedom to Operate: What, Who, Why and When?

– Types of Freedom to Operate and patent searches
– Freedom to Operate when conducting due diligence

Learning outcomes:
– In the context of Freedom to Operate, build awareness of issues pertaining to patentability and validity and enforcement of IPRs.
– Appreciate the utility of Freedom to Operate exercises in in-licensing, IP acquisition, and internationalisation.


10:30 – 10:50

Undertaking Freedom to Operate exercises via Search and Review: How?

– Search criteria for Freedom to Operate exercises
– Search tools and basic vs deep-dive approaches

– Understand how to select and deploy common search criteria
– Understand when Freedom to Operate exercises might be usefully conducted in-house by KEC professionals vs when they should be conducted by specialist counsel and patent attorneys.


10:50 – 11:30

Group exercise: Patent review from a Freedom to Operate perspective

Part 1 – Identify key challenges that a patent application may face

Learning outcome:
Gain appreciation of how to undertake patent triage and IP due diligence.


11:30 – 11:45

Comfort break



11:45 – 12:05

Obtaining Freedom to Operate

– Protecting Freedom to Operate
– Obtaining Freedom to Operate if it is impeded

Learning outcomes:
– Understand how Freedom to Operate is protected and appreciate strategies to achieve Freedom to Operate if it is impeded including through (i) related inventions, (ii) in-licencing and cross-licencing, (iii) IP acquisition, (iv) patent pooling, and (v) pursuing Freedom to Operate in unprotected/alternative jurisdictions
– Appreciate under what circumstances it may be worth ceasing the pursuit of FtO.


12:05 – 12:45

Group Exercise: IP and business strategy from Freedom to Operate

Part 2 – Deploy Freedom to Operate knowledge to identify a potential market and to formulate IP strategy and business strategy.

Learning outcomes:
Comprehend the utility of Freedom to Operate intelligence in informing successful market strategy.


12:45 – 13:00

Summary and Q&A session

10:00 – 10:30

Market research

– Obtaining market information from IP landscapes
– Finding market and competitor data
– Analysing and choosing a target market

Learning outcomes:
– Appreciate the wealth of information available in IP landscape reports
– Build capacity to utilise this information to enhance market outcomes


10:30 – 11:00

Appraising a technology

– Sizing a market
– Appraising a technology

Learning outcomes:
– Understand how targeting a serviceable and obtainable market is critical for commercial success.
– Comprehend how candid evaluation of the strengths and weaknesses of your technology and competing technologies can inform sound strategy.


11:00 – 11:30

Group exercise: Initiating and Planning Market Research

In small groups identify research questions and search terms that will aid your desk-based research

Learning outcome:
Know how to utilise optimised approaches when using common tools to undertake market research.


11:30 – 11:45

Comfort break



11:45 – 12:15

Validating desk-based research

Finding licensees, business collaborators and partners.
Primary market research to validate secondary market research

Learning outcomes:
– Understand how to interpret market research to better understand and approach potential licensees, partners, and competitors.
– Appreciate how primary market intelligence is critical to confirming secondary research.


12:15 – 12:45

Case Study: Cardiomox

The role of market research in creating a successful spin-out

Appreciate the real and practical implications of deploying market research over several years to create a successful technology enterprise.


12:45 – 13:00

Summary and Q&A session

10:00 – 10:45

Group exercise: Validating market research

Interviewing to validate market assumptions

Learning outcome:
Creation of an interview guide designed to validate assumptions around an innovation set for commercialisation.


10:45 – 11:00

Business strategy

Licence deals, spin-outs, joint ventures, and publication

Learning outcomes:
Become more cognisant of common approaches to deploying IP to achieve maximum early-stage commercial value.


11:00 – 11:15

Comfort break


11:15 – 12:00

Case study: Yasa Motors

A case study demonstrating the problems and solutions faced by the business managers of a high-tech automotive spin-out company.

Learning outcomes:
Appreciate why businesses need tailored and creative solutions to problems surrounding the protection and exploitation of IP assets.


12:00 – 12:45

Exploiting IP

Designing a process and decision tree to guide IP exploitation for three discrete real-life scenarios.

Learning outcomes:
Gain capacity in the practice of common approaches to planning and undertaking (or terminating) IP exploitation activity.


12:45 – 13:00

Summary and course close

Book your place

20% Early Bird Booking Discount: £396.00 + 20% VAT (£475.20)*

*This offer ends at 17:00 BST on September 1st 2020. Full price £495.00 + 20% VAT £594.00.

To book your place on the course, fill out the form below and click on the ‘Buy’ button. This will take you through to our our secure PayPal payment gateway to pay via credit or debit card (you don’t need a Paypal account, you can just click the grey ‘Check Out’ button). Please note that the PayPal price is inclusive of VAT, once the transaction is completed our accounts department will issue you with an itemised receipt including the VAT.

If you are unable to pay online using credit or debit card, you can request an invoice to pay via bank transfer/BACs payment by emailing with your details.

If you’re booking on behalf of someone, enter your name in the ‘Booking details’ field and the trainees name under ‘Trainee Details’.

Please read Oxentia Ltd’s training terms and conditions in full before booking.

If you have any questions, please email

Booking Details

Trainee Details


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