Course I—Technology Assessment

Now available as a stand-alone module!

This course provides the foundation of the technology commercialization process. The course links the activities of research and development, technology transfer, market research, technology entrepreneurship and situation analysis in order to determine a "go/no go" decision about the new technology. The course covers assessing the commercial potential of a new technology, how it is differentiated from the competition, how to determine its best potential markets and market segments, and how to determine the overall future value of the technology.

This course covers:

  • How to assess the commercial viability of a new technology or idea
  • The role of R&D in science and technology commercialization
  • The support available for technology commercialization
  • How to do early-stage market research to assess market opportunities for commercializing products, and assess the competitive landscape.

Course objectives:

  • Understanding the benefits of a technology and to whom it is a benefit
  • Evaluating the development status and intellectual property status
  • Evaluating potential markets and the competition
  • Understanding the technology commercialization process
  • Determining a go/no-go decision on advancing a technology

Course II—Technology Marketing and Strategy

This course covers the unique marketing and strategic concepts related to commercializing new technologies, and the uncertainties that make marketing new technologies different from traditional product marketing. The course teaches participants to develop strategies necessary to gain market acceptance of hi-tech products, covers the technology product development process, and the product adoption life cycle. It also covers the promotional skills, the sales processes and tactics involved in marketing high-tech products and services.

This course covers:

  • Marketing concepts central to science and technology commercialization
  • Evaluating and identifying possible target market segments
  • Analyzing the competition, alternatives and substitute products
  • Determining effective product and pricing strategies
  • Assessing the value of strategic alliances
  • Determining effective promotional strategies for high-tech products

Course Objectives

  • Understanding how high-tech marketing is different from traditional marketing
  • Understanding the strategic implications of high-tech marketing
  • Developing a marketing strategy
  • Developing a marketing plan

Course III—Technology Venture Management

This course explores best practices in developing organizational skills to foster creative company cultures conducive to commercializing high-tech ventures. The course also covers operational issues in high-tech ventures, such as supply chain management, channel distribution, partnerships and alliances. Participants will learn why and how company structures can impact the performance of the company and how to identify and acquire necessary resources to commercialize high-tech ventures. The course also explores effective communication skills, types of leadership in entrepreneurial ventures, and human resource issues unique to high-tech ventures.

This course covers:

  • Understanding how to acquire and deploy the resources necessary to commercialize a technology
  • Understanding what it takes to lead a high-tech venture
  • Influencing human behavior and managing teams in high technology products
  • Issues in operations of high-tech ventures, such as outsourcing, strategic alliances, complementary assets and the acquisition of these assets
  • Success factors in high-tech ventures, and failure factors

Course objectives:

  • Creating the blueprint for success in new ventures
  • Developing leadership that builds team synergy and symmetry
  • Understanding how high-tech management differs from traditional management
  • Understanding how strategic choices impact managing high-tech companies
  • Analyzing and acquiring the resources necessary for high-tech companies

Course IV—Technology Venture Financing

This course covers the unique aspects of planning, presenting, valuing and financing high-tech ventures. It integrates the lessons learned in the first three courses so you can develop a comprehensive business plan and venture strategy. It addresses the legal, intellectual, financial and business issues that are unique to high-tech ventures. Participants learn how to develop and present a business presentation to potential investors, employees, strategic partners and others that might be necessary in commercializing new technology. Also covered are valuation of a business entity, stock allocation and employee options, term sheets and other financing and funding issues associated with high-tech ventures.

This course answers questions such as:

  • How do entrepreneurs and investors create and build value for themselves and for others?
  • What critical tasks need to be accomplished and what hurdles must be overcome during start-up and early growth of a new venture?
  • What financing options are available to technology startups?
  • How do entrepreneurs and investors locate each other?
  • What are strategies for expanding a new venture through alliances and partnerships?
  • How do you value the technology startup?
  • Understanding funding issues in high-tech ventures
  • Creating the business plan and business presentations
  • Finding and acquiring funding sources or licensing partners
  • Understanding the details of liquidity events, terms sheets and stock allocations

Course objectives


At the completion each of the four courses participants take an assessment evaluating their assimilation of the materials in the courses. Upon passing the assessment participants will be granted a Certificate in Technology Commercialization.


Assessments are conducted online for one week after the completion of the four courses. Participants must pass each of the four courses to gain the certificate. If they do not pass a particular course, they are allowed a second attempt at that module. A grade of 70% is passing on any one module.

Course Details