Courses
Calibre Communications provides training courses for both strategists and operational staff in Research- and Technology-based Organizations (RTOs).
Science marketing basics: an introduction to practical tools and tactics
A one-day workshop designed for business development, technology transfer, research and research support staff in R&D laboratories, technology centres, universities, knowledge-based companies and innovation agencies. It is suitable for people with no marketing background, as well as for people with a good grasp of marketing fundamentals who wish to apply them specifically to the needs and constraints of research and technology-based organizations and are interested in successful science marketing case studies from around the globe.
Learn how to make more of your marketing investment in a globalising R&D environment. Among other new skills and insights, you will:
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The workshop offers a balanced mix of marketing theory and practical work in groups. Depending on class size, participants may be eligible for a 50% discount on Marketing Scientific Results and Services: a Toolkit, valued at Euros 109/US$115. For more information, click here.
Science marketing clinic: hands-on strategy and project design
A two-day practitioners’ clinic designed for business development, technology transfer, research and research support staff in research and technology centres, universities, knowledge-based companies and innovation agencies.
- Helps create an environment within which professional standards in strategic and operational science marketing are enhanced.
- Offers a workshop structure that is informative, entertaining,
interactive and highly relevant to participants. The workshops are
accessible to a broad range of participants. Participants may choose
the two-day course of increasing complexity or they may participate
in the introductory course only.
- Day 1. A one-day science marketing principles workshop for technology transfer and commercialisation professionals at all career stages who have operational marketing responsibilities. Note this workshop is of interest to science and business students planning to work in research commercialisation and technology transfer. The workshop also provides a foundation for subsequent courses.
- Day 2. A one-day Master Class on repositioning RTOs to integrate industry innovation and community thought leadership. Apply the latest methods in permissions-based and electronic marketing to reach and influence all stakeholder segments critical to the continued prosperity of your organization.
Half-day tactical courses for marketing communications specialists, are available, either independently or as an add-on to the Science marketing clinic.
- Short course 1. A half-day ‘train
the trainers’ workshop
for mid-career communications professionals
helping scientific colleagues with responsibilities
to assist communications activities
including
presentation skills and media interview skills.
- Short course
2. A half-day workshop for operational communications
professionals on effective stakeholder-driven promotional campaign
planning and execution
- Short course 3. A half-day introductory workshop on innovation tools focusing on introducing and applying innovation audits, creativity and brainstorming tools, NPD tools such as Stage Gate Planning, and general management tools such as the Balanced Scorecard and how these tools have improved the innovation capabilities of knowledge organizations.
Workshop support materials are provided, including individual workbooks as well as copies of the reference, Marketing scientific results and services: a toolkit, the first and most extensive science marketing practitioners’ reference in existence valued at Euros 109/US$115. Click here for more information.
Repositioning Research- and Technology-based Organizations (RTOs) for profitability and thought leadership
This one-day Master Class is for planners and senior managers in RTOs that are charged with positioning the organization in a manner that is competitive, unique, and delivers benefits to all critical stakeholders. It recognises that over the past two decades, many stakeholders have come to believe that the focus by RTO’s on industry benefits and values have significantly undermined the bases for their public support, including, in some cases, funding. This interactive workshop will address the following topics, helping participants develop a positioning strategy for their organization that ensure organizational sustainability. Topics include:
- Rethinking RTO positioning
- The enterprising RTO
- Planning in a turbulent environment
- Changing our positioning: case studies
- New and emerging stakeholders and their demands
- Real differentiation and unique stakeholder value propositions
- Towards a principled vision
- CSR: benefits and pitfalls
- Defining a brand essence
- Launching and living your positioning
- Meeting the challenges of strategic partnerships and competition
- Effective use of emerging tactics and tools
Workshop support materials are provided, including individual workbooks as well as copies of the reference, Marketing scientific results and services: a toolkit, the first and most extensive science marketing practitioners’ reference in existence valued at Euros 109/US$115. For more information click here.
