Driving future growth and competitiveness through Science-to-Business Marketing and Partner Relationship Management

This program enables deeper understanding and awareness of new forms of technology transfer from science to industry. Technological centers and incubators are the key points in a network. These structures appear mainly due to regional initiatives and are considered a prime example of public-private partnerships. The program provides an understanding of how to succeed in the work of such centers, based on partnerships with associations, trade and industry chambers, institutions, and banks in the region. The program is designed for those who are engaged in the implementation of high technologies, who plans to create a "science business", as well as to interested students, graduate students and young scientists.

Program structure:

Host Organization - Münster University of Applied Sciences (MUAS), Münster, Germany

Duration  - 1 week
Specialization  - Innovative management and  Science-to-Business Marketing

Key components of the program include:

  • Partnering theory
  • Real-life examples of successful partnering
  • Presentations of practical tools / instruments
  • Study visits (e.g. company visit, technology park tour)
  • Introduction to the German Culture


  • Understanding what partners want (incl. introduction to marketing and market research)
  • Good Practice Tour & how to find the right partners
  • Making science-business and technology commercialization partnerships work (learnings from Europe and Russian-German relationships in particular)

Target group(s):

The educational program has been designed for all those interested in learning how to create growth and competitiveness in the academic sector by developing and implementing successful partnerships. Thus, the program targets university management (incl. presidents/rectors, deans etc. but also staff of the organisation’s knowledge and technology transfer and corporate relationship offices) and at the same time academic staff (incl. professors, lectures, researchers) interested in learning how to successfully partner with industry. The program is also beneficial to representatives from governmental organisations, such as regional development agencies, as it provides an overview of successful approaches which can be fostered on a regional/national level.

Methods of study:

  • Integrating different program components to maximize learning. We believe that generating a basic understanding of partnering, practical examples and tools, seeing partnerships in practice through visits and understanding the German culture are highly interlinked aspects of an educational program aiming to understanding how Germany became the European powerhouse of innovation. Therefore, we designed the program in a way that all aspects are equally fostered, resulting in a positive influence each other and a maximization of the participants' experience.
  • Hands-on learning providing a clear action plan. In order to make the visit for all participants as beneficial as possible, the organizers have developed a work-book which helps participants to directly apply the learnings to their individual situation. Using this work-book participants are able to write down ideas and future activities to be undertaken to improve their individual partnering practice. To create the highest impact on each participant’s daily work, the last day is dedicates to reflect the visit, create an action plan (incl. goals, prioritized activities, stakeholders to get involved …) and present the action plan to the participants group. Like this, participants receive feedback and their plans (grounded in reality) and can present their plans at their host institution.
  • Providing different perspectives. The programme has been designed to provide participants with different perspectives on partnerships between science and business. Participants benefit from insights from:
    • Münster University of Applied Sciences (providing the university perspective)
    • Science-to-Business Marketing Research Centre (providing a holistic perspective on good practices in Europe and beyond)
    • Transfer Agency (Knowledge and technology transfer office at MUAS) (providing the mediator perspective)
    • University Industry Innovation Network (providing the network perspective on partnerships between science and business)
  • “Look beyond borders”. Part of the German partnering culture is also to look beyond borders (analogue to “thinking outside the box”) to make best use of existing knowledge and competencies. Therefore, participants will also benefit from a study visit to the University of Twente, The Netherlands – a university recognised European-wide for its entrepreneurial orientation. With less than 70km distance between Münster University of Applied Sciences and the University of Twente, the participants will get to know approaches of two key universities driving innovation and university-industry relationships in the German-Dutch border region.

Theory - 20 hours; practical training - 11 hours; study visits, sightseeing, introduction to German culture, social events.

Outcomes & impact

In the 5-day educational programme participants will gain theoretical and practical insights into how to foster growth and competitiveness through long-term, impact-oriented partnerships. More precisely, the participants will learn:

  • How to better understand what their partners / clients wants (using market research and market-oriented thinking and acting)
  • How to identify the right partners and develop idea/projects with them?
  • How to create successful partnering programs (organisational/unit level) and how to successfully partner (individual level)
  • How leading German organisations address today’s challenges (especially through study visits)
  • How to use the learnings of the educational programme to make an impact on their own partnerships

Using the work-book which has specifically been designed for this workshop, participants will take home a clear action plan on how to positively affect the partner relationship management at their institution.

Sizing up:

Participants are tested and interviewed; by the results of this exam Certificates are issued.

Costs: upon request

Minimum number of participants required: 20

The price includes:

  • all the activities, stated in the Program;
  • Certificates;
  • professional interpreter services;
  • accommodation;
  • meals (Breakfast - lunch);
  • medical insurance;
  • transfer from/to the airport.

Please note that the costs for flights to Germany are not included as they depend on the city of departure. In addition, costs for visa applications are not included!

In order to ask for detailed information or send a request, please contact us by  e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.