Identifying Potential Clients and Understanding Their Needs


Identifying Potential Clients and Understanding Their Needs revisits and builds upon the ideas from the first course, Becoming an Entrepreneurial Academic. This course will help you refine your Intellectual Property audit and identify the ways your features and benefits will meet clients’ needs.


What You'll Learn

• How to best manage your intellectual property

• How to refine your competitive position

• How to develop solutions for your clients



This course consists of the following three modules:

1. Managing Intellectual Property

2. Your Competitive Position

3. Decoding Client Needs and Developing Ideas



By the end of this course, learners will be able to:

✓ Recommend plans to protect and exploit IP

✓ Plan to bring new IP to market

✓ Assess their competitive position

✓ Initiate a commercial discussion and evaluate customer needs

✓ Judge longer-term needs and opportunities

Who It's For

These online courses are particularly relevant for researchers and academics who are interested in commercialising their intellectual property or research output.

Get Prepared

All courses are led by an expert instructor and filled with compelling examples, interactive worksheets, and opportunities for reflection. For this reason, we recommend you use a laptop or tablet if possible.

Course Expert(s)

Andrew Corcoran


Andrew's commercial career covers 34 years where he has worked in various management functions within the Construction (1986-1989), Manufacturing (1989-2001) and Higher Education (2001-2022) sectors.

He holds an MBA and an MA in Education, and is a Senior Fellow of the Higher Education Academy. He is an Associate Professor in Marketing at Nottingham University Business School.

Andrew has previously held Business Development roles both at Birmingham City University and the University of Worcester and started Blueberry Training Limited in 2004 to supply enterprise and knowledge exchange training to the Higher Education sector and is the author of Academic Enterprise: A Field Guide (ISBN 9780956457240).


The Research Commercialisation programme is a four-course knowledge track that supports academics and researchers with the foundations and strategies to begin or continue commercialising their research. 


The Research Commercialisation knowledge track includes the following online courses:

  1. Becoming an Entrepreneurial Academic
  2. Identifying Potential Clients and Understanding Their Needs
  3. Developing a Commercial Proposal
  4. Presenting a Compelling Proposal and Securing the Deal 


Enrol in the full online programme now to get a 20% discount on all courses above!


2 Hours




Self-Paced - Online



Downloadable and shareable Certificate of Completion



Get in Touch with Us!

If you have questions or want to know more, request a callback! Our dedicated team will be happy to assist you.