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Module Title
Commercialisation Project

Commercialisation, Technology Strategy, Innovation, Entrepreneurship, Intrapreneurship, Intellectual Property, New Venture Creation

SCQF Points15
ECTS Points7.5
CreatedFebruary 2011
ApprovedSeptember 2014
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to course entry requirements or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

This module will equip students with a clear understanding of the importance of technology in wealth creation and economic growth. The module will demonstrate that an effective technology strategy is essential in the development and growth of enterprises. Technology development and commercialisation strategy will be comprehensively compared and contrasted in the context of new business start-up and in the existing enterprise. At the end of the module the students will be able to develop an effective strategy for new technology exploitation either as a business plan for new company start-up or spin-out or in fully costed stage gate project proposal for an existing firm to use emerging technology(ies) to increase profit.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Understand the impact of technological change and have a full grasp of the evolution of technology, technology adoption & diffusion and the key sources of innovation in today’s fast moving enterprise.
2. Have experienced the innovation process first hand by selecting a suitable innovation project, defining and articulating customer needs and developing a coherent product development strategy to exploit an emerging technology.
3. Maximising the financial benefit from the proposed innovation by developing a multi level IPR strategy to protect and secure the proposed innovation and a commercial business proposal by which the technology can be translated into a viable economic return.
4. Develop a robust stage-gate project proposal to develop the technology within an existing enterprise or detailed business plan for technology start-up or spin out.

Indicative Module Content

Lecture content will be drawn from the latest leading texts and cover the key components of developing and executing a technology strategy. Lectures will be complemented by case material and entrepreneur master-classes to ensure that academic theory is complemented with practical reality.

The module will cover the following themes,
1. Recognising emerging opportunities and utilise new technology(ies) to create & sustain business growth.
2. Conducting a market assessment, technology feasibility analysis, industry & competitor analysis and an effective business model to exploit the new technology.
3. Protecting technology and securing investment via effective IPR strategies.
4. Writing a stage-gate project proposal or business plan for new technology venture.

Indicative Student Workload

Contact Hours

Full TimePart TimeDistance Learning
Online Lectures

Directed Study

Project Work Activities

Private Study


Mode of Delivery

This module places a real business opportunity at the centre of the learning. Students will work in a project-based environment supplemented with interactive workshops primarily used to develop, direct and manage the project.
Students will have two options for their project:
Option 1. Working with a company to help them develop and define a technology strategy to grow their existing business.
Option 2. Develop a business plan to commercialise a new technology.
Students will prepare a fully costed and resourced stage-gate project proposal up to the proof of concept stage for option 1, for option 2 they will prepare a comprehensive business plan.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3,4

Module is assessed by a project submission.

Indicative Bibliography

1.BARRINGER, B.R. and IRELAND R.D., 2012. Entrepreneurship: successfully launching new ventures. 4th ed. New Jersey: Pearson Prentice Hall.
2.COOPER, R.G. 2011. Winning at new products: creating value through innovation. 4th ed. New York: Perseus. ebook
3.SHANE, S., 2009. Technology strategy for managers and entrepreneurs. New Jersey: Pearson Prentice Hall.
Research Policy
Journal of Business Venturing
Entrepreneurship and Regional Development

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781