Starting out in Licensing

This course gives you an introduction to the subject of brand licensing, including what you should license as well as how to develop licensing programmes, draft licensing agreements and create licensing business plans.


Who is it for?

Anyone looking to start a career in licensing, or looking to develop a licensing programme at their organisation.

What will I learn?

  • What licensing is
  • What you should license
  • How to develop a licensing programme
  • How to draft a licensing agreement
  • How to create a licensing business plan

How do I access this course?

  • Full Member PLUS organisations – FREE. Login here to access all academy courses. Activate your Access All Areas Pass if you haven’t already.
  • MembersNon-Members and Partners / NPOs can purchase the course below

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Course programme

  • What is licensing?
  • What should you license?
  • How to find licensees
  • How to draft a licensing agreement
  • Advances, minimum guarantees and royalties
  • Who should run your licensing programme
  • SWOT analysis

On average, this course takes around 2.5hrs to complete initially.

You’ll be provided with a learning diary to put your learning into practice, and invited to reflect on what you’ve learnt in a short questionnaire after six weeks.

About the course creator

This course has been curated by Saskia Boersma who has over 20 years experience in the cultural and commercial development of museum / heritage and design brands including commercial brand development, product development, retail both shop and online, licensing, intellectual property rights, brand extension, marketing and the commissioning, implementation and marketing of art, design and cultural programmes to raise the brand’s profile and promote the brand’s heritage.

Brand licensing is much more than just revenue generation and has to be seen in the wider context of raising your brand profile, and marketing your organisation’s brand to new audiences

Saskia Boersma




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Partner / NPO

Learn any time, anywhere

The course is available on-demand, and can be accessed 24/7 via a computer, tablet, or mobile phone through a web browser. All video content is subtitled / captioned.

Evidence of CPD

On successful completion of the course, you’ll receive a digital certificate as proof of your skill level, and commitment to continuing professional development.

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