The UK MD of trade body LIMA, Kelvyn Gardner, is this morning addressing a class of MBA students in Cambridge, with the aim of demystifying the licensing business and getting them to think of it as a potential career.
Gardner is speaking for 90 minutes at the Judge Business School in the city, after receiving an invitation from marketing professor, Eric Levy.
Gardner will present a basic guide to licensing - similar to that outlined at the popular Licensing Essentials Course - aimed at explaining the industry and how consumers interact with licensed product.
"It's great to get the chance to do something like this, as I think that licensing should be taken more seriously in the business community," Gardner explained to Licensing.biz. "The aim is to educate them that a career in licensing is worth pursuing. There's still an enigma about licensing in the business community and it's nice to be able to spread the message."
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