SMARTnership Negotiation Online Certified Master Class

Majority of professional negotiators today don’t have the required training. SMARTnership Negotiation offers the full package with guaranteed wealth
creation in the award winning NegoEconomics model.

Content and purpose of the program

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Module 1

 The 4 essential Findings for successful negotiators
 Are you unconsciously incompetent in the art and science of negotiation?
 The unutilized potential
 Tru$tCurrency in Negotiation – the marriage between trust and economics
 Negotiation Strategy – why your progress is based on your choice if strategy

Module 2

The 10 phases in almost every Negotiation
 NegoEconomics – where the 42% “free” value comes from
 SMARTnerships – the REAL potential in collaboration

Module 3

 Not preparing is the same as preparing for a failure
 Negotiation Planner – the tool you don’t want to miss
 Strategy Assessment Matrix (SAM)

Module 4

The 5 different negotiation styles and behaviors

Module 5

 Behavioral Economics. how we make decisions
 Stress in negotiations – combat or flight

Module 6

Simulation – you will negotiate by email on a case and receive feedback from your professor

Your Professor, Keld Jensen

Keld Jensen has written 23 books, assisted clients negotiate value for more than 3.2 billion USD and observed and participated in more than 35.000 negotiations. Read more about Keld at 

Video presentation of SMARTnership Negotiation by Keld Jensen

 1 – Course Description

Negotiation is the art and science of arriving at an agreement between two or more parties over one or more issues.

The parties involved are of course attempting to maximize their own welfare within the practical constraints of resources and cognitive ability.

This programme deals with the tension between conflict and cooperation and strives to develop insight into the behaviour of individuals, groups and organizations, and to foster effective negotiating skills at a high level and at the same time establish a individual and corporate negotiation strategy.

In addition, the program focus on the science of NegoEconomics™ – the creation of additional value of up to 42% – often a unutilized value that the parties leave on the negotiation table.

The Master class consists of an intensive 6 weeks program, all taught at eMBA level. The topics covered include:

  • SMARTnership Negotiation techniques and strategies
  • The Creation of NegoEconomics™
  • The importance of Tru$tCurrency™
  • Positive Impact – Communication and Personal Impact in negotiations
  • Cross Culture issues in the global marketplace
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The purpose of this programme is to understand the theory and practice of high level professional negotiation with particular emphasis on the context of international business whether it be public, governmental or private. It should be useful to professional decision-makers in a variety of settings.

The goal will be to hone both practical and analytical skills you can use in any situation from a wage negotiation with a single employee to a negotiation over an international joint venture involving several partners of different types. These analytical skills will provide guidance in structuring and fostering agreements.

Particular emphasis is placed on reaching agreements that achieve the largest possible joint gains for all parties.

Additional objectives of the programme are to:

  • understand and think about the nature of negotiation and to provide analytic tools for guidance
  • cultivate an instinct for what to do when there are no unambiguously right or wrong answers
  • develop a broad intellectual base from which to systematically evaluate and facilitate negotiation processes, and
  • develop confidence in negotiation as an effective means for resolving conflict in groups and organizations.

Target group

The program has been devised for sales staff, procurement, project, middle and senior management within the private business sector and managers in the public sector. During the course people participating in the Master Class will build up a well-oriented and analytically based approach to solving complex problems in negotiation situations in both companies and organisations. This process is an important pre-requisite for understanding the principles and foundations of successful negotiation.

Participants comprise a wide range of companies; they come from different sectors, have had different types of training and are from different backgrounds, thus contributing to this inspiring diversity in the interactive programme.

Learning concept and methods

The contents of the program have been specially designed and are dynamic, interactive, challenging while broadening the minds of participants and widening their scope. The program builds up knowledge, expertise and the techniques that the professional negotiator needs to use in order to achieve splendid sustainable results.

We have chosen to combine simulations with lectures since we believe the combination offers the optimal opportunities for learning: both have definite benefits, as well as drawbacks when standing alone.

Thus, the learning methods in the Online Master Class can be characterized as follows

  • Reading of textbooks (passive learning)
  • Reading of cases (passive learning)
  • Using the Negotiating planner for preparation of each simulation (active learning)
    • Teaching:
      – Lectures (passive learning)
      – Case learning (active learning)
      – Negotiation simulations (active learning)
      – Class activities (active learning)
  • Feedback from the instructors (passive learning)
  • Evaluations (active learning)
  • Individual feedback and coaching based on performances (active learning)

Lectures are a good learning method when the goal is to learn about different negotiation techniques, both specifically and in the abstract.

Negotiation simulation

Negotiation simulation, on the other hand, is a great learning method to allow the participants to develop negotiation skills. Negotiation simulation is based on the learning concepts metaphor and simulation, teaching the negotiator to analyse a negotiation situation and to develop recommended approaches and conclusions in a well-grounded and structured manner. Cases describe different, real negotiation situations.

They are used in the teaching process to discuss the real negotiation situations which real negotiators had to deal with. It is your task, as part of a team, to analyse the situation and then carry out the plan. You will have the opportunity, during class, to be negotiating partnership with another team. It should be a constructive dialogue, a partnership in which the parties can benefit from each other’s experience and resources to create added value between them. One of the great things in case learning is that there is no correct solution, but some are better than others.

This course covers intermediate to advanced theories and practices of modern global negotiations. The course is designed to develop strategic, analytical and practical skills for sound decision-making in a global setting. The course also links behavioral economics decision-making negotiation.

It emphasizes practical applications with the method of instruction combining case discussions and lectures.

2 – Learning Objectives

  • Students will learn how to analyze a negotiation and identify the negotiation strategy
  • Students will examine the various types of negotiation styles and be able to identify tools to handle different styles
  • Students will work with behavioral economics in negotiation, including decision making
  • Students will examine the potential in NegoEconomics
  • Students will work with checklist and negotiation planner to improve preparation and post negotiation evaluation
  • Students will learn techniques in order to gain more information
  • Students will be introduced to preparation tools in negotiation

3 – Learning Outcomes

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

a. understand the basics and more advanced steps in any negotiation.
b. understand the different strategies used in negotiation
c. apply a professional and efficient preparation
d. analyze the variables and capitalize NegoEconomics
e. understand the importance of a thorough preparation
f. conduct a negotiation at a professional level

4 – Required Course Materials

a. Textbook:  The Negotiation Manual, Keld Jensen 2004. SMARTnership, The Third Road, Keld Jensen 2010, Honest Negotiation, Keld Jensen 2017. Positive Impact 2016
b. Reading Materials: The Toyota Way, TBA
c. Cases: The furniture shipment from Vietnam.

5 – Spreadsheets and Computer

All students are expected to have a laptop computer capable of running Excel or similar spreadsheet programs. I highly recommend the use of spreadsheets for negotiation planner in your homework assignments and exams as well.

6 – Exam

There will be one final exam for the course. Final exam has to be taken in Week 6, the final week of the course. The exam will be OPEN book. They are based on Professor Keld Jensen’s assigned readings, lectures, cases, and homework problems.

Problem Sets (Individual Assignment)
Solving word problems will help enhance the understanding of the concept and strengthen your analytical skill. Even though you may discuss the problem set with your study group members, each of you is required to turn in your own assignment. There will be 3 problem sets required to be turned in for the course. The problem set will be graded based on a scale of 100%. Each mistake will reduce your score by 5%. If you attempt all the questions, you will get a minimum of 80%, a reward for your conscientious effort. If you complete only half the assignment, you will get 50%. You will get 0% if you do not turn in the assignment.


  • “Mr. Jensen represents an important and unique voice in the field of negotiation. I have been consistently impressed with the depth and breadth of his writing, which presents complex negotiation concepts in user-friendly, operational ways that draw on his vast negotiation consulting experience. His novel approach combines expert academic knowledge with practical approaches and has generated a unique concept in SMARTnership and the financial model of NegoEconomics.”

    “Mr. Jensen is a prolific writer and educator on negotiation, communication, ethics, and trust. His output of high-quality books and articles is indeed remarkable. “

    Director, Daniel L. Shapiro, Ph.D.

    Harvard International Negotiation Program, Harvard Law School Associate Professor of Psychology, Harvard Medical School

    Daniel L. Shapiro, Ph.D.
  • Successful relationships are those where both parties feel they are beneficiaries. While this may be obvious, in business it is not the norm. This thought- provoking book sets out methods to generate value through cooperation - a critical step if you want to compete in today’s uncertain world...

    Tim Cummins Founder & President International Association for Contract and Commercial Management (IACCM)

    Tim Cummins
  • I can say without any doubt that Mr. Jensen’s knowledge and experience places him as one of the leaders in the field of negotiations.

    Faculty Member

    Kate Titasek The University of Tennessee

    Kate Titasek
  • Keld Jensen is creating a game changer through the concept of NegoEconomics and SMARTnerships – a true and proven approach creating real success at the negotiation table. A must read for anyone in management, procurement or sales.

    Jaunius Pusvaskis, Director General BMI Baltic Management Institute

    Jaunius Pusvaskis, Director General

Required reading in course


These principals applied won the “Best negotiation/tender award” in Denmark in 2017 awarded by IKA – “The organization of public procurement officers”.



USD 395

  • 24/7 access
  • 6 weeks’ intensive program
  • 3 awarded books
  • Negotiation Handbook exclusively for the program
  • 42 videos
  • 28 PowerPoint presentations
  • SMARTnership strategy
  • NegoEconomics introduction
  • App 79 hours’ total study time
  • Personal Moral/trust analysis
  • Checklist ready to use
  • SAM model (Strategy tool)
  • Content applied at eMBA level
  • Based on experience since 76
  • The 5 negotiation style
  • Discussion board
  • Weekly office hour
  • Full flexibility
  • 30 days access
  • Access on all platforms
  • Quiz at each module

USD 649

Everything in Bronze package plus:

  • 7 weeks’ intensive program
  • 1 simulated email negotiation
  • App 83 hours’ total study time
  • Payment plan
  • Exam
  • 60 days access

USD 895

Everything in Bronze & Silver package plus:

  • 8 weeks’ intensive program
  • App 90 hours total study time
  • Individual competence report
  • Individual 1.5 hours coaching
  • 2 simulated negotiations
  • Exam & Certification
  • Fixed schedule or flex
  • 90 days access