Certified University Course IP-Strategy Development

Excerpt from the curriculum of the first academic year:

Continuing education: Diplôme Universitaire IP Business Administration, 1st academic year, 1st semester

Extent: 10 lectures (parts) á 1,5 h (ca. 2 days class lessons); ca. 60 tutorials/chapters á ca. 15 min.

Key Learning Targets:

  • Understanding strategy, its aspects and its relevance for the success of companies
  • Understanding the strategic aspects of IP and its role in strategic management
  • Understanding generic IP-Strategies and its correlation with business models
  • Understanding the interdependency of different IP functions, impacts, appropriation and economic effects which can be used in IP strategies.
  • Understanding the limits of protection, exclusivity, and enforceability

Content

  • Part 1 Introduction to Strategic Management
    • Chapter 1: Management as a function and an institution
    • Chapter 2: Definition of strategy – evolution of strategic management
    • Chapter 3: Formulating a strategy and the role for success
    • Chapter 4: Strategy and organization – IP as a functional strategy
    • Chapter 5: Competitive advantages – sources of success
    • Chapter 6: IP Strategies and Industries
    • Summary Video Part 1
  • Part 2 Strategy Analysis Market Based View
    • Chapter 1: How to explain performance differences between firms – market-based view
    • Chapter 2: Industry Analysis
    • Chapter 3: Marked-based view of the firm – attractiveness of industries
    • Chapter 4: Porter’s five forces and the missing force
    • Chapter 5: Strategic role of IP within the marked based view
    • Chapter 6: Porter’s generic competitive strategies
    • Summary Video Part 2
  • Part 3 Strategy Analyses Resource Based View
    • Chapter 1: How to explain performance differences between firms – resource-based view
    • Chapter 2: Core competencies and resources
    • Chapter 3: VRIN-Resources for sustainable competitive advantages
    • Chapter 4: Dynamic capabilities – dynamic environments
    • Chapter 5: From resources to rents – sources for superior performance
    • Chapter 6: Netflix, dynamic capabilities and the role of IP
    • Summary Video Part 3
  • Part 4 Generic IP Strategies
    • Chapter 1: Industry dependence of generic ip strategies
    • Chapter 2: Fortress monopoly
    • Chapter 3: Value-added monopoly
    • Chapter 4: Hub monopoly
    • Chapter 5: Monopoly-in-a-box
    • Chapter 6: Value chain monopoly
    • Summary Video Part 4
  • Part 5 Developing IP Strategies: Economic Effect, Appropriation, Impacts and Functions of IP
    • Chapter 1: From protection to appropriation – objectives of IP strategies
    • Chapter 2: IP and economic effects: market shares and premium prices
    • Chapter 3: How to appropriate exclusivity based on IP?
    • Chapter 4: Market impacts of IP
    • Chapter 5: IP Functions
    • Chapter 6: IP Strategy for Differentiation
    • Summary Video Part 5
  • Part 6 Interdependency of IP mechanisms and alternative strategic approaches
    • Chapter 1: IP and products and services
    • Chapter 2: IP and product-lifecycle
    • Chapter 3: IP and business models
    • Chapter 4: IP and digital business models
    • Chapter 5: IP and control of complementary assets
    • Chapter 6: IP and Lead-time advantage
    • Summary Video Part 6
  • Part 7: Portfolio analysis and strategic thinking
    • Chapter 1: Introduction to portfolio analysis
    • Chapter 2: SWOT analysis
    • Chapter 3: BCG and McKinsey portfolio
    • Chapter 4: Technology portfolios
    • Chapter 5: Patent information based technology portfolios
    • Chapter 6: Value orientated patent portfolios
    • Summary Video Part 7
  • Part 8 IP strategies try to create sustainability for supranormal returns: enforcement of legal position
    • Chapter 1: Introduction to Patent Law
    • Chapter 2: Introduction to Trademark Law
    • Chapter 3: Introduction to Design Law
    • Chapter 4: Introduction to Copyright Law
    • Chapter 5: Introduction to Trade Secret Law
    • Chapter 6: Introduction to Enforcement Law
    • Summary Video Part 8
  • Part 9 IP strategies try to convert (appropriation) protected aspects of a product or service into a business result (supranormal return): Legal limits of protection based on IP
    • Chapter 1: Legal Limits of protection between Patents and Designs & Case Law
    • Chapter 2: Legal Limits of protection between Designs and Trademarks & Case Law
    • Chapter 3: Legal Limits of protection between Designs and Copyright & Case Law
    • Chapter 4: Legal Limits of protection by Trade Secret & Case Law
    • Chapter 5: Interaction between IP Law and Competition Law & Case Law
    • Chapter 6: Introduction to Unfair Competition Law
    • Summary Video Part 9
  • Part 10 IP strategies try to optimize exclusivity positions: legal limits of exclusivity
    • Chapter 1: Introduction to Competition Law
    • Chapter 2: Abuse of Dominant Position
    • Chapter 3: Cartels
    • Chapter 4: Monopoly
    • Chapter 5: Competition Law; case law
    • Chapter 6: Compulsory Licences
    • Summary Video Part 10