Continuing education: Diplôme Universitaire IP Business Administration, 1^st academic year, 1^st 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
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  • Chapter 2: Definition of strategy – evolution of strategic management
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  • Chapter 3: Formulating a strategy and the role for success
  • Chapter 4: Strategy and organization – IP as a functional strategy
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  • Chapter 5: Competitive advantages – sources of success
  • Chapter 6: IP Strategies and Industries
  • Summary Video Part 1
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• 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
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• 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
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  • Summary Video Part 3
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• 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