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Experiences with IP Experiences with IP Teaching in different (non Teaching in different (non
law) disciplineslaw) disciplines
Prof. Marie-Christine JANSSENSCentre Intellectual Property Rights
Catholic University Leuven
Prof. Marie-Christine JANSSENSCentre Intellectual Property Rights
Catholic University Leuven
“Disseminating IP knowledge in universities”Roving workshop - Prague – 2 December 2009“Disseminating IP knowledge in universities”Roving workshop - Prague – 2 December 2009
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AgendaAgenda
I. Conceiving an IP course for students of non-legal faculties
A prototype of university-industry collaboration in respect of IP education
II. Teaching IP to a interdisciplinary (non) legal audience
Teaching IP without the ‘L’ Involvement of practitioners and
industry experts
I. Conceiving an IP course for students of non-legal faculties
A prototype of university-industry collaboration in respect of IP education
II. Teaching IP to a interdisciplinary (non) legal audience
Teaching IP without the ‘L’ Involvement of practitioners and
industry experts
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Origins of the course(CIR goal)
Origins of the course(CIR goal)
Integrate IP awareness at the undergraduate stage in science based programs
Make (senior) undergraduates understand IP
Practice-oriented education Active participation from industry Brush up ‘dusty image’ of the sector
Integrate IP awareness at the undergraduate stage in science based programs
Make (senior) undergraduates understand IP
Practice-oriented education Active participation from industry Brush up ‘dusty image’ of the sector
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Origins of the courseOrigins of the course
Difficulties:
1. Integration in the already crowed curricula of science and business faculties
2. Sensitization of students (soft v. hard subject)
3. Financial consequences?
Difficulties:
1. Integration in the already crowed curricula of science and business faculties
2. Sensitization of students (soft v. hard subject)
3. Financial consequences?
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1. Integration in the existing curricula1. Integration in the existing curricula
European Commission (+ Belgian Council for Trade and Industry)
“The education of scientists, technologists, and business managers in most of Europe does not usually include formal exposure to the field of intellectual property. (…)
Measures to address this (failure) are relatively
straightforward. All science, engineering and technology professional qualifications must include provision for appropriate IPR knowledge”
European Commission (+ Belgian Council for Trade and Industry)
“The education of scientists, technologists, and business managers in most of Europe does not usually include formal exposure to the field of intellectual property. (…)
Measures to address this (failure) are relatively
straightforward. All science, engineering and technology professional qualifications must include provision for appropriate IPR knowledge”
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2. Sensitization of students2. Sensitization of students
Marketing approach (flyers) Marketing approach (flyers)
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3. Cost factor3. Cost factor
Commitment from the industrial partners yearly contribution active involvement
Involvement of other companies
Commitment from the industrial partners yearly contribution active involvement
Involvement of other companies
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4. Last but not Leastthe naming issue : avoid ‘law’
4. Last but not Leastthe naming issue : avoid ‘law’
“Intellectual Property Management” in Dutch not possible without “Recht” (law)
Solution Shakespeare
“The first thing we do, let’s kill all the lawyers”
(2 Henry VI, Act IV, Scene II)
Relevance of “what’s in a name”Stick to English title
“Intellectual Property Management” in Dutch not possible without “Recht” (law)
Solution Shakespeare
“The first thing we do, let’s kill all the lawyers”
(2 Henry VI, Act IV, Scene II)
Relevance of “what’s in a name”Stick to English title
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II. Teaching IP to non-legal audience II. Teaching IP to non-legal audience
Why IP? : Whatever the nature of your future business, you
are very likely to have to deal with some form of IP
Aim?Make you understand the importance of IP as a
tool to protect a company’s intellectual assets (knowledge = core value in information society)
How?
Why IP? : Whatever the nature of your future business, you
are very likely to have to deal with some form of IP
Aim?Make you understand the importance of IP as a
tool to protect a company’s intellectual assets (knowledge = core value in information society)
How?
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IndustryPlayersIndustryPlayers
AcademicsAcademics OtherPractitioners
OtherPractitioners
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IP managers-Engineers-Chemists, physicists-Bio-engineers-Inhouse TM counsels
IP managers-Engineers-Chemists, physicists-Bio-engineers-Inhouse TM counsels
Faculties of Law& Economics
Faculties of Law& Economics
-patent/TM agents- registration authorities
-patent/TM agents- registration authorities
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Overview course content(6 modules – 26 hours)
Overview course content(6 modules – 26 hours)
1. Research & Development phase Life cycle of product (biomedical industry)
1. Research & Development phase Life cycle of product (biomedical industry)
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BijsluiterPatienten informatie
Actiefbestanddeel& de syntheseervan
Specifieke vorm vanaktief bestanddeel
Merknaam
Farmaceutischeformulatievorm
combinatiemet anderaktiefbestanddeel
Geneeskundigewerking van hetaktiefbestanddeel
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BasisonderzoekBasisonderzoek
Oorzaken van aandoeningen ?
Welke oplossingen ?
Wetenschap
Mensen/Kennis
Past het in de Strategie ?
Is er budget voor ?
Management
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1. Research & Development phase Life cycle of product (biomedical industry) Closed and open innovation (electronics
industry)
1. Research & Development phase Life cycle of product (biomedical industry) Closed and open innovation (electronics
industry)
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Technology complexity in electronic industry makes collaboration
compulsory
Technology complexity in electronic industry makes collaboration
compulsory GSM frontend
micro-fluidicsMEMSRF
photonics sensorsactuators
embedded software
genomicsproteomics
SoC
RF-MEMS switch
RF-ID tag
Micro-optics3D accelerometer
Light emitting diode
Inkjet head
Bio Sensor
Lab-on-a-Chip
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When cooperating with third partiesWhen cooperating with third parties
Share own know-how and IP
Get access to know-how and IP of others
Control of strategic know-how and IP:Securing competitiveadvantage
1
4 3
2
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Overview course content(6 modules – 26 hours)
Overview course content(6 modules – 26 hours)
2. Legal Framework Overview, benefits of copyright for companies,
basic principles of patent law
2. Legal Framework Overview, benefits of copyright for companies,
basic principles of patent law
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GETncm/justsayncust-recrate-item
EPCEPC
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Overview course content(6 modules – 26 hours)
Overview course content(6 modules – 26 hours)
1. Research & Development phase Life cycle of product (biomedical industry) Closed and open innovation (electronics industry)
2. Legal Framework Overview, benefits of copyright for companies, basic
principles of patent law
3. Economic Framework4. Extracting value from patents
Turning inventions into profit-making assets (patent portfolio management, licensing strategies, …)
Significance of patents as source of scientific and business information How to read and obtain information from a patent Usefulness of patent information for different purposes (incl.
Business Intelligence and IP landscaping)
1. Research & Development phase Life cycle of product (biomedical industry) Closed and open innovation (electronics industry)
2. Legal Framework Overview, benefits of copyright for companies, basic
principles of patent law
3. Economic Framework4. Extracting value from patents
Turning inventions into profit-making assets (patent portfolio management, licensing strategies, …)
Significance of patents as source of scientific and business information How to read and obtain information from a patent Usefulness of patent information for different purposes (incl.
Business Intelligence and IP landscaping)
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181814CONFIDENTIAL Philips Intellectual Property & Standards, 18 maart, 2008
Patent Patent PortfolioPortfolioPlan PDPlan PD
Value extraction opportunities
Licensing/Assertionexperiences
Standardization
Strategic Business Information
Research & Development Plans
PortfolioStrength/Weakness
Analysis
MarketingInformation
Patent BenchmarkInformation
Philips Intellectual Property & Standards 22
Create value from IP
Offensive Model
IPR is a product used toIPR is a product used tocreate additional revenuescreate additional revenuesby licensing it to otherby licensing it to othercompaniescompanies
Asset model
IPR is regarded as an assetIPR is regarded as an assettraded to gain advantagestraded to gain advantagesfor business (access to new for business (access to new technology, partnerships)technology, partnerships)
Exclusivity Model
IPR is a means to create IPR is a means to create an exclusive position for an exclusive position for unique products in the unique products in the marketplacemarketplace
Defensive Model
IPR is used in a defensiveIPR is used in a defensiveway to create freedom ofway to create freedom ofcommercial operations ( e.g.commercial operations ( e.g.cross licensing)cross licensing)
Offensive Model Asset model
Exclusivity ModelDefensive Model
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Overview course contentOverview course content
5. Trademarks & Designs Legal framework – basic principles Trademark Policies in practice – different models
of trademark architecture Policy Anheuser-Busch Inbev (Multibrand) Policy Philips (Umbrella)
Protection of industrial designs not to be neglected!
5. Trademarks & Designs Legal framework – basic principles Trademark Policies in practice – different models
of trademark architecture Policy Anheuser-Busch Inbev (Multibrand) Policy Philips (Umbrella)
Protection of industrial designs not to be neglected!
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Brand achitectureBrand achitecture
2020
Multibrand strategy Inbev (local brands)Multibrand strategy Inbev (local brands)
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Overview course contentOverview course content
6. Topical issues (as choice module?) Computer programs (and alternative of open
source) Domain names Biomedical inventions: can life be patented?
7. Concluding course - Holistic approach
6. Topical issues (as choice module?) Computer programs (and alternative of open
source) Domain names Biomedical inventions: can life be patented?
7. Concluding course - Holistic approach
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GLOBALISATION
&Impact on IP Stragegies
GLOBALISATION
&Impact on IP Stragegies
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Teaching materialsTeaching materials
Handouts slides
Textbook Basics IP law without mentioning
particular legal provisions
Possible Exam questions 8 – 10 questions per module
Handouts slides
Textbook Basics IP law without mentioning
particular legal provisions
Possible Exam questions 8 – 10 questions per module
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A number of key points!A number of key points!
Integrate and analyze real life stories (DVD story, Senseo story, …)
Instruct lecturers not to discuss articles of laws or conventions
Focus not merely on obtaining IP protection but rather how to create value from it
Create image of IP system as a dynamic and modern system
Integrate and analyze real life stories (DVD story, Senseo story, …)
Instruct lecturers not to discuss articles of laws or conventions
Focus not merely on obtaining IP protection but rather how to create value from it
Create image of IP system as a dynamic and modern system
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Points of particular interestPoints of particular interest
Risks of overlap between the various guest speakers
Avoid ‘Commercial publicity’ Students are very sensitive !
Identifying good lecturers Student expectations conference public
Time-management ‘so much to tell, so little time …’
Risks of overlap between the various guest speakers
Avoid ‘Commercial publicity’ Students are very sensitive !
Identifying good lecturers Student expectations conference public
Time-management ‘so much to tell, so little time …’
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