Certified University Course IP-Strategy Development

Excerpt from the curriculum (academic year 2022/2023):

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 institution

• • Chapter 2: Formulating a strategy

• • Chapter 3: Formulating a strategy and its 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
    read lecture notes example
• Part 2: Strategy Analysis Market-Based View (MBV)
  • Chapter 1: How to explain performance differences between firms – Market-Based View
  • Chapter 2: Industries, markets and value chains
  • Chapter 3: Attractiveness of industries
  • Chapter 4: Porter’s five forces
  • Chapter 5: The Role of IP within the MBV
  • Chapter 6: Porter’s generic competitive strategies
  • Summary Video Part 2

• Part 3: Strategy Analyses Resource-Based View (RBV)
  • Chapter 1: How to explain performance differences between firms – resource-based view
  • Chapter 2: Core competencies and resources
  • Chapter 3: VRIN Resources
  • Chapter 4: Dynamic capabilities
  • Chapter 5: From resources to rents
  • Chapter 6: The role of IP within the resource-based view

• • Summary Video Part 3
    read additional material example
• Part 4: Generic IP Strategies
  • Chapter 1: Industry dependence of 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 approches 
  • Chapter 1: IP and products and services
  • Chapter 2: IP and the product life cycle
  • Chapter 3: IP and business models
  • Chapter 4: IP and digital business models
  • Chapter 5: IP and control of complementary assets
  • 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 analysis
  • Chapter 4: Technology portfolios
  • Chapter 5: Patent information 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 International IP Law 1/3
  • Chapter 2: Introduction to International IP Law 2/3
  • Chapter 3: Introduction to International IP Law 3/3
  • Chapter 4: Introduction to EU IP Law 1/3
  • Chapter 5: Introduction to EU IP Law 2/3
  • Chapter 6: Introduction to EU IP Law 3/3
• 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: 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
• Part 10: IP strategies try to optimize exclusivity positions: legal limits of exclusivity
  • Chapter 1: Introduction to Competition Law
  • Chapter 2: Cartels, horizontal and vertical agreements
  • Chapter 3: Dominant position
  • Chapter 4: Abuse of dominant positions
  • Chapter 5: Competition Law v. IP
  • Chapter 6: Compulsory Licences