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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)

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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