1. 1 Experiences with IP Teaching in different (non law) disciplines Prof. Marie-Christine JANSSENS Centre Intellectual Property Rights Catholic University Leuven Prof. Marie-Christine JANSSENS Centre 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

2. 2 Agenda 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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4. 4 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

5. 5 Origins 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?

6. 6 1. 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”

7. 7 2. Sensitization of students  Marketing approach (flyers)

8. 8 3. 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

9. 9 4. Last but not Least the 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) S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” SStick to English title

10. 10 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?

11. 11 Industry Players Academics Other Practitioners

12. 12 IP managers -Engineers -Chemists, physicists -Bio-engineers -Inhouse TM counsels IP managers -Engineers -Chemists, physicists -Bio-engineers -Inhouse TM counsels Faculties of Law & Economics -patent/TM agents - registration authorities -patent/TM agents - registration authorities

13. 13 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 Framework 4.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 Framework 4.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)

14. 14 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)

15. 15 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)

16. 16 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 EPC

17. 17 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 Framework 4.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 Framework 4.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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19. 19 Overview 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!

20. 20 Brand achitecture

21. 21 Overview 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

22. 22 GLOBALISATION & Impact on IP Stragegies GLOBALISATION & Impact on IP Stragegies

23. 23 Teaching 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

24. 24 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

25. 25 Points 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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