The Business of Intellectual PropertyExecutive Education

Develop your knowledge .

In the past, companies mainly managed physical assets. This is no longer the case.

Today, competitive advantage arises just as much from a company’s ability to manage its intellectual assets. For companies competing in an increasingly knowledge-based economy, understanding the strategic and commercial aspects of Intellectual Property (IP) has become a critical factor in creating value and in building market positions.

The Business of Intellectual Property is a six-day,

intensive executive training program that:

• focuses on the use of IP to drive new business models and value propositions,

• provides insights to align IP strategies with overall corporate strategies,

• shares best practice models for IP valuation,

and is based on two on-campus modules, with a

one-month home company assignment in-between.

The Business of Intellectual Property has been created for technology managers, R&D managers and IP mana-gers and professionals, who are tasked with strategic management in technology or industrial-based busin-

esses and who:

• seek to advance their capabilities to strengthen IP management as a core business activity,

• need to demonstrate within their companies the value-generating potential of IP management, and

• wish to put into practice the insights and lessons that they will take away from the program.

The program is backed by Center for Intellectual Property (CIP), delivered by a solid academic faculty and industry faculty with experience both from SMEs and multinational corporations. We have chosen to concentrate on technology, knowledge and business management aspects of IP, rather than legal detail.

Advance Your Capabilities to Drive Knowledge-Based Business

Day One: Intellectual Property as Core BusinessParticipants are introduced to the central role of intelle-ctual property in the transformation from industrial to knowledge-based business. The focus will be on the shift from an IPR to a strategic IP management approach that requires a new mindset, decision-making tools, and org-anizational capabilities. Lectures will be supported by exercises where the participants will work on defining IP in relation to core business strategies.

Day Two: IP Value Creation and ValuationBuilding on the new IP management challenges and opportunities, the focus for day two is on the identifica-tion and alignment of specific IP value models in relation to business strategy. In particular, methods for IP valua-tion to support decision making and the communication of the impact of IP management will be addressed and exemplified. As in day one, lectures will be supported by exercises where the participants work on aligning IP and business goals and the valuation of different IP strategies.

Day Three: IP and Open InnovationTechnology and industrial-based companies are becom-ing increasingly open in their approach to technology sourcing, collaboration and exploitation. Here, we intro-duce the concept of open innovation as a means to im-prove R&D performance and to create additional exploit-ation opportunities. Issues such as R&D collaboration, strategic partnering, standards, patent pools, licensing and open business models across industries will be add-ressed. At the end of day

three, the participants will finalize their plans for the home-company assignment to be comple-ted between the two modules. Experience tells us that participants should allocate 15-25 hours for for this activity in the three weeks following the module. The objective of the assignment is to:

• generate value for the participants’ organizations by

challenging current orthodoxies and improving the use of

IP to drive business development and organizational

capabilities, and

• help the participant to assimilate new knowledge through experiential learning.

Program Schedule

Module I: The Role of IP in BusinessMarch 28-30, Eindhoven, NL

Day Four: Review of Home-company Assignment

Participants present their home-company assignments – in teams or individually – to the faculty, who will provide feedback on assignment conclusions and recommenda-

tions. This one-hour consultation will give the participants a valuable opportunity to refine arguments for change and evolution of the approach to IP management in their home organizations.

If the participants so prefer, this feedback session can be arranged as a web conference to avoid excess time spent away from the office.

Day Five: Intellectual Asset Capture, Positioning, and CommercializationKnowledge is inherently difficult to manage, which leads to suboptimal control and exploitation of the firm's most valuable assets. Day five will present a novel intellectual asset management framework for use in evaluating and building strategic positions on both the technology and

product markets. The goal of the framework is to

provide a holistic IA/IP management approach to tech-nology and business strategy. Presentations will be supported with examples, exercises, and case study on how to use the IAM Framework.

Day Six: IAM Approach to InnovationIn knowledge-based business, intellectual assets and property are the building blocks of new innovations and business models, including physical products, virtual products, licensing opportunities and services. Day six will introduce the participants to the concept of using intellectual assets and property as a starting point for the development and control of innovative value propositions. In addition, the concept of con-trol over intellectual assets will be expanded beyond IPRs. Lectures will be augmented with a participatory case study on IAM and development of business concepts.

Module II: Advanced Innovation ManagementMay 8-10, Göteborg, SE

Increase your strengths.

BIP Faculty

CIP is a development center for knowledge-based business, governed by Chalmers University of Tech-

nology, University of Gothenburg, and the Norwegian University of Science and Technology in collaboration with industry. CIP maintains the highest quality academic and executive faculty to build both

theoretical and practical competencies.

* Note: Not all industry faculty members will participate in every occurrence of the program. A schedule of the specific sessions, including module content and participating faculty, will be delivered ahead of each BIP six-day training program.

Industry Faculty*

Ruud Peters

CEO, PIPCO

fm CEO, Philips IP and Standards

Brian HinmanCIPO, Philips

Damon Matteo

CEO, Fulcrum Strategy

Roberto Castagno

Head of IPR Services, Nokia

Academic Faculty

Ulf Petrusson

Professor of Law

Director, Center for Intellectual Property (CIP)

Director, Institute for Innovation and Social Change

Bo HeidenAdjunct Professor

Deputy Director, Center for Intellectual Property (CIP)

Program Director, Sahlgrenska School of Innovation

and Entrepreneurship (SSIE)

Knut J. EgelieHead of IPR team, NTNU Technology Transfer AS

Observe and adapt .

Learning Methods

Learning activities include pre-reading, class lectures and discussions, case studies, exercises and a home-company assignment.

Due to the international composition of the faculty and the participants, the program is conducted exclusively in English.

To qualify for a course certificate, the participant is required to attend all sessions, and to complete the exercises and the home-company assignment.

The key elements of the learning methods are:

• Intensive participant contribution and interaction during on-campus modules,

• Involvement of internationally renowned individuals from CIP’s academic and executive faculty of corporate thought leaders,

• A balance between theory and practical application and experience,

• Immediate application of learning, through exercises and a home-company assignment.

Control your territory .

Participants

The BIP program was first conducted in 2003. The course has attracted some 30 participants a year from the Nordic countries, France, Germany, the Netherlands, Italy, United Kingdom and the United States.

In prior years, the program has had participants from the following industries: biotechnology, chemicals, communications, electronics, engineering, food and pharmaceuticals.

Most participants have an academic background in a technical domain or business function e.g. engineering, life sciences, law, economics, or business management.

These are typical positions among participants:

• Product Development Manager

• Business Development Manager

• R&D Manager

• Technology Manager

• IP Manager

• Licensing Manager

• Intellectual Asset Manager

• Open Innovation Manager

• C-Suite Executives in start-ups or SMEs

We expect participants to have a bachelor degree (or equivalent), although most participants will

have an M.Sc., Ph.D., or other post-graduate degree. The course concentrates on management and

general policy aspects of intellectual property, rather than legal or technical detail.

Tuition and Admission The course fee is EUR 4,650 per participant, or EUR 7000 for two participants, excluding VAT. Fees cover all lear-ning materials and meals during the program, but ex-

clude accommodation and travel expenses.

Final selection among applying participants will be based on the overall balance of factors, such as management experience, academic background, inter-

national experience, relevance of the BIP program to the current or future job, English language ability and the potential of the applicant for advancement within his or her company.

An early application is recommended to ensure the availability of a seat on the program.

Applicants will be notified within two weeks from submission. Participants from CIP Partner firms

can join the program free of charge of the course fee. All fees go to CIP to develop the BIP pro-

gram and the center.