This module is focussed on intellectual property in the real world. PBL sessions are at the heart of this module and examine a single developing scenario which follows the successes and problems of a start-up business from an initial idea, through product design, brand launch to (perhaps) the post-flotation party. You will gain an understanding of the advantages, and limitations, of intellectual property rights in a commercial context, their usefulness in maintaining competitive advantage, developing a brand and supporting business financing.
Occurrence | Teaching period |
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A | Autumn Term 2022-23 |
Whether they be Samsung, Apple, Google, Microsoft, Christian Louboutin, or a garden-shed start-up, the great majority of the value of modern businesses is created by their ability to protect the creative effort of their people and the goodwill that they have built in their brand both to stay ahead of their competitors and control piracy. The estimated cumulative value of the world's top ten brands in 2017 exceeded US$ 790 billion.
This Module will provide an introduction to the overall concept of (and the justifications for) the protection of intellectual effort and business goodwill. It will provide an understanding of the requirements for subsistence (or registration) of each intellectual property right, and the scope of protection provided by each. However it will also stress and give examples of the co-existence and layering of separate rights in a single work. It will also highlight the differences between monopoly rights, anti-copying rights, rights protecting goodwill and authors moral rights and the historical context of their development. It will also explore conflicts of the IP system with concepts of freedom and rights of expression from the open source movement, to creative commons, biopiracy, and patent trolls.
However, the core of this module is intellectual property in the real world. The PBL sessions follow a single developing scenario which follows the successes and problems of a start-up business from an initial idea, through product design, brand launch to (perhaps) the post-flotation party. You will gain an understanding of the advantages, and limitations, of intellectual property rights in a commercial context their usefulness in maintaining competitive advantage, developing a brand and supporting business financing. Most of the problems encountered by the start-up are taken directly from the (long) practice experience of the module leader and give you a real-life understanding of the world of IP and something of what makes a start-up business succeed.
By the end of the module students should be able to demonstrate:
Task | % of module mark |
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Essay/coursework | 80 |
Oral presentation/seminar/exam | 20 |
None
Task | % of module mark |
---|---|
Essay/coursework | 80 |
Oral presentation/seminar/exam | 20 |
Students will have the opportunity for a one to one discussion of their work with the Module Leader following award of a grade.