Intellectual Capital Management [Kellogg]

Details: 2.5 credits, taught during the summer session. With signature approval of the instructor, students may earn an additional 0.5 credits and / or satisfy their writing requirement. The course covers the broad agenda of using intellectual capital for competitive advantage. In the knowledge-intensive economy, intellectual assets like human capital, intellectual property, brands, and trademarks are becoming an increasingly important proportion of a firm's total wealth. However, businesses often do a less than stellar job of managing intellectual capital strategically. The course adopts a "lifecycle" approach to the management of an intellectual asset, which includes: the creation and protection of intellectual asset, the transference of technology assets (whether patented or copyrighted) to trade dress, design patents and trademarks; the translation of the resulting suite of intellectual assets to other product types (derivative, complementary, next-generation, etc); and their transportation across the product chain (value-chain management). While the course builds on intellectual property concepts, knowledge of this topic is not a prerequisite. For those who have taken intellectual property, the course operates as a practical complement. Why take this course? In the age of information, ideas and innovation are becoming the principal drivers of economic growth and competitive business advantage. Accordingly, in nascent and rapidly growing industries (for example, biotechnology and internet media and technology) populated with many promising start-ups, the agile management of intellectual capital and specifically intellectual properties can be the difference between survival and extinction. Additionally, digital product delivery is dramatically impacting the way that the expression of ideas, software, business processes and other elements of intellectual capital are being created, acquired, leveraged and defended. While knowledge of property and corporations is an important part of management of these topics, an understanding of legal doctrine without a larger strategic plan for how it should be used, combined and integrated into business models does not adequately prepare one to tackle these issues. The goal of this course is to provide the complementary strategic planning skills necessary to harness the full power of intellectual property and to also understand when non-proprietary models may add value for a business. Teaching Style: Intellectual capital management methods and practices will be introduced through demonstration and discussion each class period. Industry specific examples will be investigated through case studies addressing companies in both the manufacturing and service sectors of the economy (see Syllabus, below). Insight from the experience of students formerly or presently involved with intellectual capital or property development programs is encouraged. Students will be divided into teams for course discussion of assigned case studies. The final grade will be based 40% on class discussion and 60% on a final paper which will be presented during the last two classes. The final papers will be team products, although individual papers may be substituted where desired. Class 1 ¿ June 22 Introduction: Radiant Cosmetics ¿ What is a Pout? Class 2 ¿ June 29 Product Development: 3M ESPE AG ¿ Managing Intellectual Property in the Dental Impression Industry; Marvel Enterprises, Inc. Class 3 ¿ July 6 Pharmaceuticals and Biotech: The Purple Pill ¿ AstraZeneca & Prilosec; Amgen Inc.'s Epogen ¿ Commercializing the First Biotech Blockbuster Drug Class 4 ¿ July 13 Media: BMG Entertainment ¿ Music & the Internet; Apple, Inc., 2008 ¿ Building on Success of Integrated Music Delivery Model Class 5 ¿ July 20 Value Chain Management: Geneology, Inc. ¿ The Challenge of Startup Biotechs; Nucelon, Inc. Class 6 ¿ August 27 Open Source: Red Hat and the Linux Revolution / Agri-Industry: Monsanto/ Class 7 ¿ August 3 Final Presentations Class 8 ¿ August 10 Final Presentations

Catalog Number: PPTYTORT 656K
Practice Areas: Intellectual Property Practice Area
Additional Course Information: Co-listed with KSM

Course History

Spring 2011
Title: Intellectual Capital Management
Faculty: Francis, Clinton William (courses  |  homepage)
Section: 1     Type: Lecture     Credits: 2.5
Capacity: 30     Actual: 0