SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
November 2008, GenevaWon-Kil YOON
Counsellor, SMEs DivisionWorld Intellectual Property Organization (WIPO)
An Effective Capacity Building and Training Tool on Business Aspects of IP
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
IP PANORAMAProject Major
Characteristics
How to Use
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
1.
About the IP PANORAMA Project
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Background and Purpose
May 2003, WIPO OECD Forum
IP Academy as a best practice of KIPO and KIPAIP Academy as a best practice of KIPO and KIPA
Nov 2004, Trilateral Agreement
Joint Development of E-learning Content (JDEC)Joint Development of E-learning Content (JDEC)
• JDEC Article 1. Purpose
to provide small and medium-sized enterprises (SMEs), especially of developing countries, and universities with an effective educational tool for sharing IP-related knowledge
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Development of 10 Modules
Module 1: Importance of IP for SMEs
developed in 2004 as a pilot project developed in 2004 as a pilot project
Based on “IP for Business” in SMEs Homepage
• Why is IP Relevant to Your SME?
• IP as a Business Asset
• IP as an Investment
• The Value of IP Assets
• Introduction of IP Audit
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Basic IP Modules in 2005Module 2 : Trademarks and Industrial Designs
ChrisBranding Expert
AlexMarketing strategist
GibsonIP Lawyer
SusanCEO
NicoleDesigner
• Learning Points
- TM and ID to increase the Power of Marketing- Brand Building- How to Protect TM and ID- Trademarks Management
• Main Story : Susan faces difficulty in marketing due to weak branding and poor design. With the help of Gibson, her company eventually succeeds in developing a new brand and a nice design to attract consumers.
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
IP Promotion
Module 3Invention and Patent
Module 4 Trade Secrets
Basic IP Modules: 2005
• Learning Points - Basics of Invention and Patent- Patent Application- Patent Infringement- Patent Management
• Learning Points
- Basics of Trade secrets- TS Management Program- Violation of TS- TS Audit
Module 5 Copyright & RRs
• Learning Points - Basics of Copyright- Copyright and Related Rights- Ownership of Copyright- Using Works Owned by Others
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Advanced IP Modules: 2006
Module 6 : Patent Information
Module 7 : Technology Licensing in a Strategic Partnership
Module 8 : IP in the Digital Economy
Module 9 : IP and International Trade
Module10 : IP Audit
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
2.
Major Characteristics of IP PANORAMA
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Storyline based Case Study for IP education
• Each module tells an interesting story, adapted from real life business situations.- Module 2 MP3 player company suffering from a weak brand and a poor design
- Module 3 Folding type mobile phone company involved in patent disputes
- Module 4 Slide type mobile phone company establishing a trade secrets management system
- Module 5 MP3 player company launching a new product and executing a new marketing strategy
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Characters in Module 4
GibsonIP Lawyer
JuneMarketing strategistof Fox Telecom
CalvinCEO of Fox Telecom
EstherIP teammanager
SamanthaDesignerof Fox Telecom
BenitoEngineerof Fox Telecom
CarlyCEO of Mobile Shot
All 28 characters in IP PANORAMA
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Learning Points and More References
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Quiz and Heart-to-Heart Talk
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Inside the story
The story with educational contents flows scene-by-scene
Introduction
Today’s issue
People in the story
The education contents::: Learning Point
::: More references
Reflection
Simple Quiz
Self-reflection journal
Heart-to-Heart talk
Learning Flow
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
People in the story --- Self-introduction of characters
Today’s issue --- Background of the story
Introduction
My reflection journal --- Reflection about today’s learning
Heart-to-Heart talk --- Alex’s talking about his experience
Quiz --- simple quiz about copyright
Reflection
Story scenes & LEARNING POINT
--- Today’s story is playing
Inside the story
#1. A new MP3 player#2. Commissioned brochure
#3. Website only for the SEONA MP3 player users
#4. Big hit#5. Wrong decision#6. Anna’s lawsuit#7. Urgent meeting
#8. Hard time for mediation#9. Employee training
#10. A new copyright issue
more references1. Copyright protection abroad 2. Copyright notice3. Other legal means to protect original works
more references1. Copyright infringement2. How to get income from copyright3. Role of CMOs
more references
1. How to find out whether a work is still protected
2. Using a work under a limitation or exception
3. Using works published on the Internet
main contents
1. Definition of copyright2. Requirements for copyright protection
main contents
1. Definition of copyright2. Requirements for copyright protection
main contents1. Meaning of ownership of copyright2. In case of commissioned works3. In case of works created by an employees4. In case of works created by several authors
main contents1. Meaning of ownership of copyright2. In case of commissioned works3. In case of works created by an employees4. In case of works created by several authors
main contents1. When do you need permission2. When you don’t need permission3. The process to get authorization4. How to reduce the risk of infringement
main contents1. When do you need permission2. When you don’t need permission3. The process to get authorization4. How to reduce the risk of infringement
[LEARNING POINT 3] Ownership of copyright
[LEARNING POINT 4] Using works owned by others
[LEARNING POINT 1] Basics of copyright
more references
1. A work in public domain
main contents1. Scope of copyright protection (1) The works copyright protects (2) The things copyright does not protect (3) Economic rights & Moral rights2. Basics of related rights (1) Definition of related rights (2) Rights that related rights provide3. Period of protection
main contents1. Scope of copyright protection (1) The works copyright protects (2) The things copyright does not protect (3) Economic rights & Moral rights2. Basics of related rights (1) Definition of related rights (2) Rights that related rights provide3. Period of protection
[LEARNING POINT 2] Copyright and related rights
Learning Map of Module 5
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Target Audience
• Employees of enterprise, especially SMEs and SME support institutions
• Students of engineering, MBA schools or law schools, and various other educational institutions
• General public and policy makers
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Free Access Through the Internet• Publicly available from the website of SMEs Division
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
http://www.wipo.int/sme/en/multimedia/
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Distribution of IP PANORAMA on CD-ROM
• Member Statesof WIPO
• Partners of theSMEs Division
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Translation and Adaptation• For wider use of IP PANORAMA, it is necessary to
translate the content into various languages; options:- Translate only the narration- Translate the narration and the learning points - Translate the entire content plus sound recording of
the translated narration
• Each company, educational institute or country may adapt IP PANORAMA as per their respective needs- IP PANORAMA adapted for your company- Adapting IP PANORAMA for IP for business courses
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
IP for Business Courses
• We strongly encourage the establishment of an IP for Business Course in educational institutions of higher learning by using IP PANORAMA.
- On-line, Off-line or Blended Learning
- Using IP PANORAMA as main material, sub-material or as a reference
• KIPA runs IP for Business Courses in partnership with two universities in the Republic of Korea.
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Week on/off-line theme contents lecturer
1st Off-lineIP for business in
knowledge-driven society- Introduction of intellectual property (IP) for business- Importance of IP management
2ndOn-line
(module1,2,3)- Invention and patent (A story about Fox Telecom's folder mobile phone) - Trademarks and Industrial Designs (A story of Seona and its MP3 pleayer)
self-study
3rd Off-lineDevelopment of
technology and patent- The basic of patents (International and domestic views)- What is patent, how to protect patent and how to untilze patent for your business
4th Off-lineTrademarks
and industrial designs
- The basics of trademarks and industrial designs (International and domestic views) - The role and importance of trademarks and industrial designs for creating and strengthening the brand of your business.
5thOn-line
(module4,5)-Trade secrets (A story about the leak of trade secrets of Fox Telecom)- Copyright and related right (A story about Seona’s copyright infringement)
self-study
6th Off-lineTrade secrets and
copyright- How to protect confidential information of company- The basic concepts of copyright and related rights
7th Midterm Online multiple-choice test (in English)
8thOn-line
(module6)- Patent Information (A story about the development of new digital camera in Tolmnex) self-study
9th Off-line Patent Information- The concept, role and importance of patent information - Practice in patent information search (Keyword searching)
10thOn-line
(module7)- Technology licensing in a strategic partnership (A story about technology licensing between Tolmnex and Picmara)
self-study
11th Off-lineStrategic Technology
Licensing- The concept, strategies and main considerations of licensing- The case study on technology licensing
12thon-line
(module9)- IP and international trade (A story about Knoxx Electronics) self-study
13th off-lineStrategic IP management
in the overseas market- The protection and management of IP in the export market- IP in international outsourcing
14thon-line
(module 8, 10)- IP in the digital economy (A story about online market of Saomink)- IP audit (A story about IP audit of Knoxx Electronics)
self-study
16th Final exam Team Project (Make presentation about IP management of overseas and domestic company)
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
World Wide Promotion and Use
No cost or royalty payment for use of IP PANORAMAby non-profit institutions
• Formal agreement with the IP Office of Thailand (Nov. 2007) and of Portugal (Apr. 2008) to create translated versions of IP PANORAMA
• Permitted the IP Office of the Philippines (July. 2008) to reproduce IP PANORAMA CD for wide distribution in the country
• Organizing education programs with KIPA, MNCCI, VCCI, KWIA, NID, Napoli University, etc.
• In cooperation with the Polish IP Office, a Regional Seminar will be held in Warsaw in 2009, to promote the use of IP PANORAMA in creating awareness and building capacity of entrepreneurs, SMEs and university students
• Referred and used by various institutions world wide
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Manuscript(by WIPO)
Building up an instructional design strategy (by KIPA)
SynopsisWith Learning contents Analysis
(by KIPA)
Synopsis examination
(by WIPO, KIPO)
RestructuredManuscript(by KIPA)
Scenario(by KIPA)
Storyboard(by KIPA)
Storyboard examination
(by WIPO, KIPO)
Characters,Basic designs
(by KIPA)
Contents development
(by KIPA) Contents examination
(by WIPO, KIPO)
Contentsmodification(by KIPA)
End ofProject
Narration script& recording(by KIPA)
Expert committee
Evaluation committee
Translation into Korean
Translation into English
Translation into English
Building up the detail instructional design strategy
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Further Development
Basic Modules Advanced Modules
1. Importance of IP for SMEs
2. Trademarks and Industrial
Designs
3. Invention and Patent
4. Trade Secrets
5. Copyright and Related Rights
6. Patent Information
7. Technology Licensing in a
Strategic Partnership
8. IP in the Digital Economy
9. IP and International Trade
10. IP Audit
Trademark Licensing (by December 2008)Valuation of IPRs (by December 2008)
Franchising and IPRs (in 2009)Merchandizing (in 2009)
Enforcement of IPRs (in 2010)
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Suggested Cooperative Activities• Translation and Adaptation
- IP for Business Series, IP PANORAMA- Open Source Model / Various Business Models
• Establishing Education Programs- Seminars and Academic Programs for
enterprises, students or policy makers
• IP PANORAMA Business School for Korean Companies in October 2008, Women Inventors and Entrepreneurs in May 2009
SMEs Division
© 2005-2007 The Most Advanced e-Learning Content on IP for Business!
Won-Kil YOON
Tel)+41-22-338-8159
Fax)+41-22-338-8760
WIPO SMEs Web-Site
“www.wipo.int/sme”
“IP for Business” Series
in Publications
“IP PANORAMA” in Multimedia
“E-NEWSLETTER”