Management of Licensing
A.Y. 2019/2020
Learning objectives
The ever-increasing digitalization of the economy constantly reshapes business models. Licensing business models are being particularly affected by the recent technological evolutions and innovative forms of intellectual property rights' exploitation. The course aims at providing students with such evolutionary scenarios. First, students will learn the basic concepts underlying licensing and about the role of licensing-based business models in the digital economy. Specific focus is made to different industries and areas of applications. Current trends, challenges and opportunities about the evolution of business models in light of digitalisation will be outlined. The course will then focus on actual examples of licensing agreements, so to enable students to learn key competences needed to manage a whole licensing process from the creation/development of Intellectual Property Rights (IPRs) to their exploitation, both from licensor's and licensee's standpoints. Students will thus become familiar with most common licensing schemes with respect to a broad range of industries and IPRs. A further learning outcome is knowledge of typical licensing agreement models, based on the different types of licensed IPRs. In particular students will gain competence and confidence for engaging in international licensing business relationships and be able to understand the negotiation of licensing agreements, gaining knowledge as to due diligence practices in transactions involving Intellectual Property, audits and fiscal aspects as well as marketing, advertising and promoting licensed products.
Expected learning outcomes
Upon completion of the course, students will learn the potential of licensing from the managerial perspective of the business model, and at the same time from a legal standpoint. They will become familiar with different types of IPRs (trademarks, copyright, patents, designs, trade secrets) and how these can be exploited through licensing programs in various industries. They will learn the key structure, rationale and recurrent legal, accounting, and fiscal issues of licensing agreements and protection strategies. Additionally, students will apply knowledge related to running a licensing program, the evaluation of IPRs, and the negotiation of licensing agreements.
Lesson period: Second trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Lesson period
Second trimester
Course syllabus
· PART 1. LICENSING, AN EXPANDING HORIZON: the history of licensing, key factors, main industries of application (e.g. media and entertainment, software/videogames, fashion, publishing, healthcare, food and beverage etc.), and new trends. Understanding licensing from a commercial and legal standpoint.
· PART 2. FOCUS ON IPRs: from the creation/development of IPRs to their exploitation through licensing programs in various industries. Focus on the different types of IPRs (trademarks, copyright, patents, designs, trade secrets).
· PART 3. LICENSING AGREEMENTS AND PROTECTION STRATEGIES: Main contractual models for licensing and recurring legal issues.
· Part. 3.1. General Part: common provisions (e.g. territorial scope, royalties, MG, recoupment models, sub-licensing, duration, accounting, warranties, termination, reporting etc.).
· Part 3.2. Understanding peculiar contractual models: licensing different IPRs in different industries (e.g. trademark license agreement, film distribution agreements etc.).
PART 4. BUSINESS MODELS WITH LICENSING
PART 5. ADMINISTRATION AND PRACTICE. Running a licensing program. Evaluation of IPRs, negotiation of licensing agreements, due diligence in transactions involving Intellectual Property, audits and fiscal aspects. Marketing, advertising and promoting licensed products.
· PART 2. FOCUS ON IPRs: from the creation/development of IPRs to their exploitation through licensing programs in various industries. Focus on the different types of IPRs (trademarks, copyright, patents, designs, trade secrets).
· PART 3. LICENSING AGREEMENTS AND PROTECTION STRATEGIES: Main contractual models for licensing and recurring legal issues.
· Part. 3.1. General Part: common provisions (e.g. territorial scope, royalties, MG, recoupment models, sub-licensing, duration, accounting, warranties, termination, reporting etc.).
· Part 3.2. Understanding peculiar contractual models: licensing different IPRs in different industries (e.g. trademark license agreement, film distribution agreements etc.).
PART 4. BUSINESS MODELS WITH LICENSING
PART 5. ADMINISTRATION AND PRACTICE. Running a licensing program. Evaluation of IPRs, negotiation of licensing agreements, due diligence in transactions involving Intellectual Property, audits and fiscal aspects. Marketing, advertising and promoting licensed products.
Prerequisites for admission
It is recommended that students have a general knowledge of law related concepts learnt during bachelor's general law courses, in particular private and contract law, and IP law.
Teaching methods
The course is practice oriented and aims at developing skills in running licensing programs. Case discussions and simulations occur throughout the whole teaching period. Students are invited to participate in individual challenges and team works.
Learning objectives will be accomplished through jointly:
1. frontal lectures
2. open debates/discussions of specific topics
3. dedicated talks and lectures by experts in the field
Learning objectives will be accomplished through jointly:
1. frontal lectures
2. open debates/discussions of specific topics
3. dedicated talks and lectures by experts in the field
Teaching Resources
Attending students
Classes constitute a critical learning experience of this course and there is an expectation that students attend them, in order to be considered "attending students".
1. PART I - IP and licensing agreements
Textbook: Battersby, D.S. & Simon, D. (2018), "Business Of Licensing. The Essential Guide For Monetizing Intellectual Properties", Kent Press, Westport, CT.
Chapters: 1-Defining the world of licensing; 2-History of Licensing (2.1 and 2.1.1, p. 17-36); 4-The license agreement; 5-Compensation and royalty rates; 8-The licensor-licensee relationship; 14-Protecting licensing properties; 16-International Intellectual Property Protection; 22-Accounting, auditing and tax consideration; 23-Dealing with infringers and counterfeiters.
2. PART II - Licensing business models
Textbook: Michael Stone (2018), "The Power of Licensing", American Bar Association.
Chapters: 1, 2, 3, 4, 5, 6, 9, 11, 12
In addition to the textbooks, slides will be provided on the Ariel platform
* * *
NON attending students
PART I - IP and licensing agreements
Textbook: Battersby, D.S. & Simon, D. (2018), "Business Of Licensing. The Essential Guide For Monetizing Intellectual Properties", Kent Press, Westport, CT.
Chapters: 1-Defining the world of licensing; 2-History of Licensing (2.1 and 2.1.1, p. 17-36); 4-The license agreement; 5-Compensation and royalty rates; 8-The licensor-licensee relationship; 14-Protecting licensing properties; 16-International Intellectual Property Protection; 22-Accounting, auditing and tax consideration; 23-Dealing with infringers and counterfeiters.
Appendixes: Appendix-3 Deal Memo; Appendix-4 License Agreement; Appendix-11 Licensing Agent Agreement; Appendix-14 Non-disclosure Agreement.
PART II - Licensing business models
Textbook: Michael Stone (2018), "The Power of Licensing", American Bar Association.
All chapters
In addition to the textbooks, slides will be provided on the Ariel platform.
Classes constitute a critical learning experience of this course and there is an expectation that students attend them, in order to be considered "attending students".
1. PART I - IP and licensing agreements
Textbook: Battersby, D.S. & Simon, D. (2018), "Business Of Licensing. The Essential Guide For Monetizing Intellectual Properties", Kent Press, Westport, CT.
Chapters: 1-Defining the world of licensing; 2-History of Licensing (2.1 and 2.1.1, p. 17-36); 4-The license agreement; 5-Compensation and royalty rates; 8-The licensor-licensee relationship; 14-Protecting licensing properties; 16-International Intellectual Property Protection; 22-Accounting, auditing and tax consideration; 23-Dealing with infringers and counterfeiters.
2. PART II - Licensing business models
Textbook: Michael Stone (2018), "The Power of Licensing", American Bar Association.
Chapters: 1, 2, 3, 4, 5, 6, 9, 11, 12
In addition to the textbooks, slides will be provided on the Ariel platform
* * *
NON attending students
PART I - IP and licensing agreements
Textbook: Battersby, D.S. & Simon, D. (2018), "Business Of Licensing. The Essential Guide For Monetizing Intellectual Properties", Kent Press, Westport, CT.
Chapters: 1-Defining the world of licensing; 2-History of Licensing (2.1 and 2.1.1, p. 17-36); 4-The license agreement; 5-Compensation and royalty rates; 8-The licensor-licensee relationship; 14-Protecting licensing properties; 16-International Intellectual Property Protection; 22-Accounting, auditing and tax consideration; 23-Dealing with infringers and counterfeiters.
Appendixes: Appendix-3 Deal Memo; Appendix-4 License Agreement; Appendix-11 Licensing Agent Agreement; Appendix-14 Non-disclosure Agreement.
PART II - Licensing business models
Textbook: Michael Stone (2018), "The Power of Licensing", American Bar Association.
All chapters
In addition to the textbooks, slides will be provided on the Ariel platform.
Assessment methods and Criteria
Attending students:
Grades for the course are determined based on a final written exam, based on 8 open-ended questions on the selected chapters of the two textbooks, as well as on the materials uploaded on the Ariel platform.
NON Attending students:
Grades for the course are determined based on a final written exam, based on 8 open ended questions on the selected chapters and appendixes of the two textbooks, as well as on the materials uploaded on the Ariel platform.
Grades for the course are determined based on a final written exam, based on 8 open-ended questions on the selected chapters of the two textbooks, as well as on the materials uploaded on the Ariel platform.
NON Attending students:
Grades for the course are determined based on a final written exam, based on 8 open ended questions on the selected chapters and appendixes of the two textbooks, as well as on the materials uploaded on the Ariel platform.
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 60 hours
Professors:
Lusardi Giacomo, Vurro Clodia
Shifts:
-
Professors:
Lusardi Giacomo, Vurro ClodiaProfessor(s)
Reception:
Next dates available online. Registration required following the link below
on Teams