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Masters Class: Principles and Practices of Intellectual Asset Management
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Masters Class: Principles and Practices of Intellectual Asset Management

(formerly PDS 200)

Introduction
This intensive three-and-half-day course provides a strong foundation in licensing, enabling course attendees to use the language of intellectual property (IP) and licensing, apply licensing principles and practices, and develop an intellectual asset management process within their organizations. Taught by world-class licensing experts, this curriculum-based program combines lecture and small group formats to address four major topics: The Basics of IP and Licensing; A Business Framework for Licensing; The Deal; and Living with the Deal. Specific takeaways for course attendees include being able to identify basic legal and ethical issues; assess needs, opportunities, and risks; and establish strategies for technology transfer, including finding and qualifying prospects, and negotiating and closing deals.

Who Should Attend
There is no prerequisite to attend this course. It is designed for those in the process of entering or transitioning into a licensing profession and those with some experience in licensing, including corporate IP and licensing professionals, technology transfer professionals, non-IP attorneys, and business development professionals.

Why You Should Attend
The Masters Class is the only global curriculum-based program that teaches the business of intellectual property and licensing, and it does so in a way that is interesting and engaging. The course is designed so you can learn from leaders in the licensing world as well as your own peers. Whether you are transitioning into a licensing role or would like to supplement your experience, this course will provide you with the core knowledge you need to succeed in your day-to-day licensing function.

Course Details
The course is divided into the following four modules:

Module 1: The Basics of Intellectual Property and Licensing
Learn about the four basic forms of intellectual property: trade secrets, patents, trademarks, and copyrights in this engaging session. Employing small group format, you will come to understand and use intellectual property and licensing/technology transfer terms; recognize basic legal concepts in IP; and identify agreement types by content and implications.

Module 2: Intellectual Asset Management, a Business Framework for Licensing
Via small group exercises, you’ll employ the intellectual asset management (IAM) model to analyze three case study portfolios to identify opportunities for licensing. Learn to identify successful outcomes of the IAM process as well as strategies for extracting and recognizing value that align with an organization’s business strategy. You’ll leave with an understanding of the overall structure of IAM and be able to relate it to any organization’s strategy.

Module 3: The Deal, Valuation and Negotiation
This highly interactive, two-part session will help you recognize and practice elements of successful negotiation. The first part of the course will examine valuation concepts including different approaches, reasons, and steps for market. You’ll also familiarize yourself with the case study and begin to prepare for a role play negotiation the following day.

Part two will begin with a discussion of the principles of negotiation. Next you’ll learn about deal memos, closing the deal techniques, and transaction ethics. Then you’ll be ready to prepare, present, and analyze you and your colleagues’ mock negotiations. By the end of the course, you’ll be confident in your ability to identify and apply valuation approaches as well as employ elements for a successful negotiation.

Module 4: Living with the Deal
This session will address what happens after an agreement has been negotiated. Learn how to maintain post-licensing relationships, how to construct an IP management strategy, and how to create and follow a contract management plan. Fundamental principles of dispute resolution are also discussed and you’ll be able to compare your results against other classes.