EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

Franceschini, F., Maisano, D. & Galetto, M. (2009). Management by Measurement:
Designing Key Indicators and Performance Measurement Systems. Springer.
Maital, S. & Seshadri, D.V.R. (2007). Innovation Management: Strategies, Concepts and
Tools for Growth and Profit. Sage.
Ulwick, A.W. (2005). What Customers Want: Using Outcome-Driven Innovation to Create
Breakthrough Products and Services. McGraw-Hill.
Teaching Methods
This course is part of the Brand Management module, and integrates theoretical and
practical elements.
Evaluation
Written exam and group work
Patent and Trademark Law
Semester Hours per week ECTS
Spring 2 4
Learning Outcomes / Course Objectives
Upon successful completion of the course students will be able to:
� Know and describe the importance of IP protection
� Know and apply the relevant legal norms in international context
� Develop and implement a strategy for IP protection
� Take corrective or punitive action when IP violations occur
Prerequisites/Level
Marketing Planning and Budgeting, Project Management, Consumer Behaviour, Market
Intelligence and Marketing Metrics, Integrated Marketing Communication I and II,
Business Partner Analysis, Individual and Group Negotiation, Legal Regulations for
Marketing and Sales, Leadership and Human Resources, CSR and Business Ethics, Brand
Development and Strategic Innovation, Intercultural Behaviour and Communication,
Applied Research and Training
Course Description
The main topics of the course will be devoted to:
� Protection of intellectual property
� Patent law - trademark law - design protection - copyright law - competition law -
product liability
� Patent and trademark
� Patent types
� Patent application and scope
� Types of trademark protection
� Consumer protection
� Types of products and liability
� Violation of the law
Literature
Burg, B.D., Topken, A. & Jiang, J. (2011). A Manual for Intellectual Property Management
Patent Law. World Scientific.
Firth, A. (2011). Trade Marks: Law and Practice (3rd ed). Jordan Publishing.
Cornish, W. (2007). Intellectual Property: Patents, Copyrights, Trademarks and Allied
Rights (6th ed). Sweet & Maxwell.
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