1. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! November 2008, Geneva Won-Kil YOON Counsellor, SMEs Division World Intellectual Property Organization (WIPO) An Effective Capacity Building and Training Tool on Business Aspects of IP

2. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! IP PANORAMA Project Major Characteristics How to Use

3. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! 1. About the IP PANORAMA Project

4. 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 KIPA Nov 2004, Trilateral Agreement 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

5. 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 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

6. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! Basic IP Modules in 2005 Module 2 : Trademarks and Industrial Designs Chris Branding Expert Alex Marketing strategist Gibson IP Lawyer Susan CEO Nicole Designer 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.

7. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! IP Promotion Module 3 Invention 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

8. 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

9. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! 2. Major Characteristics of IP PANORAMA

10. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business!

11. 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

12. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! Characters in Module 4 Gibson IP Lawyer June Marketing strategist of Fox Telecom Calvin CEO of Fox Telecom Esther IP team manager Samantha Designer of Fox Telecom Benito Engineer of Fox Telecom Carly CEO of Mobile Shot All 28 characters in IP PANORAMA

13. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! Learning Points and More References

14. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! Quiz and Heart-to-Heart Talk

15. 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

16. 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 references 1. Copyright protection abroad 2. Copyright notice 3. Other legal means to protect original works more references 1. Copyright infringement 2. How to get income from copyright 3. 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 copyright 2. Requirements for copyright protection main contents 1. Definition of copyright 2. Requirements for copyright protection main contents 1. Meaning of ownership of copyright 2. In case of commissioned works 3. In case of works created by an employees 4. In case of works created by several authors main contents 1. Meaning of ownership of copyright 2. In case of commissioned works 3. In case of works created by an employees 4. In case of works created by several authors main contents 1. When do you need permission 2. When you don’t need permission 3. The process to get authorization 4. How to reduce the risk of infringement main contents 1. When do you need permission 2. When you don’t need permission 3. The process to get authorization 4. 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 contents 1. Scope of copyright protection (1) The works copyright protects (2) The things copyright does not protect (3) Economic rights & Moral rights 2. Basics of related rights (1) Definition of related rights (2) Rights that related rights provide 3. Period of protection main contents 1. Scope of copyright protection (1) The works copyright protects (2) The things copyright does not protect (3) Economic rights & Moral rights 2. Basics of related rights (1) Definition of related rights (2) Rights that related rights provide 3. Period of protection [LEARNING POINT 2] Copyright and related rights Learning Map of Module 5

17. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! 3. How to Use

18. 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

19. 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

20. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! http://www.wipo.int/sme/en/multimedia/

21. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! Distribution of IP PANORAMA on CD-ROM Member States of WIPO Partners of the SMEs Division

22. 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

23. 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.

24. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! Weekon/off-linethemecontentslecturer 1stOff-line IP for business in knowledge-driven society - Introduction of intellectual property (IP) for business - Importance of IP management 2nd On-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 3rdOff-line Development 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 4thOff-line Trademarks 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. 5th On-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 6thOff-line Trade secrets and copyright - How to protect confidential information of company - The basic concepts of copyright and related rights 7thMidtermOnline multiple-choice test (in English) 8th On-line (module6) - Patent Information (A story about the development of new digital camera in Tolmnex)self-study 9thOff-linePatent Information - The concept, role and importance of patent information - Practice in patent information search (Keyword searching) 10th On-line (module7) - Technology licensing in a strategic partnership (A story about technology licensing between Tolmnex and Picmara) self-study 11thOff-line Strategic Technology Licensing - The concept, strategies and main considerations of licensing - The case study on technology licensing 12th on-line (module9) - IP and international trade (A story about Knoxx Electronics)self-study 13thoff-line Strategic IP management in the overseas market - The protection and management of IP in the export market - IP in international outsourcing 14th on-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 16thFinal examTeam Project (Make presentation about IP management of overseas and domestic company)

25. 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 PANORAMA by 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

26. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business!

27. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business!

28. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business!

29. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business!

30. 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) Synopsis With Learning contents Analysis (by KIPA) Synopsis examination (by WIPO, KIPO) Restructured Manuscript (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) Contents modification (by KIPA) End of Project 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

31. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! Further Development Basic ModulesAdvanced 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)

32. 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

33. SMEs Division © 2005-2007 The Most Advanced e-Learning Content on IP for Business! Won-Kil YOON yoon@wipo.int 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”