E WIPO NATIONAL TRAINING PROGRAM WIPO/INN/BEL/15/INF/1 PROV ORIGINAL: ENGLISH: DATE: JULY 30, 2015 IP Marketing and Valuation organized by the World Intellectual Property Organization (WIPO) in cooperation with the Intellectual Property Office of the Republic of Serbia and the Center for Technology Transfer, University of Belgrade Intellectual Property Office, Kneginje Ljubice 5 October 12 to 14, 2015 PROVISIONAL PROGRAM prepared by the International Bureau of WIPO
page 2 Monday, October 12, 2015 8.30 9.30 Registration 9.30 10.00 Opening Ceremony Welcome Addresses by: 10.00 10.30 Coffee Break The Representative of the Intellectual Property Office of the Republic of Serbia The Representative of the University of Belgrade Ms. Olga Spasic, Head, Innovation Structures Section, SMEs and Entrepreneurship Support Division, World Intellectual Property Organization (WIPO), Geneva 10.30 11.00 Topic 1: Introduction to the Program (a) Concept (b) Content (c) Objectives (d) Deliverables Ms. Olga Spasic THEME I: IP MARKETING 11.00 11.45 Topic 2: IP and Technology Market Transferability Readiness Starting Point Technology stage-of-development (theory, proof of concept, prototype) Available IP (know-how, patent, copyrights) Missing IP First-cut market applications opportunities Experience of Serbian Universities related to technology marketing Speakers:, President and Managing Partner, ICM Advisors, International Group, Milan, Italy Local Speaker (TBD) 11.45 12.00 Discussion
page 3 12.00 12.30 Topic 3: Marketing Strategy Best options to valorize/monetize the IP Assets (licensing, sale, collaborative R&D, venture financing) Economics issues (pricing, contractual options) Case 12.30 12.45 Discussion 12.45 14.00 Lunch Break 14.00 14.45 Topic 4: Technology Value Proposition Development The most difficult task, people are interested in how the technology solve a problem Do not talk about technology, talk about benefits Marketing & inventors relationship Case real examples of documents 14.45 15.00 Discussion 15.00 15.45 Topic 5: Target Market Prospecting How to organize and use an effective Market & Technology Intelligence Build a compelling qualified target list Case 15.45 16.00 Discussion 16.00 16.15 Coffee Break 16.15 17.00 Topic 6: Technology Marketing Communication Best Practices How to prepare a kill tech communication package Organizing technology roadshows, business engagement centers Organizing digital marketing (WW Benchmarking with TTO best IP marketing practices) 17.00 17.30 Discussion 17.30 End of Session
page 4 Tuesday, October 13, 2015 THEME II: IP VALUATION IN THE COMMERCIALISATION PHASE OF THE RESEARCH RESULTS AND SERVICES 9.30 10.30 Topic 7: Capturing the Value of Technology through IPR Strategy, Partner, Avance, Basel, Switzerland 10.30 11.15 Topic 8: Valuation of Background IP and Scientific Know-How in the context of Research Collaborations 11.15 11.30 Coffee Break 11.30 12.30 Topic 9: Constructing the Price of the Technology in IP Licensing Negotiations Ms. Olga Spasic 12.30 14.00 Lunch Break 14.00 15.00 Topic 10: IP Valuation in Constructing Start-Up 15.00 16.00 Topic 11: IP Valuation: Do s and Don ts 16.00 16.15 Coffee Break 16.15 17.15 Topic 12: Inter-relation between IP Marketing and IP Valuation Speakers: All speakers 17.15 17.45 Discussion 17.45 End of Session
page 5 Wednesday, October 14, 2015 THEME III: IP MARKETING AND VALUATION EXERCISE 9.00 12.00 Topic 13: IP Marketing Exercise Participants are requested to develop an IP marketing strategy, report and necessary preparations for IP commercialization of the real technology developed in one of the national universities and research and development (R&D) institutions. This exercise will be an application of knowledge acquired during the first day, with the assistance of all invited speakers that will act as coaches. For benchmarking results, participants will be separated in 4 to 6 teams and they will work on different cases. At the end of the day, the results will be compared and the best IP marketing strategy will be symbolically rewarded. 12.00 13.00 Topic 13: Reporting on the Results and Nomination of the Best IP (Cont d.) Marketing Report 13.00 14.00 Lunch Break 14.00 17.00 Topic 14: IP Valuation Exercise Participants are requested to develop an IP valuation strategy, report and calculations of the value of the real technology developed in one of the national universities and R&D institutions. This exercise will be an application of knowledge acquired during the second day, with the assistance of all invited speakers that will act as coaches. For benchmarking results, participants will be separated in 4 to 6 teams, and they will work on cases already dealt with in the IP marketing exercise, as a follow up procedure in IP commercialization. At the end of the day, the results will be compared and the best will be symbolically rewarded. 17.00 18.00 Topic 14: Reporting on the Results and Nomination of the Best IP (Cont d.) Valuation Report 18.00 18.30 Topic 15: Award of Certificates of Completion and Closing Session 18.30 End of Session [End of document]