1. Management of Intangible Assets in Higher Education ¡Think Academic – Act Business!

2. INTRODUCTION Welcome – Warm Up – Overview PILA Kick-off Meeting, 19-20 January 2009 2

3. Agenda Welcome and Opening About the presenters About the training module

4. About the Presenters

5. Doris Kiendl-Wendner Vice Rector of FH JOANNEUM University of Applied Sciences (since 2007) Chair of the Degree Programs in International Management at FH JOANNEUM (since 2009) Lawyer Expertise: Antitrust Law, Intellectual Property, International Sales Contracts, International Arbitration Tel.: +43 (0)316/5453-6810 Fax: +43 (0)316/5453-6801 E-mail: doris.kiendl-wendner@fh-joanneum.at

6. Thomas Schmalzer Thomas Schmalzer currently works as senior lecturer in economics and international project management as well as head of the R&D center as and project manager for large EU funded research projects at the Department of International Management at FH JOANNEUM (University of Applied Sciences) in Graz, Austria. The R&D Center currently works on over 15 ongoing EU funded projects with a total volume of over 3 mill. EUR. Thomas Schmalzer published on internationalisation of SMEs, entrepreneurship, intercultural differences in higher education, regional development, and cross cultural learning. Tel.: +43 (0)316/5453-6811 Fax: +43 (0)316/5453-9-6811 E-mail: thomas.schmalzer@fh-joanneum.at

7. Bernadette Frech Bernadette Frech studied International Management at the FH Joanneum Graz, Austria and the Università degli Studi di Sassari, Italy. Currently she is doing her doctoral studies at the Aston Business School in the UK. She is researcher and lecturer at the Department of International Management. She manages European and national applied research projects in the area of quality in higher education, employability and internationalization. Besides she acts as consultant to the World University Service and offers company trainings in the area of project managemet. Kontakt Mag.FH Bernadette Frech Lecturer and Project Manager Department of International ManagementFH JOANNEUMEggenberger Allee 11A-8020 GrazAustria - Europe Tel. +43 (0)316 5453 6818 Fax +43 (0)316 5453 9 6818 Email: bernadette.frech@fh-joanneum.at

8. Paul Pöltner Since 2008 consultant at TPA-Horwath Tax administration and accounting Commercialisation and Valuation of patents Project management Optimizing business plans University Degrees Business Administration (2008) Software Engineering (2008) Computer Management (2010) PILA Kick-off Meeting, 19-20 January 2009 8

9. About the Training Module

10. Module 3 - Management of Intangible Assets Training Structure Training / Self Study / Study Visits INFORMATION PHASE STUDY VISITS Presence Learning NATIONAL TRAININGS in LA Day 4 Day 5 Day 1 Day 2 Day 3 Didactic considerations and workshop on adaptation to national contexts and preparation for national trainings Continuation of II. Intro Continuation of III b) IP valuation & Commercia-lization I. Vision, Strategy and Goals III a) Experiences by UNICAMP Lunch Lunch Lunch II. Structures, Processes and Policies III c) Protection, Monitoring & enforcement III b) IP valuation & Commercia-lization 10

11. Module Objectives General Objective: Provide a comprehensive overview of relevant good management practices in IP management of higher education institutions with a focus on intangible assets. Cognitive goals: Become familiar with the main strategic decisions that need to be taken by organisations in order to establish an effective IP policy and the corresponding measures for implementation. Gain knowledge on necessary structural and organisational requirements as well as relevant processes for IP management.

12. Module Objectives (2) Educative goals: Be able to assess good management practices and be able to adapt them to organizational or local needs. Be able to adapt existing training materials to local and organizational needs in order to deliver effective training to future IP management professionals. Opinions, views, attitudes: Increase your own awareness in relation to the necessity of IP management structures and processes within organizations to ensure effective IP management. Understand the importance of incentive based systems, IP valuation and commercialization issues as well as protection, monitoring, and enforcement of IP. Recognize the need to establish effective communication between researchers, management units and industry in order to implement a successful IP management in an organisation.

13. Module Overview – Schedule and Contents PILA Kick-off Meeting, 19-20 January 2009

14. Relevant Literature Basic: Alfred (2006), Managing the Big Picture in Colleges and Universities Intellectual property guidance document for researchers (http://www.eutechnologytransfer.eu/files2/researcher_guide.pdf) Lev (2005), Intangible Assets – Concepts and Measurements, in Encyclopedia of Social Measurement, Volume Morrill, Strategic Leadership. Integrating Strategy and Leadership in Colleges and Universities (2007) Ramirez et al (2007), Intellectual capital management in Spanish universities, in Journal of Intellectual Capital, Vol. 8 No. 4, pp. 732-748 Yo Takagi; Larry Allman; Mpazi A. Sinjela: teaching of Intellectual Property – principles and methods. World Intellectual Property Organisation, Cambridge University Press, 2008. Soetendorp, Teaching intellectual property to non-law students, in Takagi/Allman/Sinjela (Hrsg), Teaching of Intellectual Property (2008) Additional: August/Mayer/Bixby, International Business Law, 5th edition (2009) Chareonsuk and Chansa-ngavej (2008) “Intangible asset management framework for long-term financial performance”, in Industrial Management & Data Systems, Vol. 108 No. 6, 2008, pp. 812-828 Commission recommendation on the management of intellectual property in knowledge transfer activities and code of practice for universities and other public research organisations. Riga 2009. Compendium of OECD work on intellectual property. 2007. (http://www.oecd.org/dataoecd/60/61/34305040.pdf) Creating value from intellectual assets. Meeting of the OECD Council at ministerial level. 2006. OECD. (http://www.oecd.org/dataoecd/53/19/36701575.pdf) Farsi and Talebi (2009), Application of Knowledge Management for Research Commercialization, in World Academy of Science, Engineering and Technology, 49 Koch, et al. (2000), Measuring and reporting intangible assets and results in a European Contract Research Organization, Paper prepared for the Joint German-OECD Conference on Benchmarking Industry-Science Relationships Kok (2007) “Intellectual Capital Management as Part of Knowledge Management Initiatives at Institutions of Higher Learning” The Electronic Journal of Knowledge Management Volume 5 Issue 2, pp 181 - 192, available online at www.ejkm.com FH JOANNEUM Intellectual Capital Report (2007/2008) (www.fh-joanneum.at)