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2024/2025  BA-BSEMV2301U  Strategic use of Intellectual Property in Service industries

English Title
Strategic use of Intellectual Property in Service industries

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Quarter
Start time of the course First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
Study board
Study Board for BSc in Service Management
Course coordinator
  • Vishv Priya Kohli - Department of Business Humanities and Law (BHL)
Main academic disciplines
  • Business Law
  • Sociology
Teaching methods
  • Blended learning
Last updated on 18-01-2024

Relevant links

Learning objectives
The aim of the course is to enable students to
  • Analyse, articulate and account for the creation and preservation of Intellectual Property in the service industries
  • Select and apply IP rules relevant to business processes in the service industries
  • Critically analyze business problems in specific contexts in order to constructively manage the IP in the creative industries
  • Understand the challenges, assess the implications, and apply IP law in service management
Strategic Use of Intellectual Property in Service Industries:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Case based assignment
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 72 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

The course is designed to give practical tools that can be applied by students – the future managers, in the service industries to develop, protect and maintain the Intellectual Property (IP) assets. The course expects to equip the students with the knowledge that will assist them in making strategic use of IP law and develop strategies for protecting and improving a brand, including protecting name, logo, image and designs associated with their organization through trademark and copyright law; protect and maintain innovations through patent law and law on trade secrets; and create sound IP management strategies for developing a business idea from conception to realization in the service industries. Following a case-based, practical, hands-on approach, the students will be equipped with a basic understanding of IP law (law on copyrights, trademarks, designs, patents, and trade secrets). Using concrete cases from the service industries including Hospitality, Gaming, Art, Tourism, Health care, Management & Consulting, Music and Fashion , the course will engage in theory as well as practice. The course targets students who have no or limited knowledge of IP law. The course aims to provide the students with knowledge to defend IP assets of their organization against third party use; protect innovations in the service sector; employ IP law to enhance their business. Irrespective of the sector in the service industries– be it wholesale or retail companies engaging in patent-protected products or communication, software and media sector creating market solutions using copyrightable and protected content or be it knowledge intensive business services –strategic use of IP law can strengthen capabilities of the future managers. The entire course will be taught from the EU law perspective to allow students to draw on the experiences of different countries engaging with the same set of laws, but sometimes reaching different outcomes.

Description of the teaching methods
The course is designed to provide practical techniques that can be applied by the future managers and analysts and for these reason, dialogue-based teaching and discussions will form the bedrock of the teaching method. Each topic will be taught in context of an associated real-world case to tie practical relevance to theoretical knowledge. Hence, the teaching methodology will incorporate case-based method. Group presentations in class on pre-assigned cases will be included in order to encourage critical thinking and facilitate constructive collaborations. There will be at least two guest lectures to give a real-world experience in the classroom. In order to train the students to articulate their thoughts on the subject in writing, four voluntary home assignments will be offered during the course and the students will be encouraged to attempt at least two of the four written assignments.
Feedback during the teaching period
Individual written feedback will be provided to all students who attempt the 'mock exam' which will be held two weeks prior to the end of the course. Written feedback will also be provided on all group written assignments during the teaching period.
Student workload
Course activities (including preparation) 146 hours
Exam (including exam preparation) 60 hours
Expected literature

Tentative Reading list


( This reading list is not exhaustive as reading material and cases will be added closer to the time when the course is offered)



Torremans, Paul. Holyoak and Torremans intellectual property law. Oxford University Press, USA, 2019.



Flikkema, Meindert, et al. "Trademarks’ relatedness to product and service innovation: A branding strategy approach." Research Policy 48.6 (2019): 1340-1353.


Lee, Peter. "Reconceptualizing the role of intellectual property rights in shaping industry structure." Vand. L. Rev. 72 (2019): 1197.


Bilan, Yuriy, et al. "The creative industry as a factor in the development of the economy: dissemination of European experience in the countries with economies in transition." Creativity Studies 12.1 (2019): 75-101.


Grzegorczyk, Tomasz. "Managing intellectual property: Strategies for patent holders." The journal of high technology management research 31.1 (2020): 100374.



Jaelani, Abdul Kadir, I. G. A. K. R. Handayani, and Lego Karjoko. "Development of tourism based on geographic indication towards to welfare state." International Journal of Advanced Science and Technology 29.3s (2020): 1227-1234.


Grinvald, Leah Chan, and Ofer Tur-Sinai. "Intellectual property law and the right to repair." Fordham L. Rev. 88 (2019): 63.


Álvarez-Risco, Aldo, and Shyla Del-Aguila-Arcentales. "A note on changing regulation in international business: the World Intellectual Property Organization (WIPO) and artificial intelligence." The multiple dimensions of institutional complexity in international business research. Emerald Publishing Limited, 2021.


Last updated on 18-01-2024