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Henley Business School
Undergraduate Assessment Brief
Module Code and Title MM382 Intellectual Property Management
Module Convenor Marrisa Joseph
Type of Assessment Essay In-Class Test
Report Group Report
Project Group Presentation
Practical Skills Exercise Portfolio
Other: Click or tap here to enter text.
Weighting of Assessment 70%
Submission Deadline 20/03/2024 – 14:00
The deadline is 14:00, you need to have submitted by 13:59 – if you submit at 14:00 this will count as late.
Submission Point (Blackboard/Turnitin/Other) Electronic submission via Blackboard / Turnitin
Items to be Submitted One written report 2000 words
Individual or Group Assessment Individual Group
Module Convenor Office Hours/Opportunities for advice and feedback Module convenor can be contacted at m.joseph@henley.ac.uk
please e-mail for an appointment.

The following table shows which of the module learning outcomes are being assessed in this assignment. Use this table to help you see the connection between this assessment and your learning on the module.
Module Learning Outcomes Being Assessed

Describe and discuss regulatory frameworks that affect the exploitation and protection of IPR
Evaluate the use of IPR in different business contexts
Discuss the exploitation, protection and enforcement of IPR as part of a commercial strategy
Examine the role of IPR in generating and exploiting opportunities
Evaluate the impact of technology on Intellectual Property management
Assess social, economic and international environments and their effect on IPR

2.What is the Task for this Assessment
Task (attach a separate briefing document if required) You are required to write a report in which you identify an opportunity to exploit intellectual property rights in a specific business context.

3. What is Required of me in this Assessment

Guidelines/Details of How to Prepare Your Submission You should discuss an opportunity that is new/innovative or an improvement to what an organisation is currently doing. Discussing a product or service that an organisation is currently offering will limit your marks.

Your report should follow the structure set out below, the explanations beneath the headings are for guidance only:

-Introduction

-Contextual Background
identification of industry or sector in which the rights exploited would sit, brief analysis of the economic and financial conditions and prospects of the industry or sector, key features of the industry or sector which makes it a good opportunity

-Identification of Business Opportunity
What is the opportunity Is it a new venture or improvement of an existing product or service What are the rights to be exploited Who is the market and how do the rights fit the market What and who is the competiton

-Licensing Strategy
How will the rights be protected How will the rights be monetized What is the revenue stream How will you be paid (e.g. royalties and a lump sum) What are the territories to be exploited Do you need to licence rights from a third party in order to create new rights How are you evaluating the value of the rights What are the possible extension strategies What is the organisational structure of the business that needs to be considered

-Conclusion

-Appendix 1 – Overview of Financials
A financial projection of projected revenue and costs related directly to the opportunity (e.g. costs for a patent application, legal fees, labour) for up to 5 years for the business venture. This should be displayed as a table or imported spreadsheet

-Appendix 2 – Diagrams and drawings (optional)
Include here any additional diagrams that pertain to your business case

The assessment criteria to be used for marking this piece of work
Refer to the marking criteria rubric at the end of this document.
Self-Regulation: Make sure That You… Structure your report clearly. Each section should relate to a specific point, and these points should link together to form a logical and coherent argument that directly answers the report question.

Incorporate ideas or theoretical concepts from the relevant literature to support your answers;

Identify relevant real world examples or cases to illustrate how your ideas could work in practice.

You can refer to figures from the financial overview and diagrams from the appendices in the main body of the report.

Three Key Pieces of Advice Based on the Feedback Given to the Previous Cohort who Completed This Assignment 1.Articulate the business opportunity clearly, and discuss the relevant business contexts that it would operate in.
2.Include some theoretical approaches from the module.
3.Reference academic sources and include in the report.
Formatting Guidelines Please make sure that your essays are clear and easy to read.
Font size should be at least 11 point.
Line spacing should be at least 1.5.

Word Limit/Guidance and Penalty Applied 2000 words (not including reference list and appendices).
Assignments which exceed the word limit by a small amount (less than 10%) will not be penalised. Any words over-and-above this will not be taken into account when awarding marks.

Referencing Style There is no rule about which referencing style to use. Footnotes, endnotes, or Harvard-style in-text references are all acceptable.
The only rules are that:
1.Where you are drawing on (or directly quoting) ideas or data that you have found elsewhere, the original source should always be clearly referenced;
2.The reference should be sufficiently detailed and accurate that it is possible for the reader to trace it and check it.

Guidance on Academic Misconduct (including using Turnitin practice area) The work you produce must be your own or that of members of your group if it is a group assessment.

You should ensure that the work you produce adheres to the University’s statement on academic integrity and to the regulations regarding academic misconduct (such as plagiarism and cheating).
You can find information about this at:
http://www.reading.ac.uk/internal/exams/Policies/exa-misconduct.aspx

You are encouraged to put a draft of your work through the Turnitin practice area to satisfy yourself that the work is your own original work. You can find this in your module area on Blackboard. You can seek advice from the Module Convenor or your Programme Administrator.

4. What Resources Might I Use to Prepare My Work

Please see reading lists for each topic to help you prepare, the seminar class will cover the relevant sectors in depth.
In addition to the material included in the reading lists, you are encouraged to draw on examples or cases from the real world. Where relevant and appropriate, you may be able to draw on your own experience. There is also a large volume of material relating to current events within different sectors that relate to intellectual property, you are strongly advised to keep abreast of current developments.

5. Late Submission Arrangements
Point of Submission : Blackboard / Turnitin
Late Submission Penalty: The University standard penalty apply
Other: Click or tap here to enter text.

Plagiarism:
The University’s standard policy on Academic Misconduct applies
Other: Click or tap here to enter text.

6. Feedback Arrangements

Timing of feedback:
Within 15 days of submission deadline

When examinations marks are released

Other Click or tap here to enter text.

Type of feedback:

Mark Generic Feedback
Individual Feedback Comments written on the assessment
Audio Feedback Video Feedback
Breakdown of Mark Other: Click or tap here to enter text.

Location of Feedback:

Blackboard Turnitin RISIS
Other: Click or tap here to enter text.

GRADE BANDS FIRST CLASS 2:1 2:2 3RD (THRESHOLD) FAIL
ASSESSMENT CRITERIA 80+
OUTSTANDING 70 – 79
EXCELLENT 60 – 69
VERY GOOD 50 – 59
GOOD 40 – 49
SATISFACTORY
39 AND BELOW
Is there a clear business opportunity identified and discussed
Business opportunity is
outstandingly evaluated, with a wide range of perspectives very well considered. Business opportunity is
Excellently evaluated, with a wide range of perspectives well considered. Business opportunity is
well evaluated, with a wide range of perspectives considered. Business opportunity is
evaluated, with a range of perspectives considered. Business opportunity is
identified with some perspectives considered. Business opportunity is somewhat identified, no perspectives of other options considered.
Is the report supported by evidence
Evidence drawn from multiple sources and carefully evaluated. Wide range of evidence used, wide independent reading. Clear attempt to provide evidence. Some independent reading. Clear attempt to provide evidence. Mainly based on set texts / readings Limited relevant evidence provided.
Too reliant on set texts. No relevant evidence provided.
Does the report incorporate relevant literature
Answer makes an interesting and firm contribution to existing academic literature Answer is firmly located within current debates in academic literature Answer shows good awareness of debates within academic literature Answer shows awareness of key concepts and ideas from the literature Limited awareness of relevant academic literature. No reference to relevant academic literature.
Does the report display critical and original thinking
Key assumptions closely examined; genuinely novel ideas generated. Key concepts closely examined; conclusion seeks a fresh perspective. Ideas / evidence not just taken at face value; some original thinking. Evidence / ideas mostly taken at face value. Little original thinking. Evidence / ideas not questioned at all. No original thinking. No basis for critical or original thinking.
Is the report clearly written and presented
Writing is fluent and imaginative. Structure enhances novelty of argument Writing is fluent. Structure well designed to support argument. Writing is clear.
Structure is clear and has a logical flow. Writing is mostly clear. Structure makes sense and can be followed. Writing is often unclear. Structure is unclear and at times confusing. Writing is poor.
Structure is very difficult to follow.

Note: Student coursework must adhere to the University of Reading policy on Academic Misconduct.
Further information is available at: https://www.reading.ac.uk/exa-misconduct.aspx