Strategic IP Planning

A step by step practical guide to Strategic IP Planning

22-24 Sep 2020

GBP 1,799
EUR 2,519
USD 2,806

Book now

Course overview

It is widely considered that intangible assets account for up to 80 per cent of the value of most businesses, making it vital for companies to align their IP strategy with their business strategy. For some, the IP strategy will drive the business agenda. However, for most businesses that have grown organically, it is essential that a strategic IP plan is developed and implemented in order to protect the company’s assets as well as maximising value from these assets. Whether you have no strategy currently in place or you simply need to develop your current strategy and get management buy-in, this is the course for you.

This highly interactive seminar will provide you with the practical knowledge, skills and toolkit (DIPS) to enable you to put an IP strategy in place for your company. Starting with a matrix-based model linking innovation to value creation/capture and the role of IP therein, you will learn and apply a structured, step-by-step methodology to set up a strategic plan aligned with R&D and business goals. Case studies and real-life examples will be used throughout the course to help embed learning, alongside the opportunity for direct application to situations of your choice with coaching from our expert trainer.

Included within the seminar fee is access to an online self-assessment survey to help you benchmark your company’s (or your client’s) readiness regarding IP strategy, with access to the DIPS Online platform.

Attendees will have access to some materials prior to the seminar (see documentation paragraph below). Approximately two hours will be required to read through and prepare for this seminar


  • Pre-reading: contains all cases plus facts and data used during examples given by speakers and during teamwork assignments
  • Theory book: contains all the models and frameworks learned during the seminar lectures
  • Practice book: contains all the practical information needed to apply the cases to the frameworks during the teamwork assignments
  • Post-reading: contains all the speaker feedback provided after teamwork assignments, plus extra insights and guidelines to best apply the frameworks to your own environment

Who should attend

  • IP managers/professionals (in-house and private practice)
  • Non-IP professionals (R&D managers/directors and business managers)
  • In-house lawyers

Programme Day one

Introduction and ice-breaker

IP strategy toolbox: theory

  • Learn the ‘Matrix of IP Strategy Options’
  • Link to IA management and innovation

IP strategy toolbox: theory continued

  • Apply to real-life cases during teamwork assignments
  • Group discussion and feedback

IP strategy-making: introduction

  • The who-what-how of strategic IP planning
  • Introduction to case study – ‘Renewable Energy’
  • Introduction to the 5-step methodology (DIPS)

Step 1: vision setting

  • Define/refine the vision to link IP and business
  • Recourse to the matrix as a dashboard
  • Teamwork and group discussion

Step 2: IP competition analysis

  • Revisit the matrix through the competition landscape
  • IP mapping techniques (mapping, landscaping)
  • Analysis of patent data (lifecycle, competition etc)
  • Teamwork and group discussion

Programme Day two

Step 3: IP SWOT development

  • Gap analysis using the matrix: compare business vision to current own IP
  • High-level audit: methods to assess and rank a company’s portfolio
  • Derive actions to bridge current/desired IP position
  • Teamwork and group discussion

Step 4: IP performance benchmarking and reporting

  • Estimate budget needs for R&D and IP
  • Define IP KPIs to report future success
  • Prioritise actions to define an IP roadmap
  • Review different scenarios
  • Teamwork and group discussion

Step 5: The strategic plan – the outline

  • Integrate outputs of steps 1-4 into a practical, rationalised plan
  • Positioning, actions and measurement
  • Differentiate core v non-core activity for higher performance

Getting buy-in from management for your strategic IP plan

  • Persuading and convincing management
  • Prepare your team’s IP plan presentation to management

Prepare your team’s IP plan presentation to management continued..

Present your plan to management

  • Group discussion: peer evaluation (online) and feedback

From case to reality

  • Re-apply the 5-step methodology (DIPS) to real life
  • Success factors and key challenges
  • Organisational aspects

Programme Day three

Reapply DIPS: lessons learned from others, plus how to cope with complexity in situations and explore flexibility in DIPS solution

  • Identify generic situations
  • Reflect on how to solve these situations using DIPS (teamwork)
  • Present solutions and group discussion

The gradual approach

Reapplying (parts of) DIPS methodology to two real-life scenarios

  • Case 1: advise on portfolio development for a growing SME or a growing business unit
  • Case 2: large portfolio in an established business

Brief introduction to DIPS Online to learn how to handle a large number of strategy projects

Introduction to corporate planning where more than one product or business unit is involved

Corporate IP planning – practical case study session

  • Revisiting the 5-step methodology (DIPS): bottom-up, collegial approach
  • Teamwork: revisiting the case study with extra product lines: consolidate first, SWOT analysis (extended) and making a corporate plan

Further implementation issues toward change

Final questions and recommendations


Arnaud Gasnier

Dr Arnaud Gasnier is CEO and Founder of Patentopolis BV. He has practiced globally in various IP (patents, trademarks) departments and in various roles (Patent Attorney, Licensing Associate, Portfolio Manager, Associate General Counsel, Assistant Director) since 1997, e.g. for Swatch, Philips, adidas and Dutch contract research organization TNO. He is the author of ‘The Patenting Paradox’ and recently contributed to the last edition of ‘The Handbook of the European IP Management’.

Continuing professional development

This course qualifies for the following CPD programmes:

  • CPD certificate of attendance: 19.50 hours

Book now

22-24 Sep 2020
22-24 Sep 2020 Cavendish Hotel, London GBP 1,799.00
EUR 2,519.00
USD 2,806.00
+ VAT @ 20.00%
Enrol now

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Previous customers include...

  • Affimed GmbH
  • AGC Flatglass Europe
  • Airbus Defence and Space GmbH
  • Alstom Ltd
  • ArjoHuntleigh
  • ARM Holdings Plc
  • Biotronik AG
  • Bristol-Myers Squibb
  • Danisco DuPont
  • De La Rue Holdings plc
  • Delacon Biotechnik GmbH
  • DSTL
  • GEA Procomac
  • Gowling Lafleur Henderson LLP
  • IMEC vzw
  • MAS Innovation
  • Metroconsult Milano Srl
  • Nutreco Nederland B.V.
  • Prosonix Limited
  • R&R NAV
  • Rentsch Partner Ltd.
  • Saint-Gobain Isover
  • STMicroelectronics SRL
  • Syngenta
  • UK Hydrographic Office
  • Withers & Rogers LLP
  • Yara SA/NV
  • Zacco Denmark A/S
  • Zacco Norway AS

Enthusiastic and the cases proposed were extremely well documented (very useful to understand the method). Good course with well thorough content. Looking to put some of this in practice.

Mathias Corboz, IP Manager EMEA, ASSA ABLOY AB

Clear, interesting, good combination of lecture and discussions

Ulrikke Asboell, Attorney-at-Law, Onsagers

Very knowledgeable and informed speaker, easy to follow. Content very relevant, interesting and potentially applicable to my world.

Louise Dahlerup Fazlagic, IP Manager, GEA Process Engineering A/S

I thought that the course gave an in depth overview of a useful tool for assessing a patent portfolio and that the presenter conveyed this tool well.

Sailesh Daswani, IP Manager, ARC Medical Devices Inc.

I enjoyed it, the meeting of other people from other companies and the exchange of ideas with them...The slides were good, the speaker enthusiastic and engaging.

Christopher Phanopoulos, Senior Research Manager, Huntsman

Focused, flexible and proactive. Great overview about the topic

Matthias Städeli, Attorney at law, Rentsch Partner Ltd.

Great course - really helpful. We will be using what we have learnt

Kati Hudson, Head of IP and contracts, Oxford BioMedica (UK) Limited

Enthusiastic and very confident on subject. Great.

Anu Taivainen, Patent Attorney, Kolster Oy

Enjoyable course with varied experience of delegates. This enriched the experience for me.

Martin Bransby, Head of Research, R&R NAV

Very useful, applicable, day 1 was a bit confusing but it all came together on day 2 and 3.

Diana Hoogeboom, Intellectual Property Manager, Intravacc

Simple method is very helpful when initiating the IP strategy. More interactions and less material would be better. Budgeting was not included. Arnaud was easy to talk to.

Nathasha Weerasinghe, Technology Entrepreneur, MAS Innovation

Whilst the course was not what I expected, it was interesting and included some concepts that I had not previously considered and would potentially make use of in the future

Steve Hart, R&D Director, SPD Development Co Ltd