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COMPETITIVE LANDSCAPE & INTELLECTUAL PROPERTY

Module code: PD311
Credits: 5
Semester: 1
Department: DESIGN INNOVATION
International:
Coordinator: Dr Frank Devitt (DESIGN INNOVATION)

	Overview
	This module provides students with an introduction to the multiple influences that determine how a new business (either new firm or new product to market) might develop and grow internationally. The influences are considered in three categories: Industry/Market, Political/Social, Intellectual Property Rights. Industry/Market � Competitive analysis (Forces of competition [Porter]; Strategic Group Analysis; Profit Pools [Bain]; Competitive Position Mapping [D�Aveni]); Strategy Canvas [Blue Ocean]. � Dynamic capabilities; Absorptive capacity � R&D intensity; Technology trends and trajectories � Product Costing Political/Social � Labour Laws � Regional cost competitiveness � Taxes & Tariffs; Free trade areas � PESTEL analysis � Government incentives, grants and other supports Intellectual Property Rights � Patents; Trademarks; Copyright; Registered Designs � Standards; CE mark � Managing Intellectual Property; Design practice

Overview

This module provides students with an introduction to the multiple influences that determine how a new business (either new firm or new product to market) might develop and grow internationally.
The influences are considered in three categories: Industry/Market, Political/Social, Intellectual Property Rights.
Industry/Market
� Competitive analysis (Forces of competition [Porter]; Strategic Group Analysis; Profit Pools [Bain]; Competitive Position Mapping [D�Aveni]); Strategy Canvas [Blue Ocean].
� Dynamic capabilities; Absorptive capacity
� R&D intensity; Technology trends and trajectories
� Product Costing

Political/Social
� Labour Laws
� Regional cost competitiveness
� Taxes & Tariffs; Free trade areas
� PESTEL analysis
� Government incentives, grants and other supports

Intellectual Property Rights
� Patents; Trademarks; Copyright; Registered Designs
� Standards; CE mark
� Managing Intellectual Property; Design practice

	Learning Outcomes
	On successful completion of the module, students should be able to: Compare and contrast the macro-competitiveness of various regions for doing business Evaluate an industry�s internal competitive structure and intensity, and assess the relative strengths of various competitive influences Manage business activities and projects so as to maximise the utility gained from its intellectual property Calculate the cost-to-market of various product types

Learning Outcomes

Teaching & Learning methods

Assessment

	Autumn Supplementals/Resits
	Are supplemental/resit registrations permitted? Yes There is no automatic repeat option in the Autumn for the continuous assessment component. Autumn repeat options are determined at the exam board and require written departmental permission first. University scheduled written examination (Autumn): 120 minutes, On-campus

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COMPETITIVE LANDSCAPE & INTELLECTUAL PROPERTY

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Semester 2