The Business of Ideas: Innovation and Brand Strategy

Department

International Program

Course unit code

IFLV6646

Number of ECTS credits allocated

5.0

Name of lecturer(s)

Dr. Mosenhauer Natacha

Recommended optional program components

none

Level of course unit

Bachelor

Year of study

Fall 2026

Semester when the course unit is delivered

1

Language of instruction

English

Learning outcomes of the course unit

By the end of the course, you will be able to:
• Understand why ideas matter for business and innovation, and how companies and entrepreneurs turn creativity into strategic advantage.
• Recognize and distinguish the main ways ideas can be protected, including copyrights, trademarks, designs, patents, and trade secrets.
• Explore different strategies for managing and leveraging ideas, from protecting inventions to building strong brands.
• Navigate the key processes involved in protecting and managing ideas, and learn where entrepreneurs and SMEs can find practical support and guidance.

Course contents

Why can LEGO protect the design of its bricks? Why has Coca-Cola kept its recipe secret for more than a century? How does Apple defend its innovations? How did Taylor Swift turn the ownership of her songs into a global business strategy? And how do brands like Barbie transform creativity into lasting value?

In this course, we explore the fascinating world behind ideas, innovation, and brand power. Through real-world examples from global companies and creative industries, you will discover how ideas evolve into valuable assets—and how organizations strategically protect them.

You will learn how different forms of protection work, how to recognize them in practice, and how entrepreneurs and companies use them to strengthen their competitive advantage.

By the end of the course, you will understand how ideas can be transformed into strategic resources, and how innovators use different tools to safeguard and grow their value.
Whether you are interested in launching a startup, working in innovation, or developing creative projects, this course will help you understand how ideas become opportunities, competitive advantages, and lasting value.

You will gain a clear understanding of the main categories of intellectual property—copyright, trademarks, designs, patents, and trade secrets—and learn how they can be used strategically in entrepreneurial and creative contexts.

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none