This course is part of the Intellectual Property Law Specialization

4.8
stars
198 ratings

Cynthia Dahl

8,553 already enrolled

Offered By

Intellectual Property Law SpecializationUniversity of Pennsylvania

About this Course

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The protections afforded under trademark law have created incredible value in intangible assets, with the value of the world’s most valuable brands such as Amazon, Apple and Google each exceeding $100 billion. But what exactly is trademark law, and how is such enormous value created?
This course examines the fundamentals of U.S. trademark law and the ways in which the manufacturers of various products and services can establish and protect their identities and the identities of their products in the marketplace.  

We will explore the purpose of trademark law, identify the different types of trademarks, including names, designs, logos, and trade dress, and explore strategies for choosing and protecting strong, potentially valuable trademarks. We will also discuss strategies for strengthening descriptive marks, and lay out the steps for filing for federal trademark protection. Finally, we will address how to design an ongoing maintenance strategy to protect, extend, and maximize the value of trademarks, and discuss strategies for responding to possible trademark infringement.

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Shareable Certificate

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Course 3 of 4 in the

Intellectual Property Law Specialization

Approx. 18 hours to complete

English

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What you will learn

Define the scope and subject matter of trademark protection
Evaluate the usefulness and limits of seeking trademark protection
Formulate a strategy for creating and protecting a strong trademark
Design processes to maintain ownership and control of a trademark and respond to possible infringement

Skills you will gain

Marketing
Brand Management
Strategic Planning
Value Proposition

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 3 of 4 in the

Intellectual Property Law Specialization

Approx. 18 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.93/5 (34 Ratings)

Cynthia Dahl

Practice Professor of Law

Penn Law

8,553 Learners

1 Course

Offered by

University of Pennsylvania

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Syllabus - What you will learn from this course

Content Rating96%(1,046 ratings)

Week1

Week 1

5 hours to complete

What is a Trademark?

5 hours to complete

5 videos (Total 30 min), 5 readings, 4 quizzes

5 videos

Introduction2mThe Policy Behind Trademarks7mWhat Can Qualify as a Trademark?3mTrademark vs. Other Important Company Identifiers6mDesignations That Cannot be Trademarked9m

5 readings

Pre-Course Survey (Optional)10mTrademark Overview45mExamples of the Universe of Possible Trademarks15mContrasting Trademarks to Company Registrations and Domain Names25mLimits on Trademark Protection45m

4 practice exercises

Practice Quiz30mPractice Quiz30mPractice Quiz30mGraded Quiz10m

Week2

Week 2

5 hours to complete

How to Choose the Right Trademark

5 hours to complete

6 videos (Total 33 min), 4 readings, 6 quizzes

6 videos

What Makes a Good Trademark?6mThe Importance of Enforceability2mCan You "Fix" a Descriptive Mark?4mShould You Search a Potential Mark?7mDesigning a Clearance Search4mInterpreting the Search Results7m

4 readings

Different Perspectives on What Makes a Good Trademark45mIntroduction to Secondary Meaning10mHow to Search10mOptional Reading: Non-Legal Considerations10m

6 practice exercises

Practice Quiz30mPractice Quiz30mPractice Quiz30mPractice Quiz30mPractice Quiz30mGraded Quiz15m

Week3

Week 3

4 hours to complete

Why and How to Protect a Trademark

4 hours to complete

5 videos (Total 30 min), 2 readings, 6 quizzes

5 videos

Federal vs. State Trademark Registration7mWhen Are You Ready to File an Application?6mFiling a Federal Trademark Application Part 15mFiling a Federal Trademark Application Part 24mWhat Happens After the Application is Filed?5m

2 readings

Overview of the Registration Process1hOverview of the Process After Filing10m

6 practice exercises

Practice Quiz30mPractice Quiz30mPractice Quiz30mPractice QuizPractice Quiz10mGraded Quiz20m

Week4

Week 4

5 hours to complete

How to Maintain a Mark and the Basics of Infringement

5 hours to complete

4 videos (Total 42 min), 4 readings, 4 quizzes

Reviews

4.8

35 reviews

5 stars
86.43%
4 stars
10.55%
3 stars
2.51%
2 stars
0.50%

TOP REVIEWS FROM TRADEMARK LAW

by AAJan 19, 2020

Great course and introduction to Trademark Law! Highly recommend to others seeking an introduction to the field.

by MDOct 25, 2022

IT was really excellent, a mix of practical and theoretical concepts.

by MMJul 21, 2020

This is one of the best courses I have ever attended!

by RMAug 28, 2019

The teaching is exceptionally good. I am not a law student but understood it well. The content presentation of the trademark law course is really fantastic and should be appreciated well.

View all reviews

About the Intellectual Property Law Specialization

Intellectual property is the currency of the tech world. The pharmaceutical patent for Lipitor generated over $100 billion in revenue, the copyright for the Harry Potter franchise has generated over $25 billion to date, and the trademarked brands of the world’s largest tech companies now eclipse $100 billion in value. But what makes these intangible assets so valuable?

Through the courses in this specialization, you will learn the differences between the various forms of U.S. intellectual property rights, including patents, copyrights, and trademarks, and their various applications to human innovations. Drawing from that knowledge, you will then work to develop a trademark strategy for a company, analyze a patent document, and address a copyright cease-and-desist request. After completing these hands-on projects, you will have the necessary framework to craft integrated intellectual property strategies tailored to an organization’s core business goals.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Trademark Law

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