About this Course

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Approx. 18 hours to complete

English

Subtitles: English

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

MarketingBrand ManagementStrategic PlanningValue Proposition

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 18 hours to complete

English

Subtitles: English

Instructor

Offered by

University of Pennsylvania logo

University of Pennsylvania

Syllabus - What you will learn from this course

Week
1

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
The Policy Behind Trademarks7m
What Can Qualify as a Trademark?3m
Trademark vs. Other Important Company Identifiers6m
Designations That Cannot be Trademarked9m
5 readings
Pre-Course Survey (Optional)10m
Trademark Overview45m
Examples of the Universe of Possible Trademarks15m
Contrasting Trademarks to Company Registrations and Domain Names25m
Limits on Trademark Protection45m
4 practice exercises
Practice Quiz30m
Practice Quiz30m
Practice Quiz30m
Graded Quiz10m
Week
2

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
The Importance of Enforceability2m
Can You "Fix" a Descriptive Mark?4m
Should You Search a Potential Mark?7m
Designing a Clearance Search4m
Interpreting the Search Results7m
4 readings
Different Perspectives on What Makes a Good Trademark45m
Introduction to Secondary Meaning10m
How to Search10m
Optional Reading: Non-Legal Considerations10m
6 practice exercises
Practice Quiz30m
Practice Quiz30m
Practice Quiz30m
Practice Quiz30m
Practice Quiz30m
Graded Quiz15m
Week
3

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
When Are You Ready to File an Application?6m
Filing a Federal Trademark Application Part 15m
Filing a Federal Trademark Application Part 24m
What Happens After the Application is Filed?5m
2 readings
Overview of the Registration Process1h
Overview of the Process After Filing10m
6 practice exercises
Practice Quiz30m
Practice Quiz30m
Practice Quiz30m
Practice Quiz
Practice Quiz10m
Graded Quiz20m
Week
4

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
4 videos
Policing and Maintenance Part 19m
Policing and Maintenance Part 211m
Addressing Trademark Infringement13m
4 readings
Optional Reading: Safeguarding Your Trademark45m
Discovering Infringement45m
Concluding Thoughts10m
Post-Course Survey (Optional)10m
3 practice exercises
Practice Quiz30m
Practice Quiz30m
Practice Quiz30m

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....
Intellectual Property Law

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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.

  • If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.

  • Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

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