Universidad Nacional Abierta y a Distancia

Academic and Research Vice-rector

Course Syllabus Format

1. COURSE IDENTIFICATION

Faculty or Unit: Basic Science,

Initial: ECBTI
Technology and Engineering School
Level: Undergraduate Training Field: Disciplinary
Course: Valuation and Negotiation of
technology Code: 212032
Course Type: Theoretical Number of credits: 3
Course Designer: Karla Nathalia Triana Course Editor: Karla Nathalia Triana
Ortiz Ortiz
Development Day: December 1, 2018 Updating Date: December 1, 2018
Course Description:
Valuation and Negotiation of Technology course belongs to the common disciplinary
field, which is part of the component of Technology Management. The main goal is to
provide skills about knowledge-based economy and to understand organizational
challenges to protect, valuate and commercialize intellectual capital rights, with the
aim of foster innovation of products, processes and systems proposed by students.

This is 3 credits theoretical course, with a problem-based learning strategy. In

addition, the course has three units that develop the following general themes:
Intellectual property, valuation methods and negotiation of technology.

2. TRAINING PURPOSES

Purpose of course training:

This course attempts to provide students with the necessary knowledge to create
value from products, processes, and systems innovation, based on successful
negotiations. The student will be able to understand the importance of the
technology to lead productive, profitable, and competitive companies, improving the
quality of life in the socio-economic context.

According to this, the course attempts to achieve the following purposes:

  Build up student’s capabilities to categorize intangible assets, identifying legal
protection and commercialization of intellectual property as a key source for
competitive advantages.

 Strengthen student’s skills to create economic value from the

commercialization of technologic assets

 Develop entrepreneurial competencies to successfully plan, start and manage

a technology negotiation.

Course Competences:

According to the program guidelines, Valuation an Negotiation of Technology course

aims to develop the following competences:

 The student analyzes the importance of intellectual property rights protection,

as a differentiating factor to stand out in the competitive markets.

 The student is able to assess the appropriateness of different valuation

methods, recognizing market conditions for technologic innovations.

 The student is capable of developing a negotiation of technologic assets from

products, processes, and systems innovation, with the aim of achieving the
organization social and business goals.

3. Course Contents

Units / subjects Required educational resources

1. UNIT 1:  Ryder, R. D., & Madhavan, A. (2014). Intellectual
Intellectual Property and Business : The Power of Intangible
property: Assets. (pp 5-7). Los Angeles: Sage Publications Pvt.
 Intangible
Ltd. Retrieved from:
assets
 Copyrights http://bibliotecavirtual.unad.edu.co/login?url=http://sea
 Patents rch.ebscohost.com/login.aspx?direct=true&db=nlebk&A
 Trademarks N=821413&lang=es&site=eds-
 Industrial live&scope=site&ebv=EB&ppid=pp_7
designs
  Commercial  Delong, J. V., & Palmer, T. G. (2018). Proposition:
secrets Intellectual Property Must Be Protected. (pp 44-
46) Reason, Retrieved from:
http://bibliotecavirtual.unad.edu.co/login?url=http://sea
rch.ebscohost.com/login.aspx?direct=true&db=f5h&AN=
131307271&lang=es&site=eds-live&scope=site

 Mc Manus, J. P. (2012). Intellectual Property : From

Creation to Commercialisation: A Practical Guide for
Innovators & Researchers. 3. Forms of Intellectual
Property. Oak Tree Press. Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://sea
rch.ebscohost.com/login.aspx?direct=true&db=nlebk&A
N=1008965&lang=es&site=eds-
live&scope=site&ebv=EK&ppid=Page-__-20

2. UNIT 2:  GHEŢA, I. M. (2017). Theoretical and Methodological

Technology Considerations Regarding the Evaluation of
valuation: Intangible Assets. (pp 373–376). Contemporary
 Intangible
Readings in Law & Social Justice, 9(2). Retrieved from
assets
valuation http://bibliotecavirtual.unad.edu.co/login?url=http://sea
 Income rch.ebscohost.com/login.aspx?direct=true&db=lgs&AN=
approach 126542114&lang=es&site=eds-live&scope=site
 Real options
 Cost approach  Mc Manus, J. P. (2012). Intellectual Property : From
 Market Creation to Commercialisation: A Practical Guide for
approach
Innovators & Researchers. 16. Valuation of
Intellectual Property. Oak Tree Press. Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://sea
rch.ebscohost.com/login.aspx?direct=true&db=nlebk&A
N=1008965&lang=es&site=eds-
live&scope=site&ebv=EK&ppid=Page-__-20
  Cohen, J. A. (2005). Intangible Assets : Valuation
and Economic Benefit (pp 84-87). Hoboken, N.J.:
Wiley. Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://sea
rch.ebscohost.com/login.aspx?direct=true&db=nlebk&A
N=130922&lang=es&site=eds-
live&scope=site&ebv=EB&ppid=pp_C1

 Triana Ortiz, K. (15,06,2017). Valuation Methods.

[Video]. Recovered from:
http://hdl.handle.net/10596/12322

3. UNIT 3:  Dolan, J. P. (2017). How to Overcome the Top Ten

Technology Negotiating Tactics. American Salesman, 62(10), 11.
Negotiation: Retrieved
 Negotiation
from http://bibliotecavirtual.unad.edu.co/login?url=http:
 Negotiation
tactics //search.ebscohost.com/login.aspx?direct=true&db=f5h
 Technologic &AN=125279851&lang=es&site=eds-live&scope=site
contracts
 Licensing  World Intellectual Property Organization (WIPO) &
International Trade Centre (ITC), (2010). Exchanging
Value – Negotiating Technology Licenses, A
Training Manual (pp 82-85). Recovered from:
https://www.wipo.int/edocs/pubdocs/en/licensing/906/
wipo_pub_906.pdf

 Mc Manus, J. P. (2012). Intellectual Property : From

Creation to Commercialisation: A Practical Guide for
Innovators & Researchers. Negotiation and Licensing.
Oak Tree Press. Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://sea
rch.ebscohost.com/login.aspx?direct=true&db=nlebk&A
N=1008965&lang=es&site=eds-
live&scope=site&ebv=EK&ppid=Page-__-20
 Triana Ortiz, K. (06,12,2018). Technologic Contracts.
[OVA]. Recovered from:
http://hdl.handle.net/10596/22751
Additional educational resources for the course:

Unit 1:

Marquez-Stricker, F. (2018). Protecting Your Invention: Tips from an

Intellectual Property Lawyer. LawNow, 42(4), 19–22. Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.as
px?direct=true&db=lgs&AN=130016431&lang=es&site=eds-live&scope=site

Kuada, J. E. (2012). Research Methodology : A Project Guide for University

Students (pp 38-40). Frederiksberg C [Denmark]: Samfundslitteratur Press.
Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.as
px?direct=true&db=nlebk&AN=503632&lang=es&site=eds-
live&scope=site&ebv=EB&ppid=pp_38

Unit 2:

Passov, R. (2003). How Much Cash Does Your Company Need? Harvard
Business Review, 81(11), 119–128. Retrieved
from http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/log
in.aspx?direct=true&db=buh&AN=11187667&lang=es&site=eds-live&scope=site

Kuada, J. E. (2012). Research Methodology : A Project Guide for University

Students (pp 59-60). Frederiksberg C [Denmark]: Samfundslitteratur Press.
Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.as
px?direct=true&db=nlebk&AN=503632&lang=es&site=eds-
live&scope=site&ebv=EB&ppid=pp_38
Unit 3:

Kaplan, R. S., & Norton, D. P. (2004). Measuring the Strategic Readiness of

Intangible Assets. (cover story). Harvard Business Review, 82(2), 52–63.
Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.as
px?direct=true&db=buh&AN=12108631&lang=es&site=eds-live&scope=site

Malhotra, D. (2015). Control the Negotiation Before It Begins. (cover

story). Harvard Business Review, 93(12), 66–72. Retrieved
from http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/log
in.aspx?direct=true&db=buh&AN=111098592&lang=es&site=eds-live&scope=site

Kuada, J. E. (2012). Research Methodology : A Project Guide for University

Students (pp 40-41). Frederiksberg C [Denmark]: Samfundslitteratur Press.
Retrieved from
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.as
px?direct=true&db=nlebk&AN=503632&lang=es&site=eds-
live&scope=site&ebv=EB&ppid=pp_38

4. LEARNING STRATEGY

Description of learning strategy:

This course develops a problem-based learning strategy, challenging students to craft

solutions to real problems, making connections between old and new concepts,
encouraging them to find and share information and ideas attempting to solve the
situation.

Therefore, students will understand the involved concepts, then they work in
collaborative learning groups, researching, analyzing, and providing
recommendations, explanations, or solutions.

In order to develop the strategy, this course is divided into three moments:
Initial moment: Course recognition
Intermediate moment: Intermediate assessment and collaborative work, divided into
the next units:
 Unit 1. Intellectual Property
 Unit 2. Technology Valuation
 Unit 3. Technology Negotiation
Final moment: Final assessment – Open Objective Test
5. DISTRIBUTION OF ACADEMIC ACTIVITIES OF THE COURSE
Week Contents to be developed
1y2 Course contents and
environments recognition
3 UNIT 1: Intellectual Property:
4 UNIT 1: Intellectual Property:
5 UNIT 1: Intellectual Property:
6 UNIT 1: Intellectual Property
Activity to be developed
according to the learning strategy
Recognition step: Recognize
technologic innovation as a key
source for successful business
 Draft a mind map and write a
conclusion according to the
article proposed.
Step 1: Identify intellectual
property as an asset
 Read the Unit references
(Knowledge Environment),
research and build a PowerPoint
presentation
 Develop a comparative chart
and three infographics
 Develop the survey and
complete the registration form
(Practice Learning
Environment)
 Collaboratively, research, build
a PowerPoint presentation

7 UNIT 2: Technology Valuation
8 UNIT 2: Technology Valuation
9 UNIT 2: Technology Valuation
10 UNIT 3: Technology Negotiation
11 UNIT 3: Technology Negotiation
12 UNIT 3: Technology Negotiation
13 UNIT 3: Technology Negotiation
14 UNIT 3: Technology Negotiation
15 y UNIT 1, 2, 3
16
describing the problem and
submit an inform (Monitoring
and Evaluation environment)
Step 2: Create value from
technologic innovation
 Read the Unit references
(Knowledge Environment),
build a comparative chart
 Choose a technology, request
quotations, compare it in the
real market and make a video
presenting the findings
 Collaboratively, draft a
justification of a research of the
problem and submit an inform
(Monitoring and Evaluation
environment)
Step 3: Understand technology
commercialization
 Read the Unit references
(Knowledge Environment) and
draft a PowerPoint presentation
to consolidate contents review
 Develop a technological
surveillance in relation to the
technology market
 Build an resource to present a
research methodology
 Collaboratively, research, build
a PDF document describing a
research methodology to solve
the problem and submit an
inform (Monitoring and
Evaluation environment)
Step 4: Develop a test of concepts
studied in the course
 Solve a test about the concepts
and contents already studied.
Step 5: Assess technology
innovation value
  Consolidate a document
including: problem description,
justification, research
methodology, results of the
surveys, data analysis, proposal
for the solution of the problem
and conclusions.

6. STRATEGIES OF ACADEMIC SUPPORT

Description of the teaching support strategies to be used in this course.

The course is developed on Virtual Learning Environments, where all participants can
facilitate assertive communication and a constructive discussion, interacting through
the following spaces:

Synchronous accompanying
- Via Skype: In order to answer questions or requirements, there is a communication
channel via Skype. Attendance hours at the Collaborative Learning Environment.
- Webconference: Spaces where director, teachers and students can interact with
each other around a topic. Schedule times at the Collaborative Learning Environment.
- Attendance at the Center – FAC: Spaces established by the teachers to provide
accompanying to the students in the centers, in order to solve questions related to
the course contents, campus or others.

Asynchronous accompanying:
- Attendance at forums: Monitoring student performance, giving feedback,
answering questions and requirements.
- Corporate mail and Internal Messaging Service: Solve questions and
requirements sent by students.

7. COURSE ASSESSMENT PLAN

Products to be delivered Maximum Weighting

Number Evaluation
according to the learning score / / 500
of weeks moments
strategy 500 points points
1-2 Initial Individual: 25 25
 Submit to the Monitoring and
Evaluation Environment a
PowerPoint presentation

Individual:
Submit to the Monitoring and
Evaluation Environment a
.zip
Intermediate
3-6 90
Unit 1 Collaborative:
Posts on the Collaborative
Learning Environment forum
a PDF document

Individual:
Submit to the Monitoring and
Evaluation Environment a
.zip
Intermediate
7-9 70
Unit 2 Collaborative:
Posts on the Collaborative
350
Learning Environment forum
a PDF document

Individual:
Submits to the Monitoring
and Evaluation Environment
a PowerPoint presentation

Solve the Test at the

Intermediate Monitoring and Evaluation
10-14 190
Unit 3 Environment.

Collaborative:
Posts on the Collaborative
Learning Environment forum
a PDF document

15-16 Final Collaborative: 125 125

Submit to the Monitoring and
Evaluation Environment a
PDF document.
Total score 500 points 500 points