Definition of craft products
Characteristics of an artisan and a craft enterprise
Definition of visual arts
Characteristics of visual artists and their work
Intellectual property
Definition of intellectual property
Some key characteristics of intellectual property
Overview of the types of intellectual property
How to convert intellectual output into intellectual property
Understanding the value of intellectual property
Challenging business and market environment
Basic ingredients of business success
What is a quality product?
What is a distinctive brand?
What is effective marketing?
Access to knowledge as added value
Knowledge and its relevance to business
What is the problem with knowledge?
What is special about IP?
Preventing others from free-riding on one's own knowledge
Why is intellectual property crucial in crafts and visual arts marketing?
Basic requirements for enjoying the benefits of IP assets
Linking intellectual property to business development and marketing throughout the business cycle
Marketing fundamentals for artisans and craft enterprises
Marketing fundamentals for visual artists
Using an artist's agent
Marketing alone
Exhibitions
Applying for commissions or entering competitions
Relevance of intellectual property at the various stages of the business cycle
Market research
Market research for artisans and craft enterprises
Identifying new markets
Locations
Consumer types
Seeking out market niches and product ideas
Identifying promotional materials and methods
Market research for visual artists
Desk research
Research in target countries
Marketing strategy
Marketing strategies for artisans and craft enterprises
Marketing strategies for visual artists
Intellectual property in marketing strategies for artisans, craft enterprises and visual artists
Business, marketing and product development planning
Business plan
Planning a distinctive image or identity
Creating labelling, packaging and promotional materials
Labels
Packaging
Promotional material
Product development and adaptation
Product design process
Sample making stage
Product costing and pricing
Test marketing
Product promotion and product launch
Order processing, customer relations and quality
Analysis of product sales and new market research
How to protect crafts and visual arts
Copyright
What rights does copyright grant? Why is copyright relevant for artisans and visual artists?
What are the requirements for obtaining copyright protection?
Are crafts and visual arts works covered by copyright?
When is a work considered to be 'derived from' the work of someone else?
How is copyright protection acquired?
Do artisans and visual artists need to place a copyright notice on their works?
How long does copyright last?
Who owns the copyright in a work?
What is not protected by copyright?
What is 'fair use' or fair dealing'?
What is meant by 'in the public domain'?
How can artisans and visual artists know if something is in the public domain?
Can a visual artist make a painting or sculpture based on a photograph?
If artisans or visual artists sell their work, do they lose their copyright over it?
Is there such a thing as international copyright protection?
How can artisans and visual artists use their copyright to earn income?
What is collective management of copyright?
What are resale rights?
Are there any copyright issues to pay attention to before lending works for public display?
When is copyright infringed?
What to do in case of copyright infringement?
Industrial designs
What is an industrial design?
Can design embodied in crafts and visual arts products be protected as an industrial design?
What rights does an industrial design grant?
Why are industrial designs relevant to crafts and visual arts?
How can design protection be obtained?
Are there designs which cannot be registered?
Are there any specific conditions or criteria for registration of an industrial design?
What is the registration process?
Are there alternative ways to protect an industrial design?
Can there be dual protection by industrial design rights and copyright?
Can there be dual protection by industrial design rights and trademark rights?
How long does industrial design protection last?
How long and where should an industrial design registration be maintained?
When should artisans and visual artists apply for registration of an industrial design?
How important is it to keep the design confidential before registration?
What is a 'grace period'?
Can a design be displayed at an exhibition or fair prior to protecting it?
How much does it cost to protect and manage an industrial design?
Who owns the rights over an industrial design?
Is it useful to use a design notice?
How can infringement of design rights or copyright of others be avoided?
How can artisans and visual artists enforce their design rights?
Trademarks
Why are trademarks relevant for crafts and visual arts?
Why should artisans and visual artists protect their trademarks?
How is a trademark protected?
Is it compulsory to register a trademark?
Can artisans and visual artists register their name as a trademark?
Is the registration of the trade name of a business sufficient for getting trademark protection as well?
What are the main reasons for rejecting an application for trademark registration?
What makes a good trademark?
How long does it take to register a trademark?
How long is a registered trademark protected?
How much does it cost to protect and manage a trademark?
How to find out if a proposed trademark is likely to conflict with registered trademarks? What is a trademark search?
Is trademark registration valid internationally?
Should artisans and visual artists register their trademarks abroad?
How can a trademark be registered abroad?
If an artisan or visual artist asks or commissions another person or a company to create a trademark, who owns it?
Why is it important to use a trademark? What is meant by 'using' a trademark?
How should artisans and visual artists use their trademark?
What should artisans and visual artists keep in mind while using their trademarks on the Internet?
What is a domain name and how does it relate to trademarks?
Can artisans and visual artists license their trademarks?
Can artisans and visual artists sell or assign their trademark?
What should artisans and visual artists do if someone infringes their trademark rights?
Collective marks
What is the difference between collective marks and individual marks?
Why are collective marks relevant for artisans and visual artists?
Who can apply for a collective mark? How can it be protected?
Who can use a collective mark?
Can a collective mark be used together with an individual trademark?
Can a collective mark be licensed?
Certification marks
What is a certification mark?
What is the difference between certification marks and collective marks?
What is the difference between certification marks and individual marks?
Why are certification marks relevant for artisans and visual artists?
Who can apply for a certification mark?
Who can use a certification mark?
Can a certification mark be used together with an individual trademark?
Geographical indications
Can geographical indications be used for craft and visual arts products?
Why are geographical indications relevant for artisans and visual artists?
Why do geographical indications need protection?
How is a geographical indication protected?
How are geographical indications protected at the international level?
Trade secrets
Why are trade secrets relevant for artisans and visual artists?
What qualifies as a trade secret?
How can trade secrets be protected?
How can artisans and visual artists protect their trade secrets?
What rights does the owner of a trade secret have?
What can artisans and visual artists do if someone steals or improperly discloses their trade secrets?
What are the disadvantages of trade secret protection?
When should artisans and visual artists opt to protect information as a trade secret and not seek a patent?
Patents and utility

models
What kind of protection does a patent offer?
What rights does a patent owner have?
What inventions can be protected?
How is a patent granted?
Who grants patents?
How long does it take to obtain a patent?
Are patent applications disclosed to the public?
How much do patents cost?
What is a utility model?
Why are patents and utility models relevant for crafts and visual arts?
Traditional knowledge and cultural expressions
Protecting intellectual property abroad
Why should artisans and visual artists protect their intellectual property abroad?
In which countries should artisans and visual artists protect their IP?
When to apply for protection abroad?
How to obtain protection abroad?
What is parallel importation? What is exhaustion of intellectual property rights?
Commercializing intellectual property
What is licensing and how does it work?
Why should artisans and visual artists consider licensing?
If artisans or visual artists grant a licence for their IP, then can they still use the IP themselves?
Can licences be limited or divided?
Why is it important to keep control?
How to negotiate the terms of the licence agreement?
How does an artisan or visual artist begin licensing?
What is character merchandising, and why is it useful for artisans and visual artists?
What is franchising?
Why is franchising relevant for artisans and visual artists?
Enforcing intellectual property rights.