Abstract:

Introduction:
The current report is dedicated to build up a strategy for improving the existing level of IP literacy in an university environment by use of digital technologies. The text explores new paths and innovative tools for optimizing education in the field of both: industrial property rights and copyright in the context of the general EU law frame. The paper will analyze the main aspects that require new approaches to educational optimization. The millennials of generation Y are not the passive consumers from the recent past. They are mobile and extremely interactive citizens of the world, who do not follow trends, but create them! In this perspective the IP law drags behind the burst of technologies and the national legislations are always “under reconstruction” because of the requirements for harmonization at an European level. In this sense it is essential to educate today’s students who are the future creators, lawyers, filmmakers, business managers or even politicians how to respect and protect IP.

Presentation:
The present paper follows the step-by-step creation of an educational strategy that will significantly improve and optimize the level of IP literacy in universities. The goal is not only to achieve a detailed and pragmatic educational guide, but also to detect the incentives that will inspire the students.

First step – Be intelligent:
Research matters. For a start it is a must to investigate the existing level of IP literacy among university students on a national level. During the next stage the researchers have to exchange results with EU universities and make up a comparative study enhancing the good foreign experience and best practices.

Second step – Be Creative:
Inspiration is the way to creativity. It is of major importance to differentiate the educational courses and to create basic IP and advanced IP content. IP basics would contain introduction to elementary aspects of IP and different types of IP: trademarks, patents, designs, geographical indications, trade secrets utility models etc. as well as copyright. It should be aimed at clarifying the main theoretical concepts and components of the IP system, duration and scope of protection. The advanced IP course will include modules on IP management, IP search tools and startup of different business models based on usage of protected content. Some of the lecture courses might be presented on line using the variety of functionalities offered by web platforms.

Third step – Be popular:
IP rights vs plagiarism. At this stage of the process the promotion of the achieved results in the field of IP literacy should take place by initiating national and international conferences on IP topics with the active participation of students, publishing their reports, involving them in TV disputes on plagiarism issues, even encouraging students to make short movies or videos and streaming them on the internet.

Fourth step – Be digital! Be an IP influencer!
The final step consists of the use of contemporary digital marketing tools to popularize the cause of IP protection in everyday life. The spread of the belief that It is always cool to use the original, not the deep fake, or to get a proper license instead of infringing IP rights. It would be a valuable experience for the graduates to learn how to create their own e - content and manage it on streaming platforms, trying to attract followers by using social networks, video bloggers and influencers.

Keywords:

IP rights, copyrights, digital technologies, education strategy.