Brands and intellectual property (IP) have become some of the most valuable assets in the global economy. The global licensing industry is outpacing the broader retail market and is projected to grow significantly, generating $537 billion in annual retail sales worldwide by 2030. This course explores how organizations, creators, and rights holders leverage intellectual property to create new products, services, experiences, and revenue streams through strategic licensing partnerships. Students will examine the role of licensing at the intersection of intellectual property, brand management, product development, retail, marketing, and business strategy. By analyzing leading brands across fashion, entertainment/media, toys and games, food and beverages, other consumer products, and corporate branding, students will learn how licensing enables organizations to expand market reach, increase consumer engagement, and build long-term brand equity. The course introduces students to contemporary licensing program strategies, deal negotiations, royalty structures, agreements, product development, partner selection, and the fundamental legal and commercial foundations of intellectual property and digital identity protection and management. You will learn from a professor of professional practice with industry expertise in building and evolving branding and licensing programs and asset management strategies for category-leading properties around the world. Through individual and team-based projects, students will evaluate real-world licensing opportunities, analyze global market trends, and develop strategic recommendations to leverage brand assets and drive growth and competitive advantage. Drawing upon student-selected contemporary case studies, industry best practices, and guest speakers, the course prepares students for potential careers in brand management, licensing, and consumer products. By the end of the course, students will understand how effective licensing strategies transform intellectual property into powerful engines of business innovation, revenue generation, and cultural influence.