Insegnamento a.a. 2025-2026

20139 - LEGAL ISSUES IN MARKETING

Department of Law

Course taught in English


Student consultation hours
Go to class group/s: 8 - 9 - 10
MM (6 credits - II sem. - OB  |  IUS/04)
Course Director:
MARIATERESA MAGGIOLINO

Classes: 8 (II sem.) - 9 (II sem.) - 10 (II sem.)
Instructors:
Class 8: AURELIO ASSENZA, Class 9: ALESSANDRA FELLER, Class 10: MARIATERESA MAGGIOLINO


Mission & Content Summary

MISSION

The course aims at showing how the legal systems oppose hurdles and offer opportunities to those who develop marketing activities.

CONTENT SUMMARY

  • Trademark law.
  • Domain names and Adwords.
  • Brand licensing.
  • Merchandising.
  • Advertising.
  • Behavioral advertising.
  • Sponsorship.
  • Ambush marketing.
  • Online copyright.
  • Data protection.
  • Internet service providers liability.
  • E-commerce.
  • Competition law.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Recognize the legal opportunities and risk that marketing activities may offer and create.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Identify possible legal risks by using legal analysis and principles.
  • Discuss hypothetical cases concerning the lawfulness of marketing activities.
  • Argue in support or against a specific marketing strategy.
  • Suggest methods of self-evaluation of business activities to avoid or limit the risk of liability.
  • Use and understand legal vocabulary.

Teaching methods

  • Lectures
  • Guest speaker's talks (in class or in distance)

DETAILS

The course hosts one or more guest speakers to comment how legal rules affect marketing activities in everyday life. Hypothetical cases are also analyzed during the face-to-face lectures. 


Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x

ATTENDING AND NOT ATTENDING STUDENTS

  • Use legal analysis and principles to identify the legal risks included in the scenario questions.
  • Discuss the lawfulness of the marketing activities included in those scenario questions.
  • Argue in support or against one specific marketing strategy included in the scenario questions.
  • Use the legal vocabulary.

Teaching materials


ATTENDING AND NOT ATTENDING STUDENTS

Powepoint presentations and optional reading materials.