20139 - LEGAL ISSUES IN MARKETING
Department of Law
Course taught in English
Course Director:
MARIATERESA MAGGIOLINO
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
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 | |
|---|---|---|---|
|
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.