20139 - DIRITTO PER IL MARKETING / LEGAL ISSUES IN MARKETING
MM - CLMG - MM
Dipartimento di Studi Giuridici / Department of Legal Studies
Per la lingua del corso verificare le informazioni sulle classi/
For the instruction language of the course see class group/s below
Docente responsabile dell'insegnamento/Course Director:
MARIATERESA MAGGIOLINO
MARIATERESA MAGGIOLINO
Docenti responsabili delle classi:
Classe 8: MARIA LILLA' MONTAGNANI, Classe 9: MARIA LILLA' MONTAGNANI
Classe 8: MARIA LILLA' MONTAGNANI, Classe 9: MARIA LILLA' MONTAGNANI
Classe/i impartita/e in lingua italiana
Obiettivi formativi del corso
Il corso si propone di analizzare alcuni aspetti giuridici che un marketing manager può trovarsi a dover affrontare nel corso della sua attività lavorativa. Il corso quindi tratta i seguenti temi: protezione e circolazione del valore creato dall'azienda tramite il marchio e le sue licenze (quale il merchandising) e il customer database; i contratti di distribuzione; la comunicazione pubblicitaria; il marketing diretto. La prospettiva del corso è comparata quindi i temi verranno affrontati alla luce dell'esperienza europea e statunitense.
Programma sintetico del corso
- Il marchio, il merchandising e il franchising
- Il customer database
- La comunicazione pubblicitaria
-
Il direct marketing
Descrizione dettagliata delle modalità d'esame
One compulsory written exam (at the end of the semester) consisting of three open questions.
Testi d'esame
- Slides used during the classes available on the e-learning.
- Selected materials available on the e-learning.
Modificato il 29/03/2013 14:54
Docente responsabile dell'insegnamento/Course Director:
MARIATERESA MAGGIOLINO
MARIATERESA MAGGIOLINO
Class group/s taught in English
Course Objectives
The Course aims at showing how the US and EU legal systems oppose hurdles and offer opportunities to those who develop marketing activities.Course Content Summary
In particular, by focusing on three of the four Ps of the marketing mix (i.e. on product, promotion, and placement), as well as on the circular relationship that links firms and markets together, the Course analyses several legal topics. First, how US and EU privacy laws affect the way whereby firms collect, storage and use data, in order to profile their actual and potential customers. Second, how US and EU unfair competition laws and trademark laws allow protecting, developing and exploiting common and famous brands, in case via brand licensing and other kinds of contracts, such as merchandising ones. Third, what US and EU pieces of self regulations, public laws, and private laws govern adverting and sponsorship contracts. Fourth, what US and EU pieces of law preside over some distribution contracts, such as the franchising one. In addition, the Course does not overlook the role that the Internet plays in the development of new marketing activities as well as the novel legal challenges (some of them mingled with copyright laws as well) that such activities launch.In order to offer reliable testimonies as to how firms actually develop their marketing activities against the legal backdrop discussed in class, the Course welcomes some guests coming from international companies. At the moment, the date of these guests’ lectures as they result from the syllabus are not final.
Detailed Description of Assessment Methods
As to the final exam, it's a closed book, two-hour exam, and consists in three open questions.
Textbooks
As to what is needed to pass the final exam, consider that attendance is highly recommended, but not compulsory, and that the ppt. presentations used in class are the sole compulsory materials required.
Last change 17/05/2013 09:47