Insegnamento a.a. 2014-2015

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 vengono affrontati alla luce dell'esperienza europea e statunitense.

Descrizione dettagliata delle modalità d'esame

Un esame scritto obbligatorio (al termine del semestre) consistente in tre domande aperte.

Testi d'esame

• Slides utilizzate nel corso delle lezioni disponibili in e-learning.
• Materiali selezionati disponibili in e-learning.

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 of three open questions.

Textbooks

As to what is needed to pass the final exam, attendance is highly recommended, but not compulsory, and that the ppt presentations used in class are the only compulsory materials required.