20139 - DIRITTO PER IL MARKETING / LEGAL ISSUES IN MARKETING
MM
Department of Law
For the instruction language of the course see class group/s below
Go to class group/s: 8 - 9 - 10
MM (6 credits - II sem. - OB | IUS/04)
Classi:
8 (II sem.) -
9 (II sem.)
Classe/i impartita/e in lingua italiana
Obiettivi formativi del corso
Il corso si propone di analizzare alcuni degli aspetti giuridici che un marketing manager può dover affrontare nel corso della sua attività lavorativa. Il corso tratta quindi dei seguenti temi: uso dei dati personali per la profilazione dei clienti; protezione e circolazione del valore creato dall'azienda tramite il marchio; la comunicazione pubblicitaria; l’e-commerce. La prospettiva del corso è comparata quindi i temi vengono affrontati alla luce dell'esperienza europea e statunitense e tenuto conto anche dei suggerimenti che provengono da altre giurisdizioni.
Risultati di Apprendimento Attesi
Clicca qui per visualizzare i risultati di apprendimento attesi dell'insegnamento
Conoscenza e comprensione
Al termine dell'insegnamento, lo studente sarà in grado di:
conoscere le molte questioni legali connesse alle attivita' di marketing offline e online e, in particolare, le discipline sulla privacy, i marchi e il copyright e i contratti di licensing, merchandising e distribuzione.
Capacita' di applicare conoscenza e comprensione
Al termine dell'insegnamento, lo studente sarà in grado di:
per meglio definire le strategie di marketing, riconoscere e gestire i rischi e le opportunita' legali che quelle strategie implicano
Modalità di accertamento dell'apprendimento
Descrizione dettagliata delle modalità d'esame
Esame scritto (al termine del semestre).
Testi d'esame
- Slides utilizzate nel corso delle lezioni disponibili in e-learning.
- Materiali selezionati disponibili in e-learning.
Modificato il 21/03/2016 12:31
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.
Intended Learning Outcomes
Click here to see the ILOs of the course
Knowledge and understanding
At the end of the course student will be able to do:
know the many legal issues connected to offline and online marketing activities and, in particular, privacy, trademark and copyright laws as well as licensing, merchandising, and distribution contracts.
Applying knowledge and understanding
At the end of the course student will be able to do:
to better define marketing strategies, recognize and manage the legal risks and opportunities that those strategies entail
Course Content Summary
By focusing on the four Ps of the marketing mix, 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 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, how 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.
Teaching methods
Click here to see the teaching methods
- Face-to-face lectures with use of software and/or new technology
- Guest speaker's talks (in-class or in distance)
- In-class exercises
- Theories and/or case studies discussions (in-class or in distance)
Detailed Description of Assessment Methods
As to the final exam, it is a closed book exam consisting in two 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.
Last change 21/03/2016 12:31