Course 2016-2017 a.y.

Go to class group/s: 8 - 9 - 10

MM (6 credits - II sem. - OB  |  IUS/04)

Course Director:
MARIATERESA MAGGIOLINO

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.

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.

Exam textbooks & Online Articles (check availability at the Library)

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.

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.

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.

Exam textbooks & Online Articles (check availability at the Library)

Last change 21/03/2016 12:31