The aim of this course is to analyze some of the legal issues that a marketing manager could face during her job.
Prerequisites: Basic knowledge of private law and trade law
The course focuses on: a) Collection of information and privacy protection; b) the protection of some values created within a firm such as trademarks and customer database; c) Brand licensig, character e personality merchandising; d) Direct marketing; e) advertising; f) some distribution contracts. Moreover, this course intends to offer a comparative look to these issues, considering the US and EU experiences combined.
- S. M. Maggiolini – M.L. Montagnani, Marketing e diritto, Egea, 2009;
- Slides used during the classes;
- Selected materials available on the professor's web page.
At the end of course there will be a written test that will consist of answering two open questions (for each course topic). Any oral integration - to be supported on a specially set date - will be reserved for students who have received a positive vote and will have the option of modifying the score obtained for a maximum of three points in positive and one in negative. Will be verified: the knowledge, the ability to apply knowledge to concrete cases, the appropriate technical language. The above criteria will also be used for any oral integration.