Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2016/2017
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Location: 
Napoli
Disciplinary sector: 
BUSINESS LAW (IUS/04)
Credits: 
6
Year of study: 
2
Teachers: 
Dott.ssa GUARINI Mercedes
Cycle: 
First Semester
Hours of front activity: 
48

Language

Italian

Course description

Expected learning outcomes
Knowledge and understanding
Students will demonstrate knowledge of the main legal problems of marketing activity
Applying Knowledge and understanding
Students will demonstrate critical analysis capabilities and the ability to link concrete cases with abstract cases
Judging skills
The student will be able to identify and solve problems related marketing activity and to identify and manage the risks that marketing strategies imply. In particular, will be able to submit opinions, negotiation and procedural solution
Communicative skills
Students will express their knowledge in a clear and efficient manner, with appropriate legal terminology.
Lifelong learning skills
The student will deepen the knowledge gained through the updating of the sources of law, of the case law and doctrine. Will follow the normative evolution and will be able to tackle with maturity the specialist studies and the professional experiences and working paths.

Prerequisites

Prerequisite
Basic knowledge of private law and trade law

Syllabus

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.

The aim of this course is to analyze some of the legal issues that a marketing manager could face during her job.

Teaching Methods

Course organization
Lectures, tutorials. Practical cases with experts will be analyzed during the course

Textbooks

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

Learning assessment

Learning assessment.
Oral examination.
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.

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