The aim of this course is to analyze some of the legal issues that a marketing manager could face during her job.
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.
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.
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.
Basic knowledge of private law and trade law.
The course focuses on: Part I (15 hours): a) Collection of information and privacy protection; b) the protection of some values created within a firm such as customer database; Part II (10 hours) Brand name, trademark protection, Brand licensig, character e personality merchandising; Part III (15 hours): Direct marketing; Advertising; Part IV (8 hours) some distribution contracts, Distribution on line. Moreover, this course intends to offer a comparative look to these issues, considering the US and EU experiences combined.
Lectures, tutorials. Practical cases with experts will be analyzed during the course.
M. Maggiolini – M.L. Montagnani, Il diritto per il marketing, Giappichelli 2020;
- Alberto M. Gambino, I contratti di pubblicità e di sponsorizzazione, Giappichelli da pag. 1 a 45 e da pag. 111 a 183
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.