BA_AML Advertising Law and Marketing Law

University of Finance and Administration
Summer 2026
Extent and Intensity
2/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
JUDr. Jiří Matzner, Ph.D., LL.M.
Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Bc. Kateřina Konupková
Prerequisites
English, min. level B2
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The main focus is to gain knowledge from the fields of private and public law and legal theory. It will be based on core understanding of public legal regulations in the field of marketing with specific focus on prohibited items. This course will include explanation of the relationship of legal and ethical standards. Student shall understand and be able to explain legal context of local and EU restristions of advertisment. Students shall be able to understand general concept of advertisment with respect to civil law, unfair competition, impact of public limits and unfair trade.
Learning outcomes
Ability to orientat and understand what is legal ilegal unfair advertisment/marketing including a media impact and social responsibility in giving context. Students shall gain practical skills to apply acquired knowledge in a real environment of comercial advertisemant activities. The learning outcomes are the support and development of the profile of the educated practitioner.
Syllabus
1. Legal regulation of unfair competition 2. Legal regulation of advertisment and its limits 3. Local and EU legal standards 4. Protection of personality and reputation, privacy, Right to information 5. Trade, law and secrets 6. Advertising 8. Social media comunication 9. Covert advertising and subliminal advertising
Literature
    required literature
  • MARY M. McKINLEY, Ethics in Marketing and Communication, Pulgarve Maximilaian 2011, pg. 144, ASIN BOO9ABYJIO
    recommended literature
  • ARNOLD, Chris, Ethical marketing and the new consumer. Chichester: Wiley, 2009. ISBN 978-0-470-74302-7
  • LEE, Nancy R., Social marketing. Changing behaviours for good. Los Angeles-London: SAGE, 2016. ISBN 978-1-4522-9214-4
  • KOTLER, Philip, Corporate social responsibility. Doing the most good for your company and your cause. Hoboken: John Wiley & Sons, 2005. ISBN 0-471-47611-0
Teaching methods
The scope of compulsory participation in the courses is at 80%, and lectures in the range of 75%. Students who fail to meet the mandatory level of participation will have another chance during the next semester study obligations. Part of the course will be team processing, and presentation of case studies ("legal game"), as well as an assessment of two advertising campaigns from legal and ethical point of view.
Assessment methods
The course will be concluded with an oral or written exam. Examination date will be announced 14 days in advance.
Language of instruction
English
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2026/BA_AML