VSFS:NA_LAM Legal Aspects of Marketing - Course Information

NA_LAM Legal Aspects of Marketing

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

JUDr. Jiří Matzner, Ph.D., LL.M. (seminar tutor)

Guaranteed by

JUDr. Jiří Matzner, Ph.D., LL.M.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Timetable of Seminar Groups

NA_LAM/cMCPH: each even Thursday 10:30–11:14 S33, each even Thursday 11:15–12:00 S33, J. Matzner
NA_LAM/pMCPH: each odd Thursday 8:45–9:29 S33, each odd Thursday 9:30–10:15 S33, each odd Thursday 10:30–11:14 S33, each odd Thursday 11:15–12:00 S33, except Thu 12. 10., except Thu 9. 11. ; and Mon 30. 10. 8:45–10:15 S33, 10:30–12:00 S33, Wed 29. 11. 8:45–10:15 S23, 10:30–12:00 S23, J. Matzner

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, in particular regarding the relationship of legal and ethical standards. Introduction to the concept of ethics in marketing communications. At the end of the course students should be able to understand and explain legal protection, ethical standards - good faith, good morals, personality, honor, reputation, etc. They will acquire the necessary basic knowledge about the application of legal standards to protect ethical standards. Everything with regard to the field of advertising, marketing, media, and unfair competition.

Learning outcomes

Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner.

Syllabus

• 1. Ethics, Relationship to Ethics Law 2. How Ethics reflect legal standards, and protect 3. Ethics in specific legal standards 4. Protection of personality and reputation, privacy, Right to information 5. Unfair competition, know-how, trade secrets 6. Advertising 8. Responsible communications agencies 9. The ethical paradoxes of tourism 10.Marketing ethical banking 11.Companies’environmental decisions 12.Guerrilla Marketing

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
• JOHNSON, Larry, Absolute Honesty. Building a Corporate Culture That Values Straight Talk and Rewards Integrity, New York, AMACOM, 2003. ISBN 9780814407813

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 (probably available only in Czech)

The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.

• Enrolment Statistics (Winter 2023, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2023/NA_LAM