BA_AML Advertising Law and Marketing Law

Vysoká škola finanční a správní
léto 2026
Rozsah
2/0. 12 hodin KS/semestr. 6 kr. Ukončení: zk.
Garance
JUDr. Jiří Matzner, Ph.D., LL.M.
Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Kateřina Konupková
Předpoklady
English, min. level B2
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Výstupy z učení
Ability to orient 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.
Osnova
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
Literatura
    povinná literatura
  • MARY M. McKINLEY, Ethics in Marketing and Communication, Pulgarve Maximilaian 2011, pg. 144, ASIN BOO9ABYJIO
    doporučená literatura
  • 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
Výukové metody
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.
Metody hodnocení
The course will be concluded with an oral or written exam. Examination date will be announced 14 days in advance.
Vyučovací jazyk
Angličtina
Další komentáře
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Předmět je zařazen také v obdobích léto 2025.
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