NA_LAM Legal Aspects of Marketing

Vysoká škola finanční a správní
zima 2024
Rozsah
2/1/0. 12 hodin KS/semestr. 6 kr. Ukončení: zk.
Garance
JUDr. Jiří Matzner, Ph.D., LL.M.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová
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
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.
Osnova
  • 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
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
  • JOHNSON, Larry, Absolute Honesty. Building a Corporate Culture That Values Straight Talk and Rewards Integrity, New York, AMACOM, 2003. ISBN 9780814407813
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
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2022, zima 2023.
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