Marketing Law

The teaching methodologies of this subject combine theoretical and practical approaches, based on student-centered pedagogical
strategies, with a focus on the development of cognitive, analytical and applied skills. Classes will adopt a theoretical-practical approach
based on:
The student must acquire skills in analyzing the legal framework for the protection of personal data and electronic commerce, as well as
written and oral communication. To this end, the following methodologies (ME) will be used:
1. Expository, for the presentation of theoretical frameworks of reference in the areas highlighted in the syllabus.
2. Participatory, with analysis and resolution of cases, using computer applications (Mentimeter, Limesurvey)
3. Self-study, related to the student’s autonomous work in preparing the themes of the curricular unit.
The pedagogical approach combines face-to-face teaching (theoretical-practical) and interactive strategies to ensure the acquisition and
application of the proposed knowledge. These methods unfold into three main dimensions:
In-person Teaching (Theoretical-Practical): Presentation and debate of program contents; Carrying out practical work, such as case
analysis, to encourage the practical and collaborative application of knowledge; Use of interactive digital resources to enrich the
understanding of the topics covered; Promotion of collaborative learning, through group work, debates and classroom presentations.
Tutorial Guidance: Individual and small group support to answer questions; Guidance for managing self-study and preparing assessment
activities; Continuous feedback to identify difficulties and guide the learning process, ensuring that the proposed objectives are achieved.
Autonomous Learning: Study guided by the recommended bibliography and the analysis of complementary resources/materials (specialized
digital resources); Resolution of practical cases through the application of legal provisions; Integration of collaborative learning, promoting
teamwork.

Students should be able to understand the legal framework of marketing, from the perspective of promoting and boosting internal and
external trade through digital platforms.
At the end of the CU the student should:
LO1 – Understand the legal framework for the protection of personal data
LO2 – Understand the regulation of electronic contracting in the promotion of internal and external trade through digital marketing
LO3 – Have knowledge of the (legal) information that must be integrated into digital platforms and that contractually supports commercial
and marketing relationships
LO4 – Apply intellectual property legislation to marketing campaigns
LO5 – Analyze competition law, identifying unfair competition practices and abuse of a dominant position in the field of marketing
LO6 – Understand the regulatory framework for promoting digital marketing campaigns, ensuring the protection of consumers’ personal data
and legal compliance.

INTRODUCTION
1. The Information Society
2. Digital marketing law: concept, sources, principles
CP1- REGULATORY FRAMEWORK FOR THE PROTECTION OF PERSONAL DATA
1. The matrix of European Union Law and the Constitution of the Portuguese Republic
2. The GDPR and Law 58/2019 of August 8: legal framework
3. The unsolicited communications regime for direct marketing purposes
CP2 – E-COMMERCE REGULATORY FRAMEWORK
1. National and European sources of law applicable to marketing
2. The legal framework for advertising, especially online advertising
3. The legal framework for electronic contracting and digital marketing
CP3 – INTELLECTUAL PROPERTY LAW AND COMPETITION
1 Industrial property: trademarks, patents, utility models and design
2 Copyright and related rights. Business on private industrial property rights.
3 Managing intellectual property rights in marketing campaigns
4. Competition law

NAO