Marketing Law

Not necessary.

Students must be able to understand the legal framework of digital marketing, from a perspective of promoting and boosting internal and external trade through digital platforms.

At the end of the curricular unit, the student should:

OA1 – Understand the legal framework for the protection of personal data

OA2 – Understand the regulation of electronic contracting in promoting internal and external trade through digital marketing

OA3 – Have knowledge of the (legal) information that must be integrated into digital platforms and that contractually supports commercial and marketing relationships

OA4 – Apply intellectual property legislation in marketing campaigns

OA5 Analyze competition law, identifying unfair competition practices and abuse of dominant position in the field of marketing

OA6 – Understand the regulatory framework in promoting digital marketing campaigns, ensuring the protection of consumers’ personal data and legal compliance.

INTRODUCTION (I)

1. The Information Society

2. Digital marketing law: notion, sources, principles

CHAPTER I (CAP1) – REGULATORY FRAMEWORK FOR PERSONAL DATA PROTECTION

1. The matrix of European Union Law and the Constitution of the Portuguese Republic

2. The General Data Protection Regulation and Law No. 58/2019, of August 8: legal regime

3. The unsolicited communications regime for direct marketing purposes

Chapter II (CAP2) – REGULATORY FRAMEWORK FOR ELECTRONIC COMMERCE

1. National and European sources of law applicable to marketing

2. The legal regime for advertising, especially online advertising

3. The legal framework for electronic contracting and digital marketing

Chapter III (CAP3) – INTELLECTUAL PROPERTY LAW AND COMPETITION

1 Industrial Property: brands (logo, registration), patents, utility models and design

2 Copyright and related rights. Business on private industrial property rights.

3 Management of intellectual property rights in marketing campaigns

4. Competition Law

The assessment methodology for the course unit consists of two modes:

1st: Periodic assessment, comprising the following requirements:

a) Completion of two tests during the semester, weighted at 60% (30% + 30%) of the final grade (12 points)

b) Participation in proposed in-class activities, weighted at 40% of the final grade (8 points)

c) Mandatory attendance at 90% of the classes taught.

- Mandatory class attendance (to be verified via the attendance record in *Inforestudante*).

The following reasons for absence are accepted (the supporting document must be emailed to the professor within 3 business days):

a) Medical certificate;

b) Statement confirming attendance at a medical appointment or examination;

c) Proof of train service disruption, indicating the time;

d) Reasons with a legal basis;

e) Other duly substantiated reasons, submitted via email within 3 business days for review. Students may use this option on only two occasions.

2nd: Examination-based assessment

NAO