Marketing law

N/A

The following teaching methodologies are used in this curricular unit: interpretation and analysis of the legal provisions and exposure of contents by the teacher and its discussion with the students; resolution of practical real case studies and court decisions by the students.

a) Analyze the heterogeneity of legal problems arising from marketing activity.

b) Recognize the importance of legal protection of intellectual property in a globalized digital economy.

c) Protect entrepreneurship, intellectual creation and innovation through the registration of industrial property titles.

d) Assimilate the legal framework for the protection of the right to informational and communicative self-determination.

e) Act in the market with full knowledge of the rules for the protection of personal data.

f) Act in the market with full knowledge of consumer rights, especially in the field of electronic commerce and electronic contracting.

g) Apprehend the legal rules relating to advertising activity.

h) Recognize misleading advertising as an unfair commercial practice.

I – INTELLECTUAL PROPERTY RIGHTS

1. The protection granted by Copyright Law.

2. Trademark rights. Business on private industrial property rights.

II – ELECTRONIC COMMERCE LAW

1. Legal framework for information society services.

2. Liability of information society service providers.

3. Electronic contracting.

4. Network advertising communications.

III – PRIVACY AND COMPUTER RIGHTS

1. The right to informational self-determination.

2. Legal regime for the protection and processing of personal data.

3. Violation of personal data protection rules and respective sanctions.

IV. CONSUMER LAW

1. Legal regime for the protection of consumer rights.

2. Unfair unfair business-to-consumer commercial practices.

3. Means of consumer protection and arbitration of consumer disputes.

V. ADVERTISING LAW

1. Advertising activity and contracts

2. Civil, administrative and criminal liability for illicit advertising

• - Exam - 80.0%
• - 1 written working paper - 20.0%

• - Oral presentation 1 - 30.0%
• - Oral presentation 2 - 30.0%
• - 1 written working paper - 40.0%

NAO

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Gonçalves, L. M. C., Campinos, A., Robalo, A, Albuquerque, C., Lopes, I. V., Marcelino, J., Ramos, M. J., Gusmão, M. & Vilela, T. (2015). Código da Propriedade Industrial – Anotado.  Almedina.

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