Course: Legal aspects of marketing communications

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Course title Legal aspects of marketing communications
Course code MURVP/PRAS1
Organizational form of instruction Lecture
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 2
Language of instruction Czech, Czech, Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Šnédar Libor, JUDr. Ph.D.
Course content
- Ethics and basic terminology. - Professional ethics. Professional organizations in marketing communications. - Basic tools of professional ethics. Ethical codex. Legality and legitimity. - Advertising law. - Council for advertising. - Artbitration committee of the Council for advertising. - Copy advice service of the Council for advertising. - Amendment of the EU directive Television without frontiers from 2007 and its consequences for marketing communications. - Criticism of marketing communications, public movements, non-profit organizations (SOS, Tranparency International). - Business ethics and ethical managament. CSR in examples. - Marketing communications in the Post-modern period, change of values.

Learning activities and teaching methods
Lecturing, Practice exercises
  • Participation in classes - 28 hours per semester
  • Preparation for course credit - 20 hours per semester
  • Home preparation for classes - 15 hours per semester
Learning outcomes
The subject aims at informing students about the difference between ethics as a theoretical and practically applied discipline. Students will learn to differentiate regulation and self-regulation and will be acquainted with laws on advertising, areas of regulation of advertising and bodies performing checking and section activities when enforcing the advertising law. Students will practise basic tools of ethical management and corporate social responsibility.
The student is able to build and protect individual and professional identity. The student gains the competencies to understand and share values within social corporate responsibility.
Knowledge of general legal theory and legal system of the extent of secondary schools.

Assessment methods and criteria
Essay, Didactic test

- Active participation and submission of a paper on a selected or recommended topic (discussed with lecturer) - 3-4 standard pages long - final test. The result of a subject examination is expressed on a six-point scale: A "výborně" (i.e. "excellent"), B "velmi dobře" (i.e. "very good"), C "dobře" (i.e. "good"), D "uspokojivě" (i.e. "satisfactory"), E "dostatečně" (i.e. "sufficient"), F "nedostatečně" (i.e. "fail").
Recommended literature
  • Společenská odpovědnost organizací. Vyd. 1. [Ostrava] : DTO CZ, 2008. ISBN 978-80-02-02099-8.
  • BRÁZDA, R. Uvod do srovnávací etiky. Praha : KLP, 1998. ISBN 80-85917-46-7.
  • Brázda, Radim. Ethicum. 1. vyd. Zlín : VeRBuM, 2010. ISBN 978-80-904273-9-6.
  • Dytrt, Zdeněk. Etika v podnikatelském prostředí. 1. vyd. Praha : Grada, 2006. ISBN 80-247-1589-9.
  • Lipovetsky, Gilles. Soumrak povinnosti : bezbolestná etika nových demokratických časů. V českém jazyce vyd. 1. Praha : Prostor, 1999. ISBN 8072600087.
  • Putnová, Anna. Etické řízení ve firmě : nástroje a metody : etický a sociální audit. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1621-3.
  • Winter, Filip. Právo a reklama v praxi. 1. vyd. Praha : Linde, 2007. ISBN 978-80-7201-654-9.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Multimedia Communications Study plan (Version): Marketing Communications (2015) Category: Art and applied art 3 Recommended year of study:3, Recommended semester: Winter