Module Details

Module Code: LEGS7010
Title: Marketing Law and Ethics
Long Title: Marketing Law and Ethics
NFQ Level: Intermediate
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 3800 - Law
Module Delivered in: 1 programme(s)
Module Description: This module will provide students with an understanding of the key ethical and legal issues which arise in the context of marketing. Legal rules governing issues such as misleading statements, data privacy and consumer rights will be evaluated. The importance of ethics and professional codes of practice will also be critically analysed.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain the legal rules governing the making of statements in sales and marketing
LO2 Describe the legal rules governing direct marketing and direct selling
LO3 Explain the legal rules relating to privacy in the context electronic communications and marketing
LO4 Describe the legal rules which are intended to protect the consumer from unfair and misleading sales and marketing practices,
LO5 Describe the role of ethics in regulating the activities of marketing professionals.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Liability for Statements
Liability for statements in the Law of Tort - Negligent Misstatement and Defamation. Liability in the Law of Contract - Misrepresentation.
Direct Marketing
The Data Protection Acts 1988 and 2003 - impact on marketing practice. Unsolicited commercial emails - the SPAM regulations. Use of email in marketing. Enforcement and penalties.
Privacy
The protection of privacy in Irish Law. Privacy issues in marketing. The E-Privacy Directive and Cookies. The use of social media and marketing and potential legal issues
Consumer Protection
EU Unfair Commercial Practices Directive. The Consumer Protection Act 2007. Misleading, aggressive and prohibited commercial practices. Enforcement and penalies
Ethics
The meaning of ethics and the role of ethics in marketing. Codes of Practice in the field of marketing and advertising. Consequences of unethical conduct. Regulatory bodies - ASAI, BAI and the Communications Regulator - composition, functions and powers.
Module Content & Assessment
Assessment Breakdown%
Coursework30.00%
End of Module Formal Examination70.00%

Assessments

Coursework
Assessment Type Short Answer Questions % of Total Mark 30
Timing Week 10 Learning Outcomes 1,2,3
Assessment Description
Assessment based on ten mini case studies. Students must identify the legal issue, select the appropriate legal rules and apply the legal rules to resolve the case.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 70
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Assessment Description
End of Semester Formal Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Independent reading and research Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Independent & Directed Learning (Non-contact) Non Contact Independent reading and research Every Week 5.00 5
Lecture Contact Class based instruction Every Week 2.00 2
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Ardi Kolah. (2013), Law for Marketers, 2nd. Kogan Page, [ISBN: 9780749464509].
Supplementary Book Resources
  • Patrick Ambrose. (2015), The Law of Advertising in Ireland, 1st. Bloomsbury Professional, [ISBN: 9781780438436].
  • Caroline Heide-Jorgenson. (2013), Advertising Law, Marketing Law and Commercial Freedom of Expression, 1st. DJOF Publishing, [ISBN: 9781875742301].
  • Jerry Harris Lipschultz. (2014), Social Media Communication: Concepts, Practices, Data, Law and Ethics, 1st. Routladge, [ISBN: 9781138776456].
  • Alexander Nill. (2015), Handbool on Ethics and Marketing, 1st. Edward Elger, [ISBN: 9781781003428].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 5 Mandatory