Legal Skills: Essential Law for Marketers

Course Overview

April 2008 sees the implementation of a piece of legislation that has far-reaching effects for every marketer and which actually criminalises certain common practices. Many marketers are unaware of this change and how it may affect their activities.

Planning a campaign around 2012 and the London Olympic Games? It's a tremendous opportunity, but one that carries enormous risks for those unaware of intellectual property laws.

The purpose of this course:

This workshop is about the practical application of the law as it affects marketers and sales professionals in their day-to-day activities. It is designed to show you how common marketing practice can easily fall foul of the law and the regulators and what you can do to prevent this.

Benefits for your organisation:

A single complaint about your advertisement can lead to its being pulled; a harmless slogan you've used for years can derail an entire marketing campaign; the way you manage customer information can land your company in court; someone could lift your intellectual property from right in front of your nose. Every day businesses run alarming risks through simple ignorance of the law. With regulation encroaching everywhere, no business can rely on getting away with bad practice.

Benefits for you as an individual:

You will be able to carry out your work with considerably more confidence as to its legality as well as developing the ability to speak fluently to internal and external legal advisers. You will know where exactly to go to get any information you need about the law.

Audience

Any marketer, at any level who thinks their working life would be made easier or safer through a working knowledge of the law.

Skills Gained

You will learn how to:

• Work within the common law aspects of the English legal system, such as contracts, intellectual property, statements made in marketing materials
• Understand and work within the legislative and regulatory frameworks, understanding the law on privacy and on information and the impact of each on the marcoms environment
• Identify applicable EU laws
• Work within and around the law
• Find the answers you need to your legal/marketing issues

Course Outline

• Discover the origins of law - European law, UK Law, Common law
• Who are the Regulators and what do they do?
• Understand the principle of Tort and why marketers must be aware
• Key themes we will cover include Trade Marks, Marketing Communications, Comparative Advertising, Data Protection and Unfair Commercial Practices
• IPR and the London Olympics, including the London Olympic Games and Paralympic Games Act 2006
• Consumer Protection from Unfair Trading Regulations 2007

Legal Skills: Essential Law for Marketers / 1152