| CODE | MRK4101 | ||||||
| TITLE | Marketing in the European Union | ||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | ||||||
| MQF LEVEL | Not Applicable | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | - The EU as a common market: - Free movement of goods, services, capital and people - Consumer rights: - Product Liability, Unfair business practices, information accuracy and transparency, consumer contracts, distance selling, doorstep selling, sales and guarantees - Misleading and comparative advertising - Competition in the common market: - Anti-competitive vertical or horizontal agreements - Abuse of dominance - Parallel trading - E-Commerce Study-unit Aims The study-unit aims to give students a basic understanding of the rules governing marketing activities within the EU. It covers a broad spectrum of practical issues that an undertaking doing business in the EU would be expected to face in its day to day activities. At the end of the study-unit, students should thus be equipped with a high level appreciation of the dos and don’ts governing their or their employer’s marketing activities in the marketplace. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: (1) Show understanding of the of the meaning of the Common Market within the EU context; (2) Show comprehension of the basic consumer rights and responsibilities within the European Union; (3) Become aware of the factors which influence a consumer’s entitlement to redress; (4) Identify the main agencies which handle consumer complaints; (5) Understand how the EU is regulating E-Commerce; advertising; (6) Demonstrate an understanding of the rules covering the advertising industry within the EU particularly the aspects dealing with misleading and comparative Skills 2. Skills: By the end of the study-unit the student will be able to: 1. Communication skills will be enhanced through informal discussions, presentations and debate during the class and the preparation of a written assignment; 2. Outline the information which must be displayed where goods and services are sold or supplied; 3. Pinpoint the persons who may be responsible for damage or injury caused by defective product; 4. Decides when descriptions on goods and notices are inaccurate or misleading; 5. Analyse an advertising campaign to report to management on whether EU rules on advertising and misleading and comparative advertisements are being adhered to; 6. Give advice to management about relevant legislation and case law in connection with anti-competitive agreements, abuse of dominant positions and parallel trading. 7. Identify and analyze the relevant legislation and case law governing the law of competition in the EU common market. Main Text/s and any supplementary readings Core Textbook: - EU Law: Text, Cases and Materials (Paperback) Paul Craig QC FBA, Gráinne de Búrca, OUP Oxford (2008). Supplementary Textbooks: EU Law - Lorna Woods, OUP Oxford; 10 edition (10 Sep 2009). - The Substantive Law of the EU: The Four Freedoms. - Catherine Barnard, OUP Oxford; 3 edition (Aug 2010). Competition Law - Richard Whish, OUP Oxford; 6 edition (28 Aug 2008). - EC Competition Law: Text, Cases & Materials: Text, Cases and Materials. - Alison Jones, Brenda Sufrin, OUP Oxford; 3 edition (25 Oct 2007). |
||||||
| STUDY-UNIT TYPE | Lecture | ||||||
| METHOD OF ASSESSMENT |
|
||||||
| LECTURER/S | Stefan Briffa |
||||||
|
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
|||||||