Learning outcomes of the curricular unit

There is lack of doctrine about the subject in Portugal and about the importance of the relation between advertising and Intellectual Property for companies. The complexity of the questions raised is high. Our objective is to give the students the tools to allow them to know what is legal and what is forbidden, and how to use intellectual property rights in relation to advertising in order to improve business in the Information Society.

Syllabus

1. Advertising
2. Advertising and advertising activity 
3. Origin and evolution of advertising
4. Advertising Laws
5. Advertising Principles
6. Advertising entities
7. Advertising object
8. Advertising and Copyright
9. Advertising and Industrial Property
10. Advertising contracts
11. Advertising in the media, including in nternet
12. Illegal advertising forms
13. Infringements and remedies
14. The importance os self-regulation in advertising