Short Title:Law & the Regulatory Environment
Full Title:Law & the Regulatory Environment
Module Code:DMKT H2015
ECTS credits: 5
NFQ Level:6
Module Delivered in 2 programme(s)
Module Contributor:Fiona Malone
Module Description:The aim of this module is that on successful completion the learner will develop and apply knowledge and skills in general and applied principles of the Irish legal and regulatory environment in a marketing and on line business environment.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Classify and describe general concepts and principles of Irish law.
  2. Explain the main concepts of commercial and contract law
  3. Describe civil law in the areas of torts,
  4. Interpret and discuss the key regulatory factors in intellectual property law, Copyright, Data Protection and consumer rights
  5. Examine and evaluate key regulatory factors in Direct Marketing, Advertising and Broadcasting

Module Content & Assessment

Indicative Content
Legal System
The nature of law, and classification of law Principal and secondary sources of law Common law, Equity The structure of the Courts and the legal profession
Contract Law
Essential elements of a contract Forms of a contract Terms of a contract Validity of a contract Discharge of a contract Remedies for breach
Consumer Rights
Contracts for the sale of goods; Hire purchase and credit sale agreements; Buying goods/Buying online/Rules on pricing/Buying a car/Buying a home/Gift vouchers/Scams/Services and contracts/Travel/Advertising
Copyright – ownership of copyright The nature and extent of copyright protection Non-literal copying Trademarks
Data Protection
Scope of Data Protection Data Protection principles Individual rights and remedies Obligations under Data Protection legislation
Advertising Standards
Introduction to advertising, self regulation and the ASAI/ Code of standards- Definitions : Scope and Application : General Rules : Misleading Advertising : Promotional Marketing : Distance Selling (Mail Order, Direct Response and Online Selling) : Children : Food and Non-Alcoholic Beverages : Alcoholic Drinks : Gambling : Health and Beauty : Slimming : Financial Services and Products : Employment and Business Opportunities : Environmental Claims : Occasional Trading : E-Cigarettes : Online Behavioural Advertising
Broadcasting Authority of Ireland
Section 42 of the Broadcasting Act 2009 . Current Codes & Standards :- BAI General and Children’s Commercial Communications Codes. Code of Programme Standards The Code of Fairness, Impartiality and Objectivity in News and Current Affairs BAI Access Rules 2015 BAI Right of Reply Scheme BAI Rules on Advertising and Teleshopping (Daily and Hourly Limits) ODAS Code of Conduct for media service providers of on-demand audiovisual media services Code of Fair Trading Practice
Direct Marketing Regulations
Direct Marketing - a General Guide Restrictions on the use of publicly available data for marketing purposes Data Protection in the Telecommunications Sector Guide to the use of the National Directory Database for Direct Marketers Direct marketing telephone calls by Electronic Communications Service Providers to their Subscribers and former Subscribers Use of Bluetooth Technology for Direct Marketing Purposes A Consumer Guide to Dealing with Unsolicited Direct Marketing
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case study Integrated assessment with Marketing Communications; Case study weekly and outcomes presented at end of semester 2,4,5 50.00 Sem 2 End
Presentation presentation on case study findings 2,4,5 15.00 Sem 2 End
In-class test n/a 1,3 15.00 n/a
Other in class Moot on tort with plaintiff and defence presentations 3 20.00 n/a
No Final Exam Assessment %
Indicative 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.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 125.00
Recommended Book Resources
  • Aine Keenan 2012, Essentials of Irish Business Law, Gill & Macmillan Ltd [ISBN: 9780717152612]
Supplementary Book Resources
  • Brian Doolan, Principles of Irish Law 8edn, Gill & Macmillan [ISBN: 9780717149896]
  • Joanne Cox, Business Law, Oxford University Press, USA [ISBN: 9780199603411]
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 3 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 3 Mandatory