Business Communication Laws in the Digital Age

Module 1 Introduction; branding
1. Introduction to the class in general
2. Legal framework related to distinctive signs (trademarks, trade names, publicity rights; unfair competition)
3. Branding strategies related to the registration of a trademark
4. Domain names/social media
5. Metaverse and recent trends
6. Case studies (for instance: analyzing existing brands for legal robustness; potential legal issues in brand elements; setting up a legally compliant branding strategy)
 

Module 2 Copyrights
1. Fundamentals
2. Exceptions
3. User generated content
4. Transactional related issues and collective management
5. Case studies

Module 3 Advertising Law
1. Legal framework in general
2. Specific provisions (banking/drugs/tobacco)
3. Industry guidelines
4. Working with an agency: transactional related issues
5. Case studies

Module 4 Online endorsement and influencers
1. Online endorsement (FTC guidelines)
2. Influencers (French legal framework)
3. Working with influencers: transactional related issues (identifying and mitigating risks in influencer marketing; dealing with negative publicity)
4. Case studies

Module 5 Sweepstakes and contests
1. Legal framework
2. Structuring rules and terms
3. Case studies

Module 6 Data protection and privacy
1. Legal framework in general
2. Marketing related issues: e-marketing, telemarketing, etc.
3. Case studies

Module 7 AI/Class presentations∗
1. Introduction to AI and legal implications
2. Legal framework
3. AI in marketing and communications (notably the use of GenAI)
4. Transactional related issues
∗Modules may be slightly re-arranged if part of exams relate to groups’ papers and related presentations that would take place during the last module.

The goal of this class is to enable students to get a broad understanding as to the legal framework surrounding corporate communication and, based upon this understanding, how to manage legal issues related to communication in a corporate environment. While focus will be on Swiss Law, comparative perspective will be addressed in particular with the EU and the US.

In presenza

The class will be divided in 7 modules of 4 hours each, mixing theory and case studies. The description of the modules is tentative and will be “tested” during this first year and may evolve as a result of feedback/trends.
Active participation will be expected.

The exam format still has to be decided. While it will for sure take the form of a multiple choice questions, I may also have students prepare and present a short case study based upon real examples of corporate communication crisis (for instance: Telecom France; Orphea; Cambridge Analytica; Crédit Suisse).