Module Catalogue 2024/25

Pre Requisite Comment

N/A

Co Requisite Comment

N/A

Aims

To consider trends in business organisation associated with globalisation and to relate these to trade marks and brands

To consider the nature of brands and trade marks and the relationship between them

To consider how trade mark law provides a legal platform for brands

To review the economic rationale for protecting brands and trade marks as a means of providing information and quality assurance to consumers

To review the role of brands and trade marks in facilitating consumerism and supporting consumerist industries such as fashion and luxury goods

To review the relevance of brands and trade marks to corporate social responsibility and their potential contribution to achieving higher standards of corporate social responsibility

Outline Of Syllabus

Trade marks and brands

An overview of trade mark law: the legal framework of branding

Brands and quality assurance

Brands, fashion and consumerism

Brands and social responsibility

Intended Knowledge Outcomes

Students will be able to demonstrate knowledge of:

The nature of a brand and its relationship to a trade mark

How trade mark law provides a legal framework for branding

The role of trade marks and brands in marketing and the organisation of economic activity

The economic rationale of trade mark law as a means whereby firms provide information and quality assurance to consumers

The role of trade mark law in facilitating consumerism

The relevance of brands and trade marks to corporate social responsibility and the debate concerning this

Intended Skill Outcomes

Subject specific skills:

Apply a detailed knowledge of the brand as a form of intangible output and as a basis of business organisation

Apply a detailed knowledge of how trade mark law supports brands and the relationship between trade marks and brands

Discuss the legal, economic and policy issues associated with brands

Draw upon the relevant literature

Develop their knowledge and understanding through critical reading and discussion

Ability to write and speak with care and precision in the analysis and synthesis of the law

Ability to structure legal argument and analysis



Cognitive Skills

Analysis. Identifying and ordering issues by relevance and importance

Synthesis of materials from diverse sources

Critical judgement. Discernment between the merits or otherwise of particular arguments

Evaluation. Making a reasoned choice between competing solutions or arguments

Teaching Rationale And Relationship

The Teaching Methods are based on those that have worked successfully as adapted for delivery post Covid 19 and on the assumption that at least some PIP delivery will be possible, though there is flexibility if that proves not to be the case. The lecture materials will introduce students to the general subject-matter of the module and the specific topics, with guidance on the key concepts and relevant law. The classes will provide an opportunity for deeper study of and reflection on the specific topics and on preparation for the assessment essay. These classes will be supported by self-directed study, guided by the module materials. The combination of these teaching methods has been designed to develop the students’ research, analytical, and critical skills with the aim of stimulating their interest and enthusiasm for the subject, their engagement with it, and helping them to become active, independent, and reflective learners.

Assessment Rationale And Relationship

The assessed coursework will give students the opportunity to develop and demonstrate their research skills, and their ability to demonstrate understanding of the operation of law within the commercial environment, whilst also presenting coherent arguments supported by appropriate legal basis and precedent.

The formative poster exercise will enable students to begin planning their coursework essays and develop some initial ideas.

General Notes

N/A