Teaching Marketing Law: A Business Law Perspective on Integrating Marketing and Law

Abstract

In today’s legal environment of large financial penalties against both firms and managers, criminal liability for some types of marketing conduct, and increasing government regulation of the marketing function, the future marketing manager needs more exposure to legal topics than is available from an introductory business law course. This article examines the likely education in law currently available to marketing students and the cross-disciplinary concept of marketing law before focusing on two interrelated topics: how to teach legal topics to marketing students and how to include additional legal coverage within the marketing curriculum.