Print Print

CM J38 - Marketing, Design and Counterfeiting* "NOT ESTABLISHED"

Faculty
Judy Zaichkowsky
Course Coordinator
Judy Zaichkowsky
Prerequisite/progression of the course
Introductory Marketing, Consumer Behavior
Course content, structure and teaching
Understanding the factors that drive demand for counterfeit and knock-off products on a world wide basis is important to curbing the supply. Laws and regulations leave the consumer virtually untouched and without accountability to the rampant production of goods which infringe on trademarks and patents of others. While many consumers do not know they purchased a knock-off or counterfeit, many others do so eagerly. Why they do so is the heart of the course, and devising ways to curb demand is the hopeful outcome of the course.
The course's development of personal competences
To bring the understanding of the complex global issues of trademark infringement and to provide insight as to how to prevent others from stealing one’s brand identity.
At the end of this course the students should be able to:
  • identify and describe consumer theories behind the concept of trademark Infringement
  • Use those theories to develop programs of prevention for brand theft.
  • Understand the cultural influences at play
  • Have some basic understanding of trademark Law in the EU and how these laws change over time and are different in different parts of the globe.
  • Advise companies on how to manage their brand identity.
Type of examination, exam aids and assessment
 
Oral exam on the basis of a mini project
Recommended literature
Books: The Psychology Behind Trademark Infringement and Counterfeiting. Taylor- Francis (Erlbaum) Publishers. J.L. Zaichkowsky
Illicit:
  • How Smugglers, Traffickers and Copycats are Hijacking the Global Economy, Moises Niam, Anchor Books
  • Course at a Glance:
  • Introduction: DVD: The Dark Side of Trade, produced for PBS
  • The Issues: Brand Equity, Trademark Laws, Types of Infringement
  • Understanding the Consumer: Involvement, Ability, Language, Risk, Social Influence, and Utility
Relevant Psychological Theories :
  • Stimulus Generalization; Color and Identification, Attention and Perception,, Gestalt, Balance Theory
  • Strategies for Distinctive Brands: Type; Logos; Colors
  • Testing for Trademark Infringement: Court Litigation, Research Methods
  • Global Issues: China as a manufacturing nation
  • Trademark Laws and their Enforcement. How wide do they reach?

Last updated by The Electives Office 18/08/2010