Advanced Certificate in Practical Business Law Module 5: Of Pixels and Policies - Legal Issues and Strategies in Online Marketing, Advertising, and Sales
- Innovation & Business Improvement
- Legal
This module is conducted in-person.
2 days
Weekdays (9am - 6pm)
Who Should Attend
- Business owners and professionals across the corporate and public sectors who are involved in marketing, sales, and business development.
- Professionals from advertising, public relations, creative, and account-management.
PREREQUISITES
- Working proficiency in English
Overview
Following this groundwork, the course shifts to discuss the legal complexities of digital marketing. In this segment, we analyse the unique challenges and regulations in online advertising, social media marketing, influencer marketing, and data privacy. We explore how the rapid rise of technology and the Internet has necessitated new legal perspectives and responses. Some of the questions we will ask include the following. What can we say or not say about a competitor’s product? Who is responsible if an influencer engaged to promote a brand crosses legal or moral boundaries? How do businesses protect themselves from untrue or malicious online comments?
In the second half of the course, we move from marketing and advertising to dealing with sales and selling. Here, we explore topics such as consumer rights, unfair trade practices, and product liability. This segment equips students with the knowledge to identify and navigate potential legal pitfalls in marketing and consumer interaction. In particular, participants will learn how best to respond to common customer demands such as those asking for refunds, exchanges, compensation etc. We will also explore how businesses can promote fairer and more transparent selling practices by trading on the basis of a sound set of terms and conditions. Finally, we look at emerging legal issues that surround modern day practices such as electronic payments, online scams, and selling on Internet marketplaces.
In all, participants will learn how to market, promote, and sell their goods and services legally and ethically in today’s volatile and diverse environment. This course is ideal for aspiring legal professionals, marketers, and entrepreneurs aiming to gain a comprehensive understanding of the legal aspects of marketing in today's digital age.
Learning Objectives
At the end of this two-day course, participants will be able to achieve the following learning objectives:
- Appreciate that, while there are no laws policing every specific product or service when it comes to advertising, some sectors such as financial products, tobacco, medicinal products do have their advertising controlled by laws.
- Understand that advertisers must comply not only with laws, but with prevailing standards of morality, ethicality, and social acceptability; identify the various do’s and don’ts of advertising from an industry self-regulation standpoint.
- Learn about general laws that protect consumers from deceptive and unfair advertising practices.
- Identify challenges that accompany marketing and advertising in the digital realm, i.e. using the Internet, social media, key opinion leaders etc. These include laws dealing with false advertising, derogatory/untrue content about competitors, fake news, intellectual property etc.
- Be able to translate the legal challenges discussed into: (1) advertising strategies that are compliant with law and morality; and (2) solutions and resources that protect one’s business from malicious comments, untrue statements, cancel efforts etc.
- Be familiar with laws that protect consumers in Singapore such as the Consumer Protection Fair Trading Act and Sale of Goods Act.
- Learn about a consumer’s rights under these laws, and recognise situations in which consumers are entitled to ask for refunds, repairs, exchanges, or discounts.
- Understand the circumstances under which a business may be responsible to a customer for faulty products or services that cause harm or injury to a customer.
- Prepare simple terms and conditions of sale that protect a business from unreasonable or disproportionate customer demands.
Assessment
As part of the requirement for SkillsFuture Singapore, there will be an assessment conducted at the end of the course. The mode of assessment, which is up to the trainer’s discretion, may be an online quiz, a presentation or based on classroom exercises.
Participants are required to attain a minimum of 75% attendance and pass the associated assessment in order to receive a digital Certificate of Completion issued by Singapore Management University.
Calculate Programme Fee
Fee Table
| COMPANY-SPONSORED | |||
|
PARTICIPANT PROFILE |
SELF-SPONSORED |
SME |
NON-SME |
|
Singapore Citizen < 40 years old Permanent Resident LTVP+
|
$654 (After SSG Funding 70%) |
$254 (After SSG Funding 70% |
$654 (After SSG Funding 70%) |
|
Singapore Citizen ≥ 40 years old |
$254 (After SSG Funding 70% |
$254 (After SSG Funding 70% |
$254 (After SSG Funding 70% |
|
International Participant |
$2,180 (No Funding) |
$2,180 (No Funding) |
$2,180 (No Funding) |
All prices include 9% GST
Please note that the programme fees are subject to change without prior notice.
Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.
Self Sponsored
SkillsFuture Credit
Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.
This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.
Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).Workfare Skills Support Scheme
From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.
Company Sponsored
Enhanced Training Support for SMEs (ETSS)
- Organisation must be registered or incorporated in Singapore
- Employment size of not more than 200 or with annual sales turnover of not more than $100 million
- Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
- Trainees must be Singapore Citizens or Singapore Permanent Residents
- Trainees must not be a full-time national serviceman
- Trainees will be able to enjoy ETSS funding only if the company's SME's status has been approved. To verify your SME's status, please click here.
Please click here for more information on ETSS.
Absentee Payroll
Companies who sponsor their employees for the course may apply for Absentee Payroll here. For more information, please refer to:
AP Guide (Non-SME Companies)
Declaration Guide (SME Companies)
Intake Information
This module is conducted in-person.
| Course | Dates |
|---|---|
| INTAKE 7 | 23 - 24 Jan 2025 [Open for Registration] |
*Online registration will close 5 calendar days before the course start date
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