Transcript 10 Minutes to Teaching Marketing and Society in Traditional

10 Minutes to Teaching
Marketing and Society in
Traditional Marketing Classes
Paula Fitzgerald Bone
West Virginia University
West Virginia University
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What are the rules? FTC
guides in Plain English
Assignment:
Develop a skit, written scenario that violates at
least three aspects of the FTC guidelines.
Identify the three violations and related back to the
page/section of the guide
WEBSITES:
http://www.ftc.gov/bcp/menu-ads.htm#bized
http://www.ftc.gov/ftc/businessinfo/consumer.htm
http://www.ftc.gov/bc/compguide/index.htm
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GLOBAL:
Examples:
Complying with the Made In the USA Standard
IMC:
A Business Checklist for Direct Marketers
Environmental Marketing Claims
E-marketing:
How to Comply With The Children's Online
Privacy Protection Rule
Advertising and Marketing on the Internet: The
Rules of the Road
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Consumer Behavior:
Frequently Asked Advertising Questions: A
Guide for Small Business
Environmental Marketing Claims
Distribution:
Selling on the Internet: Prompt Delivery Rules
Introduction:
Promoting Competition, Protecting Consumers:
A Plain English Guide to Antitrust Laws
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Cases:
Selection of Cases:
-WSJ articles accompanied by text
chapters
-McD’s decline and obesity issues
-Zithromax and state’s deceptive
advertising issues
-Kraft, Walmart and Obesity
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Case Discussion—Ask Jeeves
Role play questions with points assigned for
obvious preparation (must turn in research)
and asking intelligent questions from a
particular stakeholder’s perspective.
FDA—any pharmaceutical or food case
FTC—any IMC or pricing case
EPA—any environmental implications
Consumer advocacy groups: Public Citizen
Issue advocacy groups—humane society, Greenpeace,
pro&anti globalization organizations, Least Developed
Nations, workers’/children’s rights
Individual citizens—parents, area residents, musical
artists
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Developing Stories
3 minute presentations covering the
story on a week-by-week or day-by-day
unfolding event
Look at different media
USA vs. WSJ
Firestone/Ford
Sotheby's
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Poster Presentations
Students sign up to independently read 3
articles from WSJ, BusinessWeek, USA Today on
a particular topic.
Must bring in articles for grade
During class, students come together and
develop posters. What are the major issues?
What does this mean to marketers?
Poster discussion follows
Enron, Tyco, Martha Stewart, Worldcom
9/11—travel, retail, financial services, entertainment
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Services Learning
20 hours volunteered with a Non Profit
Organization that targets a group different
from themselves
Choice between this and another attractive
project
Write paper tying experience to consumer
behavior concepts and examining NPO as a
marketer and volunteer as the consumer
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