10 Minutes to Teaching Marketing and Society in Traditional Marketing Classes

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10 Minutes to Teaching Marketing and Society in
Traditional Marketing Classes

• Paula Fitzgerald Bone
• 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.htmbized
  http//www.ftc.gov/ftc/businessinfo/consumer.htm
  http//www.ftc.gov/bc/compguide/index.htm

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Examples

• GLOBAL
• 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
• -McDs decline and obesity issues
• -Zithromax and states deceptive advertising
  issues
• -Kraft, Walmart and Obesity

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Case DiscussionAsk Jeeves

• Role play questions with points assigned for
  obvious preparation (must turn in research) and
  asking intelligent questions from a particular
  stakeholders perspective.
• FDAany pharmaceutical or food case
• FTCany IMC or pricing case
• EPAany environmental implications
• Consumer advocacy groups Public Citizen
• Issue advocacy groupshumane society, Greenpeace,
  proanti globalization organizations, Least
  Developed Nations, workers/childrens rights
• Individual citizensparents, 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
• 9/11travel, 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