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10 Minutes to Teaching Marketing and Society in Traditional Marketing Classes Paula Fitzgerald Bone West Virginia University West Virginia University 1 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 West Virginia University 2 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 West Virginia University 3 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 West Virginia University 4 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 West Virginia University 5 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 West Virginia University 6 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 West Virginia University 7 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 West Virginia University 8 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 West Virginia University 9