Course Development in Socially Responsible Advertising and Promotion: An Interdisciplinary and Stakeholder Approach

Autor/inn/en	Hyllegard, Karen H.; Ogle, Jennifer Paff; Rudd, Nancy A.; Littrell, Mary A.; Bickle, Marianne
Titel	Course Development in Socially Responsible Advertising and Promotion: An Interdisciplinary and Stakeholder Approach
Quelle	In: Marketing Education Review, 22 (2012) 3, S.225-239 (15 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.2753/MER1052-8008220303
Schlagwörter	Higher Education; Curriculum Development; Marketing; Advertising; Ethics; Reflection; Social Responsibility; Focus Groups; Decision Making; Stakeholders; Rewards; Personal Autonomy; Self Esteem; Clothing; Drinking; Consumer Economics + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Curriculum; Development; Curriculumentwicklung; Lehrplan; Entwicklung; Werbung; Ethik; Soziale Verantwortung; Decision-making; Entscheidungsfindung; Reward; Belohnung; Individuelle Autonomie; Self-esteem; Selbstaufmerksamkeit; Kleidung; Trinken; Konsumökonomie
Abstract	This paper describes a course development project designed to address the obligation of consumer goods companies to engage in socially responsible advertising and promotion. Course development was informed by stakeholder theory. Videotaped interviews with 46 stakeholder representatives were integrated into the course, providing students with an "insider" perspective on the challenges and rewards of assuming a responsible approach to advertising and promotion. Student learning was evaluated quantitatively and qualitatively. Findings suggest that students engaged in critically reflective thought about the complexities inherent in responsible decision making related to advertising and promotion, including the potential effects of such decisions on varied stakeholders. (Contains 4 tables and 2 notes.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10