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ERIC Number: EJ1000057
Record Type: Journal
Publication Date: 2012
Pages: 15
Abstractor: As Provided
Reference Count: 38
ISBN: N/A
ISSN: ISSN-1052-8008
Course Development in Socially Responsible Advertising and Promotion: An Interdisciplinary and Stakeholder Approach
Hyllegard, Karen H.; Ogle, Jennifer Paff; Rudd, Nancy A.; Littrell, Mary A.; Bickle, Marianne
Marketing Education Review, v22 n3 p225-239 Fall 2012
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.)
M.E. Sharpe Inc. 80 Business Park Drive, Armonk, NY 10504. Tel: 800-541-6563; Tel: 914-273-1800; Fax: 914-273-2106; e-mail: info@mesharpe.com; Web site: http://www.mesharpe.com
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A