mktg350 lecture 11132013
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TRANSCRIPT
Online & New Media Marketing
SNC-MKTG350November 13, 2013
Tonight’s Agenda: Ethics
• Quiz• Class Discussion:– Ethics in online marketing• Laws• Don’t be evil• Responsibilities
It’s Legal, does that make it Ethical?
LegalEthical
Your Ethics Examples
• Email Spam• Misleading offers• Outright fraud• Information theft• Failure to protect someone else (fiduciary)• False statements/lack of transparency
Relevant Laws• CAN-SPAM of 1998– Don’t send unless you have a relationship (FTC)– Must have contact info– Must be able to opt-out
• Children's Online Privacy Protection Act of 1998– No collecting info from children (FTC)
• Digital Millennium Copyright Act of 1998. – Civil and criminal penalties for pirating and other
unauthorized use of software.• And many, many more…
Say you stole an idea online…
• You’re caught• And convicted• How did you get the info in the first place?– Who else is an accessory?– Computer?– Internet service provider?
Is Online marketing different than regular marketing?
Don’t be evil
• Ways to be evil:– Stealing things• Hacking• Mis-appropriating data
– “Snookering” buyers• Spam• Mis-routing links• Poor products• False statements
Hacking & Mis-Appropriation
Deceptive Practices
Specialty group targeting
Living trustsTime shares
Children
Marketing to Children
Less experience in critical thinkingWant to conform
Spending parents’ money
Your Responsibilities
• Protecting things you don’t own but are responsible for from being stolen or compromised
• Not misleading your audience• Providing value
• Sourcing and paying for value you received
Invading/Protecting Privacy
Copyright Infringement
Overcharging
Are you going to be ethical?
• What was a new idea for you?• What will you do differently?• What will you be watchful for?SO…
Next session:
• Last Quiz on Monday: ethics• Week of Nov 18 Discussion:– Public Policy– International Digital Marketing
• Week of Nov 22: No class/Thanksgiving• Week of Dec 2: Workshop your plans in class• Dec 16: Final presentations