mktg350 lecture 11132013
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Online & New Media Marketing
SNC-MKTG350November 13, 2013
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Tonight’s Agenda: Ethics
• Quiz• Class Discussion:– Ethics in online marketing• Laws• Don’t be evil• Responsibilities
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It’s Legal, does that make it Ethical?
LegalEthical
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Your Ethics Examples
• Email Spam• Misleading offers• Outright fraud• Information theft• Failure to protect someone else (fiduciary)• False statements/lack of transparency
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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…
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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?
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Is Online marketing different than regular marketing?
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Don’t be evil
• Ways to be evil:– Stealing things• Hacking• Mis-appropriating data
– “Snookering” buyers• Spam• Mis-routing links• Poor products• False statements
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Hacking & Mis-Appropriation
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Deceptive Practices
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Specialty group targeting
Living trustsTime shares
Children
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Marketing to Children
Less experience in critical thinkingWant to conform
Spending parents’ money
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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
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Invading/Protecting Privacy
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Copyright Infringement
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Overcharging
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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…
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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