Skip navigation

Offensive but not so offensive: Fostering ethical and socially responsible marketing in undergraduate marketing students

Offensive but not so offensive: Fostering ethical and socially responsible marketing in undergraduate marketing students

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2018) Offensive but not so offensive: Fostering ethical and socially responsible marketing in undergraduate marketing students. In: Advance: a SAGE preprints community. Sage, pp. 1-8. (In Press)

[img]
Preview
PDF (Author Accepted Manuscript)
21530 MOGAJI_Offensive_But_Not_So_Offensive_2018.pdf - Accepted Version
Available under License Creative Commons Attribution.

Download (286kB) | Preview

Abstract

Advertising that pushes the boundaries can sometimes be negatively received, some of these advertisements were reported to the regulator of advertising in the UK while Companies has had to apologise for their advertisements. The systemic diversity problem within the advertising industry is also acknowledged wondering if the industry is diverse enough to produce an advertisement that can appeal to a diverse audience. With this background, this paper presents a teaching innovation with the aim of addressing students’ understanding of creative marketing campaign in a multicultural society through the integration of advertising practises codes, ASA rulings and secondary research into the public perception of advertisement. The project is divided into five main parts and takes place over a three-week period. Students are expected to work with advertisements that vert reported being offensive, research public’s attitude towards them and present their justifications for either agreeing or disagreeing with the rulings. This project allows a better understanding of the creative challenges in developing an ethical and socially responsible marketing campaign; finding a balance between creativity and freedom of expression, they can better internalise the integrative nature of the marketing concept, a valuable skill for the industry.

Item Type: Conference Proceedings
Title of Proceedings: Advance: a SAGE preprints community
Additional Information: Conference held from 3rd-5th July, Stirling University, Stirling, Scotland.
Uncontrolled Keywords: Ethics, ASA, Socially Responsible Marketing, Marketing, Undergraduate student, Teaching innovation
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 01 Jul 2019 11:26
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/21530

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics