E-Ethics: Digital Marketing Rulebook

Schedule	June 5 - 19, 2012 December 3 - 17, 2012
Regular Rate	P8900+VAT
Early Bird Rate	P7900+VAT (if you pay up to 2 weeks before the course starts)

Due to its infancy, the control and regulation surrounding the use of Digital Marketing from a consumer and marketer perspective leaves a lot to be desired. Some would plainly argue that the very nature of digital marketing (one that is viral and promotes dialogue and self-expression) does not warrant any control or to desire such regulation is another utopian philosophy.

In this module, we will explore the ethical standards (or lack of it) behind controversial digital formats such as social media, email, mobile and other formats. We will engage students and provoke their thoughts around these controversial issues and concerns.

Objectives:

1. Be aware of the ethical and legal issues in digital marketing
2. Be familiar with relevant ethical terminologies in digital marketing
3. Be able to discuss various ethical and legal issues in digital marketing

I. Introduction

1. The Internet: Key Features and Implications
2. General Recommendations for Ethics in the Internet: Self-Regulation & Legislation
3. Digital Marketing Activities that Raise Ethical Issues (PART 1)
4. Digital Marketing Activities that Raise Ethical Issues (PART 2)

II. Guidelines From the Codes of Ethics of IMMAP, AdBoard and ASC

1. Tools, Frameworks and Principles to Enable Ethical Behavior
2. Misleading Advertisements
3. Data References, Testimonials and Product Claims
4. Full Disclosure for Non-Prescription Products, Promo Prizes, etc.
5. Advertising Directed to/Depicting Children
6. Illegal or Sensitive Content
7. Advertising Alcohol and Tobacco
8. Using Philippine Standards and Symbols
9. Respecting and Protecting Consumers
10. Ad Regulations by Publishers

III. Case Studies, Tips and Resources

IV. Glossary of Ethics Terms

V. Materials For Further Reading