E-Ethics: Digital Marketing Rulebook

Schedule	March 1 - 15, 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 leaves little to be desired. Some would argue that the very nature of digital marketing (one that is viral and promotes dialogue and self-expression) does not warrant any control, and such regulation is utopian.

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

1. Part One: Introduction
1. The Internet: Key Features and Implications
2. General Recommendations for Ethics in the Internet: Self-Regulation vs Legislation
3. Digital Marketing Activities that Raise Ethical Issues
4. Tools, Frameworks and Principles to Enable Ethical Behavior
2. Part Two: Guidelines From the Codes of Ethics of IMMAP, AdBoard and ASC
1. Misleading Advertisements
2. Data References, Testimonials and Product Claims
3. Full Disclosure for Non-Prescription Products, Promo Prizes, etc.
4. Advertising Directed to/Depicting Children
5. Illegal or Sensitive Content              
6. Advertising Alcohol and Tobacco
7. Using Philippine Standards and Symbols
8. Respecting and Protecting Consumers
3. Ad Regulations by Other Publishers
4. Part Three: Case Studies, Tips and Resources
1. Glossary of Internet Marketing Terms
2. Glossary of Internet Terms   
3. Glossary of Ethics Terms               
5. Materials For Further Reading