Active learning ideas
Marketing does not exist in a vacuum; it has profound social and ethical implications. This topic challenges students to look critically at practices like greenwashing, 'stealth' marketing, and the ethics of targeting vulnerable populations like children or seniors. In the Ontario curriculum, this is a key area for developing global citizenship and critical thinking.
Activity 01
Should influencers be legally required to disclose every gift or payment, even if it's just a 'shoutout'? Students debate the impact of 'hidden' ads on consumer trust and the responsibility of social media platforms.
What are the ethical boundaries of advertising to children?
Activity 02
A fictional company is 'sued' by a consumer group for using vague terms like 'all-natural' on their packaging. Students act as lawyers, judges, and jury members to determine if the marketing was intentionally deceptive.
How do consumers identify greenwashing?
Activity 03
Students reflect on a time an ad 'followed' them across the internet. They share with a partner whether they find this personalized experience helpful or a creepy invasion of privacy, discussing the trade-offs of the 'free' internet.
How has social media transformed traditional marketing?
A few notes on teaching this unit
Watch Out for These Misconceptions
If it's legal, it's ethical.
Students often struggle with the difference between laws and ethics. Using 'gray area' case studies helps them see that a marketing tactic can be perfectly legal but still damage a brand's reputation or harm society in the long run.
Influencers are just 'friends' giving advice.
Many students don't realize that influencer marketing is a multi-billion dollar industry. A 'behind the scenes' investigation into influencer contracts helps them see these individuals as professional brand ambassadors rather than just casual users.
Methods used in this brief
The Promotional Mix
An overview of advertising, sales promotion, public relations, and personal selling as integrated marketing communications.
8 methodologies
Advertising Mediums and Design
Students evaluate various advertising mediums (digital, print, broadcast) and the principles of effective advertisement design.
8 methodologies