Ethical Marketing: Doing What Sells While Doing What Helps (ADC-3347-A ) with Charlie Rosner http://www.schoolofvisualarts.edu/ceCourseFinder/app?sDay=0&sTime=0&sLoc=&sDept=&sCourse=&sInstructor=rosner&sKeyword=

1. S C H O O L O F V I S U A L A R T S D I V I S I O N O F C O N T I N U I N G E D U C A T I O N
Ethical Marketing –
Doing what sells while
doing what’s right.
6:30PM - 09:00PM

2. Course premise:
- The Internet has transformed the world’s marketplaces…
- …from a seller’s market, where the seller controls most of
the product information and limits how much information
they allow the customer to have …
- …to a buyer's market, where technology empowers the
shopper access to virtually all the product information
needed to make an informed purchase decision.

3. Course promise:
- We now live in The Parity Product Marketplace where, in
category after category, truly differentiating Customer
Propositions are the exception, not the rule.
- Virtually no genuine differentiating factors between competing
brands of the same product or service are becoming the norm
in almost every category.
- So…brands must now do much more than ever before to
earn- and keep their customer's trust and loyalty.
This course is about teaching clients how to do this.

4. Led by Charlie Rosner, who in 1967 wrote the VISTA slogan
"If you're not part of the solution, you're part of the problem."
and has spent the last forty years working with clients on customer
focus and on ensuring they don’t run a “customer sieve.”
This course will adhere to that premise throughout.

5. Techniques covered will include:
- Becoming the customer's champion.
- What is strictly true versus what is genuinely honest.
- Keeping the client honest with their customers
- Public-private ventures.
- Writing for credibility.
- How to push people's buttons for their own good.

6. There will be guest speakers:
- Marketers
- Attorneys
- Journalists
- Educators
- Urbanists
- Opinionated people of all persuasions.
- Each student will develop a marketing communications plan
with a socially constructive “sub- motive.”

7. This is a course for:
- creative people
- marketing people
- interested in not just making a buck,
- but also in making a difference.
Note: This course will require quite a lot of writing. If English is not
your native language, this course will be challenging.