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Direct linkHyllegard, Karen H.; Ogle, Jennifer Paff; Rudd, Nancy A.; Littrell, Mary A.; Bickle, Marianne – Marketing Education Review, 2012
This paper describes a course development project designed to address the obligation of consumer goods companies to engage in socially responsible advertising and promotion. Course development was informed by stakeholder theory. Videotaped interviews with 46 stakeholder representatives were integrated into the course, providing students with an…
Descriptors: Higher Education, Curriculum Development, Marketing, Advertising
