SVA Ethical Marketing Course (ADC-3347-A) with Charlie Rosner

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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=

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SVA Ethical Marketing Course (ADC-3347-A) with Charlie Rosner

  1. 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 NEthical Marketing –Doing what sells whiledoing what’s right.6:30PM - 09:00PM
  2. 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 buyers market, where technology empowers the shopper access to virtually all the product information needed to make an informed purchase decision.
  3. 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 customers trust and loyalty. This course is about teaching clients how to do this.
  4. 4. Led by Charlie Rosner, who in 1967 wrote the VISTA slogan"If youre not part of the solution, youre part of the problem."and has spent the last forty years working with clients on customerfocus and on ensuring they don’t run a “customer sieve.”This course will adhere to that premise throughout.
  5. 5. Techniques covered will include: - Becoming the customers 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 peoples buttons for their own good.
  6. 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. 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 notyour native language, this course will be challenging.

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