Reflection Posts — There are four currently on the schedule, but this could increase to five. These will be posted to the blog attached to each student's Wix website. These should be 500 words and demonstrate the students thought process and internal debate about the given topic. The post should weave in information from that topic's lecture-discussion and/or reading and/or video viewing. Students are encouraged to incorporate other sources and links to information that has informed their thinking on the topic.
Mystery Product: Careful Campaigns — This is a pair project in which each team will be assigned an unusual new product. Teams will design the product name, slogan, marketing pitch, package design, and so on. The goal will be to create a marketing campaign that reflects best practices based on lecture-discussions about commercial speech, FTC regulations, copyright and trademark law. Grading will be based on evidence of preparation, incorporation of class material, quality of information presented, presentation professionalism.
Crisis Communication Simulation — This is a pair project in which each team will be assigned a crisis situation based on real events from the news. Each team will research the incident, the company involved, the claims of the aggrieved parties and possible lines of defense. They then will outline a crisis communication plan, identifying stakeholders, developing media messages, assessing possible outcomes, etc. Grading will pay particular attention to professional presentation.
Personal Website & Portfolio — Each student will create a personal website using Wix.com to establish a professional online presence that goes well beyond a mere LinkedIn page. This site can live on after the course and be used as an enduring online portal when students are applying for internships, jobs and graduate school opportunities. The site will include a blog used during the course, which can remain or be deleted at semester’s end.
Final Presentation — At semester’s end, students
will present their personal websites, their portfolios and their personal
leadership philosophies. Grading will place a premium on evidence of preparation and professional-level presentation.
Reflection #1
"The Greatest Movie Ever Sold" Have you ever thought about your relationship with advertising? Yes, you have one. Is it healthy? Zenith Media estimates that total ad spending in America in 2021 was north of $285 billion. What did they get for that money? Did they get you? Think about the impact of all of that advertising on society, culture, family spending ... and don't forget the children!!!!! What role does advertising play in American life — good, bad and ugly? Use the movie as jumping off point for your 500-word ethics-based blog post, but feel free to incorporate info from elsewhere.
Reflection #2
Reflection #3
"Good Night and Good Luck" Are you now or have you ever been a communist? It really was that blunt and in our face during the McCarthy era. People were shunned by family and friends. People lost their jobs. People were jailed. Some committed suicide. Leadership dimension: One of the greatest tests of a leader is how or she performs under pressure. In this viewing of the movie I've asked you think about the three predominant leaders in the crisis of McCarthyism: Strathairn as Edward R. Murrow, Clooney as Friend Friendly and Frank Langella as William Paley. How did they handle the situation in light of the people who relied on them, knowing each one had very different constituencies, different stakeholders, different goals and concerns. How willing was each one willing to risk something to uphold his principles? How willing was each one willing to compromise principles to either protect himself or the people who relied on him? What about Joe McCarthy, a powerful senator? What kind of leader was he?
Reflection #4
Then there is the old saying: "Just because it's legal doesn't mean it's right." While we've focused most of this course on the legal ins and outs of corporate speech, especially in relation to advertising and marketing, leaders most also develop a moral compass. How do they balance the profit motive -- which is, indeed, essential for capitalism to work -- moral and ethical concerns? What if one person's greed is another person's downfall? Is it OK that there are winners and, inevitably, losers?
Be thinking of these considerations as you watch "The Big Short," which is a dramatized version of real-life events. Millions and millions of dollars were in fact made during the financial melt-down of 2008 -- and millions of people were in fact ruined. What do you think?
Share your thoughts in a 500-word reflection and post it to the blog on your personal website. Talk about the moral and ethical dilemmas your see arising in the movie. Also try to relate those types of moral and ethical considerations to issues you see unfolding in the world today. For example, is it fair that Sam Bankman-Fried and his company FTX likely stole hundreds of millions of dollars from more than a million investors yet Bankman-Fried still goes free — while any petty thief would be sitting in jail if caught? What does that say about our system? What does this movie, based on facts, say about our system?
Mystery Product: Care Campaigns
Your task is to create a product and its marketing campaign while incorporating things you learned in our discussion days focusing on advertising regulation, trademark and copyright. You will propose your product and campaign to a hypothetical board of directors. This will include an oral presentation and a written report.
Introduction
This should be a punchy elevator pitch.
Target Market
Who and why?
Trade Name
Explain your choices. Do you think it will be strongly protected according to what you've learned about trademark law.
Trade Mark
Explain your choices. Do you think it will be strongly protected according to what you've learned about trademark law.
Trade Dress
What will the packaging look like? Why?
Media Channels
What are the best methods to reach your audience? TV, radio, print? Websites or blogs? Facebook, Twitter, Snapchat? Explain why.
Due Diligence
Thoroughly consider legal issues the product and its marketing might raise. Is there anything about the product or campaign that would draw concerns at the FTC? If so, how are you doing to address those issues? Should you consider any necessary disclosures? If so, draft them. How would they be presented to make sure they are "clear and conspicuous" by FTC standards. Thoroughly brainstorm this section using your notes from class — and your imaginations!
Cases & Controversies
Presentation: 8-10 min. — professional comportment — evidence of preparation.
Executive Summary: Suggested outline
Introduction
Tell us about the general dispute that gave rise to this legal battle. Not so much the legal aspect, but more about whose fighting over what and why we should care. Bring in societal concerns or ethical dimensions.
Background
Give us a shorty primer on the underlying legal topic.
Plaintiff's Case
Arguments made by the person who filed the suit.
Defendant's Case
Person or company accused of wrongdoing.
Conclusions
How did people and scholars react to the outcome of your case? What were the lasting implications, if any? What do legal scholar say today, looking back?
Due Diligence
WEIGHTINGS
Reflection Posts (4) = 24%
+ Presentation = 5%
Crisis Simulation = 9%
+ Presentation = 5%
Case & Controversy = 13%
+ Presentation = 5%
Final Presentation = 8%
Personal Website = 13%
Leadership Philosophy = 5%
Participation & Professionalism = 5%
Cases & Controversies Outline
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