In this video, learn the different methods used to test employees in marketing ethics for their professional development and company communication.
- When I'm consulting, … I often hear, we've been training our employees … on marketing ethics and trying to set a good example, … but we don't know if they're learning … and embracing the training. … How do we test and advance our program? … These are familiar questions from executives … who know the value of educating, … but also need to see … if marketing ethics training is effective. … They're the ones focused on time, … man power, and dollars expended. … Your training should be set up to reinforce … good marketing judgment. … But you have to create the evaluation standards … that reveal employee understanding, … and whether or not you can advance … or make changes to your program. … But first, for your employee's sake, … I would avoid the word testing. … It's a word that doesn't put people at ease. … Instead address the education with benchmarks … that demonstrate employee understanding. … Use words like educating or assessing. … If you're a smaller company, then you may not be set up …
- Examine the connection between leadership accountability and ethical practices.
- List three unethical behaviors that have a negative impact on marketing.
- Explain why marketing ethics training should not be a stand-alone program.
- Recognize the negative impact of using the word “testing” when assessing the effectiveness of an ethics training program.
- Review the importance of being open and transparent with clients.