From healthcare to insurance to local boutiques, most companies today use digital marketing to drive business. As organizations find new ways to target users online and face increased access to customer data, digital marketers often find themselves at an ethical crossroads.
Black hat marketing techniques
“Black hat marketing” most often refers to certain SEO techniques. According to Omnicore, search engines drive 93% of all website traffic. To get ahead, companies will sometimes use black hat marketing to trick search engines into awarding their website a higher ranking, and getting it on the front page of search results. Other types of black hat marketing really fall into more of a grey area, and today’s digital marketers should have a plan for mitigating the risk of inadvertently executing unethical marketing strategies.
Ethics in Digital Marketing and Design
Brandeis GPS will be offering Ethics in Digital Design and Marketing as a part-time, fully online course during our Spring 2 session beginning in April. During the 10-week course, students will be presented with ethical dilemmas in digital marketing and work through the implications of various actions, including tricking search engines, posing as customers in social media, making false or exaggerated claims and using questionable or sneaky channels. Throughout the course, students will develop a set of principles and values through dialogue examining multiple perspectives.
At Brandeis GPS, you can take up to two courses before enrolling in one of our 12 online master’s degrees. If you’re interested in exploring the MS in Digital Marketing and Design, or would like to learn more about ethics in digital marketing for professional development, contact the GPS office for more information or to request a syllabus: 781-736-8787, firstname.lastname@example.org, or submit your information.
Did you know that Brandeis GPS offers courses for professional development? Enroll in an online course this fall and network with new colleagues in a 10-week, seminar-style online classroom capped at 20 students. Registration is now open and we’re celebrating by profiling our favorite fall courses.
Immerse yourself in the legal and ethical boundaries that shape the e-learning technology profession. This course examine legal issues arising from intellectual property, copyright law (including the fair use exception, the TEACH Act, and the Digital Millennium Copyright Act), federal laws related to accessibility for learners with disabilities, and FERPA, a federal law that protects the privacy of education records.
Students will apply laws to realistic scenarios that arise in the design setting, developing best practices to minimize liability risk. Students will also explore the ethical challenges that arise in practice, including the creation of instructional materials that support a diverse learner audience, implications of the “digital divide,” and conflicts of interest stemming from opportunities for personal gain outside of the employment relationship. Students will work to develop their own ethical code to guide their professional paths.
Fall courses run Sept. 14-Nov. 22. Whether you’re looking to complete a full degree or advance your career through professional development, this course is designed to equip you with the necessary skills for making an impact in any industry or organization.
How it works:
Take a part-time, online course this fall without enrolling in one of our graduate programs. If you like what you learn and want to continue your education, you can apply your credits from this fall toward a future degree. Questions? Contact our enrollment team at email@example.com or 781-736-8787 or fill out our first-time registration form and we’ll be in touch.