Certified Ethical Advertising Executive: An Online Tool for Teaching Advertising Ethics

Abstract

This study examines the value of a new certification program designed to teach nine principles of ethical advertising. The Certified Ethical Advertising Executive (CEAE) certificate course was added to the curriculum in two undergraduate marketing courses in Fall of 2023. The same courses were taught by the same instructors in the semester prior (Spring 2023). The only substantive difference between the two semesters was that students in the Fall semester were required to complete the CEAE course as a course assignment. An online survey was used to measure students’ attitudes toward advertising ethics at the end of each semester. Results showed significant shifts on 9 of 12 survey metrics. The authors conclude that the CEAE course is an effective tool for teaching ethical advertising principles in the university setting.

Keywords

ethics advertising ethics certificate course certification undergraduate education curriculum marketing

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