Marketing Debate Class Assignments

Overview Marketing is laden with controversial issues which are fundamental to the discipline but also germane to your lives as consumers, concerned citizens, and future practitioners. In fact, many of societys controversial issues involve marketing because it is the business function most visible to the public and it directly affects citizens. Therefore, during the course you will be assigned to participate in a group debate on one of these issues. Debate consists of reasoned arguments for or against a given proposition. Each debate will involve four discussants, will include audience participation, and will last for about 34 minutes. The debate will be worth 10% of your final grade. Objectives Debate takes place in various settings in life, including the business world. Analyzing and presenting a compelling, persuasive case is much like selling a product, and a crucial component of marketing management involves analysis, persuasion, and the selling of ideas. Debate also sharpens your abilities for decision-making under pressure, listening attentively, and thinking quickly on your feet. Therefore, it is an important skill to develop. More specifically, the objectives of these debates are for you to: Improve your ability to effectively orally communicate. Learn to find and use rational and sound arguments as well as emotional appeals for or against controversial issues. Gain experience supporting your arguments with carefully documented evidence. Learn the fundamentals of research and how to use the results of this research to support your conclusions. Develop skill in reflective critical thinking and reasoning, and the ability to perceive the fallacious and shallow reasoning of others. Become able to organize your thoughts logically and present your ideas clearly and concisely. Learn how to defend your ideas from the attack of others. Acquire attitudes of open-mindedness, fairness, and tolerance for the viewpoints of others. Develop your ability to work cooperatively with other persons (teamwork). Improve your oral communication and professional presentation skills. Learn that not all opinions are equally valid and how to search for the truth. Format Each debate will involve a proposition, which formally states a judgment or opinion of a controversial nature, and is worded in a declarative sentence, e.g., "Resolved: Beer and wine advertising should not be permitted in the broadcast media." The affirmative team supports the debate proposition during the entire debate, and the negative team opposes it. Each team will consist of two persons. I will act as a moderator. We will use the Michigan Plan for cross-examination debates. Cross-examination (cross-questioning) debate involves two teams, affirmative and negative, with the affirmative team supporting and the negative team opposing a debate proposition. It includes questioning periods during which the opposing debaters cross-question each other to clarify obscure points in the opposition's case, to expose errors in facts or opinions, and to obtain damaging admissions. The Michigan Plan allows for audience (class members) participation follows this format: 1. The first affirmative speaker presents the affirmative case ..... 6 min. 2. The first affirmative speaker is cross-examined by the second negative speaker................................................. 4 min. 3. Questions from the audience are put to the members of the affirmative team................................................. 5 min. 4. The first negative speaker presents the negative case ........... 6 min. 5. The second affirmative speaker cross-examines the first negative speaker ......................................................... 4 min. 6. Questions from the audience are put to the members of the negative team.................................................... 5 min. 7. The second negative speaker summarizes the negative case ........ 2 min. 8. The second affirmative speaker summarizes the affirmative case .. 2 min. 34 min.

Audience participation offers the debaters on both sides considerable challenge of their knowledge of the proposition and ability to answer questions. It assures lively audience interest and enlivened and intensified debate. Preparation Both team members will work together in researching the subject, in writing up the opening six-minute case and the closing two-minute case, in assembling a list of potential cross-examination questions to ask the opposition, and in compiling a list of responses to potential cross-examination questions asked by the opponents. You may not consult with opposing team members in this preparatory workthis would constitute cheating! Your opening and closing cases should discuss the cluster of issues arising from the proposition being debated, giving support in evidence of your own position. Arguments should be both factual and logical, but may also be emotionally persuasive. On the day prior to your debate (or any time before that) each team will submit to me a list of references consulted in the form of a bibliography. References should look at both sides of the issues. Also, please turn in to me your debate plan agreed to jointly by both groups using the Michigan plan above: Who will be the first affirmative speaker, the negative cross-examiner, etc. Your debate should be done in professional dressy attire, not casual business dress (i.e., men suits or jackets, and ties or other appropriate professional dress); women dresses, suits, dress slacks/skirt and blouse, or other professional dress). Evaluation Each individual on each team will be evaluated separately with recognition that each member participated in background preparation work. I will grade each team on the following criteria: Criterion Value

1. Preparation/Content 70% *Attention-getting opening *Clear central idea and purpose *Identification of key points/issues *Validity of argument - logical, persuasive, effective reasoning and conclusions drawn from evidence presented *Evidence - honest use of sufficient, specific, accurate, relevant, and interesting evidence, and reference to sources *Audience appeal *Clear conclusion *Easily handles defense of cross-examination arguments *Clear and penetrating cross-examination of opponents *Ability to respond to audience questions concisely and accurately *List of references (to be submitted) 2. Organization 15% *Logically sequenced, clear presentations (introduction, body, conclusion; smooth flow of discussion) *Teamwork- cooperation of team members in presenting a unified constructive case, and assistance of each other in handling audience questions 3. Delivery and Style 15% *Poise and bodily action, animated, projection, eye contact, relaxed, confident *Voice audible, expressive, forceful, pleasant *Articulation and pronunciation *Language - clear, varied, economical *Extempore abilities - capable of adapting in manner and content to opponents and audience *Interesting - conversational, variety, humor, genuine, sincere *Pacing - not too fast, not too slow *Attitude- courteous to opponents, moderator, and audience; willing to yield *Persuasiveness *Enthusiasm *Professional appearance and mannerisms *Ability to stimulate and answer questions *Use of visual aids, graphics, handouts, etc. that relate to presentation 100%

Sample Debate Topics 1. In a highly competitive market, when formulating marketing strategy, it is primarily the competitors, not the consumers, who must be considered. 2. The marketer cannot attempt to influence the marketing environment and societal/political/legal, etc. trends; instead, she must simply adapt her marketing strategy to those trends. 3. The product liability laws in the U.S. serve both consumers and business people well. 4. The quality of life for consumers is better now than it was a generation ago thanks in large part to marketers: Marketing makes a good life better. 5. We need laws to protect people from themselves in the marketplace (e.g., dangerous or unhealthy products). 6. Companies should be restricted in the nature and amount of information they have on consumers in their databases. 7. In business-to-business marketing, the marketer must rely primarily on rational factual appeals rather than emotional "human" appeals. 8. In today's marketing environment, test marketing for most consumer packaged goods is a waste of time and money, and it should be abandoned in favor of more rapid new product launches. 9. Creating psychological differences in the consumer's mind where no physical brand differences exist and charging a higher price than other identical brands (e.g. Bayer aspirin, Kelloggs corn flakes) is unethical and should not be done. 10. Advertising junk food to children contributes to obesity and bad health habits, is unethical and irresponsible, and should be disallowed (or severely regulated). 11. Advertising does not simply reflect and appeal to our society as it currently exists; it actively leads, shapes, molds, and changes our society. 12. Tobacco advertising should be banned in all media (exceptions may be noted). 13. Commercial sites on the World Wide Web that focus on children should either be strictly regulated or else banned. 14. Sales promotions are quick fixes whose use should be greatly limited relative to advertising. 15. Beer and tobacco companies should not be permitted to sponsor sporting events. 16. In international marketing, standardization of the marketing program worldwide is generally more effective than localization for each nation or region. 17. Professional people such as doctors, lawyers, and accountants, should not market or else should strictly curtail the marketing of their services; it is unprofessional. 18. Political advertising should be more strictly regulated. 19. Fast food marketers should be required by law to label the ingredients in their food. 20. Liquor marketers should be required to put warning labels concerning the dangers of drinking alcohol on their labels and in their ads. 21. Rock and rap groups using sexually explicit lyrics are obscene, and their marketing efforts should be more heavily regulated. 22. Built-in product obsolescence is a strategy successfully used by unscrupulous business people to raise profit. 23. In-school marketing programs (e.g. single sponsor magazines for students, Channel One, product samples distributed in classrooms) should be curtailed. 24. The TV ratings code that flags violence, sexual content and coarse language is good for society and in the best interests of advertisers. 25. Product endorsements by charitable organizations put the public confidence at risk and can erode the integrity of the cause. 26. Mass customization (not mass marketing or even targeted marketing) is effective and efficient and will therefore be the wave of the future. 27. E-commerce will eventually eliminate traditional channels of distribution. 28. Product placements (integrating brands into movies, TV shows, video games, novels, and other forms of entertainment) victimize audience members (especially children) by obscuring the lines between ads and content, and they should be disallowed or include disclaimers warning the public. 29. Direct-to-consumer drug advertising should be banned from all media. 30. Buzz marketinghiring people who will spread the word about a marketers product with evangelical zealwhether in person, via email, or on blogs(e.g., Proctor and Gambles Tremor program) is deceptive because consumers believe ordinary people, not corporate shills, are discussing the product, and it should be banned.