MODULE 19: Marketing in the Public Schools
Core Module Issues:
• When is it appropriate to advertise products in the public schools?
• When is it appropriate to sell actual items in the public schools?
Module Teaching Notes
This final module of the unit looks at an area of controversy: selling in the public schools. We have looked
at selling to kids in previous modules, but not inside their schools. This trend is accelerating, and it seems
quite distressing to some parents.
There are few genuinely new “big picture” ideas to present as a warm up at this point, and so, drum roll,
please, there is a video clip to accompany this module.
[Kendra, please remind them how to access the video].
After showing the video, dive into the discussion questions. Debate is usually quite lively on this topic.
When the discussion ends, you might, time permitting, recap the unit and preview the next one, which will
examine requirements for the ethical treatment of employees.
Discussion Points for Scenario Questions
1. In your opinion, is there a fundamental difference between marketing to children in school
and out of school? Is a “Flintstones Vitamins Study Center” any different than a billboard for the
vitamins near a school, or a TV ad for the vitamins run during a cartoon that airs at breakfast
time?
A. DIFFERENCE – WHY? JUST A GUT LEVEL REACTION? SOME
SPECIFIC REASON?
B. NO DIFFERENCE – IS NOTHING SACRED? IS NO LOCATION OFF
LIMITS?
2. Rate the proposals from most acceptable to most inappropriate. Place a “1” by the most
reasonable proposal, a “2” by the second most acceptable, and so forth. Then, circle the ideas
you would recommend adoption of, if you were the principal in the scenario.
_____ Vending machines on campus, without sodas
_____ Vending machines on campus, with sodas
_____ Vending machines on campus, with energy drinks
_____ Flintstones Vitamins Study Centers
_____ Pizza World Day
_____ Super Cola field trip
_____ Visit from baseball team
A. WHAT WERE YOUR TOP TWO CHOICES? WHY?
B. WHAT WERE YOUR BOTTOM TWO CHOICES? WHY?
3. Would you be in favor of approving any additional ideas if the school in the scenario were a
junior high school? Which ones, if any? What if it were a high school?
A. NOTHING TO ADD – OK, WHAT IF IT WERE A HIGH SCHOOL?
B. ADD – WHICH ONES? WHY IS A 12 YEAR OLD BETTER EQUIPPED TO
HANDLE IT THAN AN 8 YEAR OLD?
4. Assume once again that the proposals are being evaluated by an elementary school principal.
What if the school was facing no budget shortfall and no funding cuts? Would you now be in
favor of fewer of the proposals? Which ones, if any?
A. SAME ONES – WHAT IF THE ECONOMY WERE EVEN WORSE? TAKE
MORE?
5. Assume that the school district adopts all proposals. As a parent, would you be angry? Would
you go so far as to avoid purchasing products from any of the companies?