Marketing Academic Integrity by Mark Baetz, Detlev Nitsch and David Rose
 
Case Description:
In September 2006 Dr. Mark Baetz, Chair of a newly-formed
Academic Integrity Committee at Wilfrid Laurier University, is wondering how to
improve on the recently-conducted Orientation Week sessions on academic integrity. 
The sessions were presented to 2, 200 first year students entering Laurier.  Thirty-six
senior students presented the sessions, after receiving a two-hour briefing by Baetz.  At
the end of the sessions the students were to have received copies of a one-page flyer that
was intended to reinforce the messages in the presentation.  At the last minute, Baetz
decided not to hand out the flyers.  He is now wondering if the question of the flyers
might be only the start of thinking about how the whole process could be improved for
next year.  If the flyers were an integral part of this year’s plans, what impact has the
decision not to distribute them had on the message?  He is also wondering how well
students will retain the volume of information that was presented to them during
Orientation Week and whether other ongoing initiatives should be considered.
 
Subject Area: 
Marketing
 
Key Issues:
Market Segmentation, Integrated Marketing Communications,
Advertising Appeals, Academic Integrity

Details:
# Case Pages:  10
 
Case Number: 010093-G
 
Teaching Note: Yes