Guidelines to Teach Forensic Marketing: A Mock-Trial Approach

This article seeks to provide educators with guidance to introduce and instruct students about forensic marketing, which refers to collecting evidence related to marketing non-litigation and litigation services that could be presented in a civil or criminal court during a marketing dispute. Increasing students’ awareness of forensic marketing is important because of its wide usage in business practices. Therefore, we provide guidelines to teach forensic marketing with a mock-trial approach, a powerful experiential tool to prepare students for real-world forensic marketing practices. Examples are provided of actual marketing-related court disputes involving real-world marketing decisions, such as advertising claims and pricing strategies, that enable students to apply the mock trial pedagogy to authentic business situations by evaluating the legal and marketing implications of those decisions.