Welcome to Module 8

Marketing ethics is the application of moral principles to marketing campaigns and services. It involves being honest and in good faith when promoting products and services, and avoiding deceptive marketing tactics. Ethical marketing is important for building trust and long-term relationships with consumers.

The American Marketing Association (AMA) has a Statement of Ethics that requires marketers to meet these standards. Some ethical theories commonly used in the consideration of marketing ethics include utilitarianism, deontology, and virtue ethics.

Some examples of ethical marketing campaigns include:

Allbirds: This brand is committed to eco-friendly production and measures its carbon footprint.
Patagonia: This brand's philosophy is all about being green.
Warby Parker: This brand has a campaign called ``Buy a pair, give a pair''.
TOMS Shoes: This brand has a campaign called ``One Day Without Shoes''.

Module Learning Outcomes

Upon successful completion of this module, you will be able to:

Apply an ethical framework to marketing issues.
Describe the three key concerns of ethical analysis of marketing issues.
Describe three interpretations of responsibility and apply them to the topic of product safety.
Explain contractual standards for establishing business’ responsibilities for safe products.
Articulate the tort standards for establishing business’ responsibilities for safe products.
Analyze the ethical arguments for and against strict product liability.
Discuss how to evaluate both ethical and unethical means by which to influence people through advertising.
Explain the ethical justification for advertising.
Trace debates about advertising’s influence on consumer autonomy.
Distinguish ethical from unethical target marketing, using marketing to vulnerable populations as an example.
Discuss business’ responsibilities for the activities of its supply chain.
Explain how marketing can contribute toward a more sustainable business model.

(CLO = Course Learning Outcome)

To Do

Please read/watch all of the module learning materials (readings, presentations, videos, etc.) and complete all assignments/assessments listed below. If you have questions, please contact the course instructor or ask in the Questions About This Course forum.

Readings and Presentations:

Read: Chapter 8: Ethics and Marketing

Videos:

Watch: YouTube: The Importance of Ethical Marketing

Assignments/Assessments:

Present:

- “Corporate Ethics”
- Units 4-7
- 10 points
- Tuesday, Jul. 23 (make-ups or substitutions are not accepted)

Submit: Discussion #4 on Canvas; 4 points; DEADLINE: Monday, Jul. 29, 11:59 PM

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