Welcome to Module 8

CHAPTER EIGHT: ETHICS AND MARKETING

Some believe the very purpose of business is found within the marketing function.

The American Marketing Association defines marketing in a way that echoes the stakeholder model of CSR in Chapter 5.
According to the AMA, marketing is "an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."

An exchange between a seller and a buyer is central to the market economy and the core idea behind marketing.

Marketing ethics examines the responsibilities associated with bringing a product to market, promoting it to buyers, and exchanging it with them.

All these factors are elements of marketing.

What, how, why, and under what condition is something produced?
What price is acceptable, reasonable, fair?
How can the product be promoted to support, enhance, and maintain sales?
Where, when, and under what condition should the product be placed in the marketplace?

Each of these elements raises important ethical questions.

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 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 of the recommended textbook
Download and Study the PPT Presentation

Videos:

YouTube video

Source: Anthony Miyazaki. (2021, February 25). Top 3 Ethical Issues in Marketing & Their Solutions / #MarketingMinute 149 (Marketing Ethics) [Video]. YouTube. https://www.youtube.com/watch?v=Nrjxv48igak

Source: TEDx Talks. (2020, January 9). It’s not manipulation, it’s strategic communication | Keisha Brewer | TEDxGeorgetown [Video]. YouTube. https://www.youtube.com/watch?v=QGeHS4jO0X0

Assignments/Assessments:

Complete the following assignments by the date and time indicated on each assignment page.

Discussion Board

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