Ethical Marketing - MAN00020I

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Module summary

This module looks at ethical marketing in a range of organisational types from a global perspective.

Module will run

Occurrence	Teaching period
A	Spring Term 2022-23 to Summer Term 2022-23

Module aims

This module looks at ethical marketing in a range of organisational types from a global perspective. It
aims to develop student’s critical understanding of:

• The need to build up long-term, trusting relationships with customers and various stakeholder groups in an age of increasing media specialisation and increasing criticisms of marketing from a range of stakeholders.
• The role of ethical marketing strategies in the legitimacy and credibility of the organisation.
• The various tools of ethical marketing and how they can be used to change consumer behaviour and enhance sustainability.
• The opportunities and challenges of implementing ethical marketing across national, linguistic and cultural borders.

Module learning outcomes

Subject content

• A critical awareness of the changing ethical context of global marketing.
• An understanding of ethical theory and its relationship to ethical marketing
• A systematic understanding and knowledge of ethical marketing theories and concepts.
• Ability to synthesise a range of ethical marketing theories.
• Research methods appropriate to the academic study of marketing, business and management
• Academic and graduate skills

Students will develop the skills to:

• Apply ethical marketing concepts to a range of real-life organisational types to enhance marketing decision making.
• Demonstrate critical awareness of the implementation of different ethical marketing approaches in a global context.
• Demonstrate ability to conduct research into marketing, business and management issues
• Present and discuss ideas in public and to work in groups.

Other learning outcomes (if applicable)

• Ability to write a concise fully referenced consultancy report using both relevant library resources and company sources.
• Demonstrate ability to work both independently and in teams, set goals, and complete tasks within deadlines.
• Produce logical and structured arguments supported by relevant evidence.

Module content

Indicative lecture Topics:
The changing nature of the ethical issues in the global marketing environment.
Foundations of ethical marketing including; sustainable development and corporate social responsibility
Branches of ethical marketing e.g. green marketing, social marketing, sustainability marketing
Ethical theories and decision making.
An ethical basis for Relationship Marketing.
Cause-related marketing.
Ethical consumerism, segmentation of markets and new consumption communities.

Indicative assessment

Task	% of module mark
Essay/coursework	100

Special assessment rules

None

Indicative reassessment

Task	% of module mark
Essay/coursework	100

Module feedback

Students will receive written feedback on the formative assessment. They will also receive a feedback sheet with detailed comments on their summative assessment. Turnaround time for summative assessment is 6 weeks. At the end of term the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to the students.

Indicative reading

Indicative textbooks:

Eagle, L. & Dahl, S. (2015), Marketing Ethics & Society, Sage.

Belz, F. M. and Peattie, K. (2010) Sustainability Marketing: A Global Perspective (Second Edition). Chichester: Wiley.

Brenkert, G. G. (2008) Marketing Ethics (Foundations of Business Ethics). Wiley-Blackwell.

Murphy, P. E., Laczniak, G. R. and Protheroe, A. (2012) Ethics in Marketing - International Cases and Perspectives. Routledge.

Crane. A & Matten. D (2016), Business Ethics: Managing Corporate Citizenship and Sustainability in the Age of Globalization (4th ed.), Oxford University Press.

Harrison, R, Newholm, T and Shaw, D. (2005), The Ethical Consumer. London: Sage Publications UK.

Indicative Journals:

Journal of Business Ethics
Journal of Marketing
Journal of Strategic Marketing
Journal of Macromarketing
European Journal of Marketing
Journal of Consumer Studies