| Dozent/in |
Paolo Antonetti, PhD |
| Veranstaltungsart |
Vorlesung |
| Code |
HS201013 |
| Semester |
Herbstsemester 2020 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Mo, 31.08.2020, 08:15 - 14:00 Uhr, Online
Di, 01.09.2020, 08:15 - 14:00 Uhr, Online
Mi, 02.09.2020, 08:15 - 14:00 Uhr, Online
Do, 03.09.2020, 10:15 - 14:00 Uhr, Online |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
blocked
Zoom Live Stream |
| Inhalt |
The earliest definitions of marketing focused exclusively on maximising benefits: increased revenues for businesses; improved levels of satisfaction for customers; enhanced “quality of life” for society. By the early 1970’s however, an increasing number of commentators and academics began to worry that not all the results, or even the objectives, of marketing were necessarily beneficial to consumers and the societies in which they lived. Over-consumption, manipulation and exploitation became words that NGO’s, lobby groups and campaigners started to associate with the marketing profession. Meanwhile, the arrival of the internet in the 1990’s has not only increased the speed, reach and efficiency of marketing and sales campaigns, but has created a new platform for protesters and defenders of consumer rights, to expose organisations and businesses that are perceived to misuse the power of the marketing process. The moral imperative for professional marketers to “Do No Harm” has increasingly become a perceived obligation to actively “Do Good”, as well. The Ethics and Critical Marketing module will look at the changing societal attitudes to Marketing, both as an academic and professional discipline and examine the repercussions, constraints and obligations this has created for marketing professionals across the world, in all sectors and industries. We will go on to identify new opportunities for businesses that use marketing tools and techniques, to play a meaningful role in improving social conditions, equality and emancipation by adopting a best practice approach and then discuss the extent to which this is compatible with the requirement to satisfy multiple stakeholders, including investors, consumers and political bodies. Success in this module depends on participation and debate, with a strong focus on teamwork and communication. The course will run entirely on ZOOM. Interaction is key and will be facilitated through case studies, role plays and ethical decision-making exercises. Students are also strongly encouraged to bring issues for discussion, based on their personal observation and experience as consumers, citizens or employees. |
| Lernziele |
1) To identify the potential negative impacts of marketing activities and recognize the ethical dilemmas raised by marketing decisions.
2) To competently discuss and resolve ethical questions in a marketing context.
3) To recognize marketing’s responsibilities toward a network of important social stakeholders and address the challenges stakeholder pressure raises for organizations.
4) To criticize and question instances of unethical or problematic marketing conduct in a modern organization.
5) To understand global sustainability and corporate responsibility trends and consider critically how they impact marketing practice. |
| Voraussetzungen |
Introduction to marketing courses |
| Sprache |
Englisch |
| Anmeldung |
To attend the lecture, registration via e-learning platform OLAT is required. Registration is possible from August 17 to August 27, 2020. The students themselves are responsible for checking the creditability of the course to their course of study. Direct link to OLAT course: https://lms.uzh.ch/url/repositoryentry/16800973045 The UniPortal registration at the beginning of the semester is mandatory for this lecture so that the credits can be credited. It is no longer possible to cancel your registration after August 31, 2020. |
| Leistungsnachweis |
***IMPORTANT*** In order to acquire credits, registration via the UniPortal within 17.08. - 31.08.2020 is REQUIRED. |
| Abschlussform / Credits |
15 minutes presentation – written paper is a personal essay to submit after the end of the course / 3 Credits
|
| Hinweise |
This lecture will be held online. |
| Hörer-/innen |
Nach Vereinbarung |
| Kontakt |
paoloantonetti@hotmail.com |
| Literatur |
American Marketing Association, Statement of Ethics, https://www.ama.org/codes-of-conduct/ Case study 1: Abercrombie & Fitch: Is It Unethical to Be Exclusive? https://www.thecasecentre.org/main/products/view?id=121456 Case study 2: “Was that harassment?” https://hbr.org/2019/05/case-study-was-that-harassment Case study 3: Your Star Salesperson Lied. Should He Get a Second Chance? https://hbr.org/2019/09/case-study-your-star-salesperson-lied-should-he-get-a-second-chance Hunt, S. D., & Vitell, S. J. (2006). The general theory of marketing ethics: A revision and three questions. Journal of Macromarketing, 26(2), 143-153. Maignan, I., Ferrell, O. C., & Ferrell, L. (2005). A stakeholder model for implementing social responsibility in marketing. European Journal of Marketing, 39(9-10), 956-977. Ellis, N., Jack, G., Higgins, M., & Fitchett, J. (2010). Marketing: A critical textbook. Sage Publications. Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135-155. |