| Termin/e |
Mo, 28.08.2023, 08:15 - 14:00 Uhr, 4.A05
Di, 29.08.2023, 08:15 - 14:00 Uhr, 4.A05
Mi, 30.08.2023, 08:15 - 14:00 Uhr, 4.A05
Do, 31.08.2023, 08:15 - 14:00 Uhr, 4.A05 |
| 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. Students are strongly encouraged to bring issues for discussion in class, based on their personal observation and experience as consumers, citizens or employees. |
| Literatur |
American Marketing Association, Statement of Ethics, https://www.ama.org/codes-of-conduct/
Case study 1: “Was that harassment?” https://hbr.org/2019/05/case-study-was-that-harassment
Case study 2: 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. |