| Dozent/in |
Paolo Antonetti, PhD |
| Veranstaltungsart |
Seminar |
| Code |
HS261006 |
| Semester |
Herbstsemester 2026 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Mo, 24.08.2026, 09:30 - 15:30 Uhr, 4.A05
Di, 25.08.2026, 09:30 - 15:30 Uhr, 4.A05
Mi, 26.08.2026, 09:30 - 15:30 Uhr, 4.A05
Do, 27.08.2026, 09:30 - 15:30 Uhr, 4.A05 |
| Umfang |
Blockveranstaltung |
| Turnus |
Block Course |
| 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 Sustainable Marketing course 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. |
| Schlagworte |
Nachhaltigkeit |
| Lernziele |
1) To identify the potential negative impacts of marketing activities and recognize the ethical dilemmas raised by sustainable marketing decisions.
2) To competently discuss and resolve ethical questions that arise in relation to sustainable marketing challenges.
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 |
No prerequisites. |
| Sprache |
Englisch |
| Anmeldung |
Binding registration takes place via the UniPortal; see notes below in the «Proof of Performance» field.
For course information and materials, registration on the OLAT e-learning platform is required from 17 – 23 August 2026. The students themselves are responsible for verifying the course’s creditability towards their degree program.
Direct link to the OLAT course: https://lms.uzh.ch/url/RepositoryEntry/17903616066 |
| Leistungsnachweis |
***IMPORTANT*** To receive course credit and earn academic credits, registration via the Uni Portal from 17 August (starting at 9:00 a.m.) – 23 August 2026 is MANDATORY.
Late registrations and withdrawals will not be accepted. Once the registration period has ended, participation in the course is MANDATORY. If the course is not completed without a valid reason and without proper withdrawal (including supporting documentation; see the Exam Guidelines), the course will be considered failed (grade 1). |
| Abschlussform / Credits |
Written paper / Individual or group presentation / 3 Credits
|
| Hinweise |
This course corresponds to the course "Marketing Ethics" from previous fall semesters. |
| Hörer-/innen |
Nach Vereinbarung |
| Kontakt |
paolo.antonetti@doz.unilu.ch |
| Literatur |
Mandatory literature:
- American Marketing Association, Statement of Ethics, https://www.ama.org/codes-of-conduct/
- Case study: “Shake Shack: Can an Enlightened Burger Company Steer Away from Beef?” https://www.hbsp.harvard.edu/product/W25357-PDF-ENG
- Case study: 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
Additional articles and reading materials will be provided in class. |