When people talk about business ethics and the need for managers to behave more responsibly, people often think about scandals in accounting and finance such as the Enron and WorldCom scandals at the beginning of the 2000s or the recent financial crises. While it might very well be that business ethics is needed in the accounting and finance profession, other professions must not be forgotten.
Having a closer look at these scandals actually reveals that managers and businesses (mis)used classic marketing techniques and strategies. Mortgages, for example, were sold to mostly unsuspecting customer groups who were deceived in that they were told that there would be no ramifications of taking such high-risk mortgages. Hence, inappropriate application of marketing techniques, tools, and strategies might lead to various ethical problems. After all, marketing affects customers, businesses, and society at large.
In this course, we will discuss ethical issues in marketing including the following: product pricing, selling practices, unsafe products, greenwashing, social marketing, ethical consumerism, and responsible customer treatment. Students will identify, analyze, and resolve ethical dilemmas in marketing.