Marketing Ethics

Department of Marketing, Business School

College of Social Sciences


Code 19309

Level of study Third/Final year

Credit value 10

Semester 1

Pre-requisite modules N/A

Other pre-requisites Knowledge of the key principles of marketing is required.

Module description

Firms are increasingly under the scrutiny of NGO's and consumer groups, and the media have contributed to raising public awareness of ethically-questionable corporate activities. Now companies that do not 'genuinely' or 'consistently' adopt more responsible and ethical marketing strategies are subject to much cynicism, and there is much research to alert us to the competing demands, ethical challenges and paradoxes faced by organisations that attempt to respond accordingly. Marketing and marketers are often blamed for corporate misbehaviour, and indeed current marketing thought tends to be firm-centric as opposed to stakeholder-oriented.
This module will explore a range of ethical issues in marketing theory and practice. Specifically, the module will examine issues concerning the ethics of markets and marketing, ethical marketing and decision-making, ethical consumption and the ethics of consumption, power relationships between producers and consumers, as well as ethical philosophy and frameworks that facilitate the analysis of ethical issues in marketing.
Teaching and learning will be achieved through a combination of lectures, case studies, videos, group discussions and blogs. It is expected that students actively contribute to, and participate in, classroom and on-line debates; the aim is to foster a collaborative and non-judgemental learning environment.

Teaching and learning methods

Lectures and Seminars