MKTG09012 2016 Marketing Ethics

General Details

Full Title
Marketing Ethics
Transcript Title
Marketing Ethics
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
09 - NFQ Level 9
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Joanna Sweeney
Programme Membership
SG_BMARK_M09 201600 Master of Science in Marketing SG_BMARK_M09 201900 Master of Science in Business in Marketing

This subject aims to introduce students to the key approaches and philosophies of applied ethics which deals with the moral principles behind the operation and regulation of marketing.  Contemporary practices will be appraised while formulating the marketing activities involved. The foundations of Marketing Ethics within the Irish and international environment will be assessed. This subject will also develop a critical awareness of the ethical considerations pertaining to Marketing in practice

Learning Outcomes

On completion of this module the learner will/should be able to;


 Evaluate the emergence and growth of Ethical Marketing


 Appraise the development of a customer oriented approach to Marketing


  Appreciate and formulate the marketing cycle for an ethical organisation


Critically synthesise the market trajectory available to the ethical organisation


Analyse consumer behaviour in relation to marketing ethics, ethical goods and services


Argue the foundations and theories pertaining to ethics


     Develop the ethical and social responsibility considerations for the Marketing arena


Rate the evaluation and control frameworks required for  Ethical organisations


Appraise articles with an ethical emphasis from academic journals, magazines and the internet

Teaching and Learning Strategies

Debate based lectures

Students learning outcomes include devlopment of integrity, transparency & corporate social responsibility marketable tools to be able to apply this in the work place.



Module Assessment Strategies

Examples of assessments

  • The student will carry out a literature review on one aspect of marketing ethics. Examples of topics include: Green Marketing, Corporate Social Responsibility, Ethical Consumerism or Sustainable Marketing Techniques
  • The student will carry out an Ethical audit on an organisation of their choice

Repeat Assessments


Repeat asssessment

Module Dependencies

MKTG09002 200900 Contemporary Marketing M Sc. Marketing RSCH09008 000000 Dissertation M Sc. Marketing RSCH09007 000000 Research Methods MSc Marketing

Indicative Syllabus

Introduction  to  Marketing Ethics                                                                                                                                                                                                                              

  • Interpret the nature, scope and importance of marketing ethics in business and society
  • Appreciate the history and Growth of  Marketing  Ethics
  • Predict the Public, Private and Voluntary sectors relationship with ethics
  • Debate the increase of privatization and the impacts on society
  • Consider the strategic competitive case for ethical consumerism

  Being mission based and market driven                                                                                

  • Appraise the development of a socially focused approach to marketing
  • Interpret a customer centered mindset by managing flexibility in relation to a changing market
  • Evaluate the characteristics of customer centered marketing management
  • Argue the constraints faced by organizations

The Marketing cycle for Social Marketers                                                

  • Demonstrate Strategic Marketing planning for the ethical sector
  • Differentiate corporate culture within ethical organisations in comparison to traditional profit making organisations
  • Design a ethical audit for the marketing function
  • Appraise regional and international ethical projects

4.   Sources of rules, principles and values of Ethics inpractice                                                                                                                                                                            

  • Interpret concepts pertaining to the study of Ethics
  • Argue modern Philosophy theories such as Kant (1785), Moore (1903), Garrett (1966) & Kohlberg (1978)
  • Defend  Kohlberg's Theory of Moral Development
  • Interpret the exchange principle - involvement and complexity 
  • Appraise advocacy and a changing society 

5.   Contemporary issues and cases in Marketing Ethics                                                                                                                                                                    

  • Argue the proliferation of the ethical mindset and practices within organisations
  • Debate the responsibility of the consumers of ethical organisations 
  • Discriminate between the costs and the benefits of ethical consumerism
  • Judge ethical/ CSR organisational P.R and scandals using case study analysis at a regional, national and international level
  • Predict the future for  Marketing ethics


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Individual Project literature review Continuous Assessment UNKNOWN 20 % Week 16 1,2,5,6
2 Group Project ethical audit Continuous Assessment UNKNOWN 20 % Week 24 3,4,7,8

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam end of term Final Exam UNKNOWN 60 % End of Term 1,2,3,4,5,6,7,8,9

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Problem Based Learning Flat Classroom flat classroom with computer 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Module Resources

Non ISBN Literary Resources

Patrick E. Murphy , Gene R. Laczniak (2012)Ethics in Marketing: International Cases and Perspectives. Publisher: Routledge

ISBN-10: 0415783526ISBN-13: 978-0415783521

Hastings(2013)Social Marketing: Why should the devil get all the best tunes?: Why Should the Devil Have All the Best Tunes? Publisher: Routledge ISBN-10: 0750683503 ISBN-13: 978-0750683500

Nedra Kline Weinreich (2010)Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good Paperback Publisher: SAGE Publications, Inc; 2nd Revised edition edition (8 Dec. 2010)ISBN-10: 1412953693 ISBN-13: 978-1412953696

Hastings (2012)The Marketing Matrix: How the Corporation Gets Its Power - And How We Can Reclaim ItPublisher: Routledge ISBN-10: 0415678625ISBN-13: 978-0415678629

Jones (2015) The Establishment: And how they get away with it Publisher: Penguin (1 Mar. 2015)

ISBN-10: 0141974990ISBN-13: 978-0141974996

Eagle(2015) Marketing Ethics & Society.Publisher: Sage Publications Ltd (25 Sept. 2015)

ISBN-10: 1446296628 ISBN-13: 978-1446296622

Arnold (2009)Ethical Marketing and the New Consumer: Marketing in the New Ethical Economy.John Wiley & Sons; 1 edition (14 Aug. 2009)ISBN-10: 0470743026ISBN-13: 978-0470743027

Joseph E. Stiglitz Andrew Charlton(2007) Fair Trade for All: How Trade Can Promote Development (Initiative for Policy Dialogue Series) Publisher: Oxford Univ Pr (Sd); New Ed edition (30 Jun. 2007) ISBN-10: 0199219982 ISBN-13: 978-0199219988

 George G. Brenkert (2008)Marketing Ethics (Foundations of Business Ethics) Publisher: Wiley-Blackwell (1 Feb 2008)ISBN-10: 0631214232 ISBN-13: 978-0631214236

Arnold (2009) Ethical Marketing and the New Consumer: Marketing in the New Ethical EconomyPublisher: John Wiley & Sons (14 Aug 2009) ISBN-10: 0470743026 ISBN-13: 978-0470743027

Goodsall (2008) Global Marketing: Ethics and Culture Publisher: Imprint unknown (1 Jan 2008) ISBN-10: 1847763766 ISBN-13: 978-1847763761

Andreasen (2001) Ethics in Social MarketingPublisher: Georgetown University Press (2 Feb 2001)ISBN-10: 0878408207 ISBN-13: 978-0878408207

Ghani (2010) Marketing Ethics: MARKETERS AND SALES PEOPLE PERCEPTION ABOUT MARKETING ETHICS  ,  Publisher: LAP LAMBERT Academic Publishing (29 Oct 2010) ISBN-10: 3843369275 ISBN-13: 978-3843369275

Murphy el al (2005) Marketing Ethics: Cases and Readings. Publisher: Prentice Hall; 1 edition (3 Feb 2005) ISBN-10: 0131330888 ISBN-13: 978-0131330887

Harris (2008) Ethics and Marketing. Publisher: The Open University; 1.1 edition (25 Mar 2008) ISBN-10: 0749233117 ISBN-13: 978-0749233112

Blackburn (2003)  Ethics: A Very Short Introduction (Very Short Introductions)  Publisher: OUP Oxford (8 May 2003)ISBN-10: 0192804421 ISBN-13: 978-0192804426


URL Resources


Other Resources

Electronic journals/Databases and web sites:

The journal of corporate citizenship

-Journal of Business Ethics Education

-The journal of public policy and marketing

-Journal of marketing management for professionals

Electronic databases:


Science Direct

Web of science

Additional Information