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Ethique et Marketing

  • Teacher(s):   V.Uhlmann  
  • English title: Ethics and Marketing
  • Course given in: French
  • ECTS Credits: 3 credits
  • Schedule: Spring Semester 2018-2019, 2.0h. course (weekly average)
  •  sessions
  • Related programmes:
    Bachelor (BSc) in Economic Sciences

    Bachelor of Science (BSc) in Management

 

Objectives

This course aims to raise the students' awareness of an ethical and responsible marketing practice and help them develop a thinking about various questions, such as:

  • How to reconcile ethics and marketing?
  • Where the limit can be drawn between an honest and responsible commercial approach on one hand, and some actions that are legal, but not ethical on the other hand?
  • Is ethics a commercial argument nowadays?


The topic of ethics and marketing being sometimes sensitive and open to debate, this course aims to be interactive and will require an active participation from the students through group presentations and discussions.

Contents

The above questions - and many others - will be addressed through the perspective of strategic and operationnal marketing tools :

- Market research (neuromarketing, data privacy...)

- Segmentation and targeting of vulnerable consumers

- Product (quality, security, durability, planned obsolescence, labelling...)

- Price and distribution (excessive or deceptive pricing, buyer-seller relationships...)

- Communication (intrusiveness, misleading claims, deception...), e-marketing and direct marketing

- Green marketing and greenwashing

Sessions will consist of concept presentations, discussions and group exercices, as well as documentaries. Case studies will complete the course.

Sessions (wednesday 13:15-17:00) : 20 Feb, 6, 20 and 27 March, 3 April, 1 and 9 May.

References

  • "Ethical Marketing", Patrick E.Murphy, 2005, Pearson.
  • "Brief Guide to Marketing Ethics", 2011, SAGE Publications.

Pre-requisites

This course requires a full understanding of the basic marketing concepts.

Evaluation

First attempt

Exam:
Written 2 hours
Documentation:
Not allowed
Calculator:
Allowed
Evaluation:

- Individual written exam : 100%

- A mandatory groupwork (analysis of the ethical practices of a brand) may grant +/- 0.5 point on the exam grade, as well as an active participation to the course.

Retake

Exam:
Written 2 hours
Documentation:
Not allowed
Calculator:
Allowed
Evaluation:

The evaluation criteria are the same for both exams.



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