Ethique et Marketing
- Teacher(s): V.Uhlmann
- English title: Ethics and Marketing
- Course given in: French
- ECTS Credits: 3 credits
- Schedule: Spring Semester 2022-2023, 2.0h. course (weekly average)
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sessions
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Related programmes:
Bachelor of Science (BSc) in Management
Bachelor (BSc) in Economic Sciences -
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ObjectivesThis 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:
ContentsThe 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 (Friday 8:30-12:00) : Feb 25th, March 11th and 25th, April 8th and 29th, May 13th and 20th. References(optional)
Pre-requisitesThis course requires a full understanding of the basic marketing concepts. EvaluationFirst attempt
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