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 (Friday 8:30-12:00) : Feb 25th, March 11th and 25th, April 8th and 29th, May 13th and 20th.

References

(optional)

• "Ethical Marketing", Patrick E.Murphy, 2005, Pearson.
• "Brief Guide to Marketing Ethics", 2011, SAGE Publications
• "Marketing durable", 2021, Pearson.

Pre-requisites

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

Evaluation

First attempt

Exam:

Written 2 hours

Documentation:

Not allowed

Calculator:

Not allowed

Evaluation:

- Individual written exam : 80%

- A mandatory groupwork : 20%

Retake

Exam:

Written 2 hours

Documentation:

Not allowed

Calculator:

Allowed

Evaluation:

The evaluation criteria are the same for both exams.