Short Title:Marketing, Ethics & Society
Full Title:Marketing, Ethics & Society
Module Code:DMKT H4019
ECTS credits: 5
NFQ Level:8
Module Delivered in 1 programme(s)
Module Contributor:Bairbre Brennan
Module Description:In this module learners will develop an appreciation for the importance of ethics, beyond regulation, for business and marketers in particular; they will be capable of identifying ethical business issues and, by using ethical frameworks, devising how they may be best dealt with; they will be capable of recognising the importance of good corporate citizenship and the role organisations play by being stakeholders in society; they will appreciate the importance for marketers to reflect the diverse nature of society rather than just reinforcing stereotypes.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Assess the importance of ethics and ethical decision-making for marketers; evaluate its importance in relation to a variety of specific marketing activities including, but not limited to, the use of technology, brand communications, gathering data and the nature of some industries (e.g. finance or pharma)
  2. Critique a variety of ethical theories and their implications for ethical decision-making
  3. Assess an ethical issue and, based on an ethical interpretation, develop an appropriate response
  4. Examine the nature of ethical issues that have emerged and evaluate the quality organisational responses to same.

Module Content & Assessment

Indicative Content
What is ethics?
What is ethics - and what is it not? The nature of ethics and ethical decisions; morality and values; regulation and law; cultural challenges.
Ethical theories
Ethical theories - deontological and telelogical; how do they support ethical decision-making; the post-modernist solution and self-justification; relativism.
The importance of ethics to business
The importance of ethics to business - stakeholder theory, CSR, corporate citizenship; ethical decision making; whistle-blowing; corporate governance
Marketing and ethics
Marketing and ethics - cause related marketing, societal marketing, green / sustainable business
Advertising and society
Advertising and society - gender, diversity, children, subcultures; the role of advertising - reality and stereotypes; self -regulation and where regulation ends.
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project This module will be part of the S7 Integrated Assessment (group assessment) and this module will be jointly assessed in the context of Marketing Strat 1, MDAA and Business Intel. 1,3 40.00 n/a
Case study The individual element of this CA will give the students an opportunity to review real life ethical decisionmaking by organisations and analyse it through an ethical frame, giving consideration to its impact on other affected stakeholders. This will typically be a research project or case study allowing the student to read around the given topic and then develop their argument supporting (or not) the behaviour of the organisation. 2,3,4 40.00 n/a
Reflective Journal Throughout the semester learners will be expected to maintain a reflective journal, reflecting on their learning journey as they engage with the material and interpret it in the context of their own experience. 1,2,3,4 20.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
Students will be required to resubmit an extensive research project, analysing an ethical issue and the response by a variety of stakeholders.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 15.00
Every Week 30.00
Every Week 80.00
Recommended Book Resources
  • Fisher, C., Lovell, A. and Valero-Silva, N. 2013, Business Ethics and Values, Pearson
Supplementary Book Resources
  • Sandel, M., Justice
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 7 Mandatory