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1. Describe in Brief the Elements of ‘International Marketing’ Including ‘Strategic Orientations’ and Indicate How International Marketing Is Separate and Distinct from Domestic Marketing.

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1. Describe in Brief the Elements of ‘International Marketing’ Including ‘Strategic Orientations’ and Indicate How International Marketing Is Separate and Distinct from Domestic Marketing.
1

Week 1 - Marketing Ethics Outline
Finished! What is Marketing Ethics & why do we bother learning about it?

Course overview & what is expected

Ethical frameworks & Stakeholder Interaction Models

Group work on video case

Video Case: Nestle Baby Milk

Semester 2, 2012

Marketing Ethics 7030

2

Week 1 - Marketing Ethics Outline
Finished! What is Marketing Ethics & why do we bother learning about it?

Course overview & what is expected

Ethical frameworks & Stakeholder Interaction Models

Group work on video case

Video Case: Nestle Baby Milk

Semester 2, 2012

Marketing Ethics 7030

3

What does marketing ethics mean?
 A mysterious and esoteric term

IT  Is it an oxymoron? DEPENDS!  Marketing ethics = ethical marketing decision making
 Can be understood as ‘applied philosophy’  Marketing ethics refers to the principles, norms and

standards of conduct governing marketing professionals.

Semester 2, 2012

Marketing Ethics 7030

4

What is the bad news?
 US surveys show that professionals feel under pressure    

to compromise ethical standards. Business students (future managers) also expect to have to drop their ethical standards when getting a job. The media represent business people as bad or callous in films, drama and sitcoms… ..and news coverage seems to agree (eg. HIH, Enron, Martha Stewart, the GFC …) Few MBAs state using ethics as a criteria for selecting a company to work for.

Semester 2, 2012

Marketing Ethics 7030

5

What is the good news?
 Many (70%) professionals have never observed a breach of

code of conduct.  Very few (5%) actually report having experienced any pressure to act unethically.  Corporate Social Responsibility is a growing idea: The ‘triple bottom line’ and ‘enlightened capitalism’ are increasingly becoming part of the business discourse.  Ethical funds are doing well. Ethical business is good business.

Semester 2, 2012

Marketing Ethics 7030
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