Name: Claire Richardson
Location: Room 13.05 
Email: Claire.Richardson@adelaide.edu.au
Course Website: www.myuni.adelaide.edu.au

This course is designed to provide students with a basic understanding of the issues involved in ensuring ethical marketing decision-making. There will be a focus on how to identify the ethical dimensions of any given marketing related decision, and on how to devise an ethical framework to determine the best outcome. Additionally, the course will aim to provide some opportunities for the practical implementation of the main concepts covered, by allowing students to apply their ethical decision making skills to real life cases and to explore a self-selected ethical marketing issue in detail.

By the end of this course students should be able to:
• Understand the role and importance of ethical decision making in the marketing environment
• Identify professional ethics
• Able to apply a range of theories to analyse opportunities in more complex marketing concepts
• Utilise frameworks for ethical decision making, such as the 10-step model
• Identify and evaluate the various stakeholders related to the ethical dilemma
• Make ethical decisions regarding marketing objectives that encompass the stakeholders and take various theoretical stances of ethical and values.
• Able to present engaging/persuasive arguments and debates
• Able to communicate effectively in writing

3.1   Required Resources
Text Books

Business Ethics: A Managerial Approach
Wicks, A.C. Freeman, R.E. Werhane, P.H. Martin, K.E.. Pearson Prentice Hall, 2010
ISBN 0-13-142792-X

In addition, there is a reader that students will need to collect from the ICC.


Readings

Topic	Session	Topics and Readings	Video Case
1	Mon 28 Jul	Theoretical foundations of Ethics: Text Chap 1 & 2
2	Mon 4 Aug	Ethics and the art of persuasion: Text Chap 3 Session 2 readings	Nestle Baby Milk (Watch on MyUni)
3	Mon 11 Aug	Market Research and Ethics: Text Chap 10 Session 3 readings	Strictly Confidential* (Watch on MyUni)
4	Mon 18 Aug	Segmentation and Ethics: Text Chap 6 Session 4 readings	Bras, Bratz and Tweens* (Watch on MyUni)
5	Mon 25 Aug	No Class	! Individual Assignments due
6	Mon 1 Sept	Ethics and products: Session 6 readings	Animal Pharm* (Watch on MyUni)
7	Mon 8 Sept	Ethics and products: Session 7 Readings	Fat’s New Frontier* (Watch on MyUni)
8	Mon 15 Sept	Ethics and Pricing: Session 8 readings	Dying for Drugs* (Watch on MyUni)
		B R E A K
9	Mon 6 Oct	Public Holiday (no class)
10	Mon 13 Oct	Ethics and Distribution:  Session 10 readings	China Blue* (Watch on MyUni)
11	Mon 20 Oct	Ethics and Marketing Communications: Session 11 readings	Difference of Opinion: Sex Sells* (Watch on MyUni)
12	Mon 27 Oct	Revision & Exam Preparation Read and prepare 10 step model for  “The great non debate over International sweatshops”
	End Feb (TBC)	Final Exam

 

Students can access lecture materials and additional notes, handouts and readings on MyUni. Students are expected to attend lectures with lectures printed out.

Students in this course are expected to attend all lectures. Typically, the first hour of the session will be going through the theory, concepts and course content with the remainder of the lectures centred on the in class debates. Students will be expected to have reviewed the topic to be discussed, the videos and readings and attempted any set questions/exercises before each session. There is a strong assumption that students will engage in discussions in an informed way.

The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes. These expectations remain in place for the intensive format, however, it is understood that the times per week will be compressed due to the intensives being held over the space of approximately 8 weeks in total.

Session/Week	Date	Topics and Sub-topics
1	28 Jul	Theoretical foundations of Ethics: The implications for Business and Marketing Ethics, Professional codes of conduct and individual decision-making, The 10 rules of ethical marketing
2	4 Aug	Ethics & the Art of Persuasion: Developing positions and arguments Debating formats and standards
3	11 Aug	Market Research and Ethics: Privacy, independence and representation. The Internet revolution: permission marketing and data mining.
4	18 Aug	Segmentation and Ethics: Overview and issues. Application: Targeting children and youth, The Children’s advertising standards; Fear in marketing
6	1 Sept	Ethics and products: Green Marketing and the Environment. The place of non-humans in marketing ethics
7	8 Sep	Ethics and products: The case of socially undesirable products. Industry Spotlight: Tobacco and alcohol marketing.
8	15 Sep	Ethics and Pricing: Discrimination and prestige pricing. Industry spotlight: The Big Pharma
Break
10	6 Oct	Ethics and Distribution: Supply Chain, competition and retail behaviour (atmospherics and servicescape), Relocating production: The case of child labour, sweat shops and ‘fakes’
11	13 Oct	Ethics and Marketing Communications: The use of sex and nudity in advertising. The use of Fear and threats in advertising.

CONSULTATION AND COMMUNICATION

Please check your student email and MyUni as course-related announcements are communicated via email.

I will be available for consultation by appointment. Please contact me with at least 24 hours notice of when you would like to set up a meeting with me. However, I am usually available via email most days and I try to respond to enquiries as soon as possible. Whilst email is easy, quick and convenient, please remember … just because you have sent me a message, this does not mean I have received it, read it or agreed to it.

I regularly post messages on MyUni and use email to send additional information to students. I will only use your Adelaide University Student Email account, so if you prefer to receive messages at a different email address, you must set up your email forwarding via MyUni.

I strongly encourage you to check your emails and the Course communication folder online, regularly (at least two times per week). Remember, if you are having difficulty with a particular concept or assessment task, chances are others in the class might be as well. Communication amongst your peers is also another excellent source of information. There is a communication/chat room page set up on MyUni for our course, and I urge you to use it to discuss issues amongst yourselves and me. If I can help with any problems discussed on the topic boards I will.

Assessment	Weighting	Related Learning Outcome
Individual Assignment Individual Case Study Analysis	20%	1. Understand the role and importance of ethical decision making in the marketing environment 2. Identify professional ethical issues and problems 3. Apply a range of theories to analyse opportunities in more complex marketing concepts 4. Identify and evaluate the various stakeholders related to the ethical dilemma and their values 5. Apply reasoning to justify decision making 6. Develop and improve written communication skills
In Class Group Debates Group Case Study Writing & Oral Presentation	20%	1. Research an industry and/or specific organisational ethical issues thoroughly from multiple stakeholder points of view 2. Develop oral communication and persuasion skills 3. Develop and improve analytical skills 4. Develop a case presenting sides factually and impartially
Group Reflection on Debates & Observations	20%	1. Understand the role and importance of ethical decision making in the marketing environment 2. Identify professional ethics 3. Able to apply a range of theories to analyse opportunities in more complex marketing concepts 4. Utilise frameworks for ethical decision making, such as the 10-step model 5. Identify and evaluate the various stakeholders related to the ethical dilemma 6. Develop and improve analytical skills 7. Develop and improve written communication skill
Total	100%

• To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49.
• Legible handwriting and the quality of English expression are considered integral parts of the assessment process. Marks may be deducted in the final examination because of poor handwriting.
• Assessment marks before the final exam will be displayed on the course website. Students are encouraged to check their marks and notify the Lecturer-in-Charge of any discrepancies.
• Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on illness or on exceptional personal circumstances must include the "Supporting Statement/Certification Form" that is page 4 of the Supplementary Assessment application available at: www.adelaide.edu.au/student/exams/pdfs/supp_applic.pdf Students applying for an extension based on medical reasons must visit their medical practitioner, with that approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted.
• All assignments are to be lodged prior to the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late.
• Students in this course may NOT take into the examination a DICTIONARY of any kind. In this course, the use of calculators in the examination is not permitted.

The assessment components are as follows:

Individual Assignment 20%
Due Date: 5.00pm, Monday 25 August 2013
Individual assignment – Word Limit – 2000 +/-10%
Students will have to hand in an individual case study analysis on a case to be supplied and available for download online through MyUni).

The format will be that described under Case Study Analysis in the Business School Communication Skills Guide http://www.adelaide.edu.au/professions/hub/downloads/Communication-Skills-Guide.pdf.

Students will use the Stakeholder Interaction Model (covered in Session 1) to identify all relevant interactions and connections to consider and identify their values and decision making processes. They will then rank the stakeholders in order of importance from the position of the company as well as interest groups (two separate lists required) and justify the order.

Students are then required to suggest alternative courses of action for both the company and the interest groups and make a final recommendation.
Assessment Criteria – Assignment 1

Criterion Weighting
1. Ability to identify ethical issues / problems using concepts and ideas from the course, e.g. theoretical approaches - 30%
2. Ability to identify stakeholder’s, their values and ethical marketing decision processes, rank them and justify your ranking - 30% 
3. Ability to develop alternative courses of action, justify a decision and apply reasoning for choices and recommendations (clarity and logic) - 30%
4. Presentation, grammar and referencing - 10%
Total 100%

In class group debates 20%
Due Date: Ongoing during class time – schedule to be advised
Students will form groups of four at the beginning of the Semester and will participate in debates. The groups will be provided with the debating topics in class which will come from the videos or readings for the week.

Students will be assigned teams at the beginning of the Semester and will deliver five debates which are scheduled throughout the Semester. Teams who are not debating will take on the role of observers and will be responsible for evaluating the performance of the debating teams.

Teams will be given the debating topic and have at least an hour to prepare their arguments before delivering the debates in class time. Each team member will have strictly one and a half to two minutes to deliver their debate. The debates will be filmed so students can review them later.
Students will have an opportunity to present several debates over the course and the best marks for four of them will be taken for the team’s final mark (differences in team member marks may apply if team members are absent).

The debates will be marked on the following criteria:
1. Credibility – ability to demonstrate confidence with material, body language, eye contact – 20%
2. Using evidence – using relevant supporting examples, explanations, statistics, expert opinion – 20%
3. Reasoning – using a logically structured argument with an attention grabbing introduction, clear signposts, thought provoking conclusion – 20%
4. Emotional appeal – demonstration of enthusiasm, passion, connecting with the audience, call to action – 20%
5. Theory from the course – utilising relevant theory and content from lectures, readings and videos to use in arguments – 20%
TOTAL 100%

Group Reflection on Debates & Observations 20%
Due Date: Monday 3 November 2013
Group assignment – Word Limit – 3000 +/-10%
Each debating team must do a self-evaluation of their performance in their debates as well as an evaluation of the teams they observe on the weeks not assigned to debate.

It is essential to be concise as you will have eight evaluations (four of your own debates and four of your peers). Each evaluation will be an average of 300-350 words per evaluation. Guidelines for the individual evaluations will be presented in a workshop in week 1.

Teams must put in their evaluations each week by the following Sunday before the following lecture.

Teams must then submit all of these evaluations in their final report with a 400-500 word reflective summary at the due date (Friday 1 November).

The final reflective summary must include:
• A reflection on how the debate and team process has impacted their professional, critical and persuasive speaking skills, and;
• How the process might add value to each team member’s future in a broader context

The marking criteria for the Team Reflection on Debates and Observations are as follows:
1. Descriptions – what happened during the debates, what elements were used – 20%
2. Analysis – how and why different elements were used and how effective they were – 25%
3. Recommendations – what could your team/ your observed teams do to improve their persuasive speaking skills for next time? – 30%
4. Reflective summary – how the debate and team process has impacted on your team – 20%
5. Presentation, clarity, grammar and style of final submission – 5%
TOTAL 100%

Final Exam 40%

Date: To Be Confirmed
There will be a 3 hour exam. Students will be given the case study in advance of the exam and asked to conduct a 10-step model to apply ethical decision making. On the day of the exam, students will be supplied a clean copy of the case – no notes or previously supplied case will be allowed in to the examination room.

Students are asked to submit their assignments with the appropriate coversheets to the lecturer on the day and time specified in this course outline at the start of the lecture, i.e. in class, unless otherwise notified by the lecturer.

Presentation of Assignments
• Please must retain a copy of all assignments submitted.
• Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission.
• All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment.

Lecturers can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.

Assignment Guidelines including Referencing Details
A copy of the Postgraduate Programs: Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from http://www.adelaide.edu.au/professions/hub/downloads/Communication-Skills-Guide.pdf

This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your postgraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism. Further information on plagiarism is provided later in this course outline. The Harvard system is widely used in the Business School. Guidelines for the use of this style of referencing can be found in the Communication Skills Guide.

Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.

Late Assignment Submission
Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day that it is late.

Return of Assignments
Lecturer’s aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. Students are responsible for collecting their marked assignments from either their tutorials or lectures. If assignments aren’t collected after two (2) weeks, the assignments will be available at the Student Hub for two (2) weeks. The remaining assignments will only be posted out to the students, if the correct mailing addresses are on the assignments.