BA_EtM Ethical Marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
2/0/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
doc. Giuseppe Maiello, Ph.D. (seminar tutor)
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
BA_EtM/pECMCPH: each odd Tuesday 14:00–14:44 E227, each odd Tuesday 14:45–15:30 E227, each odd Tuesday 15:45–16:29 E227, each odd Tuesday 16:30–17:15 E227, G. Maiello
Prerequisites
English, min. level B2
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The main focus is to gain knowledge from the fields of ethical standards. At the end of the course students should be able to understand and explain legal protection, ethical standards - good faith, good morals, personality, honor, reputation, etc. They will acquire the necessary basic knowledge about the application of legal standards to protect ethical standards with regard to the field of advertising, marketing, media, and unfair competition.
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. Practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner.
Syllabus
  • 1. Ethics, Relationship to Ethics Law
  • 2. How Ethics reflect legal standards, and protect
  • 3. Ethics in specific legal standards
  • 4. Protection of personality and reputation, privacy, Right to information
  • 5. Unfair competition, know-how, trade secrets
  • 6. Advertising
  • 8. Responsible communications agencies
  • 9. The ethical paradoxes of tourism
  • 10.Marketing ethical banking
  • 11.Companies’environmental decisions
  • 12.Guerrilla Marketing
Literature
    required literature
  • • GRINGARTEN, Hagai & Fernandez-Caliens RAÚL, Ethical Branding and Marketing, London: Routledge, 2019. ISBN 978-42980-933-0.
    recommended literature
  • • DATHE, Isabel, HELMOND, Marc, & René DATHE, Corporate Social Responsibility (CSR), Sustainability and Environmental Social Governance (ESG), New York: Springer International Publishing, 2022. ISBN 978-30309-2357-0.
  • • ARNOLD, Chris, Ethical marketing and the new consumer. Chichester: Wiley, 2009. ISBN 978-0-470-74302-7
    not specified
  • • McKINLEY, Mary M., Ethics in Marketing and Communication, New York: Pulgarve Maximilaian, 2012. ISBN 978-02303-6714-2.
  • • LEE, Nancy R., Social marketing. Changing behaviours for good. Los Angeles-London: SAGE, 2016. ISBN 978-1-4522-9214-4
Teaching methods
Lectures, discussions, practice activities
Assessment methods
The subject is completed by a credit: 1. mandatory and active participation in seminars - 80%
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2024/BA_EtM