MKT600 Marketing Ethical Issues That Accompany Practices

• To enhance a clear understanding of the importance of marketing in modern business and to and provide a grasp of effective contemporary marketing practices;
• To provide a theoretical overview of marketing theory and practical application of innovative marketing strategies;
• To acknowledge the importance of sustainable marketing;
• To critically analyse all relevant factors of ethical consideration in marketing practice.

How the assessment fits into the subject/course:

Marketing in the 21st Century has drastically evolved and is a critical component of business administration. While the design of marketing plan is integral tobusiness organisation to drive business growth, there is a strong call for marketing organisations to operate responsibly, considering both environment and social responsibilities in marketing practices.

This assessment task builds on your understanding of sustainable marketing ethical and environmental consideration of marketing practices. This assessment task requires you to produce a video presentation of 5 minutes to:

Demonstrate your learning about ethical consideration in marketing practices;
Demonstrate your understanding about environmentally responsibility in marketing practices.

The scenario in assessment 1 and assessment 2 is not relevant in this assessment. You are required to review the sustainable marketing case beyond the scenario in assessment 1 and assessment 2.

Tasks:

This assessment requires your understanding of today’s issues of sustainable marketing, as there is a strong call for marketing organisations to practise a responsible marketing. Based on your research about this topic, you should now present a sustainable marketing topic that include:

1. The issues of socially responsible marketing (ethical consideration);
2. The issues of environmentally responsible marketing;
3. A video recording of the above presentation in 5 (five) minutes.

Answer:

Sustainable marketing

It includes marketing aims for long term growth of an organization through sustainable practices.

It takes care of fundamental issues such as environment, social and economical.

It involves optimization of both material and financial resources thereby curtailing the wastage generated in the marketing process (Turker, 2018).

It not only improves better allocation of resources but also increases the profit earnings.

Socially responsible marketing

It involves the marketing  process which undertakes its activities in the best interests of the society as a whole.

It is also referred as ethical corporate marketing and sometimes green marketing.

It aims to understand the impact that a product or service offered has on the society and environment.

This is a part of corporate social responsibility.

It aims at educating the customers correctly about the characteristics of the product thereby building valuable relationship with its customers.

Ethics in SRM

Honesty- it must be the foremost principle of ethical marketing in SRM

Transparency-The procedure of marketing should be transparent and intend to portray the right message.

Accountability-The professionals should be accountable while conducting marketing.

Responsibility – The professionals involved should be equally responsible

Fairness- The marketing should be fair without any biases (Pigors & Rockenbach, 2016).

Ethical issues in SRM

Deceptive pricing- Price distortion is a common phenomenon while dealing with customers.

Deceptive promotion- often marketing professionals adopt unethical practices like using child labor, derogatory representation of women, sexual biases while promoting a product or service (Ko, Hwang & Kim, 2013).

Deceptive packaging- The use of symbols, items and other marks used in the packaging which is not been used in the product.

Environmental issues of SRM

Excessive wastage of resources

Use of substances which directly deplete the environment.

Non-compliance to green marketing.

 Not sensitive to ecological health while conducting marketing strategies.

No inclusive policies in marketing procedure to ensure welfare of both flora and fauna which forms a vital part of environment (Ottman, 2017).

Use of non biodegradable items.

Sustainable practices in marketing

Collaboration with different organizations dealing with reuse and recycle of resources.

Encouraging clean and hygiene work environment.

Training of the employees to inculcate greener methods of marketing.

Usage and promoting eco-friendly concept in the products.

Capacity building meet the challenges of environmental concerns.

Highlighting the major public and socials issues.

Examples of sustainable marketing

Many organizations for instance in the airline industry- Emirates airline has been recycling most of its wastage where a dedicated recycle team has been dealing with the environmental wastes.

Organizations have using renewable energy resources like solar energy for powering the huge building.

Using of eco-friendly products and promoting reuse and recycle.

In built technologies for waste disposal and treatment.

References

Turker, D. (2018). Socially Responsible Marketing. In Managing Social Responsibility (pp. 99-114). Springer, Cham.

Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing'functions in building corporate image in the retail setting. Journal of Business Research, 66(10), 1709-1715.

Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge.

Pigors, M., & Rockenbach, B. (2016). Consumer social responsibility. Management Science, 62(11), 3123-3137.