24109 Chap.2 Ethics, CSR and Sustainable Marketing

Ethics, CSR and Sustainable Marketing

Define marketing ethics

The course material gives this chapter a concrete anchor: The first-week materials place ethics, CSR and sustainability inside the marketing-value decision rather than after it.

That marketing ethics anchor controls how corporate social responsibility is explained and how stakeholder value is tested in changed practice.

Ethics, CSR and Sustainable Marketing frames a decision through marketing ethics, corporate social responsibility and stakeholder value.

The objective is to evaluate a marketing action across customer, organisational and societal effects, so the chapter should be read as a chain from problem definition to evidence, option comparison and accountable action.

Start with marketing ethics and name the decision owner, affected stakeholders and time horizon.

The same marketing ethics fact can matter differently across those positions, so the opening frame determines which evidence is relevant.

Use corporate social responsibility to explain how the present condition produces an opportunity, cost or risk.

A strong corporate social responsibility mechanism states what changes, for whom and through which organisational, market or institutional process.

Trace corporate social responsibility

Apply stakeholder value when comparing options. Keep the stakeholder value criteria distinct, test trade-offs and ask which assumption drives the recommendation.

A score or matrix helps only when its criteria are justified by the case.

For the application — evaluate a marketing action across customer, organisational and societal effects — finish with an actor, action, rationale and review trigger. This turns the stakeholder value analysis into a recommendation while keeping the decision open to new evidence.

Build a decision ledger.

Separate the current condition, the stakeholder affected, the evidence supporting marketing ethics, the mechanism represented by corporate social responsibility and the criterion supplied by stakeholder value.

If a stakeholder value recommendation cannot point back to one of those entries, it is probably preference dressed as analysis rather than a consequence of the case.

Compare at least two feasible options against the same criteria. State who benefits under stakeholder value, who bears cost or risk, what capability implementation requires and what evidence would reveal failure.

This comparison is essential when students need to evaluate a marketing action across customer, organisational and societal effects, because an attractive option is not defensible until its trade-offs are visible.

Test with stakeholder value

Rehearse the 24109 marketing ethics response as a short briefing: one sentence for the decision, two for the evidence and mechanism, one for the alternative and one for the qualified recommendation.

Then expand only the corporate social responsibility move that needs more support. This protects the argument structure under a strict word or time limit.

A complete response should make the task visible before the detail: identify what must be decided, define the relevant terms, connect the evidence to corporate social responsibility, and use stakeholder value to test the result.

The final sentence about stakeholder value should answer the question actually asked rather than merely repeat the topic.

The controlling limit is specific: A lawful or profitable action can still shift material harm to another stakeholder.

Keep that stakeholder value limit beside the worked example, because it separates a careful 24109 answer from one that sounds confident but claims more than the task or evidence supports.

For revision, retrieve marketing ethics, corporate social responsibility and stakeholder value without notes, explain their relationship aloud, then complete a changed version of the application: evaluate a marketing action across customer, organisational and societal effects.

Record the first failed corporate social responsibility reasoning move and repair it before attempting another case.

What this chapter covers

• 01

  marketing ethics

• 02

  corporate social responsibility

• 03

  stakeholder value

• 04

  Applying marketing ethics

• 05

  Limits of corporate social responsibility and stakeholder value

Audit a green claim

Key terms

marketing ethics

Principles used to judge honesty, fairness, autonomy and harm in marketing decisions. This chapter uses the concept when students evaluate a marketing action across customer, organisational and societal effects. Use this definition when the task is to evaluate a marketing action across customer, organisational and societal effects.

corporate social responsibility

Organisational responsibility for social and environmental effects beyond immediate transactions. It helps explain the reasoning required to evaluate a marketing action across customer, organisational and societal effects. Use this definition when the task is to evaluate a marketing action across customer, organisational and societal effects.

stakeholder value

Benefits and burdens experienced by customers, employees, communities, partners and owners. Its limit matters because a lawful or profitable action can still shift material harm to another stakeholder. Use this definition when the task is to evaluate a marketing action across customer, organisational and societal effects.

Ethics, CSR and Sustainable Marketing FAQ

Assessment move

Reconstruct the relationship among marketing ethics, corporate social responsibility and stakeholder value; complete the chapter application without notes; then test the result against this limit: A lawful or profitable action can still shift material harm to another stakeholder.

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