Conscientious Marketing and Martech Ethical Challenges (2235.YR.014570.1)

General information

Type:	OPT	Curs:	1	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Joaquin Calaf Cot	Marketing	ENG

There are no prerequisites.

Participants in this course should be familiar with the marketing principles and subjects already taught in the program.

There are many reasons for starting a company, business enterprise, or NGO. It could be the desire to solve a problem for society, transform a passion into a sustainable business, help humanity colonize Mars, or simply provide for oneself and one's family. Regardless of the motivation, successful organizations will survive, grow, and potentially thrive in a business environment where they can create value for society and promote wealth and well-being.

The ability of humanity to collaborate and share knowledge and goals globally has led us to the level of well-being, knowledge, safety, and culture that we enjoy today. However, we also recognize that these advancements have unintended and far-reaching impacts on multiple stakeholders, the environment, nature, and future generations. There are still many challenges to be addressed, including environmental issues, inequality, fairness, transparency, health, and others. As a result, our society is evolving to demand more involvement from brands and companies to solve these problems.

This course will explore the interactions between morality and the activities of marketing and branding, uncovering the challenges that new technological developments pose to our ethical thinking and decision-making. While the other courses in this program will teach you how to drive an organization's success through marketing, this course will discuss whether it should be done and where we should draw the limits of what we can do. We will discover that this decision may be the toughest one to make.

At the end of this course you will be able to:

1. To learn the main moral theories that underpin our current ethical thinking, their main objection points, and how we try to constantly strike a balance between these ways of deciding what is good and what is bad.
a. Utilitarianism and cost-benefit analysis
b. The different concepts of liberty and the concept of individual rights
c. The importance of humanist thinking and how it is embedded in our culture.
d. How the awareness that corporate culture has had a broader impact on the environment and people across the planet and in the future has changed our perception of what the role of individuals and organizations should be, from shareholder supremacy to a balanced stakeholder view.

2. Integrate a conscientious approach into the core of an organization's activity and build conscientious and profitable brands that align with it:
a. Understand the value of thinking and acting in a conscientious way and meeting the needs of all an organization's stakeholders and the benefits of this thinking beyond short-term business and marketing results.
b. Understand the barriers (and how to overcome them) and the opportunities connected to becoming a conscientious organization.
c. Asses the marketing and business situations from an ethical and moral point of view and make choices and decisions grounded on moral reasoning.
d. Plan and manage the execution of strategies that align bustiness objectives with stakeholder wellbeing in order to create a profitable and sustainable business that contributes to society.
e. Align the action plan with the UN's 17 SDGs to address different societal and environmental issues, creating opportunities, managing risks, improving efficiency, and leading to innovation.

3. Be aware of the new moral challenges that technology and digital transformation is creating and how conscientious management can help us to manage its risks.

4. Within the management sphere, develop skills for analysis and planning; problem definition and resolution; preparation, making, and implementation of decisions; search for and interpret essential data; formulate strategies and work effectively with others.

The course uses a collection of articles, case studies and news articles. These materials will be made available before the course starts

Group	Teacher	Department
Year 1	Joaquin Calaf Cot	Marketing