Marketing products to buyers profitably is a broad objective of each and every business organization. However, due to the fierce competition amongst the business organizations in the marketplace, these organizations may be tempted to take a different path to have a control over the marketplace as well as the buyers. Such different paths by business organizations are usually considered questionable in terms of their ethical quotient. These practices may bring the organizations success in terms of amassing money and growth in a short term. But, on the other hand, it may hamper the progress of customer retention policy and brand image of these organizations in the long run. In this programme on marketing ethics, different ethical issues pertaining to the field of marketing are focused upon.
|Sr. No.||Content||Learning Objectives|
|1.||Significance of Ethics and Values (I & II)||Appreciates the significance of ethics in organization|
|2.||STP (Segmentation, Targeting, and Positioning): Ethical Issues||Understands the unethical issues involved in STP and ethical guidelines to resolve them|
|3.||Product: Ethical Issues||Recognizes the unethical issues aligned with the processes of product development, packaging, and labelling. Also becomes familiar with the requisite ethical guidelines to deal with those issues|
|4.||Pricing: Ethical Issues||Apprehends the unethical issues related to the act of pricing of a marketer with regard to its channel of distribution, its customers, its competitors, and international market. A set of ethical guidelines will be discussed.|
|5.||Promotion: Ethical Issues||Learns the unethical issues contained in promotion and selling and the suitable ethical guidelines to get over these issues|
|6.||Place/Distribution: Ethical Issues||Becomes aware of the unethical issues engrossed in the channel of distribution and the ethical guidelines to deal with those issues|
|7.||Marketing Research: Ethical Issues||Comprehends the unethical issues surrounded around ‘marketing research’ and ‘competitive intelligence’ and also the relevant ethical guidelines|
|8.||International Marketing/Offshore Business: Ethical Issues||Becomes cognizant of the unethical issues concerned with offshore business and the pertinent ethical perspective ‘constructive pluralism’ meant for a successful and sustainable offshore business|
Management Development Programmes (MDP) Office
Indian Institute of Management Indore
Prabandh Shikhar, Rau-Pithampur Road
Indore 453556, Madhya Pradesh, INDIA
Email : email@example.com
Tel. : +91-731-2439750, 2439752, 2439753, 24397544
Fax : +91-731-2439800
Lower and Middle level managers belonging to public and private sector organizations, services sector, and public utilities will find this programme extremely useful as they can run a successful and sustainable business organization.
The methodology would include an appropriate mix of lectures, discussions, situations/case studies, and group activities.
GST, as applicable, will be additional
Prof. Biswanath Swain