» Macromarketing (Thomas A. Klein) - International Society for Quality of Life Studies - ISQOLS

Macromarketing (Thomas A. Klein)

OFFICE HOURS: ST 3016, Tues., Wed., Thurs., 4 pm, after class, or by appointment

PHONE: (419) 530-4368

E-MAIL: tklein2@utoledo.edu

TEXT: Ethical Marketing, Murphy, Laczniak, Bowie, and Klein, Prentice Hall, 2005



This course focuses on the central questions of ethics and morality in the context of market relationships and to the principles which thoughtful people have applied in resolving those questions. Issues addressed are organized around the managerial marketing variables as conventionally defined and include consumer protection, ecological and cultural preservation, social and economic development, quality of life, social justice, public policy and regulation, and alternative provisioning technologies and institutional arrangements. A research paper is required; this should be an “ethics audit” of a company.



1. Provide a rationale for the ethical conduct of business.

2. Introduce students to the kind and range of ethical problems commonly faced in business life.

3. To develop students’ moral sensitivity in terms of recognizing “moral dilemmas embedded in typical business issues.

4. Describe and analyze the principal ethical theories against the background of these problems.

5. Offer methods and models that assist in recognizing and solving business ethics problems in the face of complexity and competing goals and concerns.

6. Provide students with opportunities to solve business ethics problems and to justify their preferred solutions.

7. Stimulate creative thinking with respect to recognizing moral issues and formulating strategies that address moral concerns as well as the conventional financial and operating demands of a business enterprise.

8. An understanding of the economic and social dimensions of marketing systems.

9. An understanding of the interrelationships between markets and social systems, especially governments, in directing the flow and allocation of goods and services.

10. Appreciation for how markets are organized and function to the mutual benefit of participants – and how markets are sometimes dysfunctional or sub-optimal.



Instruction will combine lectures on major topics, opportunities for Q & A, and discussion of assigned readings. Students are expected to read the material assigned for each meeting, participate in discussion, and complete written assignments when due.

Students are also encouraged to bring materials to class – e.g., press articles that illustrate or are otherwise related to the day’s topic.

Keeping a “marketing ethics notebook” which includes clippings and observations as well as summary notes from class and readings is a good way to organize knowledge gained in connection with this class.

Attendance is required – unless excused by the instructor – and is an element of the final grade.



Grading will be based on class participation, a research report, and examinations. Attendance is a component of participation.

Examinations will consist of case problems and short essays.

Participation 20%

Research Report 30%

Examinations (2@ 25%) 50%



Jan. 12 Introduction

19 The Macromarketing Perspective Handout

26 Marketing Decisions and Ethical Reasoning Chap. 1

Feb. 2 Ethics in Market Research and Segmentation Chap. 2

9 Product Management Ethics Chap. 3

16 Ethics in Distribution and Pricing Chap. 4

23 Ethics in Advertising Chap. 5

Mar. 2 Ethics in Personal Selling Chap. 6

5-13 Spring Break – No Class Meeting

16 Mid-term Examination

23 Exam Review / Interim Project Reports

30 Implementing and Auditing Ethical Marketing Chap. 7

Apr. 6 Markets and Society: Culture and Ecology Handout

13 Justice, Development, and Quality of Life Handout

20 Marketing Processes, Institutions,

and Regulation Handout

27 Marketing Visions: The Challenge Handout Research Reports Due

May 4 Final Examination