Fall 2017
ETHICS IN THE MARKETPLACE: MARKETNG 766
Instructor: Dennis Kopf
Office: 3422 Hyland Hall
Office Phone: 262-472-6948
Mobile: 608-215-3983
E-Mail: kopfd@uww.edu
Office hours: Mon 3 - 5
Tue (virtual hours) 12 - 4
Thur. 5 - 6
Class Materials:
Ferrell, O.C., John Fraedrich, and Linda Ferrell. Business Ethics: Ethical Decision
Making and Cases. 9th or 10th Edition. (Ohio: South-Western Cengage).
Pick 2 of the books below to read (but only 1 from the author, Schor):
Bogle, John Enough: True Measures of Money, Business, and Life. (Wiley: New
Jersey), 2009.
Chouinard, Yvonne Let My People Go Surfing: The Education of a Reluctant
Businessman or Chouinard and Stanley, The Responsible Company, What we’ve
learned from Patagonia’s first 40 years, (Patagonia Books, Ventura, CA) 2012.
Schor, Juliet. The Overspent American: Why we want what we don’t need.
(HarperPerennial), 1999.
Schor, Juliet Plenititude: The New Economics of True Wealth. (The Penguin Press:
New York), 2010.
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ETHICS IN THE MARKETPLACE: MARKETNG 766
Speth, James Gustave. The Bridge at the Edge of the World: Capitalism, the
Environment, and Crossing from Crisis to Sustainability. (Yale University Press), 2008
Other materials are available through library sources at UWW or in the content area of
D2L.
Course Objectives:
At the completion of the course, students will have had the opportunity to:
 examine the responsibilities that customers, organizations and governments have
to each other, disadvantaged groups and the environment
 identify relevant stakeholders and their expectations in diverse situations
 apply ethical theories and concepts to practical business situations domestically
and internationally
 generate and defend alternative actions for problems with ethical implications
 discuss issues surrounding marketing topics such as marketing to vulnerable
groups, advertising, pricing, and product safety
 write objective persuasive arguments concerning ethical situations
 enter into numerous discussions with other students on case materials
 find examples of businesses that act responsibly and still maintain profitability
 articulate their own guiding ethical philosophy for consumption and the role of
business in society
Course Description:
Ethics in the Marketplace will emphasize the complex challenges of relationships
between organizations and their external environments, primarily those relationships with
customers, competitors, suppliers and society. The course will identify ethical principles,
and students will apply them to real world situations in the areas of target markets,
pricing, retail strategies, product safety, and international settings. Discussions and
written papers will be required.
Grading Criteria:
Exams
Case Paper 1
Case Paper 2
Discussions
Total
20%
25%
25%
30%
100%
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ETHICS IN THE MARKETPLACE: MARKETNG 766
All materials for which students expect any credit must be submitted by the due date of
the final exam. At the end of the semester, students’ course grades will be based on the
following standard:
Average of:
93-100%
90-92.9%
88-89.9%
80-87.9%
80-81.9%
78-79.9%
70-77.9%
60-69%
< 60%
A
AB+
B
BC+
C
D
F
Examinations:
You are required to complete three multiple-choice tests to demonstrate your
understanding of the textbook, Business Ethics: Ethical Decision Making and Cases.
(20% of grade). You can take each quiz twice and I will take your highest of the two quiz
scores for your grade from each quiz. The questions are randomly selected from a test
bank, so don’t expect the same questions twice. The tests are open-textbook, and open
note, but you won’t have enough time to look up every answer. You will have to read and
comprehend the material beforehand.
Schedule of Examinations:
Quiz 1: Chapters 1 - 2 Ferrell, Opens Nov. 1 closes Dec. 1 at midnight.
Quiz 2: Chapters 3 - 4 Ferrell, Opens Nov. 1 closes Dec. 1 at midnight.
Quiz 3: Chapters 5 - 6 Ferrell, Opens Nov. 1 closes Dec. 10 at midnight.
Writing Assignments:
Excellent writing abilities are imperative to success in business and this is a skill that you
can expect to improve during this course. This course can be considered writing intensive
and I expect graduate level accomplishment in writing. I will grade not only on your
mastery of the content, but I also expect the correct use of grammar, spelling and style. If
you know your writing is weak, then consider having a friend proofread your paper
and/or contact the Academic Support Center for an appointment,
http://www.uww.edu/acadsupport/tutorial/. This is a free service provided by the
University. Finally, in the content section, you will see an extra section called Writing.
Everyone should go here to look at resources that will help you to improve your writing.
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ETHICS IN THE MARKETPLACE: MARKETNG 766
WRITING RUBRIC
1. Quality of
Introduction/
Conclusion
Sub-score:
2. Paper has a
Focus or Thesis
Good Enough – 2
 Functional but limited introduction and
conclusion.
Not Good Enough – 1
□ Truncated or absent introduction;
redundant or abrupt.
□
Explicitly and fully addresses the
assignment.
The central idea/thesis is clear,
compelling, original, and complex.
□
□
Skillful, logical, persuasive support
of central idea/ thesis.
Unified paragraphs that effectively
develop the central argument.
Smooth transitions between ideas at
sentence and paragraph level.
Thesis and ideas are consistently
supported by well-chosen evidence.
Evidence is smoothly integrated into
discussion.
Evidence is credible, accurate and
presented with an appropriate level
of detail.
Closely adheres to rules of Standard
Written English (grammar,
punctuation, spelling).
□
□
Sub-score:
3. Writing is
organized,
concise and
coherent
□
□
□
Sub-score:
4. Good Use of
Supporting
Evidence
Subscore:
5. Grammar
Subscore:
WRITING SCORE: (14-15 = A), (11-13 = B), (8-10 = C) (7 or below = D)
Very Good – 3
 Both introduction and conclusion
are effective, engaging, thoughtful.
□
□
□
□
Fully addresses assignment but may be
oblique in focus.
The central idea/ thesis is clear but
may be simplistic, obvious or
superficial.
Generally maintains focus but support
of central idea/thesis may be uneven or
not fully persuasive.
Generally unified paragraphs with
occasional gaps in logic.
Some weak transitions.
Thesis and ideas are generally
supported, but there may be gaps or
use of irrelevant evidence.
Evidence may be unevenly integrated
into argument.
Evidence may be occasionally
inaccurate, too general or too specific.
Mostly adheres to rules of Standard
Written English but may include some
errors.
□
□
□
□
□
□
□
□
□
□
□
□
□
□
□
□
□
Only partially addresses the
assignment.
The central idea /thesis may lack
clarity, or be confused or
inaccurate.
Shifting or lack of focus; weak
argument or logic.
Disjointed or confusing
presentation of ideas within
paragraphs.
Transitions may be missing.
Thin, inappropriate, or absent
evidence.
Evidence is poorly integrated (lacks
signal phrases and follow-up).
Evidence is often inaccurate, too
general or too specific.
Frequent errors in Standard Written
English that may impede meaning.
Sometimes meaning is impeded due
to awkward or non-idiomatic
sentences.
Often simplistic, inexact or
inappropriate word choice or usage.
Assignment 1: Greyston Paper Due November 19th
For this assignment, you will read the case on Greyston (available in D2L) and answer
the following questions:
1. Who are the stakeholders for Greyston? After reading the case, what do you see as the
main priorities that need to be addressed? Propose a solution that takes into account the
main stakeholders in addressing and balancing these priorities.
2. Do additional research on Benefit Corps. (this section should be at least 2 pages) What
are the advantages and disadvantages of Benefit Corps? How has being a Benefit Corp
helped Greyston Thrive. What are the marketing advantages of being a Benefit Corp?
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ETHICS IN THE MARKETPLACE: MARKETNG 766
Certified B-Corps and Benefit Corps are slightly different and if you want to touch on the
difference in your paper that is fine, but otherwise, we will treat them as conceptually the
same). http://benefitcorp.net/businesses/benefit-corporations-and-certified-b-corps
Name some other successful Benefit Corps. In your estimation, are they a better model
for socially responsible firms? Why or why not?
I will be looking for thoroughness and thoughtfulness in answering this question and how
well you support your arguments/statements with evidence and/or research.
Have fun with this project. Benefit Corps are a relatively recent innovation in business
organizations and it will be interesting to see how impactful this new business model is in
addressing important social issues as time passes or also to see if it is just a passing fad.
A successful paper is at least 4 pages 1.5 spaced. Upload your paper to the D2L dropbox
by Nov19th at midnight. If you are able to turn in your paper by Nov. 16th, I will award
+3% extra credit of by Nov. 17th for +2% extra credit.
Assignment 2: Research/Reaction Paper – Paper Due on D2L in two
places, the dropbox AND the discussion board. Upload your paper to
the D2L dropbox by Dec. 17th at midnight. Post your paper on the
Discussion for that week by Tuesday, December 19th.
This research paper is different than other papers that you may have written in that your
paper will not only be read by me, but also by other members of the class. With this in
mind, you will want to make the paper as engaging and interesting as possible so as not to
bore your classmates. Some strategies to do this would be to take a unique perspective
on the theme you have chosen. Bring in evidence and ideas that others in the class may
not have heard about. I will grade your paper based on the following three criteria:
1. Interestingness. Is it written in an engaging style that will be of value for your
classmates to read?
* A good paper will bring in outside perspectives and research and intermingle this
with quotes/evidence of the two books that you have chosen. Use of outside
perspectives and research will likely increase the interestingness factor for your
fellow classmates. Also, it may be useful to start out using a traditional research paper
format and then at some point, halfway through your paper, you can bring yourself
into the paper and give your reactions to the new ideas that you have been exposed to.
What in your reading and outside research really resonated with you?
2. Thoroughness/Thoughtfulness. Have you shown that you have mastered the
reading and engaged with your chosen theme using a nuanced and unique
personal perspective?
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ETHICS IN THE MARKETPLACE: MARKETNG 766
3. Writing Style. Have you created a well-written and polished work that is easy for
your classmates to read and understand?
Write your paper generally following one of the themes described below:
Theme 1 --- Environmental Consequences of Business Activity
Read (Either Plenitude or Bridge at the Edge of the World) and Let my People Go
Surfing
Consider the dire warnings of Schor’s Plenitude and Speth’s The Bridge at the Edge of
the World. Should their warnings be taken seriously? Considering the arguments (and
mounting evidence) of environmental degradation that these authors highlight, what
should the roles and responsibilities of companies be to correct this situation? (For
example, should more companies operate like Patagonia?) What role should government
regulation play? What roles do consumers play? Use a stakeholder-theoretic perspective
to tackle this complex issue. A good paper will integrate ideas and statistics from the
assigned readings with at least four additional research sources. Choose an interesting
and engaging mixture of research and personal perspectives to prove your point
Theme 2 -- Personal Responsibility
Read two of these three: Bogle, Schor (Overspent American), Chouinard
Certainly, the Age and Wisdom of Bogle and Chouinard and the in-depth study and
knowledge of Schor are readily apparent in these books. How do these books
complement each other? Using the perspectives of these books, articulate a personal
ethical standard that you would seek to uphold in your life and career. Does this standard
include a concept of consumption ethics? Why or Why not? What is enough? To be
successful, you will give your opinion, but you will also be backing up the statements
that you make with evidence and concepts from the books. Choose an interesting and
engaging mixture of research and personal perspectives to prove your point
Theme 3 – Synthesis
Read any combination of the five books
Choose any combination of Questions from Theme 1 and Theme 2. Address them with
the books that you have chosen to read. Choose an interesting and engaging mixture of
research and personal perspectives to prove your point.
DISCUSSIONS
Discussion dates are posted within the modules in which they occur. Please check all
modules for specific dates.
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ETHICS IN THE MARKETPLACE: MARKETNG 766
I will grade the "class topic discussion" portion of the course. You are required to enter
every class topic discussion. Your discussion grade will be based on the following
variables.
1. The frequency of your comments. Post several times (at a minimum 3 substantative
posts) per discussion topic. One line posts probably won’t receive any credit.
2. The timing of your comments. Please try to enter each discussion topic on different
days in order to respond to other students’ questions on your comments and to
review what others have posted.
3. Try to read at least 1⁄2 of all comments posted in each discussion topic. (I can’t easily
grade you on this point, but remember, you only get out of your education what
you are willing to put into it!)
Course Schedule
Oct. 29 – Nov. 4
Module 1
Nov. 5 – Nov. 12
Module 2
Nov. 12 – Nov. 19
Module 3
Nov. 19 – Nov. 26
Module 4
Nov. 26 – Dec. 3
Module 5
Dec. 3 – Dec. 21
Module 6
Important Dates:
Nov. 1 Quiz 1, 2 and 3 open
Nov. 5 Module 1: Introduce Yourself Discussion Closes
Nov. 5 Module 1: Continental Airlines Discussion Closes
Nov. 12 Module 2: Monsanto Case Discussion Closes
Nov. 19 Module 3: Is Coke a Joke Discussion Closes
Nov. 19 Greyston Bakery Case Paper Due to Dropbox
Nov. 26 Module 4: Exemplars of CSR Discussion Closes
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ETHICS IN THE MARKETPLACE: MARKETNG 766
Dec. 1
Quizzes 1 and 2 Due
Dec. 3
Module 5: Global Financial Meltdown Discussion Closes
Dec. 10 Quiz 3 Due
Dec. 17
Final Case Paper Due to Dropbox
Dec. 17
Final Case Paper must be posted to M6 Discussion by midnight
Dec. 21 Module 6: Final Case Paper Discussion Closes
ASK QUESTIONS!
If I have been confusing or some necessary information is missing, please ask me! I like
getting to know you, and I would much rather have you ask a question than worrying
about whether you are doing something right. I will do my best to get back to you
quickly. Also, feel free to call anytime between 9 AM – 10PM. If the question is simple
to answer then email, but if you have a more complex question or issue then it is best to
call. I don’t mind phone calls at all. It allows me the chance to interact with you and get
to know you better. The same applies to meetings. Just email or call and set up an
appointment with me or come to my office hours
Ethics is an interesting thought provoking topic and I hope that you enjoy it -- so,
most importantly, have fun!
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ETHICS IN THE MARKETPLACE: MARKETNG 766
UWW STUDENT HONOR CODE
As members of the University of Wisconsin-Whitewater College of Business and Economics
community, we commit ourselves to act ethically in all aspects of our academic lives.
As students, we promise that our work demonstrates the highest integrity. We will not
misrepresent our work, nor plagiarize, nor use unauthorized aid to gain a higher academic
standing.
As we participate in our academic setting, we commit to promoting diversity and
professionalism in our classrooms. We encourage participation from all members of our
community, showing respect for others’ personal dignity, rights and freedoms.
We will value the academic property that is Hyland Hall as well as the property of
individuals throughout the UW-Whitewater campus.
We choose to endorse this set of values, thereby accepting responsibility for acting by these
principles.
Adopted by the Dean’s Advisory Council Spring 2015
Legal:
The University of Wisconsin-Whitewater is dedicated to a safe, supportive, and nondiscriminatory learning
environment. It is the responsibility of all undergraduate and graduate students to familiarize themselves
with University policies regarding Special Accommodations, Academic Misconduct, Religious Beliefs
Accommodation, Discrimination, and Absence for University Sponsored Events. For details, please refer
to the Undergraduate and Graduate Timetables; the Rights and Responsibilities section of the
Undergraduate Bulletin; the Academic Requirements and Policies and the Facilities and Services sections
of the Graduate Bulletin; the Student Academic Disciplinary Procedures (UWS Chapter 14); and the
Student Nonacademic Disciplinary Procedures (UWS Chapter 17).
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