BAC+5 IEFT
Septembre 2014
Business Ethics
RSEA005
Semestre
Nombre heures
Nombre crédits
10
20
2
Langue
d’enseignement
Anglais
Département académique :
Coordinateur de département : Abdou Bounafaa
Campus de : Paris
Mail : a.bounafaa@ieftourisme.com
Téléphone : 01 43 70 39 62
Signature Abdelhai Bounafaa
Responsable du syllabus : Abdou Bounafaa
Campus de : Paris
Mail : a.bounafaa@ieftourisme.com
Téléphone : 01 43 70 39 62
Signature abdelhai Bounafaa
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OBJECTIFS & COMPETENCES
Objectif(s) du cours
● Identify the major social criticism of marketing
● Explain how consumerism and environmentalism affect marketing strategies
decision making on principles of socially responsible marketing
● Explain the role of ethics in marketing.
base
Compétences à acquérir
Description : (5 lignes maximum)
Résumé du cours
● The main aim is to look at an enlightenment framework of individualism, duty, utility
and the law to justify corporate social responsibility – but find it wanting.
● Alternatively, this course begins with the evident irresponsibility of the transnational corporations and looks to some basis in personal ethics for sustainability.
FORMULE PEDAGOGIQUE & EVALUATION
Prérequis
BAC+4 marketing courses. Average knowledge in the field of socially responsible marketing.
Déroulement
5 periods of 4hours
Supports pédagogiques
power point, abstract, company cases, glossary
Évaluation
Contrôle continu : 20%, company case: 30%, debate 50%
PLAN DETAILLE
Partie I (4h) Social Criticisms of Marketing
● Marketing’s Impact on Individual Consumers - High prices (high costs of distribution, high
advertising and promotion costs, excessive markups) - Deceptive Practices – High- pressure selling –
Shoddy or Unsafe Products – Planned Obsolescence – Poor Service to Disadvantaged Consumers
● Marketing’s Impact on Society as a Whole - False wants and too Much Materialism Too Few Social Goods – Cultural Pollution – Too Much Political Power
● Marketing’s impact on other Businesses – acquisition of competitors – Marketing Practices
that create barriers to entry – unfair competitive marketing practices
ARGUMENT CONCERNING THE IMPORTANCE OF BUSINESS ETHICS
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Partie II (4 h) Citizen and Public Actions to Regulate Marketing
● Consumerism – consumer movement in the early 1900s – in the mid -1930s – Since 1960s
● Environmentalism – Pollution prevention – Product stewardship – New environment technology –
Sustainability vision
● Public Action to regulate Marketing – From bills to workable laws
BASIC UNDERSTANDING OF THE MAIN TYPES OF ETHICAL REASONING AND THEIR LIMITATIONS.
Partie III (4 h) Business Actions Toward Socially Responsable Marketing
● Enlightened Marketing – Consumer- oriented marketing – Innovative Marketing – Consumervalue Marketing – Sense-of-Mission Marketing – societal Marketing
● Marketing Ethics – Concepts and Values - honesty – Responsability – Fairness – Respect –
Openness - Citizenship
ANALYSIS OF BUSINESS CONTEXTS FOR INDICATIVE ETHICAL/SUSTAINABLE IMPLICATIONS.
(4 heures)
Partie IV (4 h) Company Case : VDM Group (travel industry) – ACCOR Group (hotel industry)
● REASONED JUDGMENTS REGARDING APPROPRIATE ACTION FROM BUSINESS MANAGERS AND OTHER
SOCIAL ACTORS TO ADDRESS ETHICAL ISSUES.
● OPPORTUNITIES FOR AND BARRIERS TO ETHICAL MANAGEMENT ACTION.
Partie V (4h) Company Case Debate for final evaluation.
BIBLIOGRAPHIE
Lectures obligatoires
Samuel A. DiPiazza : « Ethics in Action », « It’s all down with personal values », and
« code of conduct : the way we do Business » accessed at :
www.pwcglobal.com/gx/eng/ins-sol/spec-int/ethics/index.html , june 2004.
Le chemin vers l’Ecotourisme, J.P. Lozato-Giotard - Les Dilemmes du tourisme, I. Babou
Guides (Petit Futé du tourisme solidaire et de l’écotourisme, Routard du tourisme
durable, Alternatives Economiques « Le tourisme autrement ») - Voyager Autrement,
Boris Martin- Le Marketing du Tourisme, I. Frochot - Tourisme Durable, Utopie ou Réalité,
J.P. Lamic - Une approche territoriale du développement, A. Laurent.
Lectures recommandées
Samuel A. DiPiazza : « Ethics in Action », « It’s all down with personal values », and
« code of conduct : the way we do Business » accessed at
www.pwcglobal.com/gx/eng/ins-sol/spec-int/ethics/index.html , june 2004.
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