Description

WEEK 6 (June 21st) NO CLASS (Individual Project 1 of 2 [Ethical Reflection] is due. 
You cannot do the FaceBook one since it’s an example in the grading rubric
Objective:
The objective of this assignment is to induce reflection on an ethical challenge that marketers encounter. Based on conversations with marketing professionals (please provide name of source as well as e mail address and phone number)  and / or based on articles that are available in the public domain,(please be sure to reference your source here.. no need to use APA format…just make sure the reference is clear enough that I can find it easily.  This means including page numbers and describing where it is on that page) you are required to identify an ethical challenge faced by marketers. 
Structure:
Your report will be in 3 parts:
Description (30% of the assignment grade):  Here you will describe the ethical challenge.  For public domain examples, you can provide all the names.  For challenges based on personal conversations, please disguise the names and other details to preserve confidentiality.
Assessment (40% of the assignment grade): Based on the ethical principles discussed in class and in the readings, you are to provide an assessment of the situation from an ethical perspective.
Recommendation (30% of the assignment grade): Flowing from your assessment, you are to develop concrete recommendations for the organization such that ethical challenges of this nature do not recur.WEEK 6 (June 21st) NO CLASS (Individual Project 1 of 2 [Ethical Reflection] is due
Objective:
The objective of this assignment is to induce reflection on an ethical challenge that marketers encounter.
Based on conversations with marketing professionals (please provide name of source as well as e mail
address and phone number) and / or based on articles that are available in the public domain,(please be
sure to reference your source here.. no need to use APA format…just make sure the reference is clear
enough that I can find it easily. This means including page numbers and describing where it is on that
page) you are required to identify an ethical challenge faced by marketers.
Structure:
Your report will be in 3 parts:
Description (30% of the assignment grade): Here you will describe the ethical challenge. For public
domain examples, you can provide all the names. For challenges based on personal conversations,
please disguise the names and other details to preserve confidentiality.
Assessment (40% of the assignment grade): Based on the ethical principles discussed in class and in the
readings, you are to provide an assessment of the situation from an ethical perspective.
Recommendation (30% of the assignment grade): Flowing from your assessment, you are to develop
concrete recommendations for the organization such that ethical challenges of this nature do not recur.
Logistics:
The submission will be NO MORE than 16 pages (12 point Arial font, double spaced, with normal
margins; 16 pages is the maximum length of the file, but if you can be thorough, and use fewer pages,
please do so.
PLEASE SEE GRADING RUBRIC FOR DETAILS ON HOW YOUR PRESENTATION WILL BE EVALUATED
ETHICAL REFLECTION ASSIGNMENT
Student:
SECTION
MARK ALLOCATION
APPROX PAGE LENGTH
Title page
Description
0
30% of 20 = 6
Assessment
40% of 20 = 8
Recommendation
30% of 20 = 6
References
TOTAL
0
100 % of 20 = 20
1 page
30% of 14 pages = 4.2 pages (12
point font; double spaced)
40 % of 14 pages = 5.6 pages (12
point font; double spaced)
30% of 14 pages = 4.2 pages (12
point font; double spaced)
1 page (8 point font; single spaced)
16 pages
CONTENT OF THE REPORT
SECTION
EXPLANATION
Description
• Facebook selling proprietary data
about your browsing history to
third parties
(https://www.engadget.com/201904-25-canada-facebook-privacylaws-cambridge-analytica.html)
Assessment
(i) identify a principle and demonstrate
based on that principle that what FB did is
unethical.
ii) identify the advantages/disadvantages of
what FB did for various stakeholders and
reach a conclusion regarding whether or not
what FB did is unethical based on the
consequences (i.e., did a greater number of
people suffer relative to the number of
people that benefited)
Describe the ethical
challenge (4.2 pages).
Provide facts and details.
Recommendation
(i) How should the organizational structure
of FB be changed
(ii) How should the culture be changed
(iii) How should the reward system be
changed
(iv) how should the laws be changed
(v) and other dimensions you can think of
NOTE: use EXAMPLES of companies that
have implemented the recommendations that
you are discussing in order to justify your
recommendations. Also SHOW ME that
you have read the course readings/watched
the videos/and done other readings and
watched other videos in arriving at your
recommendations. These go into the
reference section.
What changes need to
happen within FB and within
the legal system to ensure
that this particular unethical
act does not happen again?
COMMENTS /GRADE
Grade ___/6
Assess the ethicality of FB’s
action using two approaches:
(i) The Principles based
approach
(ii) The consequences based
approach
Page length: 5.6 pages
Grade ___/8
Grade ___/6
Grade ___/20
Ethics Assignment
Objective: Reflect on an ethical challenge faced by marketers
 Structure: 3 Sections





16 pages maximum
12 point font
Double spaced
Normal margins







Title page
Description
Assessment
Recommendation
References
Total
Due June 21
1 page
4.25 pages
5.5 pages
4.25 pages
1 page
16 pages
11:59 PM
Please note, these are maximums. If you can be thorough and
succinct, please feel free to submit fewer pages
 Additionally, please use subheads for each section and subsection
detailed on the rubric

1
Ethics Assignment
 Objective: Reflect on an ethical challenge faced by
marketers
 Structure: 3 Sections
 1. Description (30% of the assignment grade)

Here you will describe the ethical challenge. For public
domain examples, you can provide all the names. For
challenges based on personal conversations, please
disguise the names and other details to preserve
confidentiality.
 Example:
Facebook selling proprietary data about your browsing history to third
parties
 (https://www.engadget.com/2019-04-25-canada-facebook-privacy-lawscambridge-analytica.html)
 Provide enough facts and details for the reader to understand what the rest
of your paper will say WITHOUT NEEDING TO CHECK THE REFERENCE

2
Ethics Assignment
 Objective: Reflect on an ethical challenge faced
by marketers
 Structure: 3 Sections
 2. Assessment (40% of the assignment grade):
 Based on the ethical principles discussed in class and in
the readings, you are to provide an assessment of the
situation from an ethical perspective.


(i) identify a principle and demonstrate based on that principle that what FB
did is unethical.
ii) identify the advantages/disadvantages of what FB did for various
stakeholders and reach a conclusion regarding whether or not what FB did is
unethical based on the consequences (i.e., did a greater number of people
suffer relative to the number of people that benefited)
3
Ethics Assignment
 Objective: Reflect on an ethical challenge faced
by marketers
 Structure: 3 Sections
 3. Recommendation (30% of the assignment grade)
 Flowing from your assessment, you are to develop
concrete recommendations for the organization such
that ethical challenges of this nature do not recur.
How should the organizational structure of FB be changed
 (ii) How should the culture be changed
 (iii) How should the reward system be changed
 (iv) How should the laws be changed
 (v) Are there any other recommendations you can think of?

4
Ethics Assignment
 Objective: Reflect on an ethical challenge faced
by marketers
 Structure: 3 Sections
 3. Recommendation (30% of the assignment grade)



NOTE: use EXAMPLES of companies that have implemented the
recommendations that you are discussing in order to justify your
recommendations
Also SHOW ME that you have read the course readings/watched the
videos/and done other readings and watched other videos in arriving at
your recommendations. These go into the reference section.
DETAILED DISCUSSION OF GRADING RUBRIC
5
Ethics
The Concepts
& The Challenges
Agenda
• Objectives
• The Concepts
• Background
• Deontological Approach
• Outcomes Based Approach
• The Challenges
• The Tobacco Assignment
• The Mike C Situation
• Company Sale: The Aftermath
• The More Business Our Client Gives Us, The Lower Our
Margins
Ethics Background
• All of morality aims at the same thing but there are several
basic ways to get there.
• If you prefer, each approach is like a different tool—a
hammer, a nail, a level.
• Using the right tool for the right job makes it easier to do
your work and increases the chances that you’ll wind up with
a quality product.
Ethics Background
• If you can grasp the basic ideas of each of the different approaches to ethics, you
will be in a better position to make a sound ethical decision.
• There are other ways in which moral philosophy and philosophers can be
categorized, but establishing ethical theories into their three schools is a useful
way to understand ethics.
Ethics Background
• The three schools are:
• Virtue ethics, Consequentialist ethics, and Deontological or duty-based ethics.
• Each approach provides a different way to understand ethics. An analogy to your
personal wellbeing is this: What is the best way to achieve a healthy life?
• One is through good nutrition, another is through exercise, and a third is
through a spiritual discipline, and yet another stresses public health
measures.
• Each is vital but inadequate by itself. It is bringing these—and other—
approaches together that you can live to the fullest.
Background
• Similarly, in ethics, no school answers all the problems raised by social living. In
most cases, all three schools need to be considered in order to reach the best
ethical decision. (It should also be noted that there are divisions and subdivisions within each of the approaches.)
Deontological Ethics
• Deontological Ethics: Is It Right?
• Key Questions Informing Ethical Decisions:
• What are my ethical principles telling me I should do?
• What does reason require of me regarding my treatment of
others?
• What duties do I owe?
• How do I decide between conflicting duties?
Deontological Ethics
• Some Main Principles
• Arriving at ethical principles through reason.
• Reasons must be consistent and coherent.
• Having a duty to others based on ethical principles.
• Respecting the autonomy of others is a primary value.
• Philosophers
• John Locke (1632-1704)
• Immanuel Kant (1724-1804)
Consequentialist Ethics
• Consequentialist Ethics: Is It Good?
• Key Questions Informing Ethical Decisions:
• What impact is my behavior having on the world?
• Am I doing more good or harm by my behavior?
Consequentialist Ethics
• Some Main Goals
• Actions aim at bringing about the greatest good for the
greatest number of people.
• Benevolence is a primary value.
• Philosophers
• David Hume (1711-1776)
• Jeremy Bentham (1748-1832)
• John Stuart Mill (1806-1873)
Virtue Ethics
• How to Live Your Life
• Key Questions Informing Ethical Decisions:
• What kind of person do I want to be?
• What virtues bring me closer to this goal; which vices
prevent me from achieving it? Is my behavior consistent
with being a moral person?
Virtue Ethics
• Some Main Principles
• Aspiring to a set of virtues.
• Avoiding a set of vices.
• Integrity is a primary value.
• Finding the right balance within and between values.
• Philosophers
• Aristotle (384-322 BCE)
• Alasdair MacIntyre (1929)
In Class Exercise
Group
Challenge
Approach
The Tobacco Assignment
Deontological
The Tobacco Assignment
Consequentialist
The Mike C Situation
Deontological
The Mike C Situation
Consequentialist
Company Sale: The Aftermath
Deontological
Company Sale: The Aftermath
Consequentialist
The More Business Our Client
Gives Us, The Lower Our Margins
Deontological
The More Business Our Client
Gives Us, The Lower Our Margins
Consequentialist
The Tobacco Assignment
• Our Ad Agency won an assignment working on a
national Tobacco Brand
• There was no advertising allowed at the time but there were
sponsorship opportunities
• The Tobacco Company hired our agency to promote their
brand
• The assignment was to promote their brand on college and
university campuses across the country
• The assignment paid more than twice what a similar
assignment paid on a less controversial product
• This compensation increase would have allowed for a number
of benefits to the firms’ owners and / or employees
• We successfully completed the assignment and when asked if
we would like to do more work for the tobacco company , we
had a decision to make. What would you do? Why would you
do that?
The Mike C Situation
• Mike C was an account manager at our agency and was
performing poorly. He was a very nice guy and other
employees were picking up his slack
• The decision was made to fire him and, according to the way
we ran our company, it was my responsibility to give him the
bad news
• I planned to do it Monday morning and much to my
surprise, on Monday at 8:30am, Mike C was standing in
front of my office asking if I had a few minutes
• I thought to myself….could I get so lucky as for him to resign
and save us 1 months pay????
• He asks if he can close the door, sits down opposite me and
tells me that he has just been diagnosed with cancer
• What would you do next? Why would you do that?
Company Sale: The Aftermath
• We were lucky enough to sell our ad agency to a publicly
traded company in 2002
• The company that bought us was British and not a strategic
buyer, meaning they weren’t in the ad business yet.
• In fact they were agents, representing world famous actors,
musicians and athletes
• They told us they bought us to help activate their talent
stable via sponsorships and promotions that we would
manage
• They didn’t make anything happen and since we had been
in the business for a long time we heard via highly reliable
sources that they were actually trying to package up the ad
agencies they acquired and flip them for a profit. In other
words they lied to us
Company Sale: The Aftermath
• When confronted, they at first denied that’s what they
were doing and then admitted it telling us they were
close to a sale
• When the sale fell through they told us that they had
no interest in operating the business and we could buy
it back for an amount to be negotiated
• We sold our business because we didn’t want to own
an ad business any more and told them that
• They said they would happily let the business go
bankrupt
• What do we do about all the employees working there
after we were told that the business would be bankrupt
within months? Why would you do that?
The More Business Our Client
Gives Us, The Lower Our Margins
• Our Ad Agency did very well, though it certainly had it’s
share of ups and downs
• Its biggest down was when we turned one of our clients
into an enormous piece of business and as a result
were asked to trim our margins significantly
• We had 2 ways of recovering this margin in a way that
would be indetectable:
1. Arrange for a volume rebate with our couriers to them
2. Add a new charge to each invoice for “studio supplies”
• By doing this, we would recover our margin and at
minimum be able to give raises to all the people (50)
that worked on that client’s business
• Would you do 1 and 2 above? Why or why not?

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