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Objectivos de Aprendizagem |
- Descrever e discutir conceitos, importância e desafios da ética empresarial e de marketing, bem como a responsabilidade social das empresas.
- Discutir os contextos do marketing/ética empresarial, considerando os papéis dos vários intervenientes.
- Identificar, interpretar e discutir questões específicas de ética em relação ao marketing.
- Discutir e reflectir sobre o conceito e o âmbito do marketing crítico.
- Avaliar criticamente a ênfase, abordagem e conceito de marketing, e o impacto do marketing sobre os consumidores individuais, a sociedade e o ambiente natural.
- Discutir o conceito de soberania dos consumidores e o de vulnerabilidade dos consumidores.
- Avaliar criticamente as abordagens e desenvolvimentos no terreno.
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Metodologias de Ensino e Critérios de Avaliação |
Teaching methodologies are designed to both develop and encourage students’ critical and thinking skills, and ground these skills in a concern for the ethical and sustainability issues affecting businesses. Materials covered, readings, and learning methods (e.g. debate, critical analysis of authors’ arguments and theories, art-based methods) are designed and planned with this aim in mind. For their assessment, students are expected to reflectively engage with the topics approached and actively contribute to deep discussions and written analysis around them, supported by academic and broader reading.
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Bibliografia principal |
Alvesson, M. (1994). “Critical Theory and Consumer Marketing”, Scandinavian Journal Management, 10 (3), 291-313.
Bray, J., Johns, N. and Kilburn, D. (2011). “An exploratory study into the factors impeding ethical consumption”, Journal of Business Ethics, 98(4), 597-608.
Crane, Andrew & Matten, Dirk (2016). Business Ethics, Oxford: Oxford University Press, 4th edition. (Chapter 1, 2 and 8).
Kotler, P. (2011). “Reinventing Marketing to Manage the Environmental Imperative”, Journal of Marketing, 75 (4), 132-135.
Lim, W.M. (2016). “A blueprint for sustainability marketing: Defining its conceptual boundaries for progress”, Marketing Theory, 16 (2), 232-249.
Murphy, P., Laczniak, G. & Prothero, A. (2012). “Foundational Perspectives for Ethical and Socially Responsible Marketing Decisions” in Murphy, P., Laczniak, G. & Prothero, A. (eds.). Ethics in Marketing – International Cases & Perspectives, London: Routledge: 3-47.
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