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- Title
Embedding Ethics into MBA Marketing Coursework: The Utility of a Trust Approach.
- Authors
Hansen, S. Duane; King, Skyler; Mouritsen, Matthew
- Abstract
The marketing professions (especially advertising) are experiencing an erosion of consumer trust. Some surveys indicate that the majority of consumers distrust marketing and advertising professionals altogether. Although other contributing causes are likely, some evidence suggests that this distrust may in part be due to the way marketing is being taught in MBA programs. In direct response to this, we propose a "consumer trust" pedagogical platform for marketing education in MBA programs. We suggest that this platform is capable of helping to restore the trust of consumers and other stakeholders by way of training managers to prioritize ethical behavior and to emphasize longterm, as opposed to short-term, profitability. In addition to arguments in support of a trust-based teaching platform, basic pedagogical recommendations are provided stemming from the authors' experience in the MBA classroom.
- Subjects
MARKETING ethics; EDUCATION marketing; MASTER of business administration degree; TRUST
- Publication
Business Education Innovation Journal, 2018, Vol 10, Issue 2, p31
- ISSN
1945-0915
- Publication type
Article