1777 Ethics in Marketing
Dr. Micha¿ Lema¿ski
Contact details
Michal Lemanski E-mail:
Weekly hours
Language of instruction
09/13/23 to 09/17/23
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Day Date Time Room
Friday 10/06/23 08:30 AM - 11:45 AM D2.0.342 Teacher Training Raum
Saturday 10/07/23 09:00 AM - 04:00 PM D2.0.038
Friday 10/13/23 08:30 AM - 11:45 AM D2.0.342 Teacher Training Raum
Friday 10/20/23 08:30 AM - 11:45 AM D2.0.342 Teacher Training Raum
Tuesday 10/24/23 08:30 AM - 11:45 AM Online-Einheit
Friday 11/10/23 09:30 AM - 12:45 PM D2.0.038

The course is closely linked to the Sustainable Development Agenda of the United Nations, and a part of the Marketing for a Better World program. All participants are encouraged to read the full text of the editorial article "Better Marketing for a Better World" published in the Journal of Marketing, available at

Learning outcomes

After completion of this course, students should be able to:
Understand the concept of responsible marketing and relevance of ethics in contemporary marketing;
Understand the impact of ethics on business performance and on firm's stakeholders;
Identify factors promoting or hindering responsible practices in marketing;
Formulate strategies to effectively implement responsible marketing strategies.

Students will also be able to develop the following intellectual, professional and practical:
The ability to think critically and creatively;
The ability to organize, analyze, synthesize and critically appraise relevant theories, models, and viewpoints;
The ability to effectively search for information and knowledge;
Analyze and synthesize data, and apply them to solve problems and make decisions;
Decision-making skills;
Self-reflection and self-management.

Attendance requirements

Participation in the first session is compulsory, and in addition at least 80% of the remaining session hours in class.

Teaching/learning method(s)

In addition to interactive lectures and guest speaker's presentation, teaching and learning will take place through a variety of media and tools, including:

Case studies
Case presentation and discussion by students will be a regular part of the course. All participants are required to read the specific case study scheduled for each class, and come prepared to participate in discussion.

Video clips will be short and will be used to bring alive some of the issues discussed in class and to show how they have application to responsible consumption and production.

Small group discussions
There will be numerous occasions where discussion will occur in small groups. These may relate to some case study issues, video clips mentioned above, and guest speaker presentations.

Time will be given in each session for you to identify your learning and reflect  on how you might take ideas given, and use them in your role as a consumer, market analyst, or marketing manager.


The final grade for this course will consist of four components:

1. Essay (individual paper): 20%

2. Active class participation: 30%

3. Group presentations in class: 25%

4. Participation in marketing study and reflection commentary: 5%

5. Final group project (report presented in last class): 20%

Grading scheme:
100-90% excellent
89-80% good
79-70% satisfactory
69-60% sufficient
59-0% fail

Prerequisites for participation and waiting lists

This course is part of the elective pool "Marketing for a Better World" of the MSc Marketing at WU.

MSc Marketing students can only register if they have successfully completed the following mandatory courses from the 1st year:

  • Management by Experiments (5 ECTS)
  • Marketing Analytics (7.5 ECTS)
  • Digital Marketing (5 ECTS)

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at

Availability of lecturer(s)

The lecturer is available for consultation on MS Teams, and via E-mail. Please note that only messages sent from the official WU student address will be opened (and answered).

Last edited: 2023-10-06