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NBS8527 : International Marketing Ethics

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Cezara Nicoara
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 1 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


The module aims to discuss concepts and theories related to international marketing ethics, providing students with an understanding of the dilemmas faced by international marketers when dealing with ethical issues in cross-cultural settings. Throughout lectures and seminars, students will develop an understanding of responsible and sustainable practices trough real-world examples and case studies aimed to build an understanding of the nuances and differences in ethical behaviour and expectations in international marketing.

Students will also investigate issues related to CSR and the TBL, including the measurement of CSR performance across settings and analyse the role of ethics in consumer culture. Here, students will get to explore local and global ethical considerations in consumer culture, addressing issues related to consumer empowerment, vulnerability, and wellbeing. The module also aims to provide students with an understanding of the issues related to social media marketing ethics, by exploring issues related to data privacy and algorithm bias.

The role culture is fundamental to the module. Students will explore the impact that cultural values play in international marketing ethics and understand how to correctly assess ethical pitfalls resulting from cultural values differences by discussing relevant business cases. The module is taught through a research-led approach designed to introduce students to current up-to-date studies in international marketing and business ethics as well as research on ethical consumption.

Outline Of Syllabus

This module is structured to introduce and discuss the following topics:
•       Introduction to International Marketing Ethics & The Role of Culture
•       Criticisms of Marketing: An International Perspective
•       Corporate Social Responsibility (CSR) in Developed and Emerging Markets
•       Ethical Consumption & Responding to Ethical Consumers
•       Consumer Vulnerability and Wellbeing
•       Social Media Marketing Ethics

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Scheduled Learning And Teaching ActivitiesLecture32:006:00PIP lectures
Scheduled Learning And Teaching ActivitiesLecture42:008:00Online synchronous lectures
Guided Independent StudyDirected research and reading134:0034:00Equivalent to 3 hours per teaching week
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00PIP seminars
Guided Independent StudyIndependent study119:0019:00independent study
Teaching Rationale And Relationship

The Scheduled Learning And Teaching Activities include a combination of in-person and online lectures aimed at outlining ethics-related theories and models and are supported by a wide range of examples and illustrations from marketing practice.

Lectures will be supplemented by in-person small group teaching sessions, focused on applying the theory to practice and clarifying students’ queries. Additionally, students will gain a more in-depth understanding of theory and examples through the guided independent study materials provided.

The integration of both in-person and online lectures, is designed to accommodate diverse learning needs and align with the dynamic landscape of HE. This strategy not only caters to varied student preferences but also responds to employers' expectations for graduates possessing a bland of in-person and digital skills.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay1M100Individual assignment 2000 words
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Written exercise1MEssay plan
Assessment Rationale And Relationship

The summative assessment is a 2000 words individual essay worth 100% of the overall module marks as this is a 10-credit module.

Writing a marketing ethics essay provides students with the opportunity to:
1. Develop their critical writing and information analysis skills through engaging with extant marketing ethics research.
2. Apply theories and conceptual frameworks in order to reflect on current marketing ethics case studies and ethical dilemmas.

The formative assessment is a practice essay plan (150 words). Students will receive formative feedback on their practice essay plans to inform their assignment preparation.

Reading Lists