Identifying Ethical Challenges in the Marketing Mix: Experiential Exercise Themes and Variations

Rikki Abzug

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Identifying Ethical Challenges in the Marketing Mix: Experiential Exercise Themes and Variations

Rikki Abzug

Ramapo College of New Jersey, Anisfield School of Business, USA

Volume 20: 2023 pp. 195-208: ABSTRACT

To be effective ethical business leaders, students need experience identifying ethical dilemmas. Textbooks provide models and guidelines to categorize ethical challenges, yet students need practice applying these tools in the real world. The exercise described in this study is designed to do just that by helping students learn to identify ethical challenges in marketing. Using the marketing mix as a framework, this scavenger hunt-like exercise provides significant learning experiences by emphasizing teamwork, out of classroom learning, and meeting students where they are with technology. The exercise may be used at either an undergraduate or graduate level in business ethics classes. Learning themes tapped in this exercise can be realized in the on-site classroom or the virtual classroom. Further variations on these themes conclude the article.
Keywords: identifying ethical challenges, marketing mix, experiential exercise, ethics, real world.