Awakening Awareness and Application: Utilizing Guest Speeches and Reflective
Learning to Teach Ethics in Marketing

Nikki Wingate; Dorin Micu; Claudio Schapsis

ORDER ARTICLE PERMISSIONS/REPRINTS/OFFPRINTS/

To order copies, and/or permissions to include this article in textbooks, edited volumes, course booklets, online/digital course packs, etc., and/or to order multiple individual hard copies for classroom use, please use the secure online payment, or the appropriate form available on the Order Forms page, or alternatively, contact the Publishing Editor, Peter Neilson, pneilson@neilsonjournals.com directly.

Awakening Awareness and Application: Utilizing Guest Speeches and Reflective Learning to Teach Ethics in Marketing

Nikki Wingate, Dorin Micu, and Claudio Schapsis

Welch College of Business, Sacred Heart University, USA

Volume 20: 2023 pp. 19-32: ABSTRACT

There has been considerable debate on how to teach ethics within the marketing curriculum to accommodate the AACSB requirements requiring emphasis on ethical issues within the business curricula. Since introducing a separate course on marketing ethics has limited reach, we propose incorporating the ethical dimension through guest speeches and reflective learning in a mandatory Marketing course for all business majors. Through phenomenographic analysis of 121 student reflections, we report evidence supporting the effectiveness of this approach in significantly raising awareness of ethics in the marketing domain and in initiating the nurturing of ethical reasoning abilities in undergraduate business students early in their college careers. Students absorbed substantial amounts of knowledge at different levels and demonstrated significant cognitive processing within the revised Bloom’s taxonomy. Using this method to teach marketing ethics promotes awareness and application of ethical reasoning without compromising disciplinespecific instruction.
Keywords: teaching marketing ethics, guest speeches, reflective learning, Bloom’s taxonomy