Digital Marketing PT
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Ethics in Marketing

level of course unit

Second cycle, Master

Learning outcomes of course unit

Students possess orientation knowledge in the national and international self-understanding of marketing ethics as well as transfer and action skills in the application of sustainable marketing management.

prerequisites and co-requisites

not applicable

course contents

Following a brief introduction of the historic development and current understanding of ethics in (Western) society and an overview of involved institutions, the seminar deals with current trends and tendencies. Sustainable marketing management includes corporate social responsibility (CSR), corporate cultural responsibility and ecological areas (example green event) and engagement with consumer ethics. Against the background of the globalization of markets and demographic restructuring of worldwide societies, transcultural and multicultural correlations play an important role for sustainable and ethically oriented marketing. The seminar especially focuses on the international model formation of ethics in marketing and role models for responsible present-day and future companies. Furthermore, effects of the technological transformation on the relationship between family and university are discussed.

recommended or required reading

- Clausen, A. (2009): Grundwissen Unternehmensethik - ein Arbeitsbuch. UTB
- Hiß, S. (2006): Warum übernehmen Unternehmen gesellschaftliche Verantwortung? Ein soziologischer Erklärungsversuch. Campus
- Pieper, A. (2017): Einführung in die Ethik. 7. Auflage, Beck'sche Reihe

assessment methods and criteria

Seminar work

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Seminar, group work, presentation and task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Wolfgang Reitberger

year of study

2. year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery


work placement(s)

not applicable