This individually written assignment draws on your knowledge and understanding of key
issues, theories and practices in responsible marketing and consumption.
The assessment consists of an individually written essay of 2,000 words, with no leeway,
plus appendices evidencing participation in classroom-based learning tasks.
Part 1: The Essay
As you will see throughout this module, responsible marketers must be able to manage
ethical, environmental and social challenges in marketing and consumption. Indeed,
responsibility issues may arise at any stage of the marketing management process (e.g.,
during the sourcing of materials for product development and production, when making
decisions about segmentation, targeting, pricing, promotion, distribution and so on), as well
as during consumer purchase, use, and disposal.
To complete this assignment successfully, you are required to write an essay on the current
responsibility issues involved in the marketing management and/or consumption process of
a consumer product/brand of your choice.
To do so, you must familiarise yourself with your chosen product/brand and relevant
theories by engaging in extensive secondary research and reading. You will need to provide
some background information on your chosen product/brand.
Additionally, using the decision model for resolving ethical issues (see Murphy et al. 2017,
pages 45, 55 and 56), you will need to critically evaluate, and propose solutions to, the
responsibility issues affecting your chosen product.
As you go about identifying and critically evaluating responsibility issues and solutions, it
may be helpful to consider the following questions:
x What are the ethical, social and/or environmental issues related to creating, developing,
sourcing the components for, and/or producing your selected product/brand?
x Are there any ethical and/or social issues in the segmentation, targeting and positioning
strategy of your chosen product? What about ethical, social and/or environmental
issues related to pricing, distributing, and promoting this particular product/brand?
x What are the environmental, social and/or ethical issues related to consumer purchase,
usage, and disposal of the product/brand?
x Who are the stakeholders who affect, and who are those affected by, the issues at
x What ethical theories and/or principles can help you frame and address the issues at
x What actions are available for the brand/product in their attempt to address the issues
involved? In addition, what are the pros and cons of these potential actions?
x What decisions would you recommend to the brand and why? How would you propose
to monitor the outcomes of such decisions?
What is ethical or unethical depends on your perspective on ethics. Therefore, you must
position your evaluations and recommendations in relation to one (or a combination of)
normative ethical theories introduced in class and through the decision model for resolving
ethical issues. These theories and model are explained in the essential textbook for this
module. Descriptive ethical theories and models introduced in class may also help you to
devise recommendations on how to improve the negative impacts of your chosen
Your analysis must be critical and supported by relevant reading and theoretical arguments.
Suitable literature will be introduced during the lectures as well as on the module outline.
However, you are also expected to research your own literature, and any current news
articles and/or reports that may be relevant to your choice of product.