Ethical Practices and Challenges in Contemporary Marketing Bachelor thesis

Ethical Practices and Challenges in Contemporary Marketing

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This paper aims to answer the question of the importance of ethics in marketing and whether ethical marketing is possible. It highlights the importance of ethical considerations in the design of marketing strategies and their impact on various stakeholders, and ultimately aims to promote responsible and sustainable business practices.
The first chapter of the paper provides a theoretical foundation by defining marketing as a process and discussing the key elements of the marketing mix. It also examines the evolution of marketing from a traditional to a digital approach. The practice of ethical marketing has become increasingly important in today's business world as it aims to create value for consumers while maintaining their trust and well-being.
First, a theoretical foundation is established by defining marketing-related terms and phenomena that form the basis for the second chapter, which focuses on unethical marketing practices and their ethical implications. It is emphasized that abuses often target weak individuals and exploit psychological vulnerabilities to manipulate consumer behavior. Finally, the implications of corporate social responsibility for marketing ethics and sustainability are discussed.
Chapter 3 of the thesis focuses on analyzing the activities of selected companies, focusing on Patagonia and Volkswagen as examples of ethical and unethical marketing practices, respectively. This chapter provides an overview of the companies' histories, their marketing strategies, and the benefits or consequences of their approaches.
By combining theoretical knowledge with real-world examples, the paper concludes that business ethics are of great importance and that any deviation can cause great losses to the company, both financially and reputationally. Using the Patagonia case as an example, it can be said that ethical business practices are entirely possible and can do a lot of good. By spreading knowledge about the background of products and their impact on the environment, people become conscious consumers. This awareness applies not only to Patagonia's product, but to consumption in general.

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Marketing, business ethics, unethical practices, the evolution of marketing, Patagonia, Volkswagen, CSR, marketing power abuse, 2015 Emissions Scandal

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