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| Author: | Brennan, R. (et al.) |
| Title: | Of a complex sensitivity in marketing ethics education |
| Journal: | Journal of Marketing Management
2010 : DEC, VOL. 26:13-14, p. 1165-1180 |
| Index terms: | marketing ethics higher education health service |
| Language: | eng |
| Abstract: | This paper deals with the way of ethics being taught in the modern marketing syllabus. It aims to open up a space within which to promote timely debate on contemporary marketing education. It is argued that the conceptualisation of ethics in marketing cannot be set apart from the question of pedagogy and the responsibilities of the tutor. It is suggest that the largely conventional model adopted for the teaching of marketing may not be satisfactory. It is called for a reappraisal of the tutor/student relationship to facilitate a greater understanding of how marketing students can make sense of themselves and of 'the Other'. An example from nursing education is provided. |
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