What you’ll learn to do: describe measures companies take to encourage ethical behavior

Ethical issues arise at both an organizational level and an individual level. A single individual can engage in unethical behavior, but most ethical breaches that have significant impact on a business occur when many individuals come together to act unethically. This section will review the steps that businesses take at each level to define ethical behavior and create a culture that encourages employees to do the right thing.

The way to gain a good reputation is to endeavor to be what you desire to appear.—Socrates

The specific things you’ll learn in this section include:

• Explain the importance of ethics policies and a culture of accountability for all employees
• Identify the unique ethical considerations and roles for company executives
• Describe how companies manage ethical behavior of marketing employees

Learning Activities

The learning activities for this section include the following:

• Reading: A Culture of Accountability
• Reading: Executive Role in Ethics
• Reading: Ethics for Marketing Employees
• Simulation: Ethics
• Self Check: Ensuring Ethical Marketing and Sales