Write a paper discussing the ethicality of a company’s marketing activity. The chosen company must come from one of the following industries: 1) Health, fitness and beauty (incl. personal care products); 2) Property (building and property developers, real estate agents) 3) Food and beverage and 4) Banking and Finance Information about the incident should be publicly available and verifiable. Select just one marketing activity for discussion. It can be issue related to Product, Pricing, Place or Promotion. Note that payment of low wages (e.g. by McDonald’s) is not a marketing issue since wages are decided by the Human Resource Manager and not the Marketing Manager! Your assignment will be graded on: • Description of the chosen firm’s marketing activity • Application of relevant frameworks (e.g. ***AMA code of ethics) * You have to apply AMA code of ethics for discussion !!! ) • Criticisms of the ethicality of the chosen firm’s marketing activity and your suggestions • Organisation, language and conventions (e.g. referencing) used. *** You must pick a recent case ! The case must not be within 10 years. Better in 5 years ! Other instructions Length: Max. 800 words, including references. State the word count on the last page. Other useful advice: • It is more difficult to show that an action is ethical than to argue that an action is unethical. The so-called “ethical” action may be motivated by profit. • Ethics involves what is right or wrong. Voluntary actions may not be ethical actions. Look at the flip side. If the company does not do it, can you say it is unethical? • Need to balance the needs of buyer with needs of seller (“Fairness” principle in AMA code of ethics). Is it reasonable to expect the firm to do it? • Avoid criticizing fast food companies. A New York lawyer once tried to sue McDonald’s on behalf of obese children. He claimed that it “negligently marketed products that are high in fat, salt, sugar & cholesterol while failing to warn that these are linked to obesity, diabetes, heart disease etc.” The fast food industry replied that it was ridiculous to blame sellers for consumers’ “own nutritional ignorance, lack of willpower, genetic disposition, failure to exercise etc”. The Judge agreed, saying “It is not the place of the law to protect (consumers) from their own excesses”. In other words, consumers are responsible for what they eat! • Try to pick a recent case. Old cases e.g. whether tobacco companies or Nestle’s milk promotion in the ’70s are ethical offer little room for new insights. Also, you may have difficulty getting all the information that you need. Please note: You are expected to choose your own topic. A good guide would be to pick a topic that you have the most information on and for which you can make the strongest argument. Your instructor will not help you to prepare your arguments. If you do not feel confident about your arguments, discuss your views with a friend. Your friend can help you by poking holes in your arguments and offering counter-arguments. If you are able to convince your friend, it is likely that you will be able to convince the marker of your essay. Assessment criteria for the Ethics Assignment – A/A+ (Outstanding) Description • Informative summary of the marketing activity in question • Essay is well-written and free of errors. Reading this is a pleasure! Application • Applies a relevant framework on marketing ethics in the discussion • Clear explanation of the application of this framework to the marketing activity Criticism • Comprehensive analysis. Provides an independent & informed view • Offers many suggestions that are sound and practical