Ethical issues remain an important area of discussion for marketing and advertising students.  The challenges include ethical messaging as well as the impact of unethical activities on other aspects of marketing communications.


  1. Read the Chipotle story.  Which group of consumers might be most distressed by this news? Discuss the impact on the Chipotle brand.
  2. Watch the Purell story.  Discuss the ethical implications of this story in light of the recent coornavaris outbreak.  Will there be long term implications for the Purell brand? Why or why not?
  3. Watch the Ethics and Brand Management video.  Discuss the connections between ethics and marketing communications with peers, especially in light of the current world of social media and instant news messages.
  4. When a company has been accused of an ethical violation, what strategic steps should the marketing team take to protect the brand?

About Dr. Donald Baack

Co-author of textbook.

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