Marketing Ethics Dissertation Topics

The power of the media and changing consumer attitudes are having a significant impact on how firms are expected to behave, as well as how they should integrate ethics into their marketing campaigns. On this basis, marketing ethics is interested in a range of issues from the business case for ethical practices, to CSR programmes and cause-related marketing, and ethical issues that must be taken into account during the marketing communications process. a marketing dissertation on marketing ethics could include any of the following topics:

  • Is easyJet’s low fare, online pricing strategy misleading or a justifiable way of managing customer demand?
  • Is firms’ use of Fair Trade branding misleading consumers?
  • What affect do published codes of conduct have on buying behaviour? The cases of The Body Shop, Levi Strauss, and Marks and Spencer.
  • Are “happy hours” ethical? An application of the marketing communicator’s rules of behaviour.
  • How does ethical purchase intention and ethical awareness affect purchasing behaviour? An examination of the sale of battery and free range chickens.
  • What impact do cause-related marketing campaigns have on consumer buying behaviour? The case of Tesco’s “Computers for Schools” vouchers.
  • Why do some controversial marketing communications work whilst other fail?
  • How have spam laws improved marketing ethics online?
  • What factors distinguish a consumer’s choice of most and least social responsible firms?
  • How do firms use public relations to recover from consumer boycotts? The case of Shell and Nestle.

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