Ethical Decision-Making and its Relevance to Marketing Practioners
Word limit/presentation criteria
2500 words. A 10% penalty will be imposed for every 500 words over the word limit
This is assignment should be presented in an ESSAY style format with a word count of 2,500 words (word count excludes figures, tables, charts, appendices, list of references). The editorial requirements are: font Arial 12
? Experiment and develop personal initiative and responsibility in undertaking complex investigations in the solving of organisational problems and issues.
? Critically analyse and apply key ideas and concepts via comprehensive research relevant both to the subject area and to professional practice in the field.
? Use terminology associated with the subject area accurately and in a way, which demonstrates sophisticated knowledge and understanding.
? Develop and enhance both individually and collaboratively effective written and oral communication skills for both specialist and non-specialist audiences.
Details of the task
The EKB model of decision-making is ?based on the idea that a consumer is an information processing ?machine?. Although helpful in structuring this sequence…the model is not really useful in understanding real-life consumer decisions? (Beckmann cited in Solomon et al. 2010, p317). This observation might explain marketing practitioners? problems in understanding ethical consumer behaviour. Using relevant examples, discuss the limitations of cognitive-based decision-making models and identify alternative decision-making theories which may assist marketing practitioners in obtaining more thorough behavioural insights into the ethical consumer.
As a guide, you should attempt to include in your discussion:
? A comparison of relevant decision-making models such as The Nicossia, Howard-Sheth and/or EKB models (35 marks);
? An explanation of their strengths and limitations in helping marketers understand ethical consumers (35 marks);
? Identification of alternative theories which can help marketers achieve a greater understanding of ethical consumer decision-making (30 marks).
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