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Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
1
Instructor’s Manual: Implementation
Guide
This improved Instructor’s Manual (IM) contains more than just summaries of key concepts and features from the
sixth edition of M: Marketing that can be used as springboards for class discussion; it also provides best practices for
how to utilize the full product suite (from the textbook to SmartBook® to Connect®). In addition, this manual
includes a variety of supplemental teaching resources to enhance your ability to create an engaging learning
experience for your students. Regardless of whether you teach in face-to-face traditional classrooms, blended
(flipped) classrooms, online environments, or hybrid formats, you’ll find everything you need in this improved
resource.
The IM follows the order of the textbook outline for each chapter and is divided into sections for each learning
objective. To ease your class preparation time, we’ve included references to relevant PowerPoint slides that can be
shown during class. Note that you can adjust slides as needed to ensure your students stay actively engaged
throughout each session.
AVAILABLE INSTRUCTOR RESOURCES
Within the Instructor Resources Tab, located in the Connect® Library, you will find the following Instructor
Resources:
▪ Instructor’s Manual
▪ PowerPoint Presentations (Accessible)
▪ Test Bank
▪ Author Newsletter Blog
▪ Video Library
▪ Connect Content Matrix
Instructor’s Manual
This Instructor’s Manual is posted by chapter. Within each section of the IM you will find an assortment of feature
summaries, examples, exercises, and Connect® Integration assignments intended to enhance your students’ learning
and engagement.
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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PowerPoint Presentations
A set of ADA-accessible PowerPoints is available with each chapter and covers:
▪ Chapter Learning Objectives
▪ Key examples
▪ Key exhibits
▪ Key concepts and frameworks
▪ Progress checks
▪ Glossary terms
Some slides include teaching notes to guide your discussion of the content that appears on each slide.
Test Bank
Test Bank questions are posted by chapter. You will find a variety of question types within the test bank such as
Matching, Ranking, Multiple Choice, Select-All-That-Apply, True/False, Short Answer, and Essay to test student
mastery across Bloom’s Taxonomy (i.e., Understand, Apply, and Analyze). Due to the evolving needs around
generating high-quality print test experiences, McGraw-Hill Education provides a free copy of the industry-leading
test generation software TestGen® to users (more details can be found within the Instructor Resources tab under
“Test Bank”). Furthermore, due to its limitations to function with the latest browsers and operating systems,
McGraw-Hill Education has discontinued EZ-Test Online. Some of the robust new features present in TestGen®,
include:
▪ Cross-platform software compatibility with Windows and Mac
▪ Multiple LMS export formats, including Blackboard, Moodle, Desire2Learn, and Sakai
▪ Highly customizable formatting and editing option
Video Library
The Video Library provides links to all the assignable videos in Connect®, as well as legacy videos that are no
longer available as assignments, but that remain available as an additional resource. These videos can be directly
streamed from within the library that is located in the Instructor’s Resource tab. Accompanying each video is a brief
video guide that summarizes the key concepts of the video.
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Connect Content Matrix
The Connect Content Matrix provides a brief overview of all the application exercises available in the course. It
lists the Learning Objectives, topic tags, Bloom’s levels, and difficulty levels associated with each exercise.
Connect®, McGraw-Hill’s online assignment and assessment system, offers a wealth of content for both students
and instructors. Assignable activities include the following:
USING SMARTBOOK® TO ENHANCE STUDENTS’
PERFORMANCE
The LearnSmart®-powered SmartBook® is assignable through Connect. One of the first fully adaptive and
individualized study tools designed for students, it creates for them a personalized learning experience, giving them
the opportunity to practice and challenge their understanding of core marketing concepts. The reporting tools within
SmartBook® show where students are struggling to understand specific concepts.
Typically, SmartBook® is assigned by module (chapter), and you can set which learning objectives to cover as well
as the number of probes the student will see for each assignment. You can also set the number of points a
SmartBook® module is worth in the course. Usually, applying a minimal number of points for completion of each
module is enough to encourage students to read the chapter. Many instructors assign these modules to be completed
before the class or online session.
SmartBook® provides several diagnostic tools for you to gauge which concepts your students struggle to understand.
Below is the set of adaptive assignment reports available in SmartBook®:
▪ Progress Overview: View student progress broken down by module
▪ Student Details: View student progress details plus completion level breakdown for each module
▪ Module Details: View information on how your class performed on each section of their assigned modules
▪ Practice Quiz: This gives you a quick overview of the quizzes results for your students
▪ Missed Questions
▪ Metacognitive Skills
The Module Details report shows you the results for the students in the class overall. These details reveal where in
the chapters students might be struggling. The module gives the chapter section, average time spent, average
questions per student correct/total, and the percentage of correctness (based in number of assigned items).
Information about the most challenging sections for students can help you refine the focus of the next face-to-face,
hybrid, or online session.
The Metacognitive Skills report captures students’ confidence in their competency of the materials. Below you will
find a recreation of the Metacognitive Skills report. In it, you can see that the second student is confident and mostly
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
6
attempts together (several attempts are particularly good for homework assignments),
• deduct points for late assignment submissions (percentage deduction per hour/day/week/etc.) or create hard
deadlines thus accepting no late submissions,
• show feedback on application/questions immediately upon submission or at the time the assignment is due for
the whole class, create new assignments or questions from scratch, or edited versions from a variety of provided
resources.
Throughout the IM for each chapter, we integrate materials from the PowerPoint slides and provide summaries for
each of the Connect® Application Exercises at the end of each chapter. These summaries are intended to give you a
sense of the learning goal behind each exercise. We hope this integration of resources will help you to convey core
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Chapter 4
Conscious Marketing, Corporate Social Responsibility, and Ethics
Tools for Instructors
• Chapter Overview
• Brief Chapter Outline
• Learning Objectives
• Extended Chapter Outline
• PowerPoint Slides
• Additional Resources
• Connect Application Exercises
Chapter Overview
In this chapter, the goal is to introduce students to ethics and social responsibility. The text introduces the
Stakeholder Analysis Matrix and the Ethical Decision Metrics I and II as tools to reaching good ethical
decisions
Brief Chapter Outline
Conscious Marketing
Marketing's Greater Purpose: Corporate Social Responsibility as an Element of Conscious Marketing
The Stakeholders of Conscious Marketing
Integrating Conscious Marketing Throughout the Firm: Leadership and Culture
Marketing Ethics as A Conscious Marketing Principle
Learning Objectives
LO 4-1 Define conscious marketing
LO4-2 Describe what constitutes marketing’s greater purpose.
Marketers must recognize that the purpose of business is more than making profits. The actual purpose
LO4-3 Differentiate between conscious marketing and corporate social responsibility.
Although CSR is an important element of conscious marketing, they are different from one another. CSR
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Adding Value 4.1: Philanthropy with a Dash of Style: The Elbi–David Yurman Partnership discusses
the partnership between luxury jeweler David Yurman and the charitable app Elbi, which was founded by
a model who appears in some of David Yurman’s marketing campaigns. Ask students if they are more
likely to purchase products or services from firms that they know are involved in philanthropy.
II. Marketing's Greater Purpose: Corporate Social Responsibility as an Element of Conscious
Marketing (PPT 4-6)
✓
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the criteria for being a conscious marketer?
2. Is Walmart a conscious marketer or is it a practitioner of CSR?
Answer: Walmart has been widely criticized as the worst-paying company in the United States.
III. The Stakeholders of Conscious Marketing (PPT 4-10)
Marketing Analytics 4.1: How Kellogg’s Uses Analytics to Address GMO Concerns describes how
Kellogg’s used social media to introduce and gather data about its new Krave cereal. Can students think
of another example of a situation where this type of data would be useful to a marketer?
A. Employees (PPT 4-12)
B. Customers (PPT 4-13)
C. Marketplace (PPT 4-14)
Adding Value 4.2: Are Growth and Conscious Marketing Contradictory? The Challenge for
Patagonia describes the conscious marketing issues faced by Patagonia. What are the challenges
Patagonia has created for itself with the mission statement, “Build the best product, cause no
unnecessary harm, use business to inspire and implement solutions to the environmental crisis”?
✓
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What is the difference between conscious marketing and corporate social responsibility?
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Answer: Although CSR is an important element of conscious marketing, it is not the same thing.
Becoming a conscious marketing organization is a complex effort, and for some firms, it may
prove virtually impossible to achieve.
CORPORATE SOCIAL RESPONSIBILITY
CONSCIOUS MARKETING
Independent of corporate purpose or culture
Incorporates higher purpose and a
caring culture
Reflects a mechanistic view of business
Takes a holistic, ecosystem view of
business as a complex adaptive
system
Often grafted onto traditional business model, usually
as a separate department or part of PR
Social responsibility is at the core of
the business through the higher
purpose and viewing the community
and the environment as stakeholders
Sees limited overlap between the business and society,
and between business and the planet
Recognizes that business is a subset
of society, and that society is a subset
of the planet
2. Provide a specific example of a conscious marketing firm that considers the needs of each of its
stakeholders.
IV. Integrating Conscious Marketing Throughout the Firm: Leadership and Culture (PPT 4-18)
A. Planning Phase (PPT 4-19)
Ethical & Societal Dilemma 4.1 Defining Dangerous Advertising: Google Bans Financial Products
That May Do More Harm Than Good explains how the search engine has banned advertising by payday
loan companies from its sponsored search results. How does this action relate to Google’s mission
statement? Should other types of companies be banned from sponsored search results?
B. Implementation Phase (PPT 4-21)
Social & Mobile Marketing 4.1 How Mobile Phones and Payments Have Created a Viable New
Market at the Bottom of the Pyramid explains how sometimes positive situations that arise for an entire
population can lead to more conscious practices by firms.
C. Control Phase (PPT 4-22)
✓
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What ethical questions should a marketing manager consider at each stage of the marketing
plan?
V. Marketing Ethics as a Conscious Marketing Principle (PPT 4-24)
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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A. The Nature of Ethical and Unethical Marketing Decisions
B. Ethics and Corporate Social Responsibility
C. A Framework for Ethical Decision Making (PPT 4-25)
2. Step 2: Gather Information and Identify Stakeholders (PPT 4-27)
4. Step 4: Choose a Course of Action (PPT 4-29)
1. Identify the stages in the ethical decision-making framework.
Additional Resources
The text introduces the Stakeholder Analysis Matrix and the Ethical Decision Metrics I and II as tools to
reaching good ethical decisions. Ethics is difficult to teach because it is based on one’s beliefs and
culture. Consequently, instructors should keep in mind that much debate and excitement can occur in the
classroom when discussing topics in this chapter.
Most students aren’t aware of the American Marketing Association Code of Ethics. Instructors should fully
address this, which can be done by asking students to give an example of how the AMA ethical values
(honesty, responsibility, fairness, respect, openness, and citizenship) are used in marketing. Another
exercise may be for students to identify an advertisement or a marketing situation that did not adhere to
the AMA Code of Ethics and the subsequent outcome. Usually, that outcome is detrimental to the
companies, which demonstrates the effectiveness of following the AMA Code of Ethics. Online tip: Have
students make up story problems that are based on ethical marketing dilemmas. Then have other
students in the online class respond to them.
Social responsibility should be addressed. Students often think that social responsibility is a legal
requirement when it is not. Start students off with this topic by asking if social responsibility is a legal
requirement. The discussion should turn to examples of social responsibility and why it is important (from
the marketing viewpoint) for the organization to be involved in social responsibility.
Online Tip: Have students write up social responsibility problems (from the stakeholder’s viewpoint) in a
post and have their peers reply back as to what they would do in the situation.
Slide 6 in the Instructor PowerPoints for this chapter has a video that BP produced after the Deepwater
Horizon incident in the Gulf of Mexico (https://www.youtube.com/watch?v=V6m-VJy8Toc). Do students
think this video has authenticity, or is it propaganda?
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
12
Connect Application Exercises
This section summarizes each Application Exercise available with this chapter. Each summary comprises
an introduction to the exercise, concept review, and follow-up activity. Associated details related to the
learning objectives, activity type, AASCB category, and difficulty levels are also included. These
summaries are intended to guide your course planning; perhaps you want to assign these exercises as
homework or practice, before or after class. For best practices on how and when to assign these
exercises, see the IM Implementation Guide at the beginning of this chapter.
Activity
Type
Learning Objectives 04-
01
02
03
04
05
06
07
Newman’s Own Organics: Ethics and Social
Responsibility
Video Case
X
Understanding How CSR Differs from
Conscious Marketing
Click & Drag
X
Is There an App for Good Parenting?
Case Analysis
X
X
X
X
Zipcar: Conscious Marketing
Video Case
X
X
X
X
iSeeIt Video Case: Ethical Marketing and
Organization Mission
Video Case
X
Newman’s Own Organics: Ethics and Corporate Social Responsibility
▪ Activity Type: Video Case
▪ Learning Objectives: 04-03
▪ Difficulty: Medium
▪ Activity Summary: The case describes the ethical climate and corporate social responsibility
program at Newman’s Own Organics. After the video ends, students are asked questions about the
video and related course concepts.
Activity
▪ Introduction: In 1993, Newman's Own Organics was started as a division of the already established
company Newman's Own, a successful brand of packaged goods founded by veteran actor and
philanthropist Paul Newman. Part of its mission is to generate income for Paul Newman's charitable
activities; another is to encourage more organic agriculture.
▪ Concept Review: The process of creating a strong ethical climate within a marketing firm includes
having values that guide decision making and behavior. Everyone within the firm must share the
same understanding of these values. Further, they must be able to translate the values into business
actions and to discuss them in a consistent language. Top management must commit to establishing
an ethical climate, but all employees must carry out this commitment because the roots of ethical
conflict are often the competing values of individuals.
▪ Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
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McGraw-Hill Education.
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Follow-Up Activity
Review the Newman’s Own Organics website (http://www.newmansownorganics.com/index.php) and
Facebook page (linked to the website home page). If you had visited the site without viewing the video,
how much of the Newman’s Own Organics social responsibility message would you have been able to
understand? Should Newman’s Own change their site to make some messages “louder”?
Understanding How CSR Differs from Conscious Marketing
▪ Activity Type: Click & Drag
▪ Learning Objectives: 04-03
▪ Difficulty: Hard
▪ Activity Summary: Students read descriptions of different firm actions and must classify them as
examples of CSR or conscious marketing.
Activity
▪ Introduction: A firm that engages in conscious marketing is recognizing that it has a purpose higher
than making a profit. Corporate social responsibility (CSR) is an element of conscious marketing and
generally refers to a firm’s understanding that it has responsibilities to society. This exercise is
important because it will help you understand that because of the complexities of conscious
marketing, not all socially responsible firms are able to engage in conscious-marketing efforts.
Is There an App for Good Parenting?
▪ Activity Type: Case Analysis
▪ Learning Objectives: 04-01, 04-04, 04-06, 04-07
▪ Difficulty: Medium
▪ Activity Summary: This case discusses the issue of screen time for babies and toddlers, exploring
both current research on its impact and products intended for use by very young children. After
reading the case, students answer questions applying marketing ethics frameworks to the issue.
Activity
▪ Introduction: Do the risks of “screen time” for small children outweigh the potential benefits? That is
what this case considers. This activity is important because ethical dilemmas arise every day in
business decision making, and managers (especially marketers) must consider all aspects of a
situation in order to make the best decisions.
Chapter 4 - Conscious Marketing, Corporate Social Responsibility, and Ethics M: Marketing 6th
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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Zipcar: Conscious Marketing
▪ Activity Type: Video Case
▪ Learning Objectives: 04-03, 04-04, 04-05, 04-06
▪ Difficulty: Medium
▪ Activity Summary: Zipcar sees its corporate mission as more than just making a profit: the company
seeks to make the world better through its core operations. The video case explores Zipcar’s
conscious marketing program. After the video ends, students are asked questions about the video
and related course concepts.
Activity
▪ Introduction: Conscious marketing is built into the DNA at Zipcar. The company feels that it forges
deeper relationships with customers, creating a “community of Zipsters,” through these efforts. The
video case describes some of these initiatives. This activity is important because consumers
increasingly seek to forge relationships with brands that share the consumer’s core values. The goal
of this exercise is to test your understanding of frameworks of ethical, socially responsible, and
conscious marketing by applying them to the Zipcar example.
▪ Video: After the video ends, students are asked questions about the video and related course
concepts.
ISeeIt Video Case: Ethical Marketing and Organization Mission
▪ Activity Type: Video Case
▪ Learning Objectives: 04-02, 04-03
▪ Difficulty: Easy
▪ Activity Summary: This iSeeIt video case considers two job offers a student receives from
organizations with very different ethical climates, using these differences to explore concepts related
to ethical marketing.
Activity
▪ Introduction: Ethics serve an increasingly important role in guiding the marketing activities of today’s
organizations. From corporate social responsibility to the internal ethics of employees, how an
organization acts and completes operating activities have become important considerations for
stakeholders at all levels. This can be seen from an employee perspective as Justin weighs two very
different job opportunities at Hope Springs and Big Box Co. On one hand, Hope Springs truly cares
about its employees, its customers, and the world in general, as it is highly focused on both employee
ethics and corporate social responsibility. On the other hand, Big Box Co. is one of the largest
employers in retail and is very active when it comes to corporate social responsibility. However, the
company takes an external approach and has a limited focus on employee ethics. In addition,
customer driven websites offer reviews that are less than flattering. While both organizations focus on
profits, how they get there and what they do with revenue is vastly different.
