ETHICAL MARKETING FOR SUCCESSFUL SALES
ONLINE
ETHICAL MARKETING FOR SUCCESSFUL SALES Marketing is one of the most important aspects of business and revolves around four specific mix elements. At the heart of marketing is the exchange process, “something of value for something of value.” Specifically, Sales is at the cornerstone of the success of any good business. Good marketing practices come from strong organizations with excellent leadership, employees, and consumers. Making good and ethical marketing decisions for a company includes behaviors that do not always serve its economic interests. Being ethical within an organization requires strong and ethical marketing practices that are not always seen as clearly right or clearly wrong. Marketing operates with many “gray” perspectives, and what is correct to one individual may differ from another. At the foundation for making these good decisions requires understanding the consequences and rewards associated with ethical marketing tactics, specifically the promotional aspects. This knowledge will provide a basis for understanding the organizational role, the individual’s role, and how the two can contribute to the overall success of both the organization and individual from a marketing and sales perspective. This class can count towards the Authentic Leadership and Business Ethics Certificate. Complete our 6 courses covering an array of topics, from inspiring integrity and laws and ethics to effective leadership and ethical marketing practices, to receive the full certificate. This online certificate has been designed to challenge you and help you grow as a leader and individual. Explore your leadership potential, understand the essentials to create a more ethical environment in your organization, and foster more innovation and growth. Topics Covered • •
Messaging and its relationship to ethics Ethical nature of sales
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Ethical external conflicts in sales Overview of marketing
I Need This Program Because:
My Organization Needs This Program Because:
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I want to understand the nature and importance of ethical principles as it relates to marketing and sales
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We want to promote awareness of the ethical practices of the company
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I want to take an introspective look at how my views and actions impact ethical or unethical actions
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We want to boost morale and build more harmonious relationships
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I need to learn to identify with messaging characteristics to become a better colleague
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We want to empower employees to feel part of the company through a common goal
Who Needs This Class • •
Anyone who wants to have an understanding of how marketing, and specifically sales, plays a role with you as an individual, how this relates to the organization, and why it is important to understand this relationship Individuals in sales or marketing who want to better understand how marketing and the exchange process relates to ethics and the customer
Modules Marketing Overview
Sales: Internal Communication
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Importance to the individual and organization Ethics role in the exchange process
Individual perspectives on making decisions Internal conflicts that arise with making a good vs. bad decision Ethical dilemmas that they may face and thus experience internal conflicts
Promotion
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Sales: External Communication
Messaging’s impact on views of the company Internal versus company’s code of ethics
Sales Overview
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Steps in the sales process Inherent relationship between ethics and sales The role of social media in sales
100% online, led by instructor
Review the relationship between internal and external communication while focusing on the understanding of the “big picture” Dive into the levels of moral development
On-demand access, 12 weeks to complete
5-6 hr. of lecture, readings, and self-reflection
Speaker | Erin Baca Blaugrund, Ph.D. Erin Baca Blaugrund received her Ph.D. in Marketing from the University of Mississippi in 2000. She is a proud graduate of New Mexico State University and received her BBA (1991) and MBA (1993) with a major/concentration in marketing from the College of Business. She has many teaching interests and is currently teaching personal selling, sales management, social media, and consumer behavior. Dr. Blaugrund is the Director of the Daniels Ethics Fund Initiative (DEFI) at NMSU. In addition to the DFEI, she is co-advisor to the American Marketing Association student chapter at NMSU.
THE ECCLES DIFFERENCE The David Eccles School of Business enrolls about 6,000 students in its eight undergraduate majors, four MBAs, seven other specialized graduate programs, one Ph.D. program, and executive education curricula. It is also home to seven institutes and centers that support an ecosystem of entrepreneurship, technology, and innovation, including the Lassonde Entrepreneur Institute, Ken C. Gardner Policy Institute, Sorenson Impact Center, and more. Our faculty members boast impressive professional and educational backgrounds and hold Ph.D.s from esteemed universities including the University of Pennsylvania’s Wharton School, Northwestern University’s Kellogg School, Harvard Business School, Stanford Graduate School of Business, and University of California at Berkeley’s Haas School.
TAKE THE NEXT STEP Telephone: (801) 587-7273 Email: ExecEd@Utah.edu Website: ExecEd.Utah.Edu Registration: Eccles.Secure.Force.com/ExecEdApplication 1731 E Campus Center Drive Robert H. and Katharine B. Garff Building, GARFF 4340 Salt Lake City, Utah 84112
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