Ellis, Nick, Higgins, Matthew, Brennan, Ross, and Eagle, Lynne (2010) Alterity and sensitivity in inter-organizational relations: contours of the tutor in marketing ethics education. In: Proceedings of the Industrial Marketing and Purchasing Group Annual Conference. pp. 1-16. From: 2010 Industrial Marketing & Purchasing (IMP) conference, 6-8 July 2010, Budapest, Hungary.

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Abstract

Purpose & literature addressed: This paper scrutinises the way in which ethics is taught in the modern business/industrial marketing syllabus. We argue for a reappraisal of the tutor-student relationship such that we may facilitate a greater understanding of how marketing students can make sense of themselves and of 'the other' within industrial networks.

Research method: This paper is conceptual in its approach. Drawing on literature from the history of marketing thought, educational philosophy and the work of Emmanuel Levinas, we suggest that the conceptualisation of ethics in marketing cannot be divorced from the question of pedagogy and the responsibilities of the tutor.

Research findings: We suggest that the ideas of alterity and proximity offers space for a discussion of justice within the global supply chain, providing entry into the marketing discourse for those members of the industrial network not normally encountered by students in the course of teaching.

Main contribution: Importantly for teachers of inter-organizational relationships, Levinas offers an opportunity to simultaneously re-imagine the relationship between the student and the tutor. In the process we are forced to confront and acknowledge the responsibility that the role of a moral mediator entails.

Drawing on literature from educational philosophy and the work of Emmanuel Levinas, we suggest that the conceptualisation of ethics in marketing cannot be divorced from the question of pedagogy and the responsibilities of the tutor. Whilst the largely conventional model adopted for the teaching of marketing may provide students with a prescribed set of knowledge and skills, it may by the same token refuse us the moral education that seems to be necessary.

The paper concludes that that recent economic problems offer an opportunity for a reappraisal of the teaching of marketing ethics. It is an opportunity to re-imagine the relationship between the student and the tutor.

Item ID:	20346
Item Type:	Conference Item (Research - E1)
ISBN:	978-1-84600-0317
Keywords:	alterity, sensitivity, inter-organizational relations, tutor, marketing ethics, education
Related URLs:	Publisher
Date Deposited:	22 May 2013 01:13
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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