INSTRUCTORS LESSON PLAN

Subject: Marketing Principles Instructor: Blake Anderson

Title of Unit: Business and Marketing Ethics
Date: April 28, 2005
Time Period: Two 90 Minute Blocks
Objectives:
1. Define Ethics.
2. Define the general norms and ethical values of the American Marketing Association.
3. Explain the 3 steps of how to make right ethical choices in business.
4. Identify the 7 steps to the model for moral decision making.
References:
American Marketing Association Code of Ethics. www.marketingpower.com.
Farese, Lois S., Kimbrell, Grady, & Woloszyk, Carl A. (2002). Marketing Essentials (3
rd
Edition).
Glencoe/ McGraw-Hill. New York.
Reece, Barry L. & Brandt, Rhonda. (2003). Human Relations: Principles & Practice (5
th
Edition).
Houghton -Mifflin Co. New York.
Rae, Scott B. & Wong, Kenman L. (1996). Beyond Integrity.
Zondervan Publishing House. Grand Rapids, MI.
Morris, Tom. (1997). If Aristotle Ran General Motors.
Henry Holt & Co. New York.
Materials:
1. Power Point Presentation- Ethics in Business
- Lesson Notes and Student Copy
2. Lesson 1 Activity- Business Ethics WebQuest
3. Lesson 1 Activity- Business Ethics WebQuest Rubric
4. Lesson 2 Activity- Case Study: Borlands Brave Beginnings
5. Lesson 2 Activity- Problem Solving Skills
Topical Outline Instructional Aids/ Strategies

Starter/ Sponge Activity
- Have students fill in the blank at the beginning of
the quote with a word that they feel appropriately
completes the statement. Discuss these quotes with
the class.



Goodness is the only investment that never fails.
- Henry David Thoreau

Morality, when vigorously alive, sees farther than intellect.
- J.A. Froude

Lesson Content
Power Point Presentation Topics:

Objectives
Lesson #1: What are Ethics?
Lesson #1: American Marketing Association
Lesson #2: How to Make Right Ethical Choices In
Business
Lesson #2: Model for Moral Decision Making
Activities
Summary
References
Provide students with Power Point handout.
Conduct Lesson using Power Point with Notes.

Slide #3
Slide #s 4-8
Slide #s 9-20
Slide #s 21-24

Slide #s 25-31
Slide #32
Slide #s 33-35
Slide #s 36-37
Summary/ Evaluation

Lesson 1 Activity:
Lesson 1 Activity:
Lesson 2 Activity:
Lesson 2 Activity:


Business Ethics WebQuest
Business Ethics WebQuest Rubric
Business Ethics Case Study
Business Ethics Problem-Solving Skills





LESSON 1 ACTIVITY
Business Ethics WebQuest and Rubric
Introduction
Business ethics focuses on what constitutes right or wrong behavior in the world of
business and on how moral and ethical principles are applied by businesspersons and companies
to situations that arise in daily activities in the workplace. These principles are based on our
value systems, which ultimately determine the choices we make as a result of a decision making
process. Note that business ethics is not a separate kind of ethics. The ethical standards that
guide our behavior in our personal lives apply equally well to our activities as individual
businesspersons and corporations as a whole.
Task
This WebQuest focuses on business ethics as it relates to corporate and organizational
codes of ethics and/ or values. Businesses are not required to adopt a code of ethics for its
management and employees, but todays corporate environment has brought virtue, morals, and
doing the right thing in general to the forefront of the global economy. In this WebQuest,
students will research current information about codes of ethics used by todays corporations.
As a result of this WebQuest, students will better understand the role of ethics in the corporate
setting, and learn how to effectively implement their own codes of ethics.
Resources
1. The Ethics Resource Center- www.ethics.org
The Ethics Resource Center (ERC) is a nonprofit, nonpartisan educational organization
whosevision is a world where individuals and organizations act with integrity. The
mission of the Ethics Resource Center is to strengthen ethical leadership worldwide by
providing leading-edge expertise and services through research, education and
partnerships.
2. Fortune 500- www.fortune.com/fortune/fortune500/articles/0,15114,1045024,00.html
The Fortune 500 is a ranking of the nation's largest companies compiled by Fortune
magazine on the basis of 2004 revenue. Each entry includes rank, name of company,
headquarters, last year's rank and 2004 revenue in billions of dollars.
3. The American Marketing Association- www.marketingpower.com
The American Marketing Associations website, MarketingPower.com, supplies
marketing professionals and AMA members with the information, products and services
required to succeed in their jobs and careers.
Process
1. Choose a teammate.
2. Research The Ethics Resource Center (See Resources Section). Click on Search and
type in corporate codes of ethics in the search box.
3. Choose a Fortune 500 company from the list of the Top 100 provided in the resources
link (See Resources Section). Research your Fortune 500 companys code of ethics.
Find the companys corporate website, and search for its code of ethics and/ or corporate
values section. Read the information in this section.
4. Go to the American Marketing Associations website. (See Resources Section) Search
for the organizations Code of Ethics and read the Preamble, the General Norms, and the
Ethical Values sections.
5. Using Microsoft Word, type a research report discussing the correlation between the
Fortune 500 companys code of ethics and/ or corporate values and the American
Marketing Associations Code of Ethics. In the introduction of the report, discuss your
research findings from The Ethics Resource Center in regard to codes of ethics used in
corporations. In the body of the report, list each of the Fortune 500 companys corporate
ethics and values along with the American Marketing Associations Ethical Values.
Also, discuss and define each of the American Marketing Associations Ethical Values
and whether the Fortune 500 company addresses each of these, and how it does so
according to its own Code of Ethics. Each AMA Ethical Value should be used as a
heading in your report. Each section should consist of at least one paragraph.
6. Put your names on the rubric provided, and staple it to the front of your research report
and turn in to the class folder.
Conclusion
In line with the international trend, Americans are holding the management of large
public corporations to greater ethical accountability. The scrutiny covers a broad spectrum of
stakeholders so that a companys effect on its employees, customers, vendors, franchisees, the
environment and the communities in which it operates is emerging as an important benchmark of
corporate performance. At the same time, corporate directors and senior managers are paying
greater attention to the importance of intangible corporate assets like a highly motivated
workforce, trustworthy suppliers, a loyal customer base and, most important, a reputation for fair
dealing. Ultimately, the emphasis on corporate ethics can provide a more productive workforce
and an increased profit margin.



Evaluation
Name _________________________________________________ Date ___________

WEBQUEST SCORING RUBRIC

Criteria
1 2 3 4
Does the report respond
to the topic?
The report is
incorrect, incomplete,
or off topic.
The report addresses
the topic, but does
not follow through.
The report addresses
the topic but does not
fully cover it.
The report addresses
the topic and covers it
in logical sequence.
Does the report discuss
specific information from
The Ethics Resource
Center as it relates to
corporate Codes of
Ethics?
The report does not
discuss the required
content.
The report discusses
some specific
content, but does not
convey basic
concepts.
The report mentions
specific points of
content but fails to
elaborate (define
and/or give
examples).
The report meets the
teacher objectives for
the assignment.
Does the report
demonstrate
understanding of the
Fortune 500 companys
Code of Ethics and the
American Marketing
Association Code of
Ethics?
The report lacks the
required content.
The report lacks
content
knowledge/does not
convey basic
concepts.
The report mentions
specific points of
content but fails to
elaborate (define
and/or give
examples).
The report meets the
teacher objectives for
the assignment.
Is the work organized?
Does it have each AMA
Ethical Value as a
heading within the report
with information in
paragraph form?
The report lacks
organization and is
incomprehensible.
The report has no
headings and
contains
disconnected
sentences or
paragraphs.
The report is
organized but lacks
examples and
elaboration in regard
to the criterion
required.
The report has
adequately presented
content and meets
teacher expectations.
Does the report
sufficiently discuss the
specific correlations
between the Codes of
Ethics of the Fortune 500
company and the
American Marketing
Association?
The report lists the
Codes of Ethics for
the Fortune 500
company and the
American Marketing
Association, but does
not address
correlations for AMA
Ethical Values
The report lists the
Codes of Ethics for
the Fortune 500
company and the
American Marketing
Association, and
discusses specific
correlations for some
AMA Ethical Values.
The report lists the
Codes of Ethics for
the Fortune 500
company and the
American Marketing
Association, and
observes and
discusses specific
correlations for most
AMA Ethical Values.
The report lists the
Codes of Ethics for
the Fortune 500
company and the
American Marketing
Association, and
observes and
discusses specific
correlations for all
AMA Ethical Values.


Score: _______________












LESSON 2 ACTIVITY

Marketing Principles- Business Ethics Case Study

DIRECTIONS: Using the 3 Steps of Making Right Ethical Choice in Business, answer the
case study questions in paragraph form.

Borlands Brave Beginnings

*Excerpt from Beyond Integrity ,1996, by Scott B. Rae & Kenman L. Wong. Zondervan Pulishing
Philippe Kahn, the colorful former CEO and current chairman of Borland International,
built a powerful software company from the ground up with a series of brilliant business moves
including the 1991 acquisition of Ashton-Tate, one of the software industrys biggest companies
for $440 million. Until very recently, the company was extremely successful, culminating in the
building of a palatial headquarters complex costing nearly $100 million. At one point, Kahn
even entertained thoughts of challenging Microsoft as the worlds top software manufacturer.
Although the company has recently fallen on hard times, its beginning is one that some would
consider morally questionable, while others would say it was nothing more than smart moves
within the game of business.
In an interview with Inc. magazine in 1989, Kahn told the story of Borlands humble
beginnings. Operating out of two small rooms and strapped for cash, he couldnt afford to place
an ad in Byte magazine, the best forum to reach his target market. In order to convince the ad
salesman to extend credit terms, Kahn hired extra people to scurry around and made sure the
phones were ringing in order to look busy. He prepared a media plan on a chart in which Byte
was crossed out but made sure the salesman accidentally saw the chart. When the salesman
asked if they wanted to advertise in Byte, Kahn replied that it was not the right audience and that
they couldnt afford it. The salesman pleaded and eventually gave good terms of credit. The ad
ran once and sold $150,000 worth of software, launching the upstart venture on the path to
success.
Questions for Discussion:
1. Are Kahns actions unethical in any way? Is this deception or just shrewd business
sense at work?
2. One could argue that it was the salesmans responsibility to check Kahns financial
documents, so it was his fault for being lured into lending credit. Do you agree?

















LESSON 2 ACTIVITY

Marketing Principles- Business Ethics Problem-Solving Skills

DIRECTIONS: Using the 7 Step Model for Moral Decision Making, answer the following
questions in paragraph form.

*Mini-Case Studies from Marketing Essentials ,2002, by Lois S. Farese, Grady Kimbrell, & Carl A. Woloszyk. Glencoe/ McGraw Hill
Problem 1
Your supervisor has asked you to keep track of the number of times one of your
coworkers come in late during the week. Would you agree to do this? Is it ethical of the
supervisor to ask you to do this? Why or why not?
Problem 2
Unfortunately, people in business sometimes get caught in situations that will probably
have undesirable consequences, no matter what they do. What are the undesirable consequences
if you agree to keep track of the number of times your coworker is late? What are the
undesirable consequences if you do not agree to do it?
Problem 3
If a supervisor or coworker requests that you do something at wok that you feel is
morally or legally wrong, what recourse do you have?







Unit Critique
I asked J im Wilson and Cathy McCracken, both business teachers at Chestatee High
School, to critique my unit of instruction. Both were very willing to help me, and I appreciate
and respect their observations and suggestions. They are both veterans of the business education
content area with over 50 years of combined teaching experience.
Coach Wilson and Mrs. McCracken appreciated the opportunity to critique my unit of
instruction, which is indicative of their professionalism and willingness to help. They both said
that ethics is such a cerebral topic that it could lead to the glossed eye syndrome that results
from too much lecturing. They agreed that my Webquest and my case studies seemed to address
that concern sufficiently. They also said that my unit of instruction is conducive to learning with
students of all different learning styles. They said the unit of instruction was practical, teachable,
and meets the learning objectives.
Coach Wilson and Mrs. McCracken offered some suggestions for improving the unit of
instruction. Beginning with the Sponge activity, they suggested leaving a key word blank from
the quotes. They said this would allow the students an opportunity to fill the blank. In regards to
the PowerPoint presentation, they thought I should number the attached slides that I reference in
my lesson plan by slide number. With the Webquest, they suggested that I choose partners for
the activity. They suggested this because students choosing their own partners could result in the
quality of work being compromised and because behavioral issues could arise. Also, since there
is no stipulation as to the length or style of the report, they suggested that I include a minimum
word count as well as stating the report style to be used. They said that the Webquest scoring
rubric is an excellent tool well designed and functional.
In summary, Coach Wilson and Mrs. McCracken told me that it is obvious that a great
deal of time, preparation, and thought went into the lesson plan. They said it is designed so well
that even a substitute could present most of the material. More importantly, they surmised that
the students will be challenged, on task, and would be certain to learn from their hands-on
experience.