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Ethical Marketing

Digital marketing is about genuine engagement and is a vital part of building a community

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  • Duration

    2 weeks

  • Weekly study

    1 hour
Overview
Requirements

Understand why every digital marketer has to have an ethics procedure in place

With the arrival of digital marketing, particularly search engine optimization, brands have undergone growing pressure to blur the lines between ethical and unethical marketing strategies. At the same time, social media has given consumers a much enhanced stage upon which to stand and voice their discontentment at brands they find wanting. The answer to the question, “What’s driving your business?” is fairly direct. What drives every business is the need to make a profit. What is not so straightforward is an answer to the question, “What is the ethical framework of your profit-driven marketing strategy?” This conflict between morality and making a profit is an old one.

In traditional forms of advertising, we can typically make the distinction between ethical and unethical marketing. If the promotion is deceptive, covers vital information or misleads the buyer, the advertiser can be called to account.

On this definition, ethical marketing can been deemed as anything that does not result in a negative or unsatisfying customer experience.

What topics will you cover?

  • Concept of ethical digital marketing
  • Consumer consent and choices
  • GDPR: risk or opportunity?
  • A consumer’s right to be forgotten
  • Data: the more the better?
  • What Are Some of the Best Alternatives to Google Analytics?
  • Engagement with visitors
  • Converting visitors to customers
  • Measuring web marketing performance

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

Who is the course for?

Students of the MSc Digital Marketing with Data Analytics degree

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

  • Established

    1992

  • Location

    Coventry

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control

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