Incorporating Ethics into the Marketing Communications Class: The Case of Old Joe and New Jo Camel

Abstract

The marketing communications class provides a unique opportunity to incorporate ethics into the curriculum. This article discusses ethics in general, and in the marketing communications class in particular. It includes ethical decisionmaking and factors that can affect this process including utilitarianism, rights, and fair ness-justice beliefs. It suggests and develops the case o/Joe and Jo Camel as a possible vehicle to facilitate the students’ examining and understanding of ethics in the marketing communications process.