Marketing Responsibility

In the era of Big Data and Artificial Intelligence, marketers have unprecedented power to understand and influence consumer behavior. This course critically examines the ethical, legal, and social responsibilities of digital marketers operating in a global context.

Students will explore the evolving landscape of data-driven marketing, the implications of transparent consumer profiling, and the boundaries of acceptable marketing practices. Key topics include the ethical use of AI and data analytics, privacy and data protection laws across major jurisdictions (including Canada, the US, and the EU), and the integration of sustainability and brand equity into responsible marketing strategies. Students will develop the skills to evaluate digital marketing activities through the lenses of ethics, law, and social responsibility, and to advocate for practices that build trust and long-term value for both organizations and society.