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Marketing ethics international: David Bourdin as guest lecturer in Portugal

April 6, 2022

Senior Researcher David Bourdin from the Department of Communication at FHWien of WKW gave guest lectures on marketing ethics in Lisbon and Porto as part of the International Week at Universidade Europeia.

At the International Week (March 21-25, 2022) of the Universidade Europeia, Senior Researcher David Bourdin represented the Department of Communication and gave guest lectures on marketing ethics at two campus locations in Lisbon and Porto. Founded in 1962, the private university has a total of around 2,300 students and is a long-standing partner institution of FHWien der WKW. This year’s International Week, which was held for the 16th time, was attended by 25 guest lecturers from 12 different countries. They not only gave lectures to students, but also participated in a number of workshops themselves.

David Bourdin, whose stay was supported by the EU mobility program Erasmus+, gave the students an overview of ethical dimensions of marketing. His presentation was essentially based on a book chapter on marketing ethics that Bourdin co-authored with Maria Riegler and Markus Scholz from the Institute for Institute for Business Ethics and Sustainable Strategy (IBES) at FHWien der WKW and which will soon be published in the 2nd edition of the “Handbuch Wirtschaftsethik (edited by Michael S. Aßländer) by Metzler Verlag.

After a historical and philosophical introduction to the discipline as well as an overview of the most important legal and non-legal regulations in marketing, David Bourdin focused on the following ethical issues in marketing in his presentation in Portugal, underpinning his statements with numerous current examples from practice:

  • Lack of transparency and misleading
  • Manipulation
  • Performance deficiencies in product and service quality
  • Stereotyping and discrimination
  • New issues in the digital age

David Bourdin’s participation in the International Week enabled him to establish new contacts with lecturers at international universities, to have a lively exchange with Portuguese students and to strengthen the partnership between FHWien der WKW and Universidade Europeia.