Discuss how understandings of ethical marketing might be employed to draw implications for consumers, marketers, and other stakeholders.

Topic:
“Mankind’s true moral test, its fundamental test (which is deeply buried from view), consists of its attitude
towards those who are at its mercy: animals.” – Milan Kundera (The Unbearable Lightness of Being). Critically
discuss this statement through the lens of the morality/ ethicality of animal testing in the context of the
Dominant Social Paradigm (DSP). Discuss how understandings of ethical marketing might be employed to draw
implications for consumers, marketers, and other stakeholders.

Description
This assignment requires extensive reading as it is a literature review which should include theoretical
frameworks and concepts.
Your answer must be a theoretically driven critical discussion that incorporates the quote, and appropriate
literature must be cited.
Assignment instructions and details are uploaded where you can find the structure to be followed as well as an
example essay for this assignment. You can use the example to guide you as it was very successful. However
please do not use the same content.
In the document you’ll also be able to find some theories and concept names. Please use the ones that are
relevant to the given topic. You should discuss the topic within the context of Dominant Social Paradigm.
You can also find a reading list in the given document please read them carefully before mentioning them in the
assignment.
Coursework relevant lecture notes are uploaded as well. You can use them to guide you. Especially session 5 and
6 are very important for this topic.
If you have any questions please let me know as this assignment is very important