The principles of marketing course usually includes coverage of marketing ethics and social responsibility. This study attempts to gain an understanding of students’ perceptions of the importance of marketing ethics and social responsibility and to see if these perceptions can be enhanced. Students were provided one class period lecture on the topics with prelecture and postlecture evaluation. The study addressed marketing ethics and social responsibility as distinct constructs. Postlecture there was an improvement in marketing ethics perceptions for all majors, with nonmarketing business majors showing the most improvement. Postlecture perceptions of the importance of social responsibility increased significantly with nonbusiness majors showing the lowest level of improvement. Changing perceptions of importance can motivate long-term engagement in beliefs about the significance and value of business ethics and social responsibility.

市场营销课程的原则通常包括对市场营销道德和社会责任的报道。这项研究试图了解学生对营销道德和社会责任的重要性的认识，并看是否可以增强这些看法。为学生提供了关于该主题的上课时间讲座，并进行了前期和后期评估。该研究将营销道德和社会责任作为不同的构成。讲座后，所有专业的市场营销道德观念都有所改善，非市场营销专业的学生表现出最大的进步。演讲后对社会责任重要性的认识大大提高，非商业专业的学生则表现出最低的进步。