The business community is a subculture within the larger community, yet its particular demands upon behavior lead to ethical questions that are not common to every part of that community. The market is regulated by competition rather than cooperation, and in the model advanced by many theorists only an interest in profits can guide market decisions. Such an institutional structure does not seem to recognize or represent motivations that are not derived from profits. In the theoretical description of the market, for example, a body of law is necessary to provide common limits of action, but it is the unprofitable nature of disobedience that generates an interest in obedience to those laws. The course will investigate the manner in which ethical discourse may respond to the problems engendered by this unusual institutional structure, relatively new to history.
A study of marketing functions in American business and the role of behavioral sciences on marketing decisions. Topics will include channels of distribution, the development of marketing objectives and strategies, and the use of the marketing mix in today's marketplace. Emphasis will be placed on the use of the marketing concept and its role in the flow of goods and services from producer to consumer.
Intensive study of the unique aspects of doing business in Latin America. Topics include coordinating multinational production and marketing strategy in the context of export and import protectionism and regional integration; dealing with central banks, planning agencies, political and economic institutions, trade associations and labor unions, marketing in a heterogeneous socioeconomic environment; organizational design; worker/management relations; managing capital sources, assets, pricing and employee compensation; and building data bases for supporting Latin American operations.