Online Reporter
Martin Sibanda
THIS year marks exactly 27 years of my journey as a marketing practitioner with an unblemished record. Recently, however, university mates, colleagues and friends have asked me what went wrong after one of our former staffers (a subordinate) was convicted of fraud in the courts of law.
Naturally, I anticipated these questions and here I provide an honest answer—hoping it will meet their expectations. The number of year that I have served as a marketing practitioner is a testimony to my commitment to ethics that has remained ingrained in my professional DNA.
In the world of marketing, deceptive tactics and unethical scandals can significantly tarnish one’s reputation, while adhering to ethical practices helps build a positive image. Avoiding scandals is paramount, not only for personal growth but also for maintaining the integrity of the profession. I believe all marketing professionals—whether in formal employment or running their own businesses—should embrace this ethos.
This responsibility extends to dealing with the outside world, which expects marketers to uphold ethics and professionalism. By doing so, you protect both your organisation’s interests and those of your current and prospective clients.
In my honest opinion, marketing professionals must consistently uphold ethical standards to foster trust, loyalty, and a strong reputation for the organizations they serve. Transparency and honesty are key components of healthy marketing relationships, benefiting both individuals and organisations. Conversely, unethical behaviour can lead to legal repercussions and long-lasting damage to a marketer’s credibility—consequences no employer would want to face.
Today’s employers, especially progressive ones, seek employees with strong ethical values and are less tolerant of harmful behaviours. In competitive markets like Zimbabwe, it’s well known that employers prefer marketers with impeccable character who will positively advance their business interests.
By prioritizing transparency, professionalism and honesty, marketers can distinguish themselves within the industry and mitigate potential legal and reputational risks. Regardless of your role within an organisation, your primary responsibility is to generate and sustain a profitable income stream for the long-term success of the business—while simultaneously upholding ethical standards for the benefit of the organization.
For these reasons, I personally urge all marketing professionals to protect the integrity of the profession by avoiding scandalous behaviours that could tarnish your personal reputation and damage your organisation’s standing.
The writer, Martin Sibanda is a holder of a Bachelor of Commerce Honours Degree in Marketing Management from Zimbabwe Open University, a Master of Commerce in Marketing Strategy Degree and an Executive MBA from Midlands State University.
