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An Analysis of Sales Ethics Instruction in Undergraduate Business Programs
Journal article   Peer reviewed

An Analysis of Sales Ethics Instruction in Undergraduate Business Programs

Emory R. Serviss, Ream A. Shoreibah, Maggie M. Davis and Kelly G. Manix
Marketing education review, Vol.online ahead of print
05/06/2026
DOI: https://doi.org/10.1080/10528008.2026.2669378

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Abstract

Sales ethics education at the undergraduate level is underdeveloped, despite the complexity of moral ambiguity across the sales profession. This multi-method study investigates the structural and pedagogical dimensions of sales ethics education. In Study 1, a content analysis of 154 undergraduate sales programs reveals that there are a limited number of dedicated sales ethics courses being offered, with most ethics instruction confined to general business ethics classes. Study 2 analyzes 14 publicly available course syllabi to examine the use of different pedagogical learning techniques, finding that while many courses discuss basic ethical concepts, few include explicit, sales ethics focused learning activities. Study 3 presents qualitative insights from 15 sales professionals, who emphasize the importance of ethical decision-making in practice and advocate that sales programs better prepare graduates for real-world ethical dilemmas. Grounded in moral attentiveness theory and research on unethical pro-organizational behavior, our findings validate a disconnect between current pedagogical approaches and industry expectations. Beyond simply discussing ethical decision-making, results highlight the need for sales programs to enhance learning frameworks within the context of sales ethics education.

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