- Class 30
- Practice 15
- Independent work 75
Lecturers and associates
The objective of this module is to enable students to:
• understand the basic terminology and concepts of business ethics
• compare and critically evaluate different organizational standards and principles, as well as individual contents in the creative industries in the context of their compliance with legal and ethical standards.
Students learn the principles and values that govern decisions and actions within companies, but also in their own work. This learning enables students to know the difference between right and wrong in doing business. It encourages them to apply this knowledge in practical situations taught in in other modules of this study programme.
Students who choose this module will further develop their logical and reasoning skills needed to understand ethical principles and moral or ethical problems that they might face in a business environment. The knowledge students acquire in this module will contribute to the overall skillset for their future employment in the field of visual communications design. It applies to all aspects of business conduct and is relevant to the conduct of individuals and entire organizations.
1. Byars, S.M., Stanberry, K. (2018). Business Ethics. Openstax, Rice University; Houston, Texas. Accessed 5 May 2021,
1. European Commission (2021). Horizon 2020 Online Manual; Ethics (Rules and Codes of Conduct, General Guidance for Ethics Self-assassment, Domain-specific Guidance). Accessed 5 May 2021,
2. European Commission (2021). Corporate Social Responsibility and Responsible Business Conduct. Accessed 5 May 2021,
3. European Commission (2021). Labour law: Emplyment, Social Affairs and Inclusion. Accessed 5 May 2021,
4. European Commission (2021). European Ombudsman. Accessed 5 May 2021,
5. European Commission (2021). MOBBING I. Accessed 5 May 2021,
6. Alliance (2021). European Advertising Standards. Accessed 5 May 2021,
7. European Parliament (2021). Intellectual, industrial and commercial property. Accessed 5 May 2021,
1. Antolović, K. and P. Haramija, P. (2016). Responsible advertising. Zagreb: KandK.
2. Antolović, K. (2010). Regulation and self-regulation of advertising and market communications. Zagreb: KandK.
3. Antolović, K. and Fraculj, M. (2017). Managing Intellectual Property in the Advertising Industry. Zagreb: HURA-DZIV.
Minimal learning outcomes
- Define the basic terminology and concepts of business ethics.
- Define the main features of the relationship between employers and employees in traditional forms of work and in the modern work environment, and compliance with ethical principles.
- Identify and explain moral responsibility in marketing and responsible advertising.
- Identify and formulate legal (regulatory) and ethical (self-regulatory) standards in creative industries.
Preferred learning outcomes
- Compare and critically evaluate the basic concepts of business ethics.
- Evaluate the individual contents of the contemporary work environment and alternatives to traditional forms of work and their compliance with ethical principles.
- Recommend guidelines for moral responsibility in marketing and responsible advertising.
- Compare and critically evaluate the individual contents in the creative industries in the context of their compliance with legal (regulations) and ethical (self-regulation) standards.