The Effect of Personal Cultural Values and Professional Values Towards the Marketing Ethics of Academicians

The main purpose of this research is to assess the personal cultural value and professional values in regards to academicians’ marketing ethics. A survey of academicians was
conducted to determine the factors that are related to the academicians’ marketing ethics using these dimensions: Collectivism, Uncertainty Avoidance, Power Distance and
Professional Values. From 108 questionnaires distributed to all the academicians in INTI International College Penang, 88 respondents were collected. The findings showed that
Power Distance and Professional Values were the factors that influence academicians’marketing ethics. Further analysis showed that demographic factors such as age, gender,years of working experience, academic qualification do not have any influence on academicians’ marketing ethics. Since the result of the study showed that Power Distance and Professional Values are the main factors that influence the marketing ethics of academicians, the management of the college would perhaps look into methods and ways of cultivating the professionalism among academicians in order for them to possess a good marketing ethics.