Ethics and Social Responsibility and SME


This course deals with the fundamental principles of business ethics and deepens into corporate social responsibility understood as an ethical part of the business organizations and provides an overview of what are the specific issues affecting family businesses, in terms of its distinction of being “familiar”.

With respect to the ethics, we try to understand the basic principles of moral standards and the different business theories such as the relativism, utilitarianism, the ethics of competitive markets and advertising. In the second part of the course, we will learn what Corporate Social Responsibility is and the different ways of carrying out its communication both internally and externally. After completing the course we will be able to produce a CSR report.

In the family business, we must consider that family relationships affect decisively the operation of the company and have a multiplier effect, both positive and negative. A company running properly and proactively get its family relationships obtains important synergies and the results are highly positive, however, a company that began their family relationships with disagreements and renounce actively to manage its conflicts, is bound to negative and devastating results that often determine the disappearance of it.


Goals and Student Profile

After completing the course the participant will be able to:

  • Know the different perspectives of business ethics and identify the moral standards on making decisions
  • Use the golden rule of ethics.
  • Understand the scope of CSR in the business world, a diagnosis of corporate social responsibility and implement the CM of CSR in a company.
  • Develop a CSR report by GRI methodology
  • Understand the peculiar problems to family businesses in their interrelationships between the business system and family system and how to proactively address these interrelationships.
  • Family empowering enterprises to address the generational succession process with the best guarantees of success to ensure the continuity of it.
  • Understand the importance of adapting the governing bodies of the family business to promote synergies both familiar and business to align the common efforts towards the competitiveness of the company.

Identify the beginnings of potential conflicts within the family business, both intra – generational and inter – generational and manage them effectively



  1. Concepts related to business ethics
    • The ethics of business
    • Theories of business ethics
    • Unethical agreement
    • The decision making
    • Ethics and advertising
    • Ethics and criminal code
  2. Corporate social responsibility
    • Concept and characteristics of CSR
    • Benefits of implementing
    • Strategic vision of CSR
    • Contents of the CSR
    • Diagnosis of CSR
    • The interest groups
    • Communication of CSR

2.2.1 Internal

  • External
  • Control panel and selection of indicators of CSR



  1. The family business
    • Definition of Family Business
    • Characteristics of the family company
    • Causes of death for family enterprises
    • Introduction to succession
    • Strengths and weaknesses of the Family Business
  2. Governing bodies of the family business
    • Evolution of the governing bodies of the family business
    • The new vision of the company and the family
    • The integration of family system and business system
    • Governing bodies of the family
    • Governing bodies of the company
  3. Key issues of family business
    • Overlapping systems
    • The management of conflict. Negotiate and agree
    • Preparing the succession
    • The protocol family. Previous aspects to consider
  4. Succession in family business
    • The protocol family
    • The model of the three circles
    • The pitfalls of family business
    • Develop the protocol
    • Financial aspects in succession


Ph.D. in Business Economy and Ph.D. in Social and Cultural Anthropology, University of Murcia. Master?s degree in Business Management, Autonomous University of Madrid and Master?s degree in Social and Cultural Anthropology, University of Murcia. Degree in Marketing. Degree in Industrial Engineering, University of Malaga
More details
His extensive professional experience includes positions such as Sales Director at Donut-Panrico S.A, Vigaceros S.A and Transmisiones Energéticas S.A. He is currently a Professor in the Faculty of Economics and Business at the University of Murcia and at ENAE Business School. His academic experience is focused on Corporate Social Responsibility, Negotiation and Business Ethics. In addition, he has also held the following positions: Course Director of Negotiation Strategies and Skills Course, Coordinator of the Master and the Degree in Marketing and Vice Dean of the Faculty of Economics and Business at the University of Murcia. As a Professor of ENAE he is engaged in a variety of masters and specific courses about Negotiation, Neuro-marketing and Neuro-sales. He is the author of many articles on these subjects and he has participated as author on the following books as well: "La gestión de las empresas familiares: un análisis integral" (2009), "La gestión eficiente de los equipos de venta" (2011), "Nuevas investigaciones sobre la gestión de la empresa familiar en España" (2013) y "Práctica de Estadística Aplicada a la Empresa y al Marketing" (2015). Furthermore, he has been awarded with the 3rd National Sales Award by Air Nostrum University Chair (University of Valencia) in 2007 and with the First Innovation Teaching Award by ASEPUMA (Granada) in 2016. He has spoken at different conferences and workshops where we can highlight the American Marketing Associations in USA, he also has participated in professional and academic events in Italy, France, Portugal, Mexico, Argentina and Colombia. He performs national and international conferences about corporate Social Responsibility, Family Business and mainly on Decision Making, Negotiation and Problem Management from an ethical point of view.
Degree in Law, Universidad Complutense, specialty in Business Legal at San Pablo Ceu University. Master?s Degree of Law (LLM) in Business Legal Advice, IE Business School (Madrid). MBA, IESE Business School, University of Navarra.

Specified time period and Place

Specified time period:  This course has and extension of 20 contact ours at ENAE premises.

Timetable: This course is delivered on Moday and Tuesday from 16:30 h. to 21:30 h. 

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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  1. Theoretical presentations alternated with practical exposure so as to see their relationship with results in business. The interrelation between theory and practice is a methodology in which students must be involved. This methodological issue will be used for both business executives and professionals, and for recent graduates who want to join the same course.

  2. Several case studies are sent from those that companies have been facing in real life for students, with the relevant knowledge acquired, to do the analysis between the different lines of action that may arise and choose the one considered more realistic and adjusted to the case. The student should become accustomed to making decisions and understand the implications of them.

  3.  Case studies and readings will be sent to participants through the virtual campus. At the same time chat forums or debate centres may be created on campus or virtual in which the views of the participants will be contrasted. . These tools will be used by the students to contrast their different points of view.

  4. Virtual Campus is a tool that allows a much more fluid relationship between students and teachers at personal and on line level.

  5. Teaching the course will take into account how the student intends to apply the knowledge acquired to the final project at the end of the Master.

Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 390 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE


If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.


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