Ethics and the digital environment in coaching

Marc Bürgi & Mona Ashoki
Case Study Sessions

There is increasing discussion about the ethics of the digital world and this has inevitably generated a burgeoning research literature. Coaches have been using virtual media for more than two decades and an impact of the Covid pandemic has been that virtual coaching accounts for the majority of workplace coaching, although this has not been empirically measured. 
This has all happened so quickly that the ethicsof digital coaching has seen little or no investigation. Such research as there is into digital coaching almost all focuses on the practicalities, advantages and disadvantages of the genre, rather than on fundamental philosophical and ethical aspects. 
This session aims to map what research exists, exploring issues from the perspective of representative fictional case studies and recommend areas for future investigation. After an introduction of fundamental concepts, participants are equipped with a set of questions to reflect, discuss and transfer insights to their own practice.


Marc Bürgi is the director of the Master’s Program of Advanced Studies MAS Coaching FHNW at the University of Applied Sciences and Arts Northwestern Switzerland (FHNW), Switzerland (
Professional coach for leaders, teams and talents in the digital and virtual setting for diverse industries ( Solution focused, systemic coach, with a background in leadership, people and organisational development for mutlinational companies, SMEs, NGOs, start-ups and governmental institutions. PhD in Systems Approaches from the University of St.Gallen (HSG), MSc in Organisations, Human Resources and Information Systems from the University of Berne, Coach accreditation with the International Coaching Federation, certified adult educator and psychometric assessor.

Mona Ashoki is a Lecturer in Operations Management, Director of Academic Tutoring (post-experienced programmes), and member of the Diversity, Equity and Inclusion committee at Henley Business School, UK. She has extensive industry experience, having worked at the senior management level in global IT and BPO organisations, and an Accounting firm. She has worked with customers in Asia, Australia, Europe and Northern America. Mona’s experience in Higher Education includes working with doctoral, post-experienced postgraduate and undergraduate programme members. Her professional and academic projects cover topics such as: digital ethics, use of AI, process improvement, programme management, knowledge management, financial management, organisational transformation, and management consulting. She is a Fellow of the UK Higher Education Academy (FHEA), a member of the Institute of Chartered Accountants of India, a Certified Software Quality Analyst, and a Six Sigma Master Black Belt. She has successfully secured research funding, including for Knowledge Transfer Partnership projects, funded by InnovateUK.

David Clutterbuck is one of the earliest pioneers of coaching and mentoring. Visiting professor at four business schools and co-founder of the European Mentoring and Coaching Council, he is author of more than 70 books. David was lead coach on the Ethical Coach project and has trained hundreds of ethical mentors in the UK health service and elsewhere.blished over 100 scientific papers and book chapters, with a particular interest on ethics and coach behaviour. 

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