Sage Journals: Discover world-class research

Abstract

Sustainable development has been a hot button issue for decades, and yet business schools continue to struggle with accessible, meaningful and effective strategies to incorporate the topic into their curricula. To extend the teaching toolbox of educators, we describe two complementary marketing courses that use values-based learning to incorporate a sustainability focus in conjunction with traditional marketing topics. Using nonprofit organizations as the foundation, experiential learning methods are presented that can facilitate development of the moral, ethical, and perceptual foundation graduates need to be successful in today’s sustainability focused marketplace. Specific objectives and measures related to building this foundation also are described. Preliminary results are presented suggesting that this two-pronged focus is very effective at increasing and maintaining interest in sustainability issues, as well as increasing the number of marketing students and graduates working in sustainability marketing positions.

Keywords

sustainability sustainability marketing nonprofit organizations marketing education social consciousness

Get full access to this article

View all access options for this article.

References

AACSB International. (2012, November). Sustainability conference: Fostering the social impact of B-schools. Retrieved from http://bridgeprogram.aacsb.edu/sustainability/sponsors/index.html

AACSB International Doctoral Education Task Force. (2008). The promise of business doctoral education: Setting the pace for innovation, sustainability, relevance and quality. Retrieved from http://www.aacsb.edu/~/media/AACSB/Publications/research-reports/the-promise-of-business-doctoral-education.ashx

Amin

Cameron

Hudson

(2002). Placing the social economy. London, England: Routledge.

Arbuthnott

K. D.

(2009). Education for sustainable development beyond attitude change. International Journal of Sustainability in Higher Education, 10, 152-163.

Armstrong

C. M.

(2011, March). Implementing education for sustainable development: The potential use of time-honored pedagogical practice from the progressive era of education. Journal of Sustainability Education, 2. Retrieved from http://www.jsedimensions.org/wordpress/wp-content/uploads/2011/03/Armstrong2011.pdf

Borin

(2007). Breakout session on sustainability in higher education. Paper presented at the Co-op Green America Conference, San Francisco, CA.

Borin

Metcalf

(2010). Integrating sustainability into the marketing of curriculum: Learning activities that facilitate sustainable marketing practices. Journal of Marketing Education, 32, 140-154.

Bornstein

(2004). How to change the world. Social entrepreneurs und the power of new ideas. New York, NY: Oxford.

Boschee

(2001). Eight basic principles for nonprofit entrepreneurs. Nonprofit World, 19(4), 15-18.

10.

Bosselmann

(2001). University and sustainability: Compatible agendas? Educational Philosophy and Theory, 33, 167-186.

11.

Boyd

(2001, September). Sustainability is Good Business. OECD Observer, 35. Retrieved from http://www.oecdobserver.org/news/printpage.php/aid/546/Sustainability_is_good_business.html

12.

Bridges

C. M.

Wilhelm

W. B.

(2008). Going beyond green: The “why and how” of integrating sustainability into the marketing curriculum. Journal of Marketing Education, 30, 33-46.

13.

Chabowski

B. R.

Mena

J. A.

Gonzalez-Padron

T. L.

(2011). The structure of sustainability research in marketing, 1958-2008: A basis for future research opportunities. Journal of the Academy of Marketing Science, 39(1), 55-70.

14.

Clark

III Flaherty

T. B.

Wright

N. D.

McMillen

R. M.

(2009). Student intercultural proficiency from study abroad programs. Journal of Marketing Education, 31, 173-181.

15.

Clarke

Mount

(2001). Non-profit marketing: The key to marketing’s “mid-life” crisis? International Journal of Nonprofit and Voluntary Sector Marketing, 6, 78-91.

16.

Closs

D. J.

Speier

Meacham

(2011). Sustainability to support end-to-end value chains: The role of supply chain management. Journal of the Academy of Marketing Science, 29, 101-116.

17.

Cronin

J. J.

Smith

J. S.

Gleim

M. R.

Martinez

J. D.

(2011). Green marketing strategies: An examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39, 158-174.

18.

Diamond

Koernig

S. K.

Iqbal

(2008). Uniting active and deep learning to teach problem-solving skills strategic tools and the learning spiral. Journal of Marketing Education, 30, 116-129.

19.

Doyle

(2008). Job market sees growing demand for sustainability marketers. Grist Magazine, Inc. Retrieved from https://www.experience.com/alumnus/article?channel_id=green&source_page=home&article_id=article_1208550373072

20.

Drake

(2007, June). The importance of a values-based learning environment. Paper delivered at A Day on Moral Education, Institute of Education, London.

21.

Eyler

J. S.

Giles

D. E.

Jr. Stenson

C. M.

Gray

C. J.

(2001). At a glance: What we know about the effects of service-learning on college students, faculty, institutions and communities 1993-2000 (3rd ed.). Retrieved from http://www.compact.org/resources/aag.pdf/assessment

22.

Fuller

D. A.

Gillett

P. L.

(1999). Sustainable marketing: Strategies playing in the background. American Marketing Association Conference Proceedings, 10, 222-224.

23.

Gordon

Smith

D. K.

(1992). Planning, organizing, and executing short term international exposures for U.S. students of marketing and business. Marketing Education Review, 2, 47-53.

24.

Granitz

N. A.

Koernig

S. K.

Harich

K. R.

(2009). Now it’s personal: Antecedents and outcomes of rapport between business faculty and their students. Journal of Marketing Education, 31, 52-65.

25.

Greene

(2011). Freshmen marketing: A first-year experience with experiential learning. Marketing Education Review, 21(1), 79-87.

26.

Gundlach

M. J.

Zivnuska

(2010). An experiential learning approach to teaching social entrepreneurship, triple bottom line, and sustainability: Modifying and extending practical organizational behavior education (PROBE). American Journal of Business Education, 3(1), 19-28.

27.

Hadis

B. F.

(2005, August). Why are they better students when they come back? Determinants of academic focusing gains in the study abroad experience. Interdisciplinary Journal of Study Abroad, 11, 57-67.

28.

Haigh

(2005). Greening the university curriculum: Appraising an international movement. Journal of Geography, 29(1), 31-38.

29.

Harrigan

Hulbert

(2011). How can marketing academics serve marketing practice? The new marketing DNA as a model for marketing education. Journal of Marketing Education, 33, 253-272.

30.

Hart

S. L.

Milstein

M. B.

(2003). Creating sustainable value. Academy of Management Executive, 17(2), 56-67.

31.

Holt

D. B.

(2012). Constructing sustainable consumption from ethical values to the cultural transformation of unsustainable markets. Annals of the American Academy of Political and Social Science, 644, 236-255.

32.

Huang

Rust

R. T.

(2011). Sustainability and consumption. Journal of the Academy of Marketing Science, 39(1), 40-54.

33.

Hull

C. E.

Lio

B. H.

(2006). Innovation in non-profit and for-profit organizations: Visionary, strategic and financial considerations. Journal of Change Management, 6(1), 53-65.

34.

Hult

G. T. M.

(2011). Market-focused sustainability: Market orientation plus! Journal of the Academy of Marketing Science, 39, 1-6.

35.

Hunt

S. D.

(2011). Sustainable marketing, equity, and economic growth: A resource-advantage, economic freedom approach. Journal of the Academy of Marketing Science, 39, 7-20.

36.

Hunter-Jones

(2012). The continuum of learner disengagement ethnographic insights into experiential learning in marketing education. Journal of Marketing Education, 34, 19-29.

37.

Johnson

R. L.

(2009). Organizational motivations for going green or profitability versus sustainability. Business Review, 13(1), 22-28.

38.

Katz

R. D.

(2005). The not-for-profit sector: No longer bout just raising funds. Journal of Private Equity, 8, 110-113.

39.

Koernig

(2007). Planning, organizing, and conducting a 2-week study abroad trip for undergraduate students: Guidelines for first-time faculty. Journal of Marketing Education, 29, 210-217.

40.

Kolb

D. A.

(1984). Experiential learning: Experience as the source of learning and development. Upper Saddle River, NJ: Prentice Hall.

41.

Küster

Vila

(2006). A comparison of marketing teaching methods in North American and European universities. Marketing Intelligence & Planning, 24, 319-331.

42.

Leadbeater

(1998). The rise of the social entrepreneur. London, England: Demos.

43.

Martin

(2007, November 15). Eco-friendly factory, low-guilt potato chips. The New York Times. Retrieved from http://www.nytimes.com/2007/11/15/business/15plant.html?pagewanted=all&_r=0

44.

McKeown

(2006). Education for sustainable development toolkit. Paris, France: United Nations Educational, Scientific, and Cultural Organization. Retrieved from www.unesco.org/education/desd

45.

Miller

T. L.

Grimes

M. G.

McMullen

J. S.

Vogus

T. J.

(2012). Venturing for others with heart and head: How compassion encourages social entrepreneurship. Academy of Management Review, 37, 616-640.

46.

Moncrief

W. C.

Shipp

S. H.

Lamb

C. W.

Jr. (1995). Student journal writing in an international setting. Journal of Marketing Education, 17, 71-80.

47.

Ness

Urbel-Piirsalu

Anderberg

Olsson

(2007). Categorising tools for sustainability assessment. Ecological Economics, 60, 498-508.

48.

Newhouse

(2013). The state of global civil society and volunteering: Latest findings from implementation of the UN nonprofit handbook. Retrieved from http://ccss.jhu.edu

49.

Nirenberg

(1994). An introduction to probe: Practical organizational behavior education. Journal of Management Education, 18, 324-331.

50.

Norman

MacDonald

(2004). Getting to the bottom of “triple bottom line”. Business Ethics Quarterly, 14, 243-262.

51.

O’Connor

Raber

R. W.

(2001). The best of both worlds. Association Management, 53(5), 28-36.

52.

Orr

D. W.

(2004). Earth in mind. Washington, DC: Island Press.

53.

Oster

S. M.

Massarsky

C. W.

Beinhacker

S. L.

(Eds.). (2004). Generating and sustaining nonprofit earned income: A guide to successful enterprise strategies. San Francisco, CA: Jossey-Bass.

54.

Peloza

Hassay

D. N.

(2007). A typology of charitable support behaviors: Towards a holistic view of helping. Journal of Nonprofit & Public Sector Marketing, 17, 135-151.

55.

Porth

(1997). Management education goes international: A model for designing and teaching a study tour course. Journal of Management Education, 21, 190-199.

56.

Reid

(2002). Discussing the possibility of education for sustainable development. Environmental Education Research, 8(1), 73-79.

57.

Robert

K. W.

Parris

T. M.

Leiserowitz

A. A.

(2005). What is sustainable development? Goals, indicators, values, and practice. Environment: Science and Policy for Sustainable Development, 47(3), 8-21.

58.

Salamon

L. M.

Sokolowski

S. W.

Geller

S. L.

(2012, January). Holding the fort: Nonprofit employment during a decade of turmoil. Retrieved from http://www.thenonprofitpartnership.org/files/ned_national_2012.pdf

59.

Schwartz

Carroll

(2008). Integrating and unifying competing and complementary frameworks. The search for a common core in the business and society field. Business & Society, 47, 148-186.

60.

Seelos

Mair

(2005). Social entrepreneurship: Creating new business models to serve the poor. Business Horizons, 48, 241-246.

61.

Sheth

J. N.

Sethia

N. K.

Srinivas

(2011). Mindful consumption: a customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39(1), 21-39.

62.

Sheth

J. N.

Sisodia

R. S.

(2005). A dangerous divergence: marketing and society. Journal of Public Policy & Marketing, 24, 160-162.

63.

Stubbs

Cocklin

(2008). Teaching sustainability to business students: Shifting mindsets. International Journal of Sustainability in Higher Education, 9, 206-221.

64.

SustainAbility. (2008). The social intrapreneur: A field guide for corporate changemakers. Washington, DC: Author. Retrieved from http://www.sustainability.com/downloads_public/TheSocialIntrapreneur.pdf

65.

Tracey

Phillips

(2007). The distinctive challenge of educating social entrepreneurs: A postscript and rejoinder to the special issue on entrepreneurship education. Academy of Management Learning & Education, 6, 264-271.

66.

Turley

L. W.

Shannon

J. R.

(1999). The international marketing curriculum: Views from students. Journal of Marketing Education, 21, 175-180.

67.

UNESCO. (2005). Contributing to a more sustainable future: Quality education, life skills and education for sustainable development. Paris, France: United Nations Educational, Scientific, Cultural Organization. Retrieved from http://unesdoc.unesco.org/images/0014/001410/141019e.pdf

68.

Wilhelm

W. B.

(2008). Marketing education for sustainability. Journal for Advancement of Marketing Education, 13, 8-20.

69.

World Commission on Environment and Development. (1987). Our common future. Oxford, England: Oxford University Press.

Values-Based Education for Sustainability Marketers

Abstract

Keywords

Get full access to this article

References