Integrating Sustainability Into the Marketing Curriculum: Learning Activities That Facilitate Sustainable Marketing Practices

Abstract

In response to political, social, and competitive forces, many firms are developing sustainable marketing strategies. Marketing educators can play an important role in assisting these firms by developing curricula that build the knowledge and skills required to enable marketing graduates to contribute to sustainable marketing efforts. Marketing graduates must not only understand but also be equipped to apply a sustainable marketing thought process to the challenges businesses face today. The authors assist in this goal by (a) presenting key learning objectives in the area of sustainable marketing, (b) describing learning activities that will help students achieve the learning objectives identified, and (c) providing resources that not only support the learning objectives but also connect them to traditional marketing concepts, as well as to concepts from other disciplines.