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Macromarketing Pedagogy: Empowering Students to Achieve a Sustainable World

Stanley J. Shapiro · Stefanie Beninger · Christine T. Domegan · Alexander E. Reppel · Julie V. Stanton · Forrest Watson

43 citations0/0 files storedJournal of Macromarketing

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Management and Marketing Education Corporate Social Responsibility and Sustainability Sustainability in Higher Education

Abstract

The United Nation’s Sustainable Development Goals (SDGs) are challenging the world to work towards a more sustainable future. Its 17 goals are ambitious, requiring concerted and system-based efforts driven by critical and socially aware thinking. However, marketing education is largely falling short of teaching students to think that way. Given macromarketing’s unique perspective on the interactions among markets, marketing, and society, macromarketers are poised to contribute to marketing pedagogy and to commit students to realizing the SDGs. This article first looks back at the previous 40 years of macromarketing pedagogy, before offering contemporary approaches to teaching macromarketing through four illustrative case studies found in an online repository called Pedagogy Place. It then looks forward, setting an aspiring vision for macro-oriented classrooms in the coming years.

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2009Thinking in systems: a primer 2006The Handbook of Conflict Resolution: Theory and Practice 1979Conflict in the Classroom: Controversy And Learning 2007Marketing Systems—A Core Macromarketing Concept 2014Sustainability as Megatrend 2014Formation, Growth, and Adaptive Change in Marketing Systems 2009On Economic Growth, Marketing Systems, and the Quality of Life 2018Multi-stakeholder Partnerships for Sustainability: Designing Decision-Making Processes for Partnership Capacity

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2022How are consumer behavior and marketing strategy researchers incorporating the SDGs? A review and opportunities for future research 2022Using neo-animism to revisit actors for Sustainable Development Goals (SDGs) in S-D logic 2021Using Macromarketing to Teach Business Sustainability 2021Teaching What Society Needs: “Hacking” an Introductory Marketing Course With Sustainability and Macromarketing 2022Hacking the Marketing Education System: Using Macromarketing and the Circular Economy to Make a Better World

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