Using Macromarketing to Teach Business Sustainability

Autor/in	Peterson, Mark
Titel	Using Macromarketing to Teach Business Sustainability
Quelle	In: Journal of Marketing Education, 44 (2022) 3, S.390-401 (12 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Peterson, Mark)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/02734753211048538
Schlagwörter	Marketing; Business Administration Education; Sustainability; Business Schools; Teaching Methods; College Faculty; Teacher Attitudes; Course Content; Experiential Learning; Standards; Accreditation (Institutions); Educational Change; Curriculum Development + Suchen Sie Ihr Suchwort? Nachhaltigkeit; Teaching method; Lehrmethode; Unterrichtsmethode; Fakultät; Lehrerverhalten; Kursprogramm; Experiental learning; Erfahrungsorientiertes Lernen; Standard; Accreditation; Institution; Institutions; Akkreditierung; Staatliche Anerkennung; Institut; Bildungsreform; Curriculum; Development; Curriculumentwicklung; Lehrplan; Entwicklung
Abstract	The first macromarketing seminar held in 1976 represented a first attempt to "hack the system" of business schools to bring a societal focus to the teaching of marketing. This effort resulted eventually in macromarketing becoming a major field of the marketing discipline. Today, forces outside the business school are pointing business schools to broaden their curricula to include social responsibility in the form of macromarketing, sustainability, and marketing for a better world. The purpose of this article is to discuss the challenges and opportunities of teaching macromarketing and sustainability concepts to business students so that more macromarketing managers would develop and exert their influence in marketplaces around the world. Important points include (a) the imperative for macromarketing-minded educators to advocate for curriculum changes in their own business schools, and (b) the need for macromarketing-minded educators to become more capable teachers of macromarketing and sustainability content with students more skeptical about such content. This article offers a constructivist approach to setting the stage for students engaging macromarketing and sustainability content for the first time. Embracing the paradox of managerial macromarketing and integrating experiential learning highlight this approach. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01