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ERIC Number: EJ1355392
Record Type: Journal
Publication Date: 2022-Dec
Pages: 15
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0273-4753
EISSN: EISSN-1552-6550
Available Date: N/A
Teaching What Society Needs: "Hacking" an Introductory Marketing Course with Sustainability and Macromarketing
Watson, Forrest; Stanton, Julie; Beninger, Stefanie; Domegan, Christine; Reppel, Alexander; Shapiro, Stanley
Journal of Marketing Education, v44 n3 p375-389 Dec 2022
Marketing classes are often focused on the micro level, failing to account for wider societal issues. In this article, we argue for the inclusion of a wider macro-sustainability focus, one that "hacks" marketing education. With that objective in mind, we developed and delivered an introductory marketing course that integrated both the micro and the macro, thus infusing the course with macro-sustainability. This was done through an "expanded voice" perspective that included alternate complementary micro and macro class sessions while using a traditional managerial marketing textbook supplemented by macro-sustainability materials. We also integrated a controversies approach to support discussion and learning. We taught this course to 150 undergraduate students and conducted both quantitative and qualitative assessments of the course, including comparing results with an "unhacked" marketing course. Findings indicated increased awareness of macro-sustainability topics and movement on appreciation of sustainability and the role marketing can have in achieving this awareness. Finally, we offer a model of how marketing classes at all levels can be "hacked" with a macro-sustainability approach.
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub-com.bibliotheek.ehb.be
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
Author Affiliations: N/A