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  • Teaching What Society Needs: "Hacking" an Introductory Marketing Course With Sustainability and Macromarketing

    Author(s)
    Watson, Forrest
    Stanton, Julie
    Beninger, Stefanie
    Domegan, Christine
    Reppel, Alexander
    Shapiro, Stanley
    Griffith University Author(s)
    Domegan, Christine
    Year published
    2021
    Metadata
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    Abstract
    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 ...
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    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.
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    Journal Title
    Journal of Marketing Education
    DOI
    https://doi.org/10.1177/02734753211058070
    Note
    This publication has been entered in Griffith Research Online as an advanced online version.
    Subject
    Marketing
    Curriculum and pedagogy
    Social Sciences
    Education & Educational Research
    pedagogy
    macromarketing
    sustainability
    Publication URI
    http://hdl.handle.net/10072/410755
    Collection
    • Journal articles

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