Integrating and Assessing Student Perceived Sustainability Literacy in an Integrated Marketing Communications Course

Abstract

This paper examines whether marketing educators' efforts in integrating sustainability-related issues in an undergraduate Integrated Marketing Communications (IMC) course affect students' perceived sustainability literacy. Using the Taxonomy of Significant Learning, a traditional IMC course was redesigned to include sustainability-focused concepts and assignments related to and integrated with the traditional course concepts. Analyzing student pre-and posttests of self-reported data from two questionnaires, one at the beginning of the semester and one at the end of the semester, impact on students' perceived awareness and knowledge of sustainability issues was demonstrated.

Análisis de la relación entre la comunicación integrada de marketing y la satisfacción del cliente. El caso Mcdonald’s.

“…La mayor parte de la literatura sobre comunicación integrada de marketing (CIM) ha reconocido su importancia, considerándolo un componente estratégico esencial en el mundo empresarial (Duncan y Mulhern, 2004;Kitchen y Schultz, 2009;Kliatchko y Schultz, 2014;Porcu et al, 2016;Tafesse y Kitchen, 2017;Ahmad y Salleh, 2019;Albinsson et al, 2020).…”

Understanding How Stand-Alone Sustainability Courses Are Taught in Marketing: A Global Baseline Analysis

“…Researchers agree that an organizational approach to sustainability incorporates the synchronous pursuit of economic, environmental, and social goals (Bridges & Wilhelm, 2008). Albeit awareness of conceptual differences between sustainability marketing and other terms such as social marketing, green marketing, and social entrepreneurship subsist (Wilhelm, 2008), terms such as “sustainable,” “sustainability,” “green,” or “environmental” are often used interchangeably by practitioners and educators (Albinsson et al, 2020; Kemper & Ballantine, 2019; Minton et al, 2012), even finding social responsibility in forms of “macromarketing, sustainability, and marketing for a better world” (Peterson, 2021, p. 1). Thus, with regard to the present research endeavor, a broader look at sustainability might be required to identify stand-alone courses that focus on sustainability marketing–related topics at business schools worldwide (Upadhyaya et al, 2019).…”

“…The last decade has witnessed a rise in curriculum development related to sustainability marketing (Albinsson et al, 2020). Research suggests that the following areas could help transform current marketing curriculum.…”

“…The analysis provides information needed for educators to begin to develop course content and ultimately become more capable teachers of sustainability topics (Peterson, 2021). Marketing educators have begun to realize the importance of sustainability as a topic area within marketing, and the last decade has witnessed a rise in curriculum development related to sustainability marketing (Albinsson et al, 2020). However, a potential lack of knowledge and direction on how sustainability can be implemented best within the marketing discipline were previously found to challenge a rapid curriculum transformation in marketing departments (Bridges & Wilhelm, 2008).…”

Designing a Strategy Mixed Ethical Marketing in a Children's Book Based on the Parents' Purchase Intention

“…Careful and principled research is the best way to discover and predict the effects of a marketing strategy change in an industry. Ethical marketing is a process in which companies offer their goods and services to their customers not only by focusing on the profitability of products, but also the process of profitability in offering products with respect to social, environmental and cultural responsibilities (6). Ethical marketers must be able to justify their decision to adopt this approach.…”